The recent approval of Bord Bia’s marketing claims for Irish beef by the US government will “boost Irish exports”, according to the Minister for Agriculture, Food and the Marine, Michael Creed.
The United States’ Department of Agriculture’s (USDA) decision to approve its proposal to advertise the “unique qualities” of Irish beef in the US was welcomed by Bord Bia.
It hopes that the decision will accelerate its activities with beef buyers and retailers, as well as bringing its message closer to the US consumer.
- On more than an 80% grass diet;
- From farms participating in Bord Bia’s Origin Green Sustainability Scheme;
- Fully traceable from farm-to-fork;
- From quality-assured farms and processing systems;
- Out on pasture for more than 6/7/8 months per year;
- Raised on family farms;
- Raised without the use of growth hormones;
- Treated responsibly with use of antibiotics.
The approval is the culmination of three years of engagement with the USDA, according to the Irish food board.
Last week, USDA officials visited Ireland to audit Bord Bia’s systems – as the competent authority in registering and monitoring the Irish exporters who wish to use the claims.
Irish beef sold in the US from Bord Bia approved plants can now carry the USDA shield.
The recent approval is also expected to provide a further guarantee to US buyers and consumers that the unique claims Bord Bia makes are validated by their own national authority.
The news emerged following a meeting yesterday, June 19, involving the USDA, Minister Creed and the CEO of Bord Bia, Tara McCarthy.
‘Potential to add significant value’
Speaking after the meeting, Minister Creed said this proposal has the potential to add significant value to Ireland’s beef offering to the US.
Irish beef processors will now have the opportunity to market their produce as ‘Irish Grass Fed Beef’ subject to adherence to the verification process.
“Such a marketing tool will allow our beef exporters to pursue the premium US beef market and will boost Irish beef exports to the US, which will be crucial in terms of Brexit mitigation,” he said.
Meanwhile, McCarthy believes that this achievement will reinforce Bord Bia’s marketing and promotion strategy in the US.
“Bord Bia has worked hard to ensure that this application was a success and approval now allows us to bring our message closer to the US consumer.
Earning the trust of the USDA after such a rigorous process will also enhance Ireland’s reputation in other markets and Bord Bia will maximise all opportunities this enhanced creditability may present.
“The claims we make to US customers are independently verifiable at farm and animal level; the Irish beef exporters who wish to use these marketing claims must comply with the requirements of the USDA Process Verified Program (PVP) and be independently audited.
“Ireland’s extremely robust Quality Assurance and animal movement systems – and the depth of information we collect in our farm audits – are key to backing up our claims and ensuring that they are protected,” she concluded.