Global consumers require “more and more promises” on beef, justifying quality assurance (QA) schemes, Bord Bia’s chief executive Tara McCarthy said at the Beef Summit.

“Increasingly, the market wants to know about grass-fed and animal welfare,” McCarthy said. QA data provides the proof that Irish beef meets these requirements, she added.

McCarthy told the Irish Farmers Journal Bord Bia was targeting its efforts on a small number of key countries to increase exports and was considering a range of tools including protected geographical indication to raise its profile.

Answering questions on the Quality Payment System (QPS), she said that farms have a 93% success rate under QA schemes, but this is only one of five criteria to qualify for the 12c/kg bonus payment. Age, conformation, fat score and movements also come into play and are “regularly forgotten,” she said. “Quality assurance does not equal bonus,” she added.

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The Sustainable Beef and Lamb Assurance scheme provides "proof" that Irish farmers meet consumer demands, said Tara McCarthy at the Beef Summit.