Minister McConalogue attends launch of Irish Grass Fed Beef PGI on the Italian market

The Minister for Agriculture, Food and the Marine, Charlie McConalogue, T.D, is today visiting Milan marking the placing on the market of the first Protected Geographical Indication (PGI) Irish Grass Fed Beef on the supermarket shelves in the important Italian market. This is the first PGI beef product to be made available to consumers since the recognition for Irish grass-fed beef was secured last December.

Minister McConalogue said:

"Today marks an important milestone for our producers and processors of Irish Grass Fed Beef. It was only last December that Ireland secured this PGI status by the European Union (EU), so seeing product with the PGI mark available to consumers so soon is testament to the hard work of everyone involved in achieving this recognition. This was no small task and I want to acknowledge in particular the exporter, the ABP Group and their farmer suppliers. They were also supported strongly by Bord Bia and my Department which demonstrates the collective determination to drive value for the Irish beef sector. Last month, I marked the recognition of this PGI award on a suckler farm in Co. Donegal and to see it being marketed on the supermarket shelf here in Italy further substantiates the farm to fork credentials of our Irish beef products.

The Minister added:

"The EU quality scheme which allows producers achieve PGI status for their products is an important means to communicate distinctive qualities of European products. This PGI means that everyone that purchases beef grown from Ireland's pasture-based production system can be satisfied of the products unique characteristics linked to its place of origin. The PGI mark on pack has particular resonance with Italian consumers making this a significant first launch, and I look forward now to seeing its progress in this and many more markets in the future.

Jim O'Toole, CEO of Bord Bia added:

"PGI is a recognition by the European Commission that Irish grass-fed beef is a truly unique product with a quality and reputation specific to how Irish farmers and processors produce beef to the very highest standard. This recognition is hard won, but well-deserved and very positive news for our sector. Bord Bia is currently working with farmers, processors and the Department of Agriculture, Food and the Marine, to get Irish grass-fed beef with PGI status to the market and today marks a significant milestone on that journey. We will continue to explore all market opportunities that PGI status presents, specifically focusing on markets and customers offering the best potential for Irish farmers and processors."

ENDS

(Photos to picture desks to follow and available on request)

Notes for Editors

• EU quality policy aims to protect the names of specific products to promote their unique characteristics, linked to their geographical origin as well as traditional know-how. Product names can be granted a 'geographical indication' (GI) if they have a specific link to the place where they are made. The GI recognition enables consumers to trust and distinguish quality products while also helping producers to market their products better.

• Verification of compliance with the product specification, before placing the product on the market, must be carried out by the Department of Agriculture, Food and the Marine.

• "Protected Geographical Indication" (PGI) is a name which identifies a product: (a) originating in a specific place, region, or country; (b) whose given quality, reputation or other characteristic is essentially attributable to its defined area of origin; and (c) at least one of the production steps of which take place in the defined geographical area.

• Ireland has three other registered all-island GIs: Irish Whiskey, Irish Cream and Irish Poitín.

• Ireland has currently nine registered PDO/PGI food product names - Clare Island Salmon (PGI), Imokilly Regato (PDO), Timoleague Brown Pudding (PGI), Connemara Hill Lamb (PGI), Waterford Blaa (PGI), Oriel Sea Salt (PDO), Oriel Sea Minerals (PDO), Sneem Black Pudding (PGI) and Achill Island Sea Salt (PDO).