Majority of consumers willing to pay up to 10% extra for Irish meat

Recent research by Bord Bia has highlighted the confidence placed by Irish consumers in products bearing the familiar Bord Bia Quality Assurance Mark

The research found that 90% of Irish consumers recognise the ‘Quality Mark’.

Meanwhile, 73% of Irish shoppers are willing to pay a premium of up to 10% to ensure they are buying accredited Irish products.

The recent survey of fresh meat in Irish supermarkets has revealed that Aldi sells the highest proportion of fresh Irish meat labelled with the ‘Quality Mark’.

Bord Bia’s Retail Audit on the Bord Bia Quality Assurance Mark found that 85% of Aldi’s fresh meat range displayed the Quality Assurance Mark, giving Aldi the highest ranking of the nine supermarkets and convenience store chains surveyed.

Survey

The in-store survey, which was carried out in December 2017 by independent auditors on behalf of Bord Bia, calculated the percentage of individual bacon, beef, burgers, chicken, cooked ham, duck, lamb, pork, rashers, sausages and turkey products available carrying the Bord Bia Quality Assurance Mark.

Aldi sells 133,000 units of Bord Bia Quality Assured Irish mince weekly, 109,000 units of Bord Bia Quality Assured Irish steak, as well as 63,000 Quality Assured Irish whole chickens, according to a company spokesperson.

Aldi’s group buying director Finbar McCarthy commented on the findings.

He said: “At Aldi we are well known for our support of Irish producers and for providing the very best of Bord Bia Quality Assured Irish meat.

We know that buying Irish is important to our customers and we have invested heavily in our local fresh meat offering to ensure that it is sourced from and 100% traceable to farms in the Republic of Ireland.

All of Aldi’s fresh poultry, beef, pork and lamb is fully traceable and sourced exclusively from Republic of Ireland farms certified under the Bord Bia scheme.