First PGI Irish beef product hits the shelves

Irish Grass Fed Beef (PGI) now available on Italian supermarket shelves.

Protected Geographical Indication (PGI) Irish Grass Fed Beef has appeared on the supermarket shelves in Italy.

This is the first PGI beef product to be made available to consumers since the recognition for Irish grass-fed beef was secured last December.

Product names can be granted a geographical indication if they have a specific link to the place where they are made.

Milestone

Agriculture Minister Charlie McConalogue marked this week's development while visiting Milan. 

He said this is an "important milestone for our producers and processors". 

"It was only last December that Ireland secured this PGI status by the EU, so seeing product with the PGI mark available to consumers so soon is testament to the hard work of everyone involved in achieving this recognition," Mr McConalogue said. 

"To see it being marketed on the supermarket shelf here in Italy further substantiates the farm-to-fork credentials of our Irish beef products.

"This PGI means everyone that purchases beef grown from Ireland’s pasture-based production system can be satisfied of the products' unique characteristics linked to its place of origin. 

"The PGI mark on pack has particular resonance with Italian consumers making this a significant first launch, and I look forward now to seeing its progress in this and many more markets in the future."

Agriculture Minister Charlie McConalogue and Bord Bia chief executive Jim O'Toole marking the placing of Irish Grass-Fed Beef on supermarket shelves in Milan, Italy.

Bord Bia chief executive Jim O'Toole said that the PGI is a recognition by the European Commission that Irish grass-fed beef is a "truly unique product, with a quality and reputation specific to how Irish farmers and processors produce beef to the very highest standard". 

"This recognition is hard won, but well-deserved and very positive news for our sector," Mr O'Toole said. 

"Bord Bia is currently working with farmers, processors, and the Department of Agriculture to get Irish grass-fed beef with PGI status to the market. 

"We will continue to explore all market opportunities that PGI status presents, specifically focusing on markets and customers offering the best potential for Irish farmers and processors."