Bernard Durkan (Kildare North, Fine Gael)
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162. To ask the Minister for Agriculture, Food and the Marine the extent of fish consumption here to date; the degree to which promotion is ongoing to highlight the benefits thereof; the degree to which markets remain available for Irish exports in this regard; and if he will make a statement on the matter. [41719/18]

Michael Creed (Cork North West, Fine Gael)
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The seafood sector is an ever expanding and increasingly important element of our food exports and through the hard work of our producers in industry, my Department, Bord Bia and Bord Iascaigh Mhara, I hope to see this sector continue to grow.  One of my priorities is to secure growth in our exports to EU and third countries which are increasingly important in this sector given the uncertainties arising from Brexit.  It is for this reason that I led trade missions to the USA and Canada in February and March 2018, and also to China and Hong Kong in May 2018.  I also attended Seafood Expo Global in Brussels in April 2018 to promote Irish seafood to international buyers.

BIM's Business of Irish Seafood report includes many highlights of Irish seafood in 2017 but of particular note is that the value of the sector surpassed €1 billion for the first time.  The report identifies that there was a 4% increase in seafood consumed in Ireland with the market valued at €429 million, while Irish seafood and fisheries-related exports had a total value of €666 million.  Irish seafood exports have grown in volume but exceptionally in value, demonstrating that our products can achieve better returns when we work collectively to target the right markets.  

My Department, Bord Bia and Bord Iascaigh Mhara continue to work to build exports in emerging markets, secure higher added value business in core markets and build a vibrant home market for underutilised species.  In 2018 my Department approved €2 million in additional funding from the European Maritime and Fisheries Fund to enhance Bord Bia's seafood promotion work.  With this additional funding and in their efforts to increase exports of Irish seafood, Bord Bia has maintained stands at 8 international seafood exhibitions with over one million visitors getting to meet 65 Irish seafood processors exhibiting their produce.  A series of studies in Asian markets have also been commissioned to identify, profile and prioritise the most attractive trade prospects.  Point of sale and promotional Origin Green material is also being developed and tailored to the needs of these individual export markets. 

With the aim of developing a vibrant home market Bord Bia ran the "Flex your mussels" campaign in June 2018 highlighting how easy mussels are to prepare and to educate on the health benefits that come from eating mussels.  Strong sales uplifts were reported as a result of this campaign.  A second national mussel promotion has been announced to run from 22 October to 4 November 2018. 

I am advised that Bord Bia is currently working on a new strategy for domestic promotions for 2019 to 2021 with a focus on whitefish that is caught off our coast and landed here at Irish fishing ports, namely Whiting, Hake and Haddock.  This strategy will be developed in consultation with industry, retail and food service customers and Bord Iascaigh Mhara.