Craft butchers welcome Bord Bia’s initiative to promote Irish produce

CRAFT butchers yesterday welcomed Bord Bia’s initiative to introduce a Just Ask campaign to promote Irish food in hotels, restaurants and other outlets.

The Associated Craft Butchers of Ireland said that it had some regret at the termination of Feile Bia but believed that putting consumers in the driving seat over the source of the food they buy or consume in restaurants represents a sensible and mature approach.

ACBI chief executive Pat Brady said recent research results show that as few as 20% of consumers read food labels.

He said this shows that over-reliance on branding and labels is not the full solution in any case.

“There can be no certainty as to what customers really understood as to what the Feile Bia brand really meant,” he said.

Mr Brady said the ACBI had for year been promoting a Just Ask approach and welcomed this initiative by the food board.

“We actively encourage our customers to seek information on any aspect of choosing and buying meat that is of interest or even concern to them.

“In a butchers the difference is they will be talking to an expert who knows the answers, something they will not get in a supermarket or on a label,” he said.

Mr Brady said consumers, with similar expertise in good restaurants, will get direct answers to their questions there also.

“We especially applaud Bord Bia encouragement for artisan suppliers such as butchers. The Just Ask question of the day should always be; is the food local, and definitely is it Irish?” he said.

Mr Brady said many nutritionists are concerned about the extent to which people are becoming increasingly “de-skilled” in relation to food and meal making.

“Previous generations knew far more about the provenance of food and how to cook it simply and economically.

Mr Brady said the Just Ask campaign can be the first step on a ladder which will lead consumers to a more active curiosity about, and familiarity with, the food they eat.