The European Commission has included 'Irish Grass Fed Beef' in its register of Protected Geographical Indications (PGI), marking the completion of Ireland's fourth EU Geographical Indication (GI).

The official implementation of this status will occur 20 days after being published by the EU. This recognition underscores the significance of cattle rearing in Ireland, emphasising the country's distinctive grass-based agriculture and grass-growing potential.

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Farms producing 'Irish Grass Fed Beef' play a vital role in Ireland's rural landscape and communities. The PGI status is exclusive to cattle that derive a minimum of 90% of their feed from grass and spend at least 220 days per year grazing pasture. Only certain higher-grade beef animals, including steers, heifers aged up to 36 months, and beef cows up to 120 months, meet the eligibility criteria.

These cattle must be born, raised, finished, slaughtered, chilled, and quartered within the island of Ireland. The connection between the product and its place of origin is established through consistently high eating quality, contributing to a well-established reputation in EU and global markets. 'Irish Grass Fed Beef' will be registered and protected throughout the European Union and Northern Ireland.

This designation joins Ireland's existing PDO and PGI food product names, such as Clare Island Salmon (PGI), Imokilly Regato (PDO), Timoleague Brown Pudding (PGI), Connemara Hill Lamb (PGI), Waterford Blaa (PGI), Oriel Sea Salt (PDO), Oriel Sea Minerals (PDO), and Sneem Black Pudding (PGI). Additionally, PDO status has been granted for Achill Island Sea Salt this week.

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Agriculture Minister Charlie McConalogue expressed optimism about the PGI status, emphasising its potential to differentiate Irish beef in key markets. He highlighted the exceptional quality and sustainability of Ireland's pasture-based production system, anticipating added value for the beef industry.

Bord Bia chief executive Jim O’Toole outlined plans for a marketing campaign in spring 2024 to promote the new PGI for Irish grass-fed beef to European markets. The focus will initially be on building awareness among trade customers, followed by targeted consumer marketing when the product is available in the market. Recognizing the widely recognized status of PGI in continental markets, Bord Bia aims to leverage this opportunity for the benefit of Irish beef farmers and the broader beef sector.