Teresa Brophy, Manager, Ireland Market, Bord Bia

Results from Bord Bia’s recent Periscope research suggest that Irish consumers are placing increasing importance on quality symbols with 71% saying they check for a symbol when buying food – this compares with 54% in 2001. Over 70% of consumers also say they check for country of origin when shopping with two thirds agreeing that local food is higher quality, safer and contains less preservatives or artificial ingredients. 

While Irish consumers have undoubtedly become more price conscious, they are still looking for value in various forms including quality assurance and transparency on origin.  This provides an opportunity for food suppliers to gain competitive advantage with these attributes and highlight them on product packaging and in marketing programmes. 

In terms of the proportion of prepacked red meat and poultry bearing the Bord Bia Quality Mark across nine retailers in Republic of Ireland, a recent in-store quarterly audit by Bord Bia showed the following results:

• Since early 2009, the % age of facings of beef with the Quality Mark has increased from 80% to almost 90%
• Just under 85% of chicken carried the Quality Mark
• Virtually 100% of prepacked duck carried the Quality Mark
• Nearly 40% of prepacked bacon carried the Quality Mark

Bord Bia is working with retailers to promote increased usage of the Quality Mark and monitoring its usage on packs.