Charlie McConalogue (Donegal, Fianna Fail)
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The Suckler Brand Development Oversight Group was established to oversee and advise on the creation and implementation of a distinct brand for suckler beef under the guidance of Bord Bia. The Oversight Group, which is chaired by my Department and includes relevant sector stakeholders, has met seven times to date.

Bord Bia’s expenditure on the project to the end of December 2023 amounted to €0.82m. Details of project expenditure are an operational matter for Bord Bia. A range of brand development activities were undertaken including:

• research on potential opportunities across several key European markets;
• sharing an approach to implementing the brand proposition communications with the Oversight Group; and
• creation of a collection of bespoke suckler video and photography assets for brand communication purposes.

Bord Bia have advised that the current consumer environment is markedly different from that which existed in 2021 when the original strategy was devised. Specifically, consumer sentiment has changed leading to much more cautious approach to spending on eating out which is likely to continue for the foreseeable future.

The Oversight Group provided input at each stage of the proposed suckler branding proposition presented by Bord Bia at each meeting. Minutes of meetings, along with the other relevant documentation were distributed to group members after each meeting. However, it was agreed at the outset that discussions would remain confidential to facilitate open dialogue and respect commercial sensitivities pending the outcome of the process.

Although the suckler brand concept has not yet come to fruition, my department – in conjunction with Bord Bia – has nonetheless been successful in securing European recognition of the unique characteristics of our suckler beef production system.

In December 2023, a PGI for Irish Grass Fed Beef was successfully registered in the EU register of geographical register indications. Beef products from suckler cattle that meet the product specification requirements will be eligible for PGI status. Bord Bia plans will explore all market opportunities that PGI status presents, specifically focusing on markets and customers offering the best potential for Irish farmers and processors.