03 / BORD BIA
Bord Bia Sustainable Horticulture Assurance Scheme The revision of the current Bord Bia Producer and Pre-packer standard for horticulture is near completion. The updated standard will see the introduction of a modular structure with growing activity covered by the new M1-Grower module and Produce Handling and Packing covered by the M2 module. The new standard will operate under the banner of the Sustainable Horticulture Assurance Scheme (SHAS) which is aligned with the Origin Green programme. Origin Green is the only sustainability programme in the world that operates on a national scale, uniting government, the private sector and food producers across the entire Irish food, drink and horticulture industry. More information on Origin Green can be found at www.origingreen.ie Turn to page 32 for a full review by Andrew Mahon. ✽
Amenity Export Programme
Potato Promotion campaign
Bord Bia provides support to exporters in the amenity sector through the amenity export programme. This includes reviewing market strategies, advising on potential market opportunities and developing a strategy to engage with buyers where relevant. UK based consultant Neville Stein is providing ongoing one-to-one support for exporting nurseries who request and require it. There will be two days of one-toone mentoring meetings between Bord Bia/Neville Stein and exporting nurseries on the 21 and 22 November. If you have not been contacted already and would like to participate in these mentoring sessions, please contact Gary Graham at gary.graham@bordbia.ie Brexit will also be covered in the context of any impact it may have on exporters. ✽
The three year EU and industry funded potato promotion campaign “Potatoes: More than a Bit on the Side” commenced in 2015 and continues to be rolled POTATOES MORE THAN out in 2016. The promotional activity includes print, outdoor and digital advertising, promotion on the campaign social media channels and through PR activity. The key outcomes from year one of the campaign include:
“You & me. n table On the kitche es.” in 20 minut
Potatoes are fat-free & fab. For this tasty Thai Potato & Chicken Stir-Fry recipe and lots of healthy, quick, midweek meal ideas: potato.ie
A BIT ON THE SIDE
●P rint advertising reach – 257,000 people ●P ress advertising insertions - 40 ●D igital advertising impressions – 11 million
Top Fruit Seminar The date for the Bord Bia Top Fruit annual seminar is 8 December 2016. The programme will include a presentation of Bord Bia’s current research on consumer behaviours and attitudes to purchasing and using apples, a presentation on the apple retail market, and a sector update from the Irish Apple Growers Association. For further information contact Michal Slawski at michal.slawski@bordbia.ie ✽
Salad promotion The first Summer Salads Week took place from 18 to 24 July. It was a joint initiative between Bord Bia, the Irish Farmers Association and salad producers. July is the time of the year when the widest range of Irish salad crops is available. A logo was designed for the campaign which helped to give it an identity. The activities undertaken included the sponsorship of a popular radio show, a competition in the Irish Farmers Journal and advertising on the MyKidsTime website with over 650,000 young subscribers. In addition, the week was promoted across the Bord Bia social media channels (including a promoted Facebook competition). The campaign also got good support from Agriaware and ilovecooking.ie. The aims of the campaign were to promote awareness of the seasonality
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●D igital advertising click throughs – 71,000 ●P R coverage pieces – 75 ● Website visits - 125,000 ● Facebook likes – 36,000 ● Facebook reach – 263,000 ● Twitter followers (GB/Ireland) – 12,000 ● Instagram followers (GB/Ireland) – 3,600 The most recent burst of promotional activity has been rolling out from the end of September into November. For the first time in this campaign, this activity included outdoor advertising in key urban locations in Dublin including bus shelters, DART stations and selected retail store locations (75 locations in total). ✽
of Irish salads with consumers and build a platform for an enhanced week in 2017. The crops covered included tomatoes, lettuce, cucumbers and peppers. A summary of the results for the week include: ● 1 83,000 listeners reached on the sponsored radio show Ian Dempsey Breakfast Show ●4 05,043 people reached through the Mykidstime website and Facebook page ● 1 48,000 people reached through the Bord Bia Facebook and main website with a promoted ad ●2 59,000 readers reached in the press advertisement and competition in the Irish Farmers Journal. ✽
HORTICULTURECONNECTED / www.horticulture.ie / Autumn/Winter 2016
