Bord Bia warned this afternoon that Ireland's €1.5 billion beef exports to Europe are under threat from cheap Argentinian and Brazilian imports.
The bord says that if Ireland cannot compete on price, then the industry itself must contribute towards a radical change in marketing policy in order to secure its survival.
Bord Bia say Ireland will now have to sell beef in top end supermarkets and outlets where consumers are willing to pay more for quality.
Bord Bia chairperson Angela Kennedy said people should not underestimate the size of the threat to the Irish beef industry.
She warned that the industry could be decimated, unless there are radical changes implemented.
The Minister of State for Food & Horticulture, Trevor Sargent, has called for more organic production in Ireland, and selling meet directly to European schools and hospitals.
Mr Sargent said if we cannot beet the South Americans on price, we should score on things they cannot do.
He is currently in Cologne to promote the export of Irish products world's largest food and drink fair being held in Germany.
Mr Sargent said the exhibition in Cologne, which has attracted 15 Irish companies, is the perfect forum for firms to explore new business opportunities.
Germany is already an important market for Ireland, with exports of butter, alcohol and meat worth €400m last year.
Now with Germany out of recession, Bord Bia and Irish companies are keen to take advantage of the growth potential.
