'Largest ever' €1m national campaign for Irish organics
Over the next three years, increased volumes of organically produced Irish food are expected.
The "largest ever" national campaign for Irish organics is to begin next month.
Run by Bord Bia, it will start on November 6 and run until December 17, with a second burst in spring 2024.
The announcement was made by Minister of State Pippa Hackett who is attending the Natexpo international trade show for organic products in Paris along with Bord Bia and a number of Irish organic producers.
The trip is in an effort to continue "efforts to grow the market for Irish organic produce across Europe".
Over 2,000 farmers joined the Organic Farming Scheme in 2023, doubling the number of organic farms in Ireland.
There are now approximately 180,000 hectares under organic production in Ireland, representing 4% of total agricultural land.
The Climate Action Plan targets an increase in the area of land under organic production to approximately 445,000 hectares, or 10% of land, by 2030.
Emmet Doyle, Bord Bia organic sector manager said that over the next three years, increased volumes of organically produced Irish food are expected.
"The aim of the campaign is to build consumer preference for Irish organic food and drink in tandem with this growing availability," Mr Doyle said.
"In preparation for the campaign, we undertook six months of consumer research with over 2,500 Irish organic shoppers, to learn more about attitudes to organic produce and shopping behaviours.
"Using this insight, we identified two cohorts of shoppers to target. These are the middle ground of organic shoppers: they may buy some organics, but it is not a priority for them all the time or they may actively look for organics but can be dissuaded by price.
"The campaign will address this by educating consumers about Irish organic food and drink, and by encouraging them to increase the frequency and quantity of their Irish organic purchases."
According to the study, over eight in 10 Irish shoppers buy organic food and drink in some capacity. One in two shoppers claim to buy organic meat and/or dairy on a weekly basis, and eggs and vegetables are the largest category for organic shoppers.
Minister of State Pippa Hackett said that this campaign is the latest "in a continuing suite of policy measures to support organic farmers and the growth of the organic sector in Ireland".
"The delivery of this Bord Bia campaign was made possible by my department gaining approval for the allocation of €1.5m in Brexit Adjustment Reserve funding to Bord Bia for the promotion of organics."
A new market-led strategic plan for the development of the organic sector is currently in development.
The current National Organic Strategy was developed in 2019 and runs to 2025 and the new strategy will plan the development for the sector to 2030 in line with Food Vision 2030.
The Irish market currently consumes 50% of all organic lamb produced in Ireland with the remainder exported, mainly to Germany and Belgium, according to Bord Bia.
Over one-third of all organic Irish beef is sold in Ireland with the remaining two-thirds destined for Germany (25%) the UK (22%) and the Netherlands (5%).
Similarly, 30% of organic oats are consumed in Ireland with half of all organic oat exports going to the UK.
95% of organic eggs and 90% of organic dairy are sold on the domestic market.
Organic Irish fruit and vegetables have a 7% share of the organic fresh produce market in Ireland.
