Call for clean, green meat marketing
Malcolm Thompson, president, told the ICSA annual general meeting in Croke Park, Dublin, that the industry must avoid over-dependence on selling beef and lamb via the factory to multinational retail giants.
He outlined a new marketing strategy aimed at furthering “the Irish clean, green image” and appealing to “high value niche markets.”
Farmer’s markets, farm gate and internet-based sales are key elements of the strategy, which foresees huge investment in the marketing and branding of Irish beef and lamb.
Mr Thompson suggested re-examining a possible Bord Bainne/Kerrygold approach to meat marketing, and more investment in research and development with a view to value-added products.
He also called for the development of a “green, natural, free range” concept, giving official status to a system of production somewhere between organic and conventional.
A GM free island status would enhance this image, he said.
Mr Thompson called for financial and regulatory assistance to help internet based direct sales and the promotion of farmers’ markets.
The strategy he outlined also seeks the removal of bureaucratic barriers to direct sales, and positive discrimination in favour of small abattoirs and butchers. Mr Thompson called on Agriculture and Food Minister Mary Coughlan, who addressed the conference, to lead this radical change.
