IE Irland

Specifically concerns meat products and marketing and promotion services.

Technical specifications concerning use of a grass fed logo in the Beef sector

The Grass Fed Beef Scheme has been developed by Bord Bia in response to the demands of the marketplace to differentiate beef products on the basis of the grass and pasture based diet of beef animals. It is a meat processor level standard developed in consultation with relevant stakeholders from the beef sectors including the Department of Agriculture, Food and Marine, Teagasc, and meat processors.

The scheme will certify beef processors for the production of beef that meets the definition of Grass-Fed as defined within the Bord Bia Grass Fed Beef Standard. Member processors will be audited every 12 months for compliance to the rules and criteria contained in section 3.2 - 3.4 of the Standard. The focus of the annual audit is on traceability,identification and segregation of the grass-fed animals received and grass-fed beef products produced by the processor. Members of the scheme will also be subject to unannounced spot audits on an on-going basis. The scheme has recently been approved by the Irish National Accreditation Board and is being included under the Bord Bia ISO17065 schedule of accredited schemes.

Bord Bia plan to deliver a grass fed beef marketing campaign on behalf of the industry. The types of activities to feature in the campaigns include; advertorials and advertisements in trade magazines, video production for online use, targeted buyer campaigns through online such as LinkedIn, online banner advertising, display advertising at trade shows. The Bord Bia verified grass fed standard LOGO will be included in the above material and activity.