Bord Bia to push Irish ‘Quality’ trade mark
Print14 August 2009
At a media briefing last month Bord Bia highlighted its main initiatives to help bolster the Irish food industry. Speaking at the press conference Bord Bia’s small business manager Eileen Bentley said that small food businesses are worth an estimated €475 million to the economy.
Teresa Brophy, Ireland market manager, Bord Bia, said the agency has identified several new consumer trends, such as a “return to basics” and scratch cooking, for which “Irish food can be relevant.” In addition, she said that “provenance is increasingly important.”
To capitalise on current trends and potential opportunities, Bord Bia aims to increase awareness of its Irish ‘Quality Mark,’ which it says has 80% awareness among consumers. The agency’s total spend for the trade mark initiative is €1.5 million.
According to its research, Superquinn currently carries the highest proportion of Irish products bearing the Bord Bia ‘Quality Mark,’ followed by Supervalu and Dunnes, Tesco, Centra, and Aldi.
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