Irish Food Board launches Green marketing program

In excess of 100 senior representatives from the Irish dairy industry gathered in Dublin today for the launch of Bord Bia’s national ‘Sustainable Dairy Assurance Scheme’ (SDAS). Delegates heard how the new dairy scheme is fundamental to Bord Bia’s plans to invest almost €3.5million next year in a new targeted marketing campaign, under the ‘Origin Green’ banner, to promote Ireland as a source of world-class sustainably produced food and drink. Today’s launch follows eighteen months of planning by Bord Bia in conjunction with a stakeholder group, comprising of producers, milk processors and regulatory authorities, appointed to develop the scheme on behalf of milk producers nationwide. Speaking at the event, Minister for Agriculture, Food and the Marine Simon Coveney TD referred to the key role of a sustainable dairy sector in employment, exports and economic recovery: “The Sustainable Dairy Assurance Scheme is not just about maintaining high standards and improving the environment. It also makes good business sense. It is about driving the development of an industry worth almost €3 billion in exports and maximising the contribution of dramatically expanding dairy production to the Irish economy. This programme positions Irish producers and processors as “best in class”and is a perfect fit with the corporate responsibility strategies that inform procurement policies in multi-national purchasers of Irish dairy products and ingredients across the globe.” “There is also a perfect synergy between the measures needed to improve environmental performance and those required to reduce input costs and improve profitability at farm level. Ireland is already starting from a position of strength when it comes to high quality and sustainability. The launch of this programme is another key milestone in the Irish dairy story, and capitalises on our natural assets in a way that