A delegation of farmers, food producers and industry leaders are in the United States for a major trade promotion, to mark the arrival of Irish beef into the US market for the first time in more than 15 years.

It follows the removal of a US ban preventing European beef from entering the market during the BSE crisis.

The trade mission wis covering three cities: New York, Washington DC and Boston - with high-profile promotional events around Irish beef planned for each city.

Among the events will be a launch for high-end trade buyers and US food publications in New York on Monday evening, featuring a range of international chefs who will endorse the quality of Irish beef.

Similar events are planned for Washington DC on Tuesday and Boston on Wednesday.

Leading Irish beef companies will accompany the Agriculture Minister Simon Coveney, along with Bord Bia.

Bord Bia chief executive, Aidan Cotter, said the campaign to make Irish the beef of choice for high end customers in food service and retail came from comprehensive consumer research undertaken by Bord Bia since 2012.

"Our research confirms that Irish beef fully meets the US consumer's expectations of purity, simplicity and grass fed and is reinforced by our sustainable Irish beef story," he said.

"The US consumer wants to taste the difference and will pay more for Irish beef based on quality," he added.

Next week's visit will also include meetings with the US Secretary for Agriculture, Tom Vilsack, and other leading politicians on Capitol Hill on Tuesday.

Mr Coveney says Irish beef is well positioned to take advantage.

However, not all farmers are enthused by the trade mission.

Patrick Kent is the President of the Irish Cattle and Sheep Farmers Association. He says the visit is a distraction from the issue of beef prices at Irish factories: