It is now almost a year since a revised protected geographical indication (PGI) application for beef produced on the island of Ireland was submitted to the EU for approval.

The process from that point was to have a consultation period and responses to any issues that arose and approval was hoped for by the end of the year or at worst early this year.

The fact that the revised application was developed on the basis of strong advice and input from the EU to accommodate both jurisdictions on the island of Ireland gave the impression that any roadblocks would be anticipated and sidestepped.

'Ongoing' scrutiny

When the Irish Farmers Journal last enquired about progress in May this year, the response was a fairly bland “the scrutiny is ongoing” and there was no indication when the scrutiny would be concluded or indeed if there were any issues discovered that would need resolving.

With Brussels - and indeed the Irish Government - now in peak summer holiday season, we would be surprised if anything happens in the coming weeks, although the Commission does from time to time release interesting news items as it is closing the doors.

Who cares?

What is perhaps of even greater concern than the slow pace of the EU approval process is that there has been no outcry in either farming or meat processing circles, even with beef price on a steady slide for several weeks and Australia and New Zealand lining up tonnes of beef for the UK market, making the most of their new tariff-free access to that market.

North of the border, beef producers benefit from selling their product under the British beef red tractor branding to all the major supermarkets.

Irish beef exports to the UK have increased to the point in 2023 where it is almost half our entire export market

Also, Meat and Livestock Australia has been specific in saying that it was the UK imported beef market it was targeting, not domestic UK production.

Irish beef exports to the UK have increased to the point in 2023 where it is almost half our entire export market, the highest in recent years, and are particularly vulnerable to the extra competition arriving in that market place.

Of course, getting the PGI approval won't in itself provide a shield against competition in the UK or indeed any international market.

However, what it could do is clear the way for an unambiguous promotion of Irish grass-fed beef.

At present, to comply with state aid rules, it is forbidden to specifically promote Irish beef or indeed any other EU nationality for beef or any agri-food product using public funding, which the Bord Bia levy is.

However, promotion of PGI brands is allowed and for almost 20 years, Scotland and Wales have been able to promote their respective beef and lamb brands without hindrance due to their PGI status.

British and Irish

Irish beef in Britain has a very mixed blessing in that it is presented alongside British as equivalent in Tesco, Asda and Sainsbury’s, as well as the major burger chains.

That means it is offered to British consumers as the same product (which it essentially is) at the exact same retail or counter price as the British-produced equivalent.

However, that is where the equivalence starts and finishes, as any comparison of farmgate price shows that the UK cattle from which the beef is sourced consistently command a €100-plus premium per head.

This means that the UK retail and burger chains, through their factory suppliers, can blend whatever mix of British and Irish beef they like to their advantage.

Lower-cost Irish beef mixed with higher-cost British beef means that the retailers and burger chains that participate can have the best of both worlds.

The patience of the entire supply chain while Brussels deliberates suggests that having the PGI up and running isn’t a particular priority.

Even if it had been in place for the past six months, there is no guarantee it would have contributed to preventing the price slide.

However, the minimum it would do would be create a basis for the active promotion of Irish grass-fed beef.

What value there will ultimately be in the brand, only time will tell. What is for certain is we will never find out if we don’t try and we can’t try without getting approval.

Having gotten this far with the application, it is worth a further push to get it over the line.