Ireland received its PGI for grass fed beef at the end of 2023, after the application process had been first initiated in 2019. Photo: Roger Jones
Products sold under the Irish grass-fed beef PGI banner are to be rolled out across Europe following the success of a pilot launch in Italy earlier this year.
The PGI product is stocked in 170 Italian stores, having initially been launched with one cut available.
“However, on the basis of strong sales performance there are plans to extend the range over the coming months to include additional cuts,” said Mark Zieg, beef sector manager with Bord Bia.
“The next immediate target is the French market. A press launch for the Irish grass-fed beef PGI was held in Paris in May and a group of French journalists were hosted by Bord Bia in September, visiting Irish farms and processors.”
Bord Bia continues to work with processors to target individual customers mainly in Italy, France, Belgium, Switzerland and Spain, but also international markets where the PGI can build or support higher value business.”
The grass-fed PGI is being marketed at a premium to standard Irish beef in the market.
“It will either sustain a premium already achieved in the market or create new listings, thereby adding value,” Mr Zieg said.
“The former is the case with the current listing, where the listed PGI beef has been successful in growing sales of a higher value product, despite a challenging environment with declining meat sales in the Italian retail market so far this year.”
Ireland received its PGI for grass-fed beef at the end of 2023, after the application process had been initiated in 2019. The PGI applies on an all-island basis.
Irish grass-fed beef includes cattle that derive at least 90pc of their feed intake from grass. This is primarily grazed grass, with winter feeding of conserved grass.
The animals must spend a minimum of 220 days per year throughout their lifetime grazing pasture.
Only carcases from certain higher-grade animals are eligible including: steers and heifers aged up to 36 months with conformation better than O- and fat score between 2+ and 4+; and beef cows of up to 120 months with conformation better than O+ and with fat score between 2+ and 5.
Source link : https://www.independent.ie/farming/news/grass-fed-beef-pgi-to-be-rolled-out-across-europe-on-back-of-success-in-italy/a1754999461.html
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Publish date : 2024-10-15 01:30:00
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