€17.8m to be put aside to promote European produce worldwide

A TOTAL of €17.8 million is to be made available to promote European agricultural produce in Russia, Ukraine, China, Japan and North America over the next three years.

Eleven programmes have been accepted for the scheme, including one from Bord Bia to promote Irish meat products.

The new funding scheme will finance public relations and information campaigns on European fruit and vegetables, meat, dairy products and wines.

Agriculture and Rural Development Commissioner Mariann Fischer Boel said EU quality products are second to none.

“Increasing their visibility on markets outside the EU is a major priority. I see enormous sales potential on overseas markets, where people appreciate the history behind these high quality foodstuffs and wines.

“By investing in promotion and information campaigns for our products outside the EU, the European Union is showing its determination to take up this challenge,” she said

Brussels will fund 50% of the total budget with the remainder coming from the participating member states.

The money will be used to highlight the benefits of European products in terms of quality, hygiene, food safety, nutrition, labelling, animal welfare or environment friendliness.

Meanwhile, Agriculture Minister Brendan Smith told Sean Ó Fearghaíl, TD, in a written reply to a Dáil question that Bord Bia’s marketing strategy for Irish beef (2008-2013) began at the beginning of this year.

The main emphasis of the strategy is on the high value European market. The retail penetration of Irish beef in Europe is already very high and there is little room for significant conversion of new business.

But there have been considerable gains in terms of the volume of higher value business going to standard retail outlets, he said.