Barry Cowen (Laois-Offaly, Fianna Fail)
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Question 56: To ask the Minister for Agriculture; Fisheries and Food the progress made to date in developing the Brand Ireland proposal outlined in Food Harvest 2020. [17631/11]

Simon Coveney (Cork South Central, Fine Gael)
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The Brand Ireland recommendation in the Food Harvest 2020 strategy reflected an endorsement by the agri-food industry of the previous "Pathways for Growth" assessment by Harvard Business School working with Bord Bia. The approach is to develop an umbrella brand, or enhanced reputation, which is credible, distinctive and embraces all aspects of Irish food and drink. The complexity involved in delivering this is high, and its achievement will require the commitment of many key players in the sector.

Progress has been made in relation to documenting sustainability, which is important to buyers and is a key element of the Brand Ireland concept as proposed in Food Harvest 2020. Bord Bia has worked closely with Teagasc and the Carbon Trust to include a carbon labelling component in its Beef and Lamb Quality Assurance Schemes and has achieved PAS2050 standard (Publicly Assured Systems). This is a very positive step and similar work will be undertaken with other products. Bord Bia has also carried out detailed research involving consumers and business audiences in six countries and work is underway with tourism interests to promote joined up approaches to developing Ireland's image abroad. The Deputy will be aware that under EU rules public funds may not be used to advertise on the basis of origin.