Irish beef must focus on marketing

THE Irish beef industry can score with the authenticity of the product it sells, a leading psychologist and author told the Bord Bia organised European Meat Forum in Dublin.

Dr David Lewis, whose clients include British Airways, Coca Cola, Hewlett Packard and Lloyds TSB, said the industry needs to do three things in order to succeed and win among increasingly sophisticated new consumers.

Dr Lewis said it needs to develop quality and value for money, which is absolutely essential and acts as a starting point, and develop a good story about the product.