The positives in the Irish beef sector are identified as being our grass-based suckler system, the cattle and beef traceability system and the quality assurance scheme.

We have a strong reputation in international markets with access to top-end retail outlets in the EU and the capacity and ability to serve them. There are opportunities identified to further develop quality international markets and to use genomics to maximise the efficient output from both the dairy and suckler herds.

Land structure and farm profitability are recognised as weaknesses, as are skill gaps in the supply chain and cost competitiveness in utilities and labour. Scale is seen as a problem, as is age profile and dependence on the UK market. Ireland is also exposed to the impact on markets of a disease or food safety incident which the recent BSE case reminds us can happen at any time. CAP reform, growth of dairy-based raw material and international trade deals are all issues to which the Irish beef industry is exposed and limited in what it can do to prevent or shape. There is also the issue of the health image of beef and its carbon footprint, both of which tend to be negative.