Quality scheme launched

BORD BIA yesterday launched the Chicken Quality Assurance Scheme that will put the €105m-a-year sector ahead of its rivals across Europe.

The quality assurance support with “Country of Origin” labelling is due to hit Irish shops in mid 2004.

Irish chicken processors kill about 1.2 million chickens per week and are anxious to dispel doubts in consumers’ minds about the quality and safety of chicken meat.

Minister for Food Noel Treacy said it was critical that “consumer confidence is maintained and I believe that this Quality Assurance Scheme, will be a valuable tool in this regard”.

Dan Lenihan, director of Bord Bia and a major processor in the sector, said he believed chicken produced by Irish processors will stay competitive.

Minister Treacy said the move to quality assurance and country of origin labelling made sense in high value markets.

High feed costs and poor returns from the market are problems affecting the industry, but it was critical Ireland maintained its high quality on Welfare standards, hygiene and environmental protection, he said.

Head of quality assurance in Bord Bia John Keane said the Quality Assurance programme leading to a country of origin certificate and the Quality Assurance imprimatur was of the highest order.