French quality logo for Irish beef a market coup
Irish beef, certified under Bord Bia's Beef Quality Assurance Scheme, is the first non-French product to be conferred with the prestigious Critères Qualités Certifiés product certification. CQC is a French logo used on a product to denote that it conforms to specified quality characteristics.
Prime Irish steer/heifer beef can now display the CQC logo in the French market.
The decision of the French authorities will facilitate the return of Irish beef to the French retail sector and
allow it to compete more effectively there.
This recognition is a result of Bord Bia's activity on the ground in the French beef market, where retail promotions have recommenced in anticipation of improving market prospects.
The pace of activity looks set to continue with the participation of 21 Irish exhibitors from the meat, dairy and consumer food sectors at SIAL under the Bord Bia umbrella-brand "Ireland the Food Island".
Bord Bia chief executive Michael Duffy said it was a year of high activity for the food board in the French market.
"For the first time this year, we concentrated our marketing efforts on a specific geographical area for lamb, one of our most important exports," Mr Duffy said.
"An assessment of this focused promotion showed that this approach increased recognition, sales, first-time purchases and the intention to purchase Irish lamb. These results demonstrate that consumer appetite for Irish lamb can be strengthened," he said.
Mr Duffy said the certification of Quality Assured Beef from Ireland was a boost to Bord Bia's activities in the French market. It was supplemented by strong, innovative representation of Irish food and drink at SIAL, one of the world's most important food trade shows, he said.
Two Irish products a chilled dairy dessert and a freeze pop with alcohol have been selected by SIAL authorities to display in the International Trends and Innovations area.
France is Ireland's fourth-largest trading partner and one of Ireland's largest EU markets for food and drink. In 2001, Irish food and drink exports to France were valued at €431 million, some 7% of total food and drink
exports.
Meat accounted for 58% of total sales, with dairy products, prepared foods and drinks making up 42%.
As a meat market, France accounts for 80 per cent of Ireland's lamb exports. Ireland is still the main source of imported lamb in France.
There is a strong representation of Irish beef, lamb, pig meat and processed meat products at SIAL.
Other Irish products include butter, long-life dairy products, farmhouse cheeses, organic yoghurts, chilled dairy desserts, fruit preserves and prepared, ready meals.
Chocolates, candy, freeze pops, bubble gum, and natural mineral waters, functional drink products and cream liqueurs are also among the range.
SIAL, which runs until Thursday, is known as "The Global Food Market Place" and is expected to attract more than 130,000 trade visitors from 184 countries.
