Independent Ireland MEP Ciaran Mullooly will meet the Chief Executive of the Food Safety Authority of Ireland Greg Dempsey in Dublin on Friday to discuss the decision of the European Commission to exclude Brazil from the safe list of third-country beef exporters because it failed to provide sufficient guarantees on antimicrobial and growth promoter use.
The meeting follows a sitting of the European parliament Agriculture committee in Brussels where MEP Mr Mullooly, who is the joint negotiator on a new food promotion budget for Bord Bia and other agencies around Europe, placed strong emphasis on the urgent need for country-of-origin labelling, particularly in light of ongoing concerns around imports from third countries.
“Labelling on country of origin is critical,” he said. “We must have clear, unambiguous information on the safety and origin of food products, whether they are EU or non-EU.”
Referring to the Commission’s position on Brazil, Mr Mullooly said the issue underlined why clear labelling and strong standards matter for consumers.
“We know from the Commission that Brazil has been excluded from the EU’s approved third-country exporters list, with effect from 3 September 2026, because it failed to provide sufficient guarantees on antimicrobial and growth promoter use,” Mr Mullooly said. “Consumers need clear labelling. EU or non-EU labelling provides clarity on these issues.”
Mr Mullooly said the EU must use its promotion policy to strengthen confidence in European food production, protect consumers and support farmers who already meet some of the highest standards in the world. “European farmers operate under high standards, high costs and increasing pressure,” he said. “The EU should be promoting that quality, not making it harder for farmers to compete. A practical, flexible and fair promotion policy is essential if we are serious about backing European agriculture.
Speaking in the European Parliament’s AGRI Committee this week during the consideration of amendments to the EU agri-food promotion policy, Mr Mullooly said the policy must respond to the real pressures now facing European agriculture. “At a time of geopolitical instability, rising production costs, growing trade uncertainty and concerns around equivalent standards for non-EU food products, the EU must back its farmers and food producers with a promotion policy that is ambitious, practical and market-orientated,” Mr Mullooly said. “We must recognise the value of EU promotion policy in opening markets, supporting exports, strengthening quality schemes and building consumer confidence in European food production and European food products,” he said.
He welcomed the restoration of funding to €206 million, but warned that the budget must be used more effectively and flexibly.
“The restoration of funding to €206 million is welcome, but this funding must be used with greater flexibility and responsiveness,” Mr Mullooly said. “It makes no sense to return funding which remains unspent. There should be scope to redirect funding to alternative and appropriate marketing programmes rather than simply returning money unused.”
Mr Mullooly also highlighted the need for longer-term thinking in export promotion campaigns. “Promotion campaigns often require long-term investment and relationship building in export markets,” he said. “As Shadow Rapporteur, I have discussed this with agencies such as our own Bord Bia, who agree on this issue. Duration restrictions, including rigid continuation rules, can undermine successful campaigns, so where justified, operators should be allowed to maintain activity in key markets.”
The Midlands-North-West MEP also strongly criticised amendments which seek to exclude meat, dairy and other animal products from EU promotional funding.
“I am concerned by amendments seeking to exclude meat, dairy and other animal products from EU promotional funding,” Mr Mullooly said. “Europe’s livestock sector is central to rural economies, food security, quality production and our agricultural heritage. Promotion policy should support sustainable production and informed consumer choice, not discriminate against legally produced European food sectors.”