Written answers

Tuesday, 20 November 2012

Department of Agriculture, Food and the Marine

Agrifood Sector

Photo of James BannonJames Bannon (Longford-Westmeath, Fine Gael)
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To ask the Minister for Agriculture, Food and the Marine his plans he has to develop a single brand for our agri-food sector globally to market Ireland as a food island; and if he will make a statement on the matter. [51194/12]

Photo of Simon CoveneySimon 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 was to develop an umbrella brand, or enhanced reputation, with verifiable sustainability at its core, which is credible, distinctive and embraces all aspects of Irish food and drink.

Work on this has progressed and the Irish agri-food industry has made significant commitments to development and expansion around the principles of sustainability and scale. The goal is to grow in a way that is reflective of our enduring strengths as food producers and as agile players in a competitive marketplace. With this explicit commitment to sustainability, Ireland can build a reputation as a world leader in high-quality food production and be recognised as such by international retailers and foodservice providers who, virtually without exception, see sustainability as a key driver of their growth in the years ahead.

In June this year An Taoiseach launched Origin Green - the Bord Bia-led Sustainability Programme to industry. He went on to launch it on the international stage last month at SIAL Paris – the world’s largest food fair.

At the heart of Origin Green is a Sustainability Charter – demonstrating the commitment of the Irish food and drink manufacturers to engage directly and robustly with the challenges of sustainability by reducing energy inputs, minimizing their overall carbon footprint and lessening their impact on the environment.

To date 130 leading Irish food and drink companies representing 55% of Irish food and drink exports have registered their interest in Origin Green and the ambition is to have 75% of its exports accredited to Origin Green by 2014. These individual companies will set targets under headings of waste, water and biodiversity and will be able to highlight their improvements as part of an independently verified programme.

The ultimate intention is the creation of a significant point of differentiation for the Irish food and drink industry around the area of sustainability.

The Deputy will be aware that under EU rules public funds may not be used to advertise on the basis of origin. Further information is available on Origin Green at

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