What is the purpose of the National Dairy council?

To build clear consumer awareness on the health benefits of milk and dairy as part of a balanced diet. We focus on the domestic market. We highlight the provenance of liquid milk, giving consumers a clear choice at the point of purchase. We also promote and protect the Irish dairy industry’s reputation among consumers.

Why is there a need for an organisation such as NDC?

While the science around dairy is overwhelmingly positive, the consumer doesn’t fully understand the benefits. We translate the science into practical messages for consumers. The NDC is the only organisation reassuring consumers about the goodness of dairy, using our expertise to dispel myths and misconceptions which form barriers to consumption.

How is the NDC funded?

Annual funding amounts to €3.2m, with 90% funded through a voluntary 0.07c/l levy from dairy farmers. The EU and third party fund the balance.

Do you believe every farmer should support the NDC?

The NDC represents 75% of the milk pool. Some co-ops, such as Dairygold and Lakeland, do not levy their farmers. I believe it is important that we have 100% support and that every dairy farmer and co-op supports the NDC, as the work we do improves the reputation of the entire industry. We promote all dairy products, not just liquid milk.

Why is it important to protect the reputation of the industry?

Reputational protection is becoming more important, especially in a post-quota era with high growth rates. Alongside this there is a growing anti-dairy sentiment among a small group of people. We need to defend our dairy product portfolio. The NDC is best placed to do this.

How are you responding to the anti-dairy campaign?

A small percentage of the population pursues a vegan diet and lifestyle, which they are entitled to do, but they are wrong suggesting that there are animal welfare issues on Irish dairy farms. Our animals are well looked after, the sector is highly regulated and our farmers are recognised as the best dairy producers in the world because of the natural, grass-based diet and family based farms.

What should the sector do to address the new challenges?

Animal welfare pressures, climate change pressures, especially in a period of rapid expansion, are presenting new challenges. The agenda has to move away from photos to a more evidence-based model. Our grass-based story needs stronger-expressed metrics. The modern consumer is much more conscious of doing what is right. We need to prove that we are doing the right things and farming in a responsible and sustainable way.