The Dairy | January 2018

PG 10

PG. 24

PG. 26

MILLENNIAL MARKETING: IRISH

MILK ALTERNATIVES - HOW DO

DAIRY THE COMPLETE NATURAL

THEY COMPARE?

NDC PARTNER EVENTS IN AREAS OF SPORTS PERFORMANCE, CLINICAL NUTRITION AND CONSUMER HEALTH

The Dair y q ua r t e r ly ac t i v i t y u pdat e f o r co m pa n y s ta k e h o l d e r s

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| Ja n ua r y 2018

Dear All,

I am delighted to introduce our latest edition of The Dairy, and the first issue for 2018. The period since our last issue in September has provided a number of key opportunities to showcase dairy across various key platforms; its health benefit, its reputation for producer excellence and its relevance to consumers at each life-stage, particularly the on-the-go millennial consumer.

We had a very strong presence at the National Ploughing Championships in September 2017, creating an element of excitement for the launch of our new marketing campaign – The Complete Natural.

The objective of the new campaign is to communicate the benefits of dairy to a younger millennial audience and so we were festival-ready and hosted well-known celebs across the three days to create a stir and deliver the much-needed emotional engagement around the dairy category.

The next big event on our agenda was the NDC & Kerrygold Quality Milk Awards, the country’s top prize for best quality milk was awarded to John and Maria Walsh, from Co. Tipperary who supply their milk to Dairygold Co-op. It was another celebratory occasion for the dairy industry and we were delighted to have Minister Michael Creed in attendance on the day, read-more inside.

The IDF World Dairy Summit was hosted in Belfast and I was in attendance for most of the meetings which covered a broad range of topics including Sustainability, Nutrition, Food Security and Marketing.

Industry leaders from the UK, China, Japan and Australia underlined the importance of communicating effectively with consumers who are looking for reassurance on the integrity and quality of dairy foods at a time anti-dairy activism is on the rise. The summit provided a platform for discussion and debate between political and agricultural leaders that will shape the sector’s future operating environment, read more on page eight.

Finally, we recently launched our exciting new campaign – The Complete Natural. This is the latest consumer facing representation of the National Dairy Council and It has been created to promote the natural benefits dairy has to offer Ireland’s 20-29 year-olds. They are becoming increasingly uncertain about their food choices and our mission is to clarify the benefits of dairy in their diets such that Ireland’s future mums are confident about including dairy in their weekly shop.

Zoë Kavanagh Chief Executive

CONTENTS NDC 2017 HIGHLIGHTS

PG 06

READY STEADY - COOK!

PG 10

PG 18

NDC, DIT & French Embassy in

IRISH DAIRY NATURAL

Ireland are inviting culinary students

The NDC worked with our agencies

in top colleges in France and Ireland

to

to create a three-course menu

millennial-targeted

celebrating Irish and/or French dairy

Irish Dairy The Complete Natural.

produc

Launched on November 6th this

PG 08 WORLD DAIRY SUMMIT 2017

create

THE

an

COMPLETE

insight-driven campaign:

campaign includes a new website, a suite of print, online, outdoor assets and experiential marketing.

The World Dairy Summit took place

PG 14

in Belfast in October, the nineglobal dairy industry including

NDC FESTIVAL READY FOR THE NATIONAL PLOUGHING CHAMPIONSHIPS 2017 Morning yoga, free smoothies from

some goverment representatives.

our mobile Milkbar, meet-and-greet

day event hosted leaders from the

18

10

06

with some of the celebs at our stand, and a variety of fresh dairy produce in our Co-op Marketplace..

NDC & KERRYGOLD QUALITY MILK AWARDS, CELEBRATING EXCELLENCE IN IRISH DAIRY Tipperary Farm won the Top Prize, NDC & Kerrygold Quality Milk Awards 2017. The Quality Milk Awards are also a valuable opportunity for the NDC and Ornua to create a suite of marketing material that continues to tell the wonderful story of Irish Dairy at home and abroad.

NUTRITION NEWS

GLOBAL DAIRY NEWS

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26

30

PG 24

PG 26

MILK ALTERNATIVES DN FORUM FEATURE DAIRY MATRIX

PARTNER EVENTS

GLOBAL DAIRY NEWS

To strengthen our outreach to important target audiences, the

Jerreau Beaudoin, Communications Director of The

NDC

partnerships

Global Dairy Platform, shares with

with key influencers in the areas

us some interesting news from

of

the global industry.

The

visibility

of

various

new

plant-based dairy alternatives is evidence of a growing trend in their popularity. These dairy alternatives lack many of the important nutrients that are naturally provided by milk.

To assist health professionals and those working in the dairy industry in understanding these nutritional differences, the most recent DN Forum from the NDC has reviewed the topic.

PG 30

has

sports

formed

performance,

clinical

nutrition and consumer health. The NDC is recognised as an advocate of research-based nutrition and is therefore a trusted partner in

PG 30 DAY IN THE LIFE

to facilitate health professionals

The NDC catches up with James Barber, Dairy Farmer to discuss his role, the challenges and the skills

working in these areas. As part of

he uses to make a success of it.

providing

nutritional

resources

this we recently supported; Sport Ireland HPX17 Conference, Cappagh Hospital’s;

A

multidisciplinary

approach in advancing orthopaedic outcomes and the INDI Conference The Dairy Matrix – a new approach to understanding the health effects of food.

The Dairy | January 2018

NDC HAPPENINGS

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NDC LAUNCHES DAIRY INSPIRED CONTEST TO CELEBRATE THE TASTE OF FRANCE TO CELEBRATE THIS YEAR’S GOOD FRANCE (GOÛT DE FRANCE) THE NDC HAS JOINED FORCES WITH THE FRENCH EMBASSY IN IRELAND, THE FRENCH DAIRY COUNCIL AND THE SCHOOL OF CULINARY ARTS (DIT) TO LAUNCH A REALLY EXCITING COMPETITION FOR CULINARY STUDENTS IN 2018.

Spearheaded by the French Ministry of Europe and Foreign Affairs in 2015 and led by renowned French chef Alain Ducasse, Good France (Goût de France in French) is an annual opportunity for the world to celebrate the best of French cuisine on March 21st.

To celebrate this event, we are inviting culinary students in top colleges in France and Ireland to create a three-course menu celebrating Irish and/or French dairy produce. Each dish created must include dairy as the main ingredient. A shortlist of between 3 and 5 French finalists and the same number of Irish finalists will then participate in a Cook Off in Dublin at the DIT, on Cathal Brugha Street, where they will be given a mystery basket of ingredients to cook from.

The Dairy | January 2018

Prizes

•

The first prize is a week-long “stage” within the prestigious kitchen of the Ministry for

Foreign Affairs, Paris, France.

The joint runners up will a win “stage” at Michelin Star Restaurants, Chapter One owned by

•

chef Ross Lewis and Restaurant Patrick Guilbaud owned by chef Patrick Guilbaud.

The remaining contestants with receive a Certificate of Participation and will receive a

•

copy of the Gourmand Awarded Winning Best School Cookery Book in the World “All in

the Food” 75 years of Cathal Brugha Street Celebrating Irish Culinary Excellence.

The winning team from France will receive a weekend of travel to experience Ireland’s gastronomic culture whilst the Irish finalists will have the chance to visit one of France’s top gastronomic regions and explore that culture.

French Ambassador to Ireland, Stephane Crouzat said “As part of the March 2018 France-Ireland Gastronomy Month and France’s global Good France initiative for gastronomy, this culinary competition is a unique opportunity for French and Irish students to showcase their talents in front of a jury of their peers. Our two countries share a passion for good food and quality produce and I invite all members of the France-Ireland network for Culinary Arts, Hospitality and Tourism as well

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as any culinary arts student interested to take part in this challenge and create a unique Franco-Irish menu celebrating the best of our gastronomies.”

The judging panel for the competition will include Stephane Crouzat. H.E Ambassador of France to Ireland, Chef Ross Lewis of Chapter One, Patrick Guilbaud of Restaurant Patrick Guilbaud and Cathy Curran of the National Dairy Council.

Zoe Kavanagh, CEO of the National Dairy Council said “We are really excited to be involved in this competition with our colleagues in France and to celebrate the taste and diversity of dairy produce.

Both Ireland and France have an excellent reputation of high quality dairy production. The best dishes are made from fresh ingredients and dairy is delicious, nutritious and versatile” The closing dates for all entries is 9th February 2018 with the announcement of the finalists by 14/15 February 2018. There will be a separate jury in France to shortlist the French culinary student finalists. All finalists will be invited to send a 1-3-minute video presenting their menu to the judges.

Each finalist team will then attend the full day Cook Off in DIT, Cathal Brugha Street in Dublin on Good France Day – 21st March 2018.

For further information on entering and details please visit www.ie.ambafrance.org/Ready-steadycook

The Dairy | January 2018

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WORLD DAIRY SUMMIT BELFAST 2017 THE WORLD DAIRY SUMMIT TOOK PLACE IN BELFAST IN OCTOBER, THE NINE-DAY EVENT HOSTED LEADERS FROM THE GLOBAL DAIRY INDUSTRY INCLUDING SOME GOVERNMENT REPRESENTATIVES. THE GLOBAL DAIRY COMMUNITY CURRENTLY STANDS ONE BILLION PEOPLE AND FEEDS 6 BILLION CONSUMERS AROUND THE WORLD.

Dr Judith Bryans, President of the International Dairy Federation said that 20 dairy producing countries are now signed up to a global initiative called the Dairy Declaration of Rotterdam which makes a commitment to meeting the sustainable development goals set by the United Nations.

Dr Bryans said that dairy producing countries believe in creating a 'healthier planet', addressing inequality and lifting people out of poverty. "We believe in dairy. We have a strong story to tell in terms of nutrition and also the progress we are making environmentally. No sector is perfect and there is always room for improvement but we have a vision, we have our goals and we will spare no effort in achieving them."

