Origin Green Maki king ng Go Good o on O n Our P Promi mise Sharon Colgan
A world leader in sustainably Ireland produced food & drink
, Every&farm&and&food&manufacturing&business& signs&up&to&the&sustainability&agenda&…& , Measuring&what&ma:ers…& Accredited&and&verified&.&.&.& he &
Working with farmers ... Farm Navigator Tool , Key Measures Using data to drive improvement ! 1. Grazing season , 2. Age @ first calving Farm Financial GHG 3. Calving interval Performance Emissions 4. Live weight gain 5. Nitrogen fertiliser he 6. Manure management Sustainable = Efficient !
The Carbon Navigator , , he
Measuring what matters . . . other sustainability criteria Environmental , Scheme ! Habitats/ ! Participation " Areas of Conservation " , Biodiversity ! Tree ! Planting ! he Hedgerow Management " Water Management !
Farm Level , , 43,000 Beef Farms Carbon Footprinted (90% output) Over 70,000 Carbon Assessments conducted 18,000 Dairy Farms on the journey he Piloting other primary sector QAS schemes 7 !
Raw Material Sourcing Supplier Certification | Sustainability Initiatives , Independent , Verification Manufacturing Processes Energy | Emissions | Waste | Water | Biodiversity he Social Sustainability Health & Nutrition | Community Initiatives | Employee Wellbeing
COMPANY RECRUITMENT PIPELINE , 367 Companies Registered Over 85% of exports , 237 companies at workshop/plan development phase 130 plans submitted he 71 plans accepted Over 70% of exports
ORIGIN GREEN Ireland(is(on(a(mission(to(become(a(world( leader(in(sustainably(produced(food(and( drink (
Need to focus the two elements of Sustainability , , Se?ng&Plans&& &&Clearly& +( &&& CommunicaDng& Building&the&Proof& CredenDals& he
OUR OBJECTIVES Business&Goal:&& Drive&a&preference&for&Origin&Green&suppliers&to&result&in&export&growth&& MarkeDng&Strategy:& Building&Ireland’s&reputaDon&as&a&world&leader&in&sustainably&produced&food&and& drink&
Integrated Marketing Plan Owned( Verified&Members,&Ambassadors,&Trade& Shows,&Trade&Missions,&&Overseas& Offices,& Brand & Earned( Bought( PR;&Editorial;&Speaker& Media&–&TradiDonal&/&Online;& PlaRorms;&Advocacy & CreaDve&Content& Development&&&ProducDon& &
Integrated Marketing Plan Owned( Verified&Members,&Ambassadors,&Trade& Shows,&Trade&Missions,&&Overseas& Offices,&& Brand&& Earned( Bought( PR;&Editorial;&Speaker& Media&–&TradiDonal&/&Online;& PlaRorms;&Advocacy & CreaDve&Content& Development&&&ProducDon& &
Online Content
Open Brand
2Degrees Benefits of being a part of the Origin Green Platform include: ! Access to reference materials, case studies and discussions to help you develop and implement your Sustainability Plan. ! The ability to access and share best practice knowledge with other Irish food and drinks producers. ! Access to a dedicated Bord Bia support network. !
ORIGIN IGIN AMB
Origin Green at Trade Fairs Number of Visitors/Potential Customers of 800,000
�� Bord Bord Bia C Bia Colleag olleagues ues Roz O’Shaughnessy Manager Corporate Communications +1,0 ,000 Buyer Pr Presentations & Meetings ...
Integrated Marketing Plan Owned( Verified&Members,&Ambassadors,&Trade& Shows,&Trade&Missions,&&Overseas& Offices,& Brand & Earned( Bought( PR;&Editorial;&Speaker& Media&–&TradiDonal&/&Online;& PlaRorms;&Advocacy & CreaDve&Content& Development&&&ProducDon& &
Communicating our credentials.........
International Broadsheet Media September 2014 & Media Visits from 6 key markets & Business / Sustainability / Agri-Food Origin Green – Come See Us Germany Netherlands Italy USA France UK
New York Times 11 September Ireland Turning a Corner September
Guardian Round Table Roundtable(Discussion:(( Building(a(More(Sustainable(Food(Industry(( Friday&12&September& & A:endance&by&opinion&formers&&& Influencers&in&sustainability.& & Output:&& Debate&&&discussion& Printed&The&Guardian&3&Oct&2014&
Advo vocacy by by Respe pected Pl Players
Advocates of Origin Green at the UN “Just$last$year,$I$had$an$opportunity$ which$was$phenomenal.$I$had$the$ opportunity$to$experience$firsthand$ the$great$work$that$we’re$doing$in$ Ireland$and$the$industry$leading$ "We$will$con+nue$our$efforts,$ approach$that$Ireland$has$taken$to$ for$example$through$our$ agriculture ‘ Origin$Green$$Programme,$to$ Don(Thompson,(CEO( drive$carbon$efficiency$and$ McDonalds(( shape$the$interna+onal$ approach$to$sustainable$ agriculture$and$food$ produc+on.“$ Enda%Kenny,%Taoiseach ( &
Jay Rayner , The Observer Speaks at UK Parliament “The$food$board$of$Ireland$– their$Origin$Green$programme$ which$is$doing$remarkable$ things$to$footprint$beef$ produc+on$and$dairy$ produc+on.$We’re$not$seeing$ a$lot$of$that$here$in$the$UK$ and$we$need$to$see$more$it”$ Jay$Rayner,$Journalist$/$Food$ Cri+c$
Feeding the Planet, Energy for Life
Social Media OneEtoEone(engagement(through(social(channels(creates( human(connecFons(that(maGer(in(longEterm(relaFonship( building.(( ( &
Influencers Head of Responsible @WayneVisser of CSR Sourcing, packaging and International Plan A at M&S Managing Director of Coethica Limited
Channel Role Influence the Influencers • Join conversations around sustainability • Develop relationships with thought • leaders
Origin(Green(videos(on(Bord(Bia(Channel
Integrated Marketing Plan Bought( Media&–&TradiDonal&/&Online;& CreaDve&Content& Development&&&ProducDon& &
Advertising • Burst&AcDvity&in&European&Markets& Trade&Press&and&Digital&AdverDsing& • • Always&on&AcDvity:& UK&Guardian&Partnership& • Google&Search& • & & &
GUARDIAN.CO.UK( CONTENT(PARTNERSHIP( & TARGETING&ENGAGING& MONTHLY&&SUSTAINABLE& BUSINESS&COMMUNITY&OF& 300,000+(
SEARCH( MARKETING( & DELIVERING&MESSAGE& AGAINST&500,000& RELEVANT&SEARCHES&&&
New Creative • New&trade&press&creaDve& • New&online&creaDve& • New&film& • New&Website&Content& &
What can your company do to ensure you it benefits from it’s sustainability efforts? , & , 1.&Tell&your&story& 2.&Engage&your&employees&& 3.&Keep&telling&your&story!& he
CONTACT: FOR F FUR URTHER IN INFORMATIO ION P PLEASE C sha haron.c n.colg lgan@ n@bordbia.i .ie Tel: + l: + 0 01 6 668 5 5155 www.origingreen.ie Origin Green – @OriginGreen An initiative by Bord BIa
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