Bord Bia’s statutory remit is to promote and develop markets for Irish food and drink. It is passionately committed to doing so. It conducts its remit in close partnership with farmers and industry to support Ireland’s largest indigenous sector, with an export value of €8.2 billion, to over 160 countries around the world.
“Our partnership approach, together with a continuous revaluation of our programmes and services in conjunction with our stakeholders has proven to be an effective formula that delivers a level of performance on which we are happy to be judged. We are satisfied, but never complacent, that our stakeholders whether in farming or industry have confidence in, and continue to support, our work” commented Aidan Cotter, Chief Executive, Bord Bia.
“All products bearing the Bord Bia quality assurance mark are sourced completely from within the island of Ireland. This has continued to be the case over some 20 years during which the schemes have evolved. The suggestion that the organisation might apply its funding to promote products from outside Ireland and carrying an Irish label is false. It is misleading to consumers and extremely damaging to an industry that has come under enormous pressure in a very difficult marketing environment” he added.
Bord Bia’s Quality Assurance Schemes have widespread support from industry producers, farmers, processors and consumers and have been independently benchmarked against the best international standards. The organisation continues to monitor all products carrying the logo to ensure that the consumer receives clear and unambiguous information
All Bord Bia promotions are shaped, funded, and evaluated in close partnership with industry. A perfect and current example of this partnership approach can be found in the chicken promotion now underway, which is voluntarily funded jointly by farmers and processors and both from Northern Ireland and the Republic of Ireland. This is a clear endorsement coming from an industry sector that made an active decision to seek Bord Bia implementation of its promotions.
“Bord Bia has successfully built the profile of the Quality Mark in the Irish Market. There is a very high recognition and support of the Bord Bia Quality Mark among Irish consumers with an 80 per cent recognition rate with 73 per cent of these consumers saying that it influences their purchasing decisions” he concluded.