NDC Mission Statement 2024

ndc.ie

INTRODUCTION

Irish dairy needs a central, consolidated voice, one that champions the industry not just in the wider agricultural sector and amongst legislators, but with the woman and man in the street – the consumer of dairy products – the people who, ultimately, grant us our social license to produce. The NDC is that voice.

The reality of what it takes to achieve national emissions targets has sunk in and the Irish dairy sector recognises that, when the phrase ‘everyone must play their part’ is used, it means all of us.

Reducing greenhouse gas emissions means changes to our lifestyles, changes in the way we consume, changes in the way we travel and changes in how we behave. For our dairy industry - part of the agricultural sector that accounts for around 37% of Ireland’s greenhouse gas emissions, the bulk of which are methane - this presents an issue beyond that of reducing our emissions total by 25% by 2030. It’s an issue of perception.

Improving water quality has gained prominence as a significant issue for Irish dairy. The adjustment to nitrate derogation levels has introduced a new form of quota, placing pressure on income, stocking rates, land price and output. Water quality issues combined with methane emissions challenge the sector’s license to produce and must be addressed in a credible, balanced manner such that society’s trust in the sustainable credentials of Irish dairy is established, maintained and enhanced. Proof of progress is essential.

The picture painted by the mainstream media has not helped. It has attempted to over-simplify the complex issue of methane vs carbon dioxide, water quality

impacts vs agricultural practices, reaching the conclusion that reducing emissions and improving water quality is a simple as reducing livestock numbers.

Two narratives have emerged from this. First, reducing livestock numbers is a ‘quick fix’ for Ireland’s emissions reduction challenge, allowing everyone else to get on with business as usual. Second, a curtailment of Irish ruminant-based agriculture is the only way to meet the European water quality directive. In both cases, they are Irish solutions to what are perceived as wholly Irish challenges, seemingly ‘agreed’ on without taking the global panorama into account.

Somewhere along the way, the story of Irish dairy has been lost. It’s a story of 17,500 family farms, and 54,000 jobs, 9.2bn litres of milk produced annually, of exports to 130 countries and €7bn a year in revenue to the Irish economy.

What’s also been lost is pride in our heritage. Dairy farming has been taking place in Ireland for 6,000 years, because our country has the right climate and the right soil and is 65% pasture.

Irish dairy can continue to become more sustainable – across all the elements of sustainability – and can provide a future for generations of farmers to come.

The NDC’s job is to tell the story of Irish dairy and restore pride and trust in its quality, its commitment to sustainability and its role in a balanced, healthy diet. This has to be done in a credible, scientific manner.

The NDC will celebrate and endorse dairy consumption and confirm Ireland’s social license to produce.

MARK KELLER Interim Chief Executive Officer

HOW WE WORK…

The National Dairy Council is a not-for-profit representative body that works to promote and protect Ireland’s internationally renowned dairy reputation for excellent products, produced increasingly sustainably.

The NDC has clearly demonstrated its ability to engage meaningfully with consumers, healthcare professionals, media, school-age children and dairy farmers. We are clear on our role and function, outlined below:

• We are Irish Dairy’s ONLY CONSUMER FACING organisation, reassuring the public that dairy is responsibly produced while delivering on the public health imperative.

• We PROMOTE the excellence of Irish dairy producers and increase recognition of the high-quality standards observed by our members, reinforcing their role as a trustworthy source of dairy produce.

• We EMPOWER our members and associate members to achieve their full potential by sharing insightful consumer and scientific research while advocating on their behalf.

• We COLLABORATE with a range of agri-stakeholders and health professionals to ADVOCATE for the progress on sustainability being made by Irish dairy producers and dairy’s essential nutrition status.

• We USE RESEARCH to answer important questions about dairy products and their role as part of a balanced diet.

• We PROVIDE nutrition education, training, and resources directly to the public and other health professionals.

• We DELIVER great campaigns, guided by regular research data, to develop consumer recognition of dairy’s production, taste, versatility, naturally produced, and great quality credentials.

• We are FARMER-FUNDED and leverage that income further at EU level while expanding our income from third parties as “Associate Members”.

• We have a BOARD OF DIRECTORS supported by a SUB-COMMITTEE structure working closely with the EXECUTIVE to deliver the NDC’s strategy.

WHAT WE STAND FOR…

OUR PRINCIPLES

• The NDC speaks for all Irish dairy farming families, representing them as present or future members.

• The NDC promotes the importance of locally sourced dairy through its Trademark Guarantee.

• The NDC presents science-based proof points to show how Irish dairy farmers are reducing their environmental impact.

OUR VISION

• The NDC will champion Irish dairy’s social licence to produce a portfolio of products providing essential nutrition, with a demonstrable commitment to sustainability.

• The NDC will secure public agreement that dairy is central to Irish culture, to Irish communities, to the Irish economy and to the health of the Irish nation.

OUR STRATEGY

• Advocate for Irish dairy farmers’ social licence to produce milk.

• Inform society why Irish dairy is an important part of a healthy balanced diet.

+353 1 290 2451 hello@ndc.ie ndc.ie

OUR PURPOSE

• We are the experts when it comes to talking to consumers about Irish dairy. It’s our business to understand their changing lifestyles and what they care about when it comes to making choices about food for themselves and their families.

• We help consumers make choices by sharing our knowledge of Irish dairy and what makes it special – its nutritional benefits as well as its grassbased production system and its commitment to greater sustainability.

• We advise our stakeholder organisations on how best to remain relevant with Irish consumers. To be trusted to produce nutritious, high-quality food products with a commitment to sustainability and authenticity, so that the Irish consumer feels a shared sense of pride in Irish dairy.

OUR PHILOSOPHY

• The NDC delivers a service to Irish consumers and believes in the place of the consumer at the heart of its work.

• We should spend more time listening and talking to the Irish consumer, shaping our service to better meet their needs.

• We should speak to the consumer in all the places they spend their time, building trust and pride in Irish dairy and in the Irish dairy farmers, and their families, who produce it.