IFA accuses meat producers of confusing Irish consumers

The IFA has released results showing that over half of meat believed to be Irish is not Irish

The Irish Farmers Association has released results from DNA testing showing that over half of pork meat is not Irish

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The Irish Farmers Association (IFA) has accused some pork producers of misleading Irish consumers into believing that meat sourced from elsewhere is Irish, through their products’ packaging. Following extensive DNA testing through a joint operation between the IFA and IdentiGen, it was found that over half of meat tested was in fact not Irish.

The IFA DNA Certified Programme for pig meat cross-checks DNA samples of meat products [both single joint and mixed meat] against an Irish boar DNA database. The programme was established by the organisation to combat the growing concern for misleading labelling of meat products and to provide reassurance for consumers on the origin of pig meat on the Irish market.

IFA Pigs and Pig Meat chairman, Pat O’Flaherty, said of the programme: "The idea behind the pilot campaign is to help consumers make informed decisions when buying pig meat products and to increase the sales of Irish products in the domestic and export market."

As part of the programme over 300 samples were tested to confirm Irish origins, yet 52% of products were found not to be Irish. At a press conference this week in Dublin the IFA stressed that products tested were not part of the Bord Bia Quality Assurance scheme. The association said Bord Bia operates tight control measures to ensure origins and quality of meats under its scheme.

IFA says many brands on the Irish market are actively misleading consumers into believing the meat they are buying is from Ireland

J. Crowe & Sons and Bradleys are two brands of a large number that the IFA says is actively misleading consumers into believing the meat they are buying is from Ireland. The group says the use of traditional Irish imagery and Irish names are misleading large numbers of Irish consumers.

As part of the findings, Dunnes Stores fared poorly when it came to its St. Bernard own-brand range of products, with only half of those matching the Irish DNA database.

O’Flaherty added: "Some companies and retailers are relying heavily on imagery and branding that would lead consumers to believe they are buying Irish, when the reality is they are being conned."

The IFA claims the Love Irish Food campaign has serious questions to ask J. Crowe & Son, which was found to be using its logo when its meat was not Irish.

Love Irish Food released a statement in light of the concerns raised.

The Love Irish Food Campaign is currently in talks with TJ Crowe and Sons to verify the findings of the IFA that its meat is not Irish

Kieran Rumley, director, Love Irish Food said: "Love Irish Food welcomes these new scientific findings which add to the scientific basis of assessment for pork products which has not been available heretofore. As an organisation which was established in 2009 to promote Irish manufactured food and drink brands to consumers to help safeguard the future of Ireland’s largest indigenous industry, we are extremely disappointed that this particular product, out of over 300 individual member brand SKUs, does not appear to comply with our strict criteria."

The criteria products must meet to be awarded a Love Irish Food label are that they must be manufactured in the Republic of Ireland (a minimum of 80% of the brand must be made in ROI) and it must use ingredients were possible from ROI.

Rumley added that the organisation is in talks with J. Crowe and Sons to confirm the IFA’s findings, stating: "If it is proven that the IFA findings are correct, and that the product is not of Irish origin, then we will move swiftly to remove the brand from our membership with immediate effect thus prohibiting the brand from the usage of our logo."

(Image Source: IFA Presentation from press conference on the mislabeling of pork meat)

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