A brand for Irish beef is required

Dear editor,

I’m writing to complain about and highlight the marketing of our beef by Bord Bia.

All I hear from the factory agent is that beef is too dear and that they are putting striploin into deep freeze as the demand is not there. And yet I have not seen any advertising campaign to highlight the benefits of eating our quality beef and the nutritional value.

When there are advertisements on, green fields is what we get.

The trend with young people today is to eat vegan to save the planet while they fly here there and everywhere.

Vitamin B12 is not available in a vegan diet and low B12 is associated with low mood.

The statistics tell us that there is a huge increase in the taking of antidepressants in the recent past and beef is rich in that vitamin (B12). It’s also rich in iron which our bodies need as well.

Does Bundee Aki eat beef, or Troy Parrott or Katie Taylor? They would make great ambassadors for our beef, better than green fields.

Also the price of beef has gone up in the past year and so has our Bord Bia levy.

So has the budget for advertising increased also and if not why not?

Bord Bia should be about creating a brand. Dawn Meats won the best steak in a world competition and there’s nothing about it.

We need a Kerrygold for beef.

Where is the Tony O’Reilly of Bord Bia?

Let’s have some positivity, blow our trumpet about the nutrition and health benefits of our beef.

In other words, Bord Bia, do your job.

And as for Mr Murrin, he should quit immediately. He says he did nothing wrong but it’s all about perception and that looks like this. The chairman of the agency that promotes our meat is using Brazilian beef in his own company.

This does not meet Bord Bia standards but what the hell.