Bord Bia, the Irish food board, has launched a new website in a bid to encourage consumers to eat more beef in the wake of the BSE and foot and mouth food scares.
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The information site www.bordbia.ie/qualitybeef aims to convince consumers about the safety of beef. It offers simple recipe ideas, nutritional information and gives details about the safety controls on farms and in processing plants. It also explains the labelling regulations governing beef products and the traceability schemes in place.
Designed as part of a European Commission (EC) initiative that aims to see every EU country offer a website providing consumers with information about beef production, the Bord Bia site is the first to go live in the EU.
