Colm Burke (Cork North-Central, Fine Gael)
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2237. To ask the Minister for Agriculture, Food and the Marine the action his Department is taking to promote the Protected Geographical Indicator for Irish grassfed beef as a premium brand in overseas markets, as per the programme for Government; and if he will make a statement on the matter. [44132/25]

Martin Heydon (Kildare South, Fine Gael)
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Irish Grass Fed Beef was registered as Protected Geographical Indication on 27th November 2023. It is necessary for producers seeking to produce the PGI product to have their processes verified by my Department. A number of such controls processes have been undertaken by my Department following requests by operators. The first of these was followed by the launch of the first Irish Grass Fed Beef as a PGI product in Milan in Quarter 1 of 2024 which was attended by the then Minister alongside representatives of the Irish processor supplier, farming organisations and the Italian retailer.

Since the registration of the PGI, five processing plants have been verified for the production of the PGI product. There are a number of other plants for which verification approval is pending.

Bord Bia’s promotional activities for the PGI, funded as part of its annual budget provided by my Department, has targeted European markets, in particular the Italian market, where there is strong consumer recognition of PGI status. As the applicant, and the Food Promotions Board, Bord Bia carries out activities to promote Irish Grass Fed Beef as a quality product in relevant worldwide markets.

For information on specific promotion activities, the Deputy may wish to contact Bord Bia directly at their dedicated Oireachtas contact e-mail Oireachtas@Bordbia.ie.