Telling Our Food Story

TASTE Council Summer School August 2012

Growing the success of Irish food & horticulture
AIDAN COTTER BORD BIA

Una FitzGibbon Director Marketing Services

Growing the success of Irish food & horticulture CHIEF EXECUTIVE 28 JANUARY 2009

An Endowment of Resources Shaped by Nature

Growing the success of Irish food & horticulture

Our Storys Setting

Growing the success of Irish food & horticulture

Commodity prices, a century in decline.

FAO Food Price Index 2002-2012

Source: McKinsey Global Institute

Growing the success of Irish food & horticulture

India and China Make Waves in the Global Middle Class

100%
90% 80%

Shares of Global Middle Class Consumption, 2000-2050

3 billion consumers will join the middle classes over the next 20 years United States EU Japan

Others

70%
60% 50% 40% 30% 20% 10%

Other Asia India

changing lifestyles, shifting dietary habits

Source: OECD Working Paper

China

2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050

Growing the success of Irish food & horticulture 0%

Climate Change

Supply Challenges

most significant factor causing volatility is unpredictable weather conditions.

FAO/OECD Agricultural Outlook, 2011-2020

By 2025, two-thirds of the worlds population could be living under water stress conditions.
UN

Food for Fuel: 40% of US corn used for ethanol Agriculture uses 70% of the worlds freshwater
Growing the success of Irish food & horticulture

we are the planet

Images from WWF

Growing the success of Irish food & horticulture

Our Story's Audience

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

The Consumer Lifestyle Trends

I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have I want a balanced approach to health and wellness, to have greater control through the choices I can make

I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents

I am looking for products and brands that are real, authentic and honest, because I know I can trust what's in them and where they come from

I want to get more enjoyment from the simple things in life; to have experiences that add more fun and meaning

I am mindful that I need to live more responsibly; I want to make better choices that make a difference without having to compromise

Growing the success of Irish food & horticulture

Summing up the Business Case Consumers want it Retailers want it It fuels innovation

It helps develop new markets

It saves money It inspires people

Growing the success of Irish food & horticulture

Our Story is one of Fact not Fiction

Growing the success of Irish food & horticulture

The Emerald Isle

Growing the success of Irish food & horticulture

EU Dairy GHG Emissions

EU Beef GHG Emissions

Source: EU JRC Evaluation of the livestock sector's contribution to the EU greenhouse gas emissions (GGELS)

Growing the success of Irish food & horticulture

Ireland has a very favourable water stress index

(% of territory under water stress)
50
45 40 35 30 25 20 15 10 5 0

46 Agriculture uses 70% of the worlds freshwater 16

24

24

21

20

Source: Yale University

Growing the success of Irish food & horticulture

A World Leader in Sustainability

Every farm and food manufacturing business signs up to the sustainability agenda Measuring what matters

Accreditation, independent verification

Performance based on science innovation and best practice

Growing the success of Irish food & horticulture

The infrastructure is in place.

Quality Scheme Beef Farms Certified 32,000 Estimated production 75%

Lamb
Pig Poultry

8,500
360 1,200

45%
95% 95%

Eggs Horticulture

350 300

97% 50%

Growing the success of Irish food & horticulture

Sustainability Development Programme

PAS 2050 32,000 farms
Farming

Nov Feb

Calculating the Carbon Footprint

PAS 2050
Processing

PAS 2050
Packing Transport

Retail
Growing the success of Irish food & horticulture

Measuring what mattersother sustainability criteria

Growing the success of Irish food & horticulture

The Sustainability Charter

Decide on target areas

Annual Progress Report

Agree baseline period

Set timelines & targets

Growing the success of Irish food & horticulture

Issues to include in sustainability plan

At least one stretch target

At least one stretch target

Growing the success of Irish food & horticulture

Pilot Clients
Develop sustainability plans Road-test programme Demonstrate feasibility Provide testimonials

Growing the success of Irish food & horticulture

Registration of Interest

Formal Application

Membership

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

The Emerald Isle

Growing the success of Irish food & horticulture