'Very positive day' for Irish beef marking registration of PGI
The granting of this PGI status for Irish Grass Fed Beef places it on the "same pedestal as world-renowned products" such as Champagne, Parma ham, and Irish whiskey.
It is a "very positive day" for Irish agriculture as an event is held to mark the registration of Irish Grass Fed Beef as an all-island Protected Geographical Indication (PGI).
The granting of this PGI status for Irish Grass Fed Beef places it on the "same pedestal as world-renowned products" such as Champagne, Parma ham, and Irish whiskey.
The PGI symbol will help consumers to identify Irish Grass Fed Beef products in key export markets.
Agriculture Minister Charlie McConalogue and his counterpart in Northern Ireland Andrew Muir on Friday hosted a joint event on the Weir family farm, Ballindrait, Lifford, Co Donegal, to mark the registration of the PGI.
The ministers were joined by Bord Bia and the Livestock and Meat Commission, the applicants for the PGI on behalf of producers and processors.
Mr McConalogue said: "Visiting this excellent beef farm here in Donegal today is a reminder of the quality and sustainability of Irish beef and why it is in such demand around the world.
"The primary produce from Irish farmers that goes into creating our internationally respected quality food is the backbone of our agri-food sector. Securing the PGI status is recognition of these premium standards.
"I look forward to seeing these PGI products on European supermarket shelves and continuing to tell the story of Irish farming to an international audience."
Mr Muir added that the granting of GI status for Irish Grass Fed Beef "places it on the same pedestal" as other world-renowned products.
“Having a PGI is a triumph, a recognition of how the unique climate, landscape and practices of a region translates into food and drink, bestowing them with a distinctive taste and character," he said.
"It is wonderful that the pedigree of Irish Grass Fed Beef has achieved this level of international recognition and an accolade to the hard-working agriculture industry.
"The whole process has been an amazing success, not only by ensuring farmers north and south get the recognition they deserve, but in developing strong working relationships between government bodies north, south, east and west."
Chief executive of Bord Bia Jim O'Toole said that Bord Bia will shortly launch a campaign to promote Irish grass-fed beef with PGI status across the main European markets.
"Initially, we will focus on the Italian market which has been identified as having the highest recognition of products with PGI status," Mr O'Toole said.
"Our planned marketing activities include a trade campaign, a pilot consumer campaign, and engagement with chefs, influencers, and relevant media to build awareness and understanding of our grass-fed production methods.
"Following a review of initial campaign activity, we will build our approach focussing on markets and customers offering the best premium potential for Irish farmers and processors.
"Based on our in-depth research of market potential for PGI, this will likely include markets such as Belgium, Switzerland, France, and Germany."
