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Irish Independent

Agri-food body set up to help sector communicate ‘more effectively'

With a core aim to 'educate and inform public using evidence-based facts, share compelling stories, and foster deeper engagement,' the body is currently recruiting an executive director. 'The overarching goal is to maintain Irish agriculture's licence to operate by building greater public understanding, trust, and support for the sector,' Bord Bia said when asked a series of questions from the Farming Independent about the new body. It said food, and the people who produce it, play an irreplaceable role in our health, wellbeing, identity and culture. 'Yet knowledge, understanding and appreciation of Irish farming and food production is in decline. To address this, Ireland's agri-food industry has come together to help reconnect Irish society with Irish agriculture. We want to dispel misinformation and misunderstanding; and be clear, honest and open, owning our challenges, and the actions we are taking to address them 'We want to dispel misinformation and misunderstanding; and be clear, honest and open, owning our challenges, and the actions we are taking to address them.' However, Bord Bia did not respond to queries of what the body's budget would be, or what the executive director will be paid. It said: 'A business entity has been formed, though the long-term financial structure is still being finalised.' The target audience for the initiative is outside of the agriculture community. Bord Bia said a small team, with strong project management, public relations and communications expertise, will manage the initiative, leveraging appropriate agencies and service providers to deliver an annual programme of work. Activity will span three pillars: communications, advocacy development and education. Current industry partners in the initiative include the Irish Farmers' Association (IFA), the Irish Creamery Milk Suppliers Association (ICMSA), the Irish Co-operative Organisation Society (ICOS), the National Dairy Council (NDC), Meat Industry Ireland members, Dairy Industry Ireland members, Bord Bia, and Agri Aware. The body's interim board members are: Tom Moran, Chair; Damian McDonald, IFA; John Enright, ICMSA; Emma Walls, National Dairy Council; Karina Pierce, UCD; Pat Sheehan, Dairy Industry Ireland & North Cork Creameries; Niall Browne, Dawn Meats; Kevin Cahill, ABP and Jim O'Toole, Bord Bia. There are ongoing discussions to include horticulture, cereals, and secondary processors also, and wider sector engagement will be explored. The interim board is tasked with setting strategic objectives, shaping the work programme, and establishing key performance indicators and will be replaced by a formal board in 2026. Its former iteration, Meat and Dairy Facts, was set up in 2019, last posting news on its website in February 2022.