Irish beef on sale in stores in the US will now be labelled with the United States Department of Agriculture (USDA) seal of approval.

The “USDA shield” label validates Bord Bia claims that Irish beef comes from cattle fed a diet of more than 80% grass, are fully traceable back to quality-assured farms and processing plants and are treated responsibly with antibiotics and no growth hormones.

The approval was announced during this week’s Irish trade mission to the US and Mexico and follows three years of negotiations between Bord Bia and the USDA.

Bord Bia chief executive Tara McCarthy said the USDA shield would help attract new consumers in the US to Irish beef, which is a new beef taste for that market.

“Earning the trust of the USDA after such a rigorous process will also enhance Ireland’s reputation in other markets and Bord Bia will maximise all opportunities this enhanced creditability may present,” added McCarthy.

As part of the trade mission, Minister for Agriculture Michael Creed also announced that food safety inspectors from the USDA will visit Ireland in September as part of the process for gaining market access to the US for Irish sheepmeat.

Meanwhile, Wexford-based meat processor Slaney Foods has announced a deal to supply premium Hereford beef cuts to Lidl’s US stores.

The German discounter has opened 10 stores in the US, which will stock Slaney Foods Hereford beef from this week. This is the first time fresh Irish beef will be sold in the US via the retail sales channel. The 10 new stores are located throughout Virginia, North Carolina and South Carolina.

Speaking to the Irish Farmers Journal, Slaney Foods managing director Rory Fanning said the volume of beef to supply Lidl in the US would be small starting off.

However, with Lidl planning to have 100 stores opened across the US by next year and a total of 300 stores in time, there will be an opportunity for Slaney to capitalise on the back of the retailer’s expansion programme.