The Irish beef industry has begun a counter-attack on the "Buy British" beef campaign which began some weeks ago and has already cost Irish beef exporters contracts in their largest EU market.
The £2 million British promotion is being vetted to see if it contravenes EU Single Market policy and the Government has advised the EU Commission of the difficulties the promotion is causing Irish exporters.
Following a meeting between the Minister for Agriculture, Mr Walsh, and the industry yesterday, it was announced that Bord Bia, the Irish Food Board, is to launch a focused strategy in Britain to protect the market which is worth £185 million annually.
One major British supermarket chain, Tesco, which controls 20 per cent of the red meat trade in Britain, has taken full-page advertisements in UK papers in support of British meat purchasing.
In a clear warning to British supermarkets operating in Ireland, Mr Walsh said that if the multiples operating here wanted a "level playing pitch, we will want the same thing in Britain".
He said Bord Bia would spearhead a communications campaign in Britain to defend the market position of Irish beef. He also announced the establishment of a steering group, made up of Bord Bia, meat processors and farmers, to deal with the issue.