FIRST DAY OF TRADE MISSION ALSO SEES MEETING WITH INTERNATIONAL COMPANIES

Minister for Agriculture, Food and the Marine Simon Coveney T.D. last night hosted a high profile event in Chicago to promote Irish beef following its re-entry to the US market this year. The event, featuring top international chefs providing demonstrations on dishes of Irish beef, was attended by a large number of key US buyers and food writers with the aim of increasing the profile of Irish beef as a quality premium product.

Commenting on the event, Minister Coveney said “last night’s launch was the perfect way to market Irish beef as we targeted premium buyers, distributors and opinion formers in the mid-west area. Building on similar events which we have hosted in New York, Boston and Washington D.C. in February these high profile marketing initiatives are contributing greatly the building the brand of Irish beef in the US now that market access has been secured”. 

Five Irish plants are now approved to slaughter and process beef for the US market with another new plant added last week. Commenting on the volume of exports to date the Minister said “almost 330 tonnes of Irish beef have been exported to the US this year. This represents a really encouraging start to this trade. Our feedback from the exporters is that this momentum in exports will continue through to the end of 2015”.

The Minister added “It must be remembered also that our approval to date is restricted to intact cuts and my Department is continuing to work intensively with its US counterparts to resolve the outstanding technical difficulties with the export of manufacturing beef”

In addition to the beef launch, the Minister also met members of McDonald’s global management at McDonald’s HQ in Oak Brook, Illinois. Commenting on the meeting, the Minister said “My meeting with members of McDonald’s global leadership team was an opportunity to further build on the strong partnership between McDonald’s and the Irish agri-food sector based on a common commitment to global sustainability. I reiterated that Ireland is on the way to becoming the most carbon efficient dairy and beef producer in the world. It was great today to outline the Government’s commitment to environmental sustainability and to learn more about McDonald’s global sustainability commitments since they are a key customer of Irish beef”. 

Bord Bia CEO Aidan Cotter commented “Since the launch of Origin Green more than three years ago, some 45,000 beef farms have been certified under the programme, accounting for 90% of Ireland’s beef exports.  The roll-out of the scheme across all 18,000 dairy farms is also well underway and the first cycle of audits and carbon footprinting will have been completed by next year. To date we have undertaken some 90,000 carbon assessments on farms and in this Ireland is already a world leader and, as one of its largest European suppliers, Ireland is now also well positioned to support McDonald’s commitment to sustainable sourcing of beef from 2016.”

Speaking after the meeting, McDonald’s Ireland Managing Director Adrian Crean said it underscored the strong and supportive relationship that had evolved between McDonald’s and the Irish government over many years as part of a shared commitment to developing sustainable farm practices and efficiency in Irish food production. “Sustainability in our supply chain and other areas is a strategic priority for McDonald’s. As a large buyer of Irish beef, we will continue to work with Irish beef and dairy farmers and Minister Coveney on our way to sustainable beef production which protects and enhances the rural environment, promotes the health and welfare of beef cattle and helps farmers to become more competitive.”

Minister Coveney also promoted the listing of a range of Irish farmhouse cheeses (IFHC) in a premium Chicago supermarket chain. “This announcement showcases the opportunities on the US market, not just for multi-national Irish food companies, but for small artisan producers.”

The trade mission continues today with the Minister scheduled to mark some significant launches for other Irish dairy companies in the Chicago area.

Note for Editors:

• 2015 has been a very positive year for beef prices in Ireland with the yearly average to date 10% up on last year. Prices last week are 13% up on the same week last year. Ireland is currently at 104% of the EU 15 price and 107% of the EU 28 price.

• The five Irish beef plants approved for export to the US are:
  • ABP Clones
  • Foyle Donegal
  • Dawn Charleville
  • Slaney Foods
  • Kepak Kilbeggan

Minister with Douglas Goare President, International Lead Markets and Francesca deBiase SVP Worldwide Supply Chain & Sustainability in McDonalds.

Irish Chef Cathal Armstrong and Minister at Chicago Cut Steakhouse

View Press Release as a PDF:  DAFMPR 156/2015 (pdf 416Kb) 

Date Released: 09 September 2015