The brand story

To be awarded the Quality Mark, producers and growers need to be audited and certified under one of Bord Bia’s Quality Assurance Schemes.

The Quality Assurance Scheme was launched in 1989 with the pigmeat sector. This was quickly followed by beef in 1991, and eggs in 1999. The poultry sector joined in 2000, while horticulture was included in 2001.

Another arrival has been lamb, which came under the scheme in 2007.

The schemes are also open to applications from producers in other EU member states.

This year, the total number of producer members reached 31,645, while turkey was also included for the first time.

Products and services

You'll find the Bord Bia Quality Mark in supermarkets and shops throughout the country on pre-packed beef, pork, bacon, cooked ham, rashers, chicken and sausages. You will also find the Quality Mark on eggs, fruit and vegetables. The Bord Bia Quality Assurance Schemes are integrated schemes involving primary producers and processors working in partnership.

The main areas covered by the farm assurance element of the standards include stockmanship; animal health and welfare; animal identification and traceability; water and feed; pasture management; environmental management; and farm safety.

In the meat plants, the scheme lays down a number of key essential requirements, including: food safety; purchasing; welfare and transport; product identification and traceability, inspection and testing; hygiene; and good manufacturing practice. These standards are in addition to existing statutory requirements.

Innovation

Based on research into consumers' attitudes and purchasing habits in relation to products with the Bord Bia Quality Mark, Bord Bia can target specific groups of consumers. The agency is continually looking at new and innovative ways to promote products with the Quality Mark, particularly to younger age groups. The use of traditional media has proven effective (for example TV and outdoor advertising). Bord Bia has also developed an online presence on Google partner websites, and through the development of a food/ recipe section on Facebook, in addition to a strong consumer section on the Bord Bia website, www.bordbia.ie.

The agency also undertakes quarterly audits of the proportion of products across all retailers carrying the Quality Mark. This is a way of monitoring the usage of the Mark instore and ensuring it is reproduced in accordance with Bord Bia guidelines.

Marketing and promotion

The Bord Bia Quality Mark has been marketed through a combination of above-the-line advertising (TV, radio, billboards, shopperlites, trolley handles and print media) and below-the-line activities (instore point-of-sale material, on pack competitions and commuter handouts). Each campaign has also been supported by public relations activities, including press releases, photoshoots and radio competitions.

To date, campaigns have focused on specific meat types — chicken, pigmeat and so on. During 2009, a generic Quality Mark campaign is planned to remind consumers to choose all products carrying the mark when instore. Activities are likely to include TV, radio, outdoor and print advertising.

The supermarket groups also support and promote the Quality Mark by including it on their print ads, on pre-packed products and via instore point-of-sale material.

A pre-Christmas campaign is taking place during December 2008. The focus of the campaign is a 12-page cookbook, reminding consumers to choose products with the Bord Bia Quality Mark this Christmas. 900,000 copies of the cookbook will be distributed through national newspapers, providing consumers with recipes and tips for every occasion over the festive season. The campaign will also be supported by a radio and PR campaign, along with online advertising.

What is Bord Bia’s role?

Bord Bia is the Irish food, drink and horticulture industries’ trade development, information and promotion agency. Its mission is to deliver effective and innovative market development and promotion and information services to assist companies grow and win new business. Bord Bia works in partnership with industry to increase the sales and exports of Irish food, drink and horticulture by developing long-term relationships between Irish companies and trade buyers. Promotional programmes are developed to support marketing activities, offering a range of solutions to provide distinctiveness and a competitive edge to Irish products through advertising, media relations and point of sale material.  Bord Bia employs 91 staff, has its head office in Dublin and nine strategically located offices in key export markets — Amsterdam, Frankfurt, London, Madrid, Milan, Moscow, New York, Paris and Shanghai.