The Dairy | January 2018

Another highlight of the summit was launching The World Dairy Situation Report 2017, VĂŠronique Pilet, Editor in Chief of the IDF report and Head of Economics at French Dairy Interbranch Organisation CNIEL, said: "The global dairy market remains uncertain and the only thing that we can say for sure is the volatility which is a result of supply and demand issues is here to stay. Dynamism in the European and US markets is leading recovery and production prospects over the next few months remain good. Butter prices are at an all-time high, however skimmed milk powder prices are still eroding."

New Zealand remains the world's largest exporter of dairy with a 29% share of the market, closely followed by the EU at 28% and the US at 24%.

9 October 2017; Speaking at the International Dairy Federation (IDF) World Dairy Summit in Belfast (left) Dr Nico van Belzen, (IDF Director General), (right) Dr Jaap Evers (IDF Leader Global Standards) World dairy leaders at the Summit also issued a call for the industry to united and embrace enthusiastically the challenge of securing consumer confidence.

Paul Vernon, chief executive of Glanbia Cheese and chairman of Dairy UK, the UK industry trade association, said: "The world and the dairy sector has changed massively over the past 30 years and the way we are communicating with consumers has changed too. Dairy is a superfood and we need to ensure that message is heard loud and clear by consumers who are under a constant barrage of misleading and illinformed messages about dairy."

The Dairy | January 2018

NDC HIGHLIGHTS MILLENIAL MARKETING IRISH DAIRY - THE COMPLETE NATURAL 2017 BROUGHT US ON A JOURNEY; WE HAVE BEEN AWARE FOR SOME TIME THAT THE 20-29 YEARS OLD GENERATION IN IRELAND IS STARTING TO LIMIT OR AVOID DAIRY IN THEIR DIET FOR A NUMBER OF REASONS. We really needed to address this issue head on and so we spent a great deal of time carrying out research and holding focus groups to better understand the issues and concerns.

We commissioned market research company Behaviour & Attitudes to talk to this generation and give us back some insights to see where we could understand the issues. Some of the findings showed that that 72% of Irish men purchase dairy for its health benefits but only 65% of Irish women have the same motivation whilst 35% of Irish people are currently limiting dairy of some kind. Limiting and avoiding dairy was more prominent among women, 41% compared to 30% of men.

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Zoë Kavanagh said “If we are not relevant to these young women in their mid-20s, we can’t presume they will come flocking back to the dairy aisle when they become mums.”

Young female consumers predominantly age 20-29 were simply not getting the message as to why dairy plays such a key part in maintaining a healthy diet. Our research demonstrated a gap in "Millennial understanding" around Ireland's grass-based system. Bad science and urban myths about dairy's fat levels, allergies and lactose intolerance are wrongly encouraging millennials to opt for trendy almond milk lattes and gluten-free foods.

The Dairy | January 2018

“Dairy has traditionally been promoted around the kitchen table” said Zoë “It is a family product, particularly around breakfast. It’s nurturing, it’s in the home. However, the reality is that these young women are spending more and more time out of the home and in places where dairy is weakest. So it’s no wonder that when they

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go into coffee shops and see the alternative liquids that can go into their coffee, it’s tempting to try them.”

“If we are really honest with ourselves, we haven’t actually marketed dairy to this group for 10 to 15 years. This is a generation who get their information from Facebook, YouTube, Instagram and their friends. If dairy doesn’t have a presence across these outlets, then it doesn’t exist for them.”

We worked with our agencies to create a suite of advertising concepts and ideas for a new campaign which we tested through a number of millennial focus groups to gage their feedback. The Complete Natural concept was created and the campaign includes a new website, a suite of print, online and outdoor advertising which was launched on 6th November.

To celebrate the launch of the campaign, we opened the Complete Natural pop-up café on South William Street in Dublin for five days offering free gourmet coffee, smoothies, healthy milkshakes in a funky bright and inviting environment. The café included interactive areas where people could view our new website on iPads, we also had screens showing the new ad campaign. The pop-up café included selfie areas and a facts wall with all the science and facts behind dairy.

We had an incredible reaction to the pop-up café with nearly 6,000 visitors over the five days, we also held a special press event on the opening day and invited some Millennial stars from the E4 programme Made in Chelsea. Binky and JP really resonated with this age group and we had an incredible turnout of media, influencers and bloggers queueing up at the pop-up to sip milk-based cocktails and meet the stars.

For more information on The Complete Natural please visit www.thecompletenatural.ie

The Dairy | January 2018

Reality TV stars Joshua Patterson and Binky Feltstead (above) at the launch of The Complete Natural Pop-Up Dairy Café

Joshua Patterson, Emma Flynn, Isabelle Morris and Binky Feltstead at the launch of The Complete Natural Pop-Up Dairy Café

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James Kavanagh and William Murray (Currabinny) serving fresh milkshakes in The Complete Natural Pop-Up Dairy Café

Rob Kearney and Dave Kearney stop by The Complete Natural Pop-Up Dairy Café for a coffee and catch-up

THE COMPLETE NATURAL POP-UP DAIRY CAFÉ

The Dairy | January 2018

Sinead Pugh serving fresh Irish Berry Blast Smoothies at the Pop-Up Dairy Café

Louis Walsh (Above) stops by The Complete Natural Pop-Up Dairy Café

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Lauren Kenny and Tia Hourigan (above left) and William Murray & James Kavanagh (above right) at the launch of The Complete Natural Pop-Up Dairy Café on South William Street.

