Bord Bia will introduce changes to the Féile Bia Programme

Bord Bia will introduce changes to the Feile Bia Programme from January 2007 onwards following consultations with producer and food service trade organisations.

A recent PERIscope survey shows that 62% of a representative sample of the population want to know where their food comes from.

From next January, Féile Bia restaurants will be required to indicate country of origin of all meat and eggs on menus and/or display boards. This follows on from the legislation introduced in the food service sector in July which requires all catering outlets to provide consumers with information on the country of origin of the beef being served. Being a member of Féile Bia assists restaurants and other foodservice outlets in complying with this legislation and will also give their customers additional information on the origin of the range of meats and eggs being served. Products included in Féile Bia are beef, lamb, pork, bacon, chicken and eggs.

Commenting on this new development, Bord Bia Ireland Market Manager, Teresa Brophy said: "Our research indicates that consumers increasingly want information on the quality standards to which their food is produced and its country of origin. Participating in Féile Bia enables the foodservice sector to reassure their customers on these areas."

Bord Bia is also committing an estimated €500,000 to a national marketing programme over the next year. The aim is to increase understanding of what Féile Bia means and encourage consumers to eat in accredited outlets. The marketing campaign kicks off this month with national and local advertising and PR activities across the media. Information on Féile Bia will also be available at the Bord Bia stand at the National Ploughing Championships in Tullow, Carlow.

To supplement the marketing spend from 2007 onwards and to cover some of the programme administration costs, it has also been decided to introduce an annual membership fee of €100 plus VAT for all Féile Bia members from next January.

A survey carried out in July 2006 by Millward Brown IMS shows there is high awareness of Féile Bia amongst consumers and 81% of these are 'much more likely' to eat in Féile Bia restaurants.

For further information contact:
Rosaleen O'Shaughnessy, Corporate Communications, Bord Bia
01-6142273

Notes to editor

Féile Bia is a voluntary programme run by Bord Bia for the foodservice sector. It assists members in providing information to customers on how the food being served is produced and where it comes from. Sourcing the maximum of authentic and freshly available produce is central to the Féile Bia concept.

There are 1,450 members currently including restaurants, hotels and other foodservice outlets and the aim is to maximise membership numbers. Independent auditing takes place to ensure members comply with the criteria of the Féile Bia programme.

Féile Bia was developed in conjunction with the Restaurant Association of Ireland, Irish Hotel Federation and Eurotoques. The programme is also supported by the Vintners Association and the farming community.