This week sees Minister for Agriculture Simon Coveney lead a trade mission to the US to promote Irish beef being back in the country for the first time since the BSE crisis.

Thankfully I wasn’t farming back at the time of the BSE crisis, but it shows just how serious the crisis was when it has taken us over 15 years to recover markets lost at that time.

I have suggested here before that we are too reliant on our nearest neighbour for our beef exports. With the opening of the US market, and hopefully more markets to follow, the reliance of the beef industry on the British market will be reduced. This gives us more scope to secure a price that will allow the primary producer make a profit.

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Having more markets available for our product also reduces the ability of buyers to impose too many strict specifications on the type of product produced. I have no doubt that there is now a market available to target with our heavy continental carcasses. The economies of scale should dictate it is cheaper to ship a 420 kg carcass to America compared to a 380 kg carcass, and the size of steaks in a tray should not be an issue.

One worry I do have is that the beef processors seem to be going it alone in America in terms of marketing and securing their own contracts. As a farmer I would prefer to see one Irish beef brand launched on this trip with all Irish beef sold under this label. The brand, “Green Irish Beef” could be a brand that Irish people would be proud off. Diners would insist on their beef being Green Irish Beef. Every steakhouse and restaurant on the east coast would have it on their menu.

There would be no need for glitzy Super Bowl ads costing millions. With forty million Americans who claim Irish heritage, word would quickly spread about the great tasting Irish beef now available. In ten years time an Irish beef brand would be recognised among marketers as the way to launch a new brand on a huge market and be successful.

This is a once in a generation opportunity to launch a new brand on a new market. Ireland has first mover advantage and is in a unique position given our close links with the US. With all stakeholders in the industry desperate for success on this trade mission, from the Minister to farmers and beef factories in between, now is the time for joined up thinking. The latest beef forum has seen some peace emerge between all the sides for the first time since last year’s beef crisis.

There have been too many crises in beef farming over the years. There has been BSE, foot and mouth, the fodder crisis and the beef crisis of 2014. A strong Irish beef brand would help to overcome future crises and lead to a more profitable industry for all, beef farmers especially.