NDC three-year plan focuses on education, promotional activities
The NDC’s 2013-2015 strategy document, Irish Dairy: Sustainable & Nutritious by Nature, lists the launch of Dairy Week (in April), new in-school diet programmes and social network activities, alongside proven successes such as the NDC & Kerrygold Quality Milk Awards and the NDC Milk It Awards in secondary schools.
The NDC previously worked to a five-year, six-pillar strategy. This tighter three-year, four-pillar plan (promoting dairy excellence, reputation, nutrition and education) anticipates the changes facing the sector with the abolition of the EU’s milk quota restrictions in 2015.
NDC chief executive Zoë Kavanagh said: “We will continue promoting the quality, sustainability and excellence of Irish dairy products to consumers. We will promote the NDC mark on milk and the nutritional benefits of Irish cheese. The other dairy products will be promoted through cookery demos.”
Ms Kavanagh said that NDC nutrition manager Catherine Logan and her team have developed a bank of scientific evidence to support the nutritional value of cheese. In 2012, this data was used to the sector’s benefit in countering the planned ban on TV advertising of cheese to children, and in responding to media reports on UK studies on salt levels in cheese.
The NDC research team has also found that 37% of girls and 28% of boys aged 5-12 have inadequate calcium intake. This year, Olympic boxer and schoolteacher Darren O’Neill is to front an NDC schools programme to better inform young people on their nutritional choices.
Zoë Kavanagh said: “Farmers and processors are justifiably proud of the nutritional values, sustainability and standards that we enjoy in Irish dairy products. These core attributes are the source of trust and confidence that consumers place in our dairy products.
“Building that appreciation is a key objective of our strategy. The NDC intends to continue to build its reputation as the trusted voice of the industry and the experts in dairy nutrition as part of a balanced diet and healthy lifestyle.”
Bord Bia yesterday issued figures showing Irish farmhouse cheese increased its value by 43% year-on-year to more than €4m in the year to July 2012. Segments seeing growth include cheeseboards (+15%), soft cheeses (+5%), and brie (+2%).
NDC chairman Jackie Cahill said there is a compelling story to tell to consumers about the quality of Irish dairy produce and the role of such foods in a healthy balanced diet.
Mr Cahill said: “Our dairy sector is also poised for positive change.”