Lorna McGinn, Liosin Cawley and Aoife Nolan at the launch of The Complete Natural Pop-Up Dairy Cafe Cathy Curran (NDC), Rachel Hynes (Initiative), Zoe Kavanagh (NDC) and Pat Cassidy (PML) cheers to the exciting launch of The Complete Natural Pop-Up Dairy Café on South William Street.

The Dairy | January 2018

NDC WAS FESTIVAL READY FOR THE NATIONAL PLOUGHING CHAMPIONSHIPS 2017

The National Dairy Council really raised the bar at this year’s National Ploughing Championships by creating one of the most exciting and eye-catching stands to date. To coincide with the launch of our new campaign, we covered the stand with Complete Natural branding and created an authentic festival look and feel including a mobile Milk Bar van parked outside. We offered free milkshakes and smoothies to the passing crowds and offered selfies with the celebs at our stand.

We opened Day One by bringing Louis Walsh and Vogue Williams to our stand as well as Glenda Gilson from ExposĂŠ. The celebs created a real buzz and excitement at the stand as Louis and Vogue sipped on glasses of milk and spoke of the brilliance of Irish Dairy. We then organized

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a special lunch with media which resulted in some excellent media coverage for the NDC at Ploughing.

We started each day at Ploughing with a yoga stretch session and again this really attracted the passing crowds to join in even on the rainiest day. As always food was front of mind, we had a full demo kitchen with chef in residence, Brian McDermott cooking up some delicious dishes for the crowds. Brian was joined by our visiting chefs including Irish Chef Clodagh McKenna and Currabinny aka Snapchat star James Kavanagh and his partner and chef William Murray.

September 2017; Sunrise yoga (left-right) Clodagh McKenna (Chef & Cookbook Author), Derval O'Rourke (former Olympian & Cookbook Author) and festival goers/visitors to the NDC stand.

The Daity | january 2018

We were delighted to have a number of healthcare experts and surgeons from our partners at Cappagh Hospital this year. We created a whole information area with a lifesized skeleton and information graphics on bone health on the walls. Experts from Cappagh were available to answer questions from the public and offer advice. A collage of real life x-rays on the walls also helped to explain common breaks and fractures.

ASK THE EXPERTS Our Co-op Marketplace was a huge success as always, with people queueing up to sample the delicious produce from our Co-op members. NDC ambassadors were out in force to support us at Ploughing with Irish athlete Derval O’Rourke; Dr Sharon Madigan, Head of Performance Nutrition, Sport Ireland Institute; and TV & radio broadcaster and personal trainer, Karl Henry.

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September 2017; (Aurivo) Derval O'Rourke (former Olympian & Cookbook Author) (Aurivo) sampling fresh dairy products in the Co-Op Marketplace

The Daity | January 2018

September 2017; Marty Morrissey and Aine Lawlor (RTE) interview Joe Canning (Galway GAA) at the NDC stand.

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September 2017; Festival goers at NDC stand enjoying the celeb line-up. inc. Louis Walsh (XFactor) and Vogue Williams (Model, DJ & Presenter).

The Daity | january 2018

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September 2017: Clockwise: Clodagh McKenna (Chef & Cookbook Author) live cooking demonstration, Glenda Gilson (Presenter & Model) bringing high energy to the NDC stand with Vogue Williams (Model, DJ & Presenter). William Murray and James Kavanagh of Currabinny (Food Company).

The Dairy | January 2018

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NDC & KERRYGOLD QUALITY MILK AWARDS, CELEBRATING EXCELLENCE IN IRISH DAIRY THIS YEAR’S NDC & KERRYGOLD QUALITY MILK AWARDS WERE HELD ON 4TH OCTOBER AT THE ROYAL HOSPITAL KILMAINHAM WITH PRESENTATIONS TO FOURTEEN OF IRELAND’S TOP DAIRY FARMS

BY MINISTER FOR AGRICULTURE, FOOD & THE MARINE, MICHAEL CREED. TD.

The Dairy | January 2018

THIS YEAR’S WINNERS JOHN AND MARIA WALSH WERE ACCOMPANIED BY THEIR FAMILY AND RECEIVED A PRIZE OF €5,000 AND THE COVETED NDC & KERRYGOLD QUALITY MILK AWARDS PERPETUAL CUP.

T

he farmers who are nominated for the NDC & Kerrygold Quality Milk Awards represent milk pools of hundreds or sometimes even thousands of dairy farmers in their own co-ops. It is a serious shortlisting process for the three judges, Professor Patrick Wall from UCD, Dr. David Gleeson (Teagasc) and

Dr. Jack Kennedy (Irish Farmers Journal. This year we introduced Irish chef Clodagh McKenna as the Food Ambassador celebrating the delicious taste and quality of Irish dairy produce both at home and abroad.

