€500,000 Féile Bia accreditation boost
The marketing programme will also be used to encourage consumers to eat in the accredited outlets, which are committed to sourcing meat, chicken and eggs from recognised Quality Assurance Schemes, and to meeting customer demands for country of origin information.
Benefits from the scheme for Irish farmers and processors taking part in recognised Quality Assurance Schemes are also likely to increase next January, when Féile Bia restaurants will be required to indicate country of origin of all meat and eggs, on menus and/or display boards. This follows the legislation introduced in July which requires all catering outlets to provide country of origin information for beef.
Bord Bia Ireland Market Manager Teresa Brophy said: “Our research indicates that consumers increasingly want information on the quality standards to which their food is produced and its country of origin. Participating in Féile Bia enables the food service sector to reassure their customers on these areas.”
It has also been decided to introduce an annual membership fee of €100 plus VAT for all Féile Bia members from next January. This will supplement the marketing spend from 2007 onwards, and cover some of the Féile Bia programme administration costs.
A survey carried out last July by Millward Brown IMS showed high awareness of Féile Bia amongst consumers, 81% of whom said they were ‘much more likely’ to eat in Féile Bia restaurants.
