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Margaret Donnelly: Consumers will decide if grass-fed beef strategy is the way to go for farmers

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Proposals by Bord Bia to launch a grass-fed beef standard should be welcomed, but it seems the devil could be in the detail of any such scheme.

This is not the first attempt to market and sell Irish 'grass-fed' beef.

Back in 2015, when Irish beef exporters gained access to the US market, many hoped it would become the next Irish exporting success. After all, it was selling beef off the green, green grass of Ireland into a lucrative marketplace - a marketing message that would surely resonate in a country where over 30m people identify as Irish-American.