During the round-table discussions on the beef crisis, Bord Bia gave a commitment to developing the suckler beef brand in Ireland and key EU markets, according to the Irish Natura and Hill Farmers Association (INHFA).

In addition Bord Bia will seek EU funding of €3m in delivering a promotional campaign in key European markets. INHFA vice president Brendan Joyce has said the latest commitments are “critical as it is the first time we have had an acknowledgement of the need to recognise this brand".

Suckler farmers are on their knees and feel attacked from all sides

The INHFA believes suckler-branded beef can deliver a major price gain for the sector. Joyce feels “while these talks have focused on delivering improved outcomes for finished stock, 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 explains the very high level of frustration as illustrated through recent protests,” he said.

Further commitment

Joyce added that “in the event of the EU funding not being realised, a commitment from the national exchequer to fund the proposal is needed".

The organisation also recognises the need for increased public awareness around climate change concerns and animal husbandry.

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