Beef processors urged to sell Ireland's green image
Published 22/03/2011 | 09:46
Ireland's green image has not been fully capitalised on when marketing beef on world markets, according to ICOS.
Pointing out that Irish beef has the fifth lowest carbon footprint in the world, it called on Bord Bia and beef processors to use these traits to drive exports.
"Ireland needs Bord Bia to promote the healthy and natural aspects of Irish beef production," ICOS maintained.
The recommendation is included in the latest ICOS beef industry submission to the Food Harvest 2020 strategy group.
Under the Food Harvest 2020, a 20pc growth in output from the beef sector is targeted over the next eight years.
The ICOS document argues that the correct marketing of Irish beef will play a key role in realising this goal.
Irish beef has a carbon dioxide equivalent of 19kg per kilogramme of beef produced, compared to an EU average of 22.1kg and 80kg for Brazil.
These figures should be used to promote Irish beef especially in affluent markets that put a premium on environmental and ethical standards, the ICOS submission maintained.