This October, Bord Bia will learn whether its application for €4m in EU funding for promotion of a new Irish beef label in premium European markets is successful.

The application is now under consideration, along with a number of competing applications from other member states.

Bord Bia drew up a three-year plan under which beef would be promoted in Germany and Italy as originating from extensive suckler herds and being grass-reared.

Details would be made available if the funding application is successful, a spokesperson said.

Cattle farmers and farm organisations continue to push for separate branding of suckler beef through both labelling and securing protected geographical indicator (PGI) status.

Rebranding and PGI status are the first priority in the 10-point plan for the future of suckler beef farming launched by the Irish Natura and Hill Farmers’ Association.