Clodagh had the opportunity to visit some of the farms and meet with families and sample some of their favourite foods.

Speaking about this year’s finalists Judge Dr. David Gleeson from Teagasc said “When we visit the shortlisted farms every year as judges we see at first hand the genuine pride of Irish farmers and why they are #madeforthis. Twenty-two farms were nominated and fourteen were short listed for a farm visit. These farms were located in nine different counties from West Cork to Donegal. Three of the key milk quality parameters assessed in the shortlisting process are TBC; SCC and protein percentage. The milk quality standards being achieved on these nominated farms are getting higher each year. What stands out is dedication to doing things right; a thirst for sharing knowledge and learning about ways to improve how things are done; and a heartfelt wish to carry on the tradition of the family farm, passing on the farm as good as, or better than it was before to the next generation.”

Dairy

co-operatives

throughout

the country are invited to nominate their top suppliers for the awards each year. The farms nominated for the annual awards undergo a detailed assessment by the judging panel based on milk quality test results

and

technical

reports

spanning a full 12-month period in order to select a short-list of finalists. The judges then arrange to visit each of the finalist farms for an inspection over the Summer The Awards recognise the hard work and determination of Irish dairy farms all year round. Their relentless effort and attention to detail is what ensures that Irish Dairy as an industry continues to excel.

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The Dairy | January 2018

October 2017; Clodagh McKenna (QMA Food Ambassador, Chef & Cookbook Author), thanking Irish Dairy Farmers for their commitment to excellence and quality of produce. Awards MC Damien O'Reilly (RTÉ Countrywide) welcoming finalists and their families.

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October 2017; (left) Michael Creed. TD. (Minister for Agriculture, Food and the Marine) speaking at the Quality Milk Awards about the Heritage of Dairy Farming in Ireland, the grass-based system and the Family Farming model.

The Dairy | January 2018

October 2017; Teddy Cashman (NDC Chairman), Clodagh McKenna (QMA Food Ambassador, Chef & Cookbook Author), Michael Creed. TD. (Minister for Agriculture, Food and the Marine), Kevin Lane (Chief Executive Ornua), Zoe Kavanagh (Chief Executive NDC), Aaron Forde (Ornua Chairman), David Gleeson (Teagasc), Prof. Patrick Wall (UCD).

2018 winners of the NDC & Kerrygold Quality Milk Awards, John & Maria Walsh and family from Co. Tipperary.

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The Daity | January 2018

TELLING THE STORY OF IRISH DAIRY AT HOME AND OVERSEAS

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The NDC and Ornua leveraged the Quality Milk Awards to create rich video content and photography that showcase Irish dairy farmers and their families, their passion and pride in producing the best quality milk in the world and their dedication to the land. Through these stories we showcase how our farmers are #madeforthis.

Ireland’s grass-based dairy farmers are best in class and that’s why we have the best tasting dairy products in the world.

Ireland’s dairy farming system is wonderfully unique; Farms are passed down from generation to generation, we visited the Loophead Peninsula in Co. Clare, and met three generations of Crotty’s to work on their family farm. This model also facilitates rich knowledge transfer from generations of working the land. The Walsh family in Tipperary approach the farm work as a unit, with John Walsh describing how the children bring new ideas to the table and that’s what makes him proud.

Irish cows graze up to 300 days a year outdoors. The temperate climate allows for succulent grass growth which produces rich milk which in turn translates into rich dairy products. Irish farmers could consider themselves grass farmers before dairy farmers. This video tells a story of grass-based production dairy farming through the Keane Farm in Co. Offaly Irish farmers always strive for the very best of animal health and welfare – happy cows make rich creamy milk and this is something that they are very proud of. Every animal has their part to play in the big picture – they’re looked after, cared for and given the best of everything. Watch the Boland Family’s story here.

These videos present the Quality Milk Awards winners in a way that showcases their love of the land, their dedication to what they do and their passion in what they produce. All video's can be viewed on YouTube on the NDC & Kerrygold Quality Milk Awards Channel.

The Daity | january 2018

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October 2017; Clockwise from left, Colin Boland (Moate, Co Westmeath), Padraig and John Keane (Birr, Co. Offaly) , John and Maria Walsh (Cahir, Co. Tipperary).

The Daity | January 2018

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The Dairy | January 2018

Author: Dr. Marianne Walsh (Nutrition Manager National Dairy Council

NUTRITION NEWS

DAIRY ALTERNATIVES – HOW DO THEY COMPARE?

The visibility of various new plant-based dairy alternatives on our supermarket shelves is evidence of a growing trend in their popularity. Euromonitor figures indicate that their sales more than doubled between 2009 and 2015 and current market share figures from Nielsen predict a continuing annual growth rate of 8-12% over the next four years.

Motivation to switch from dairy milk to plant-based alternatives appears contradictory at times.

Consumer research suggests that the key drivers in switching to dairy alternatives include perceived health benefits associated with ‘lactose-free’ or ‘clean-eating’, a trend towards veganism and a pursuit of improved animal or environmental welfare.

Given that many plant-based beverages are commonly packaged and referred to as ‘milk’, consumers could easily presume that they are purchasing a nutritionally equivalent or even superior product.

However, these beverages are not nutritionally equivalent and dairy alternatives lack many of the important nutrients that are naturally and uniquely provided by milk.

To assist health professionals and those working in the dairy industry in understanding these nutritional differences, the most recent DN Forum publication from the National Dairy Council has reviewed the topic. The publication provides a comprehensive nutritional comparison of cow’s milk and a range of plant-based alternatives. It also examines the scientific research regarding their impact on health. For a copy of this publication please contact nutrition@ndc.ie.

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The Daity | January 2018

PARTNER EVENTS DAIRY MATRIX SEMINAR SUPPORTS HEALTH PROFESSIONALS TO SPREAD THE DAIRY HEALTH MESSAGE: DAIRY ALTERNATIVES -HOW DO THEY COMPARE? The ‘Dairy Matrix’ refers to the unique combination of nutrients that are found in dairy foods. Novel scientific research suggests that these nutrients work better when they are consumed together in the form of whole foods such as dairy, compared to when the individual nutrients are consumed in isolation. The concept suggests that the nutrients and other food components can interact to enhance the overall health effects of dairy.

Perhaps the best example of the dairy matrix effect, is the impact of cheese intake on cardiovascular health.

Fat and salt intakes have traditionally been discouraged in the promotion of good heart health. However, despite the high fat and salt content of cheese, the majority of epidemiology studies report that cheese consumption does not increase the risk of cardiovascular disease and may in fact, be beneficial. Scientists attribute this to the interaction with other nutrients in the cheese, such as calcium which is thought to decrease the fat absorption.

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Along with colleagues at the European Milk Forum, the National Dairy Council has been working to promote the concept of the Dairy Matrix through educational literature and seminars for health professionals. In addition, a Dairy Matrix hearing was held at the EU Parliament in Brussels on 11th October 2017 to highlight the importance of promoting dairy as a source of nutrition in the diet of European citizens.

October 2017; Dr Emma Feeney (University College Dublin), Prof Ian Givens (University of Reading), Dr Marianne Walsh (NDC), Prof Arne Astrup (University of Copenhagen) and Louise Reynolds (INDI).

The Daity | january 2018

In partnership with the Irish Nutrition and Dietetic Institute (INDI), one of these seminars took place in Dublin on 1st November. The information evening for dietitians, was chaired by RTÉ journalist and broadcaster, Philip Boucher-Hayes. He was joined by expert speakers Prof Ian Givens from the University of Reading; Dr Emma Feeney from University College Dublin; and Prof Arne Astrup from the University of Copenhagen.

Matrix of Nutrients The matrix of nutrients in milk contribute to the normal functioning of many processes in our bodies*:

• Cognitive function • Thyroid function • Growth in children • Normal skin

27 Iodine Phosphorus

• Bone development • Healthy teeth • Muscle function

Calcium Protein

• Nervous system function • Muscle function • Blood pressure

Potassium Vitamin B2

• Energy metabolism • Reduction of fatigue • Red blood cell formation • Immune system function

• Bone development • Healthy teeth • Energy metabolism

Vitamin B12

Vitamin B5

*not a complete list of functions. source: EU register of nutrition and health claims made on foods

• Muscle growth • Bone development

• Energy metabolism • Reduction of fatigue • Nervous system function • Normal skin • Normal vision • Energy metabolism • Reduction of fatigue • Mental performance

The Daity | January 2018

FITNESS PROFESSIONALS GATHER FOR REPS IRELAND SEMINAR IN KILKENNY Quite often the general public seek nutrition advice, including information on dairy, from those in the fitness industry. With this in mind, the NDC sponsored a specialised REPs (Register of Exercise Professionals) seminar in the Lyrath Estate Hotel in Kilkenny on Friday 17th November. This CPD seminar, tailored specifically for fitness professionals such as personal trainers and pilates instructors, was titled 'Working with your Clients - Personal Training, Nutrition & Standards'. Chairing the event was Joe O'Connor who is an experienced fitness consultant on the hit show Ireland's Fittest Family and has lectured in the area of human athletic performance since 2006.

Brendan Egan, Associate Professor of Sport and Exercise Physiology, School of Health and Human Performance, DCU spoke about the challenge in delivering nutrition advice in the fitness industry.

Brendan also detailed some of the research around whey protein and the value of dairy as part of a postexercise recovery strategy. Karl Henry, one of Ireland's most recognised and leading personal trainers in Ireland, offered his top tips which included careful planning and reviewing of projects and plans; seeking advice and help from experts in areas that you may need guidance on; being honest with clients and acknowledging their valuable role in promoting your business; as well as advising that ‘mistakes aren’t mistakes if you learn from them’.

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HIGH PERFORMANCE KNOWLEDGE EXCHANGE CONFERENCE (HPX) OFFERS INSIGHTS FROM RIO 2016 In early October, the NDC sponsored the High Performance Knowledge Exchange Conference (HPX) which took place at the world class Sport Ireland National Indoor Arena. Over 40 speakers from nine countries shared their key lessons identified during the Rio 2016 cycle through insightful keynote presentations, case studies and workshops.

Organised as a collaborative project between the Sport Ireland Institute and Sport Ireland Coaching, over 500 delegates of coaches, performance directors, academics, athlete, science and medical professionals attended.

Included among the speakers were 2016 World Boxing Coach of the Year Billy Walsh, Dublin Football Manager Jim Gavin and Ireland Rugby Head Coach, Joe Schmidt.

Each delegate received a ‘Powered by Dairy’ resource folder containing the NDC’s ‘Sports Nutrition Handbook’ and poster, produced in partnership with Sport Ireland Institute; as well as the science behind milk as an effective recovery option.

The Daity | january 2018

October 2017: Dr Marianne Walsh, Caroline O'Donovan (NDC), Prof John O’Byrne (Cappagh), Dr Thomas Withers (University of Bedfordshire), Orla Gilroy (Cappagh), Gillian McConnell (Inside Out Nutrition) and Rosemary Masterson (Cappagh)

NDC SUPPORTS LEARNING AT CAPPAGH HOSPITAL As part of the partnership between the National Dairy Council and Cappagh National Orthopaedic Hospital, a seminar was held on 12th of October 2017 to educate health professionals on the latest approaches in improving outcomes following elective orthopaedic surgery.

Expert speakers from the UK and Ireland in the areas of Physiotherapy, Nursing and Nutrition spoke about practices which can enhance patient outcomes and experiences throughout their hospital journey. The audience included physicians, nurses, dietitians, physiotherapists and occupational therapists, who gathered to hear the latest in evidence-based care.

This event was also the platform to launch the new patient booklet from the NDC and Cappagh Hospital “Bones, Muscles & Joint Health - Nutrition & Orthopaedic Surgery” ahead of World Osteoporosis Day which took place on October 20th. The booklet covers common conditions affecting the musculoskeletal system, the role of nutrition in bone, muscle and joint health and gives tips for preparation and recovery after orthopaedic surgery. This booklet can be downloaded here or by contacting nutrition@ndc.ie.

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The Dairy | January 2018

GLOBAL DAIRY NEWS JERREAU BEAUDOIN, COMMUNICATIONS DIRECTOR OF THE GLOBAL DAIRY PLATFORM SHARES WITH US SOME INTERESTING NEWS FROM THE GLOBAL INDUSTRY.

HOW DAIRY IS CONTRIBUTING TO THE UNITED NATION’S COMMITTEE ON WORLD FOOD SECURITY AGENDA At the 44th session of the United Nations Committee on World Food Security (CFS) held in Rome in October, it was decided that nutrition will be the main thematic area of work in the next two years, with a view to achieving a global, multi-stakeholder consensus on a policy instrument to positively shape food systems and sustainably-based diets.

Independent, evidence based analysis to help CFS in this work came from a High-Level Panel of Experts report on

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nutrition and food systems that was commission earlier in the year. Global Dairy Platform successfully advocated for the inclusion of its Nutritional Security Lead, Dr. Gregory Miller, on the project team tasked with writing the report. One of eight chosen from 139 candidates, Dr. Miller wasn’t just the only representative from the global dairy industry – he was the only one from the entire private sector food and agriculture industry.

Dr. Miller’s role as one of the authors of this the report positions him as an expert on the subjects and to be an active part of the series of regional symposia on nutrition, co-organized by FAO and WHO, that the CFS is scheduling in 2018 to hear more about regional priorities that will inform its future work. Additionally, it provides opportunity for contributing view points on the key messages that should be conveyed on the links between food security and nutrition and the Sustainable Development Goals at the High-Level Political Forum on Sustainable Development in 2018.

TRENDING: DAIRY’S PLACE IN DIETARY GUIDELINES The recent release of the PURE (Prospective Urban Rural Epidemiology) study, a massive prospective trial of more than 125,000 people across 18 countries, is just the latest evidence to dispute the current recommendations to reduce total fat and saturated fatty acids. The conclusion, published in The Lancet, states: "Global dietary guidelines should be reconsidered in light of these findings."

The Dairy | January 2018

Yet despite the continuing science on saturated fats moving from an argument over how harmful it was to how it is like other types of macronutrients – good in moderation, bad in scarcity, and probably bad in overexposure – there is still very little to no positive change in many global dietary guidelines.

For example, the U.S. Dietary Guidelines still recommend that people limit saturated fat intake and consume low-fat or nonfat dairy, even though many experts find this inappropriate. Similarly, the current proposal for revamping the Canada Food Guide, being refreshed for the first time since 2006, is leaning away from dairy as part of a well-balanced diet, despite as Dairy Farmers of Canada pointed out in a statement, “The evidence supporting milk as a part of a healthy, balanced diet has not changed.”

And as Dairy UK noted, the Public Health England’s recent Eatwell guidelines recommending dairy products should account for just eight per cent of an individual’s daily food intake, compared with 15 per cent under the previous guidelines, goes “against prevailing scientific advice.”

The concern here is that while the tide has turned in the battle for strong, evidence-based data to support decision making, those making

recommendations

and

policy are still seemingly reluctant to use such evidence to change prior recommendations.

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EMERGING: AGROECOLOGY Promotion of agroecology is taking an increasingly large place at international discussions. The term “agroecology” means the application of ecological concepts and principles to optimize interactions between plants, animals, humans and the environment while taking into consideration the social aspects needed for sustainable and fair food systems. More recently, however, activist group have begun efforts to co-op the term to represent a movement toward no/low-input, anti-technology and anti-corporate farming.

The CFS has requested a report on “Agroecological approaches and other innovations for sustainable agriculture and food systems that enhance food security and nutrition” and as part of its report elaboration process, an e-consultation was launched to seek views and comments on the scope and building blocks of the report. GDP helped coordinate and provide dairy sector contributions to the consultation.

In addition, GDP is working through global collaborations such as International Agri-Food Network and its role as Chair of the Private Sector Mechanism to the CFS to promote the view that agro-ecology must be thought of as a science and not as a social movement and that equal emphasis needs to be given to other forms of innovation.

The Dairy | January 2018

DAY IN THE LIFE James Barber Dairy Farmer, Rathdowney, Co.Laois

1.

How did you get into your job?

I was brought up on a farm so farming has always been a part of my life. I took over the farm from my father in 2011 but he still helps out. Growing up I would always have thought about different plans I would have for the farm and what I would like to do with it when I took over.

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2.

What are your responsibilities?

The farm I operate is a small dairy farm, since I took over in 2011 it has grown in size from a herd of 45 cows to 100 cows. It’s a spring-calving, grassed-based system. We let the cows out the first week of February as they calf, and we try to keep the herd on grass until the last week of November.

3.

What does an average day look like?

Well there’s no average day in farming. I’d get up around 6am or 6.30am. I live close to my parents so I’ll call in there for a cup of tea and then I’ll head out and get started. Milking usually takes between 60 and 90 minutes. Around 9am, I’ll have breakfast and make my phone calls for the day or catch up on some Macra na Feirme business. I’d measure the grass twice in the summer and once at other times of the year.

I’d also do a grass budget and calculate the allocation of grass to cows. I’d milk again around 4.30pm and finish up around 5.30pm or 6pm usually. But, as I said, there is no average day on the farm. In spring, you could be up at 3am. If I hear it raining heavily at night, I might have to get up and bring the cows in. I place a huge emphasis on animal welfare. From February to July, the farm is usually very busy. I could be doing 12- to 14-hour days. But the workload decreases from then until the end of the year.

4.

What is the best thing about your job?

There’s great variety to the job, you’re working outdoors , it’s an active job and I would be very proud of my farm. I’m extremely proud that I can make a good living off a 110 acre farm, I’m making a better living

The Dairy | January 2018

off a farm this size than some in Europe would be making out of a farm three times the size. Given the amount of times I was told that there was no living in farming as I was growing up, I am extremely proud that I have proven that statement wrong.

5.

What are the challenges?

I took over during the financial crisis. There was no banking sector to speak of and I had big aspirations.

Because my father was a few years from retirement, we had to work extremely hard to make two incomes out of the farm. It was a serious slog but I always found, no matter what difficulty you encountered on the farm, there was always a solution.

It was difficult to get access to money and I know there is a tendency in people when things get tough to give out about a situation, but ultimately unless you’re constantly looking for a solution you’re not going to change anything. I was fortunate to have a few brilliant farmers such as my next-door neighbour Frank Scott, Seamus Holland and my farm adviser Fintan Monahan there to help me out and give me a steer on what I should be doing, when I needed it. I was lucky to have such mentors and I firmly believe all young farmers should have people to advise them; you cannot put a value on knowledge.

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6.

Where do you see yourself in five years?

Looking to the future, I’d be very positive about the farming industry in Ireland because of the huge money going into research and development within the industry compared with other sectors. Irish agriculture has a great story to tell with organisations such as Agri Aware, The National Dairy Council, Bord Bia and Macra, of course. We are selling our story to the wider community. If farming organisations want to get more young farmers involved, we have to work harder to attract them.

It all comes down to engagement, since Skillnet came into Macra we are engaging more with young farmers.

That’s what it’s all about – engagement. We need to engage more within the industry and the wider rural community. For Macra, it’s a case of members getting their friends to go and them getting their friends.

Someone needs to bring you along and introduce you to others. The biggest thing of any community is inclusion and Macra is a very inclusive organisation.

There should be more emphasis in the industry on farmers taking time away from the farm and organisations such as Macra na Feirme give you a fresh perspective on what you’re doing with your life and career.

7.

What skills do you think you need to succeed in your role?

You need to have a good work ethic, if you are running your own farm you are your own boss so it is demanding of your time. You need a good business head on your shoulders. There are great opportunities in farming and I couldn’t think of another career I’d rather be doing.

We hope you enjoyed this edition of The Dairy. For further information on any of the content shared, please visit ndc.ie or contact us on +353 1 290 2517 or hello@ndc.ie.