2014 Programmes
Jim O’Toole
10th January 2014
Growing the success of Irish food & horticulture
AIDAN COTTER
BORD BIA
Growing
the success of Irish food
& horticulture
CHIEF
EXECUTIVE
28 JANUARY
2009
Meat & Livestock Exports Reach €3.3bn
Horticulture
Dairy
Beverages
Prepared Foods
Growing the success of Irish food & horticulture
Meat & Livestock
Meat & Livestock Exports Up 8%...
11%
4%
4%
+23m
+9m
+8m
10%
3%
+190m
+15m
Beef
Pigmeat
Live Animals
Growing the success of Irish food & horticulture
Poultry
Sheepmeat
Growing the success of Irish food & horticulture
BLQAS Certified Membership 41,000
38,600 Beef Farms
11,500 Sheep Farms
29,600 Audits completed in 2013
11,000 new members (+166%)
87% production now coming from BLQAS
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Selling the Superior Taste of Grass Fed Irish
Beef in Germany, our Fastest Growing Steak Market
Growing the success of Irish food & horticulture
Awaiting image
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Agneau Presto 2008-2013
For every €1 spent = €7 benefit
Almost 1,500 butchers trained
1,600,000
15% brand recognition
1,400,000
1,200,000
1,000,000
800,000
Agneau Presto
600,000
400,000
200,000
0
2008
2009
2010
2011
Growing the success of Irish food & horticulture
2012
2013
Bord Bia
Generic Lamb Promotion (2015 - 2018)
For every €1 spent = €7 benefit
Almost 1,500 butchers trained
1,600,000
brand recognition
EU PROMOTION OF 15%
AGRICULTURAL
1,400,000
PRODUCTS
1,200,000
1,000,000
800,000
Agneau Presto
600,000
400,000
SHEEP MEAT
ELIGIBLE
JULY 2013
200,000
0
2008
2009
2010
2011
Growing the success of Irish food & horticulture
2012
2013
Bord Bia
Growing the success of Irish food & horticulture
Thailand
Growing the success of Irish food & horticulture
Vietnam
8 Verified Members
8 Companies with Submitted Plans
12 Companies Attended Workshops
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
ORIGIN GREEN
Integrated Marketing
Plan 2014
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Integrated Marketing Plan
Owned
Verified Members, Ambassadors,
Trade Shows, Trade Missions,
Overseas Offices,
Brand
Bought
Media – Traditional /
Online;
Creative Content
Development & Production
Growing the success of Irish food & horticulture
Earned
PR; Editorial; Speaker
Platforms; Advocacy
Origin Green Verified Members
Growing the success of Irish food & horticulture
Origin Green Ambassadors
10 Multinational Customer Account Placements
500 Buyer Presentations 2014 . . .
Origin Green at Trade Fairs
Number of Visitors/Potential Customers of 800,000
Bord Bia Colleagues –
Origin Green Communications
Roz
O’Shaughnessy
Manager
Corporate
Communications
Target 1000 Buyer Presentations & Meetings...
GrowingGrowing
the success
of Irish food
& horticulture
the success
of Irish
food & horticulture
Growing the success of Irish food & horticulture
Advocacy
by
Respected Players
Growing the success of Irish food & horticulture
COMMUNICATIONS STRATEGY
By
Influencing the influencers (the C-Suite)
1.
2.
3.
Driving their awareness and understanding
Building their engagement
Achieving their preference and advocacy
C-Suite
Buyers
We will
create awareness, understanding and preference for Origin Green amongst
buyers in key trade customers
ALWAYS ON: Across Markets Plan
4 strands of activity:
• Social Media
• Networks
• Online Media
• Search
Very Specific Digital Recommendations
To maximise efficiencies, minimise wastage across multiple markets
Bord Bia
Moderation
and Content
Management
In Social – we create new
open communities and
develop conversations with
In Digital Media
key influencers.
and on Business
In Networks and
YouTube
Blogs – our Ads and
Channels and
Videos Appear.
Blogs – our Ads
and Videos
Appear.
In Search we
Purchase & own
Adwords
& Invest in Image
& Video
extensions on those
Adwords.
CAMPAIGN BURSTS: In Markets Plan
Concentrating On Key Customers
UK
GER
FRA/CH
NL
UK: summary of activity
UK
TRADE
BUSINESS
WHERE
Two core titles:
The Grocer (print & digital) and Caterer &
Hotelkeeper
Digital: The Guardian
Digital: BBN (business & trade networks)
Digital: Kontera (relevant editorial)
Digital: FT.com (business)
WHAT
Print: High-impact full page creative
Digital: Display ads (MPUs, leaderboards)
Digital: Editorial, Q&A (Guardian)
Digital: Display ads (BBN)
Digital: MPUs (Kontera; FT)
WHEN
Core trade events (March & September)
Key dates (March & September)
The Guardian as tenancy across the year
TOTAL ACTIVE WEEKS:
PRINT DELIVERY:
DIGITAL DELIVERY:
44 (general)
14 (trade)
Reach: 245,077 (unique)
OTS: 2.8 x trade; 1 x general
Reach: 4.5m impressions; 200k
uniques via Guardian
31
Overview of Activity 2014
ORIGIN GREEN
Ireland is on a mission to become a world
leader in sustainably produced food and
drink
2014 Programmes
Jim O’Toole
10th January 2014
Growing the success of Irish food & horticulture
AIDAN COTTER
BORD BIA
Growing
the success of Irish food
& horticulture
CHIEF
EXECUTIVE
28 JANUARY
2009