Food Safety Authority of Ireland (FSAI) Marketing Guide on ‘Use of Food Marketing Terms’

In May 2015, the Food Safety Authority of Ireland (FSAI) published new guidance aimed at ensuring consumers are not misled by the use of marketing terms on foods.  The guidance is to assist in the responsible use of marketing terms by food manufacturers, retailers and food service businesses when placing their products on the market. 

The guidance covers the use of the following specific marketing terms to describe foods placed on the Irish market: Artisan/Artisanal, Farmhouse, Traditional and Natural. To support this FSAI Guidance, the Taste Council and Bord Bia, have compiled the attached Marketing Guide to assist small food producers in identifying their unique selling point and harnessing the opportunity presented by this industry-wide insistence on the legitimate use of speciality food marketing terms.

The attached Guide outlines simple criteria for testing your unique selling point and illustrates the wide range of marketing channels available to a small food business. It can assist you in very practical way to identify and communicate your point of difference. The Guide is also available to download on  bordbiavantage.  

We are also sending a copy of it to retail and foodservice trade buyers, highlighting to them the important role they can play in encouraging best practice among Irish food and drink producers. We hope that you find this Marketing Guide helpful in marketing your food business into the future.