Catherine Murphy (Kildare North, Independent)
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Question 75: To ask the Minister for Agriculture, Fisheries and Food if he is considering a new branding for Irish food; if so, the time frame to which he is working; and if he will make a statement on the matter. [12439/11]

Simon Coveney (Cork South Central, Fine Gael)
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Promoting the marketing of Irish food, seafood, drink and horticulture is the responsibility of Bord Bia. In its market research, development and promotion activities Bord Bia works closely with producers, industry and existing and potential customers throughout the world to communicate the quality, sustainable production systems operating in Ireland and to identify and promote market opportunities.

Food Harvest 2020, which sets out a vision and plan for the agri-food and fisheries sector for the next ten years recommends the establishment of a "Brand Ireland". That recommendation reflected the advice in Pathways for Growth , a high level assessment by Harvard Business School, who were engaged by Bord Bia in 2010 to assess export opportunities for the Irish food and drink industry and to provide a new perspective on pathways for growth. The concept is to develop an umbrella brand or enhanced reputation for the Irish food industry which is credible and distinctive and which embraces all aspects of Irish food and drink.

Food Harvest 2020 details the key steps necessary to progress the development of this approach. These include detailed scientific and market research into consumer trends, a strategy to emphasise the green and natural reputation of Irish food and drink, a credible scientific basis for product claims and the creation of the highest standards of food safety and traceability implemented in all participating products. As complexity in delivering on such an umbrella concept is high, a timeframe of at least three-to-five years will be required.

In all of this, it must be remembered that EU Treaty and Single Market rules prohibit the use of public funds to promote food purely on the basis of origin.

Bord Bia has taken a lead role in the development of the Brand Ireland concept and have conducted research on a number of successful brand models. One example of this is the PAS2050 standard (Publicly Assured Systems) for the sustainability credentials of its Beef and Lamb Quality Assurance Schemes which was achieved by working closely with Carbon Trust and Teagasc. This is a very positive step towards realising the Brand Ireland concept.