Executive Director of the Northern Ireland Food and Drink Association Michael Bell is concerned about plans to ban northern firms from branding their products Irish

THE Food Standards Agency has come under fire over controversial proposals to ban Northern Ireland firms from marketing their produce as 'Irish'.

Firms have already voiced concerns about the plans which, if come into effect, could end up costing them millions of pounds in rebranding and marketing.

Dozens of companies across the north label their products as Irish for export to international markets.

The move comes in the middle of NI Tourism’s backed Northern Ireland Years of Food and Drink which aims to promote local produce.

The controversy came to light after it emerged that FSA 'country of origin labelling guidance' recommends that food products from the north should be labelled only as ‘Northern Irish’ or ‘UK’.

It is understood the FSA has contacted environmental health officials across councils who in turn are highlighting the development with businesses that may be impacted.

The FSA regulates the food industry and is responsible for food labelling in the north.

The organisation is funded by Stormont's DUP-run Department of Finance and Personnel.

A spokeswoman last night insisted it has not “received advice from any other government department in relation to this matter”.

One of the north’s leading businessmen, Michael Murphy, chief executive of Portadown-based Irwin’s Bakery, said any new regulations will have a damaging impact on the business.

“Irwin’s Bakery has produced a range of traditional Irish breads for over 100 years, and this is how the breads are recognised internationally,” he said.

“Thirty five per cent of our sales come from export markets and any changes to labelling regulations could have a damaging effect on our continued growth.”

Executive Director of the Northern Ireland Food and Drink Association Michael Bell said he is “very, very concerned” about the development and has already met with senior FSA officials.

“Our position as a trade association is very clear,” he said.

“We believe our products can be labelled as UK or Irish and we believe the right to that is enshrined in the Good Friday Agreement which gives every citizen the right to call themselves an Irishman or British man and carry the appropriate passport,” he said.

He said the labelling controversy could become a “significant issue across the industry,” he said.

Mr Bell said local firms local currently label their products correctly.

“It would appear some people feel some of the labels in the market place are confusing and hence the actions from FSA,” he said.

“We are not of that view, we believe the message our members are putting out are clear and compliant.”

SDLP assembly member Dolores Kelly said she has been contacted by concerned business figures.

“It is inconceivable given the week that is in it, when everyone is celebrating St Patrick’s Day across the world our local agri-food industry has been told they can’t market their products as Irish,” said the Upper Bann MLA.

“It’s not uncommon for us to market on an all-Ireland basis.

“Small to medium sized businesses have been failed by the last executive and for this to be introduced is mind-boggling.

“Who came up with this idea and why?

Ms Kelly added that the FSA has put the plans on hold until after the May elections.

A spokeswoman for the FSA said European legislation set out in December 2014 “sets out the requirements for ‘voluntary labelling’- including country of origin-stating that any voluntary claims must not mislead, be ambiguous or confuse consumers”.

“The FSA’s current position on the use of the voluntary term ‘Irish’ on food produced in Northern Ireland is that it may be misleading to consumers because it is the term used to describe another member state of the EU,” she said.

“However, this can only be determined by a court of law.”