In a bid to ensure the horse meat scandal does minimal damage to the reputation of Irish meat, Bord Bia has commissioned consumer research and launched an international media monitoring programme.

The Irish food marketing body said it was running focus groups with UK and Irish consumers this week and would announce the results shortly.

It has also launched a monitoring programme to respond to negative coverage in other markets, but said such coverage had been limited to date. Last week, just 4.4% of international online news items had been about horse meat.