Written answers

Wednesday, 17 May 2023

Department of Agriculture, Food and the Marine

Agriculture Industry

Photo of Claire KerraneClaire Kerrane (Roscommon-Galway, Sinn Fein)
Link to this: Individually | In context | Oireachtas source

183. To ask the Minister for Agriculture, Food and the Marine if he will provide an update on the Suckler Brand Oversight Group, including progress and spending to date; and if he will make a statement on the matter. [23486/23]

Photo of Charlie McConalogueCharlie McConalogue (Donegal, Fianna Fail)
Link to this: Individually | In context | Oireachtas source

The Suckler Brand Development Oversight Group was established, after being agreed upon by stakeholders at Beef Taskforce meetings in September and October 2020, to oversee and advise on the creation and implementation of a distinct brand for suckler beef to be led by Bord Bia.

The Suckler Brand Development Oversight Group is chaired by my Department and includes a range of stakeholders from state agencies, the beef industry and farmer stakeholder representatives.

The group has met five times to date with the next meeting due in the coming weeks. 

Bord Bia’s expenditure on the project to December 2022 amounted to €790,000; while €800,000 has been allocated for the project in 2023.

Despite delays arising from the pandemic, good progress has been made on the initiative to date, with Bord Bia activity including:

  • A review of the opportunity for suckler beef based on research across a number of key European markets.
  • The approach to implementing the brand proposition communications across the markets has been shared within the Oversight Group and Bord Bia are working with the sector in terms of bringing the Irish Suckler beef proposition to market.
  • Bord Bia has developed a collection of bespoke suckler video and photography, shot on farms in the summer of 2022, and is currently developing Irish Suckler Beef communications materials for consumer audiences.
The Oversight Group has provided input to each stage of the proposed suckler branding proposition as presented by Bord Bia at each meeting.


No comments

Log in or join to post a public comment.