Farm Ireland

Friday 26 April 2019

Bord Bia to spend €1m to raise awareness of Origin Green

The Origin Green scheme rolled out by Bord Bia
The Origin Green scheme rolled out by Bord Bia
Bord Bia's CEO Tara McCarthy.
Louise Hogan

Louise Hogan

Bord Bia is spending over €1m as part of a promotional campaign to raise awareness of its Origin Green sustainability programme on home turf.

Television adverts, photos and short videos to capture the work of farmers and food businesses were shot at a cost of €536,000.

A further €528,000 will be spent on rolling out the campaign across national television, where the ads were seen in primetime slots during the All-Ireland Hurling final, alongside print and digital campaigns.

Bord Bia said the promotional materials will continue to be used over the next five years. Bord Bia chief executive Tara McCarthy said that Irish consumers were not aware of Origin Green and their objective was to "celebrate" that the Irish food and agriculture sector was doing an amazing job.

Bord Bia said the campaign was timed as 270 companies are now members - representing 90pc of Irish food and drink exports - while there are now over 50,000 farmers in the sustainable beef and lamb assurance scheme and a further 15,000 in the dairy scheme.

However, ICSA president Patrick Kent questioned the focus at this key time when it should be on "markets abroad".

"We believe that a clean green image needs to be maximised in international markets with a view to getting the best price possible for Irish farmers," he said.

It comes at a time when Bord Bia has been granted an extra €6.745m in funding to support the food and drink sectors in addressing the market challenges relating to Brexit.

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