Irish suckler beef could be branded and sold on premium EU markets for the first time under plans by Bord Bia.
It hopes to launch a campaign in 2019 in Germany, Italy, Belgium and Switzerland. A research company is concept-testing the proposal.
Branding and promotion will only start if this research shows it could succeed.
If it gets the green light, the project will meet a long-time demand from cattle farmers to create a premium brand for Irish suckler-bred beef.
Bord Bia says consumers want to know about the provenance, ethics and methods of production of meat and that this presents a new market opportunity.
Possible unique selling points of the brand would be that the beef would come from grass-fed, outdoor-reared cattle that were reared with their dams for at least six months
Suckler farmers will hope it leads to a price premium for their beef.
The challenge will be to inform European consumers about what suckler beef is and why it deserves a premium. Possible unique selling points of the brand would be that the beef would come from grass-fed, outdoor-reared cattle that were reared with their dams for at least six months.
Three possible slogans are to be tested: “Better Bred – Superior Taste”, “Wholesome Suckler Beef” and “Sustainable Suckler Beef”.
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