Ireland proposes ‘Irish Grass Fed Beef’ marketing claims in US
By Flora Southey
- Last updated on
The US Department of Agriculture (USDA) has approved Bord Bia’s proposal to advertise Irish beef in the US as ‘Irish Grass Fed Beef’.
According to Bord Bia, an Irish state agency that promotes the sale of Irish food and horticulture, the USDA ‘seal of approval’ has been given to a range of claims, including that Irish beef is: more than 80% grass fed; fully traceable from farm to fork; raised on pasture for more than 6/7/8 months per year, and without the use of growth hormones.
“I am extremely pleased that we have received the green light to proceed with a measure which has the potential to add significant value to our beef offering to the US,” said USDA minister Creed. “Irish beef processors will now have the opportunity to market their produce as ‘Irish Grass Fed Beef’ subject to adherence to the verification process. Such a marketing tool will allow our beef exporters pursue the Premium US beef market and will boost Irish beef exports to the US which will be crucial in terms of Brexit mitigation.”
According to Bord Bia CEO Tara McCarthy, the approval allows the state agency to bring its message closer to the US consumer. “Earning the trust of the USDA after such a rigorous [three-year] process will also enhance Ireland’s reputation in other markets and Bord Bia will maximise all opportunities this enhanced [credibility] may present.”