The Irish Natura & Hill Farmers’ Association has welcomed the commitment given by Bord Bia to assist the sector in developing a suckler beef brand.
Brendan Joyce views this as “critical as it is the first time, we have had an acknowledgement of the need to recognise this brand”.
In addition to this, the organisation also welcomed the commitment by Bord Bia to seek EU funding of €3m in delivering a promotion campaign for suckler beef in key European markets and “in the event of the EU funding not being realised, we need a commitment from the national exchequer to fund the proposal.” added Mr Joyce.
“While these talks have focused on delivering improved outcomes for finished stock which is something, we are happy to support, we also need to ensure better outcomes for suckler farmers that may not be selling through the factories.”
“Suckler farmers are on their knees and feel attacked from all sides which explain the very high level of frustration as illustrated through recent protests.”
“These farmers need to be given a clear plan that can deliver an improved return which can be achieved through the re-branding of our naturally-reared suckler beef.”
He concluded by pointing to increased public awareness around climate change concerns and animal husbandry and stated, “how the re-branding of our suckler beef can address both of these concerns while delivering for our farmers”.