Quality is central to industry’s future success

NEVER before in the history of the Irish livestock and meat industry has the issue of quality become so central to its future success, Bord Bia’s new chief executive Aidan Cotter has told producers.

He was speaking at the presentation of the Bord Bia quality beef and lamb producer awards to overall winners Derek and Mary Deane, Tombeigh, Hacketstown, Co Carlow (beef) and James and Helen Power, Ballinamintra, Dunmore East, Co Waterford (lamb).

Mr Cotter said the role of the market post decoupling, the overwhelming shift in focus to discerning European markets and the prospect of continuing competition from low cost regions were just three reasons why the awards assumed a new significance.