My absolute pet hate is people saying things that they don’t mean or don’t follow through on. However, I would have no complaints if the British people were to turn around and scrap Brexit completely, for the good of our industry here on this island. There are lots of suggestions that they should actually, with the benefit of knowledge, not follow through now; hold a second referendum and not leave the EU in March.
I travelled to the UK Nuffield Conference last week and there was a very obvious silence about this very large ‘elephant in the room’.
Only one paper from the 19 scholars who were awarded their scholarships two years ago addressed the topic directly. The title of this paper was A Blueprint for Scottish Agriculture post-Brexit. The author suggests that there will be benefits to leaving for grass-based dairy and beef farming work in the UK, and that there are opportunities in this as a large importing country. He called for the marketing message: ‘safely produced in the UK at a very competitive price – half that of bottled water’.
In fairness, this marketing claim would not be a stretch in comparison to some. Marketing is a vital element of our industry, promoting our products at home and abroad. Farmers pay handsomely for this activity to be carried out by a number of agencies, however marketing can at times be the start of problems for farmers. There is always a drive to put additional claims on products and these must be substantiated at farm level.
During the Dairy Day panel last week on the value of milk, Sarah Furno from Cashel Blue cheese called out provenance and origin as being the most important marketing tool in their business and one that they fervently protect.
Tara McCarthy from Bord Bia said recently that British consumers view Ireland as local and not an imported product when food shopping. If the British consumer is happy with our product, then the retailers should continue to purchase it whatever the outcome. To secure this trust into the future, we must be always able to stand over marketing claims we make.
A second paper addressed the liquid milk category in the UK. The author said that the biggest failure with the marketing of milk is how undervalued it is by supermarkets. His recommendation was to brand the milk, innovate and move it up the value chain. He claimed that the price and standardisation has created a race to the bottom. This is all well and good, but not everyone can afford a high-end product and we must ensure that the dairy category remains an accessible product for all.
Amii, Raine and India McKeever, Castlecomer Discovery Park, Christmas 2018.
Despite my distaste for not following through on things, at this time of the year I am the worst culprit myself: “If you don’t do this, Santa won’t come. If you don’t do that, Santa won’t come.” All the while letters are being written and preparations are being made. So despite episodes of poor behaviour, Santa will in fact arrive in our house on 25 December. I should really take my own advice and not pontificate where I don’t intend to follow through.
Read more
Talking to one another is more important than technological communication
Education and leadership – time to move the dial
My absolute pet hate is people saying things that they don’t mean or don’t follow through on. However, I would have no complaints if the British people were to turn around and scrap Brexit completely, for the good of our industry here on this island. There are lots of suggestions that they should actually, with the benefit of knowledge, not follow through now; hold a second referendum and not leave the EU in March.
I travelled to the UK Nuffield Conference last week and there was a very obvious silence about this very large ‘elephant in the room’.
Only one paper from the 19 scholars who were awarded their scholarships two years ago addressed the topic directly. The title of this paper was A Blueprint for Scottish Agriculture post-Brexit. The author suggests that there will be benefits to leaving for grass-based dairy and beef farming work in the UK, and that there are opportunities in this as a large importing country. He called for the marketing message: ‘safely produced in the UK at a very competitive price – half that of bottled water’.
In fairness, this marketing claim would not be a stretch in comparison to some. Marketing is a vital element of our industry, promoting our products at home and abroad. Farmers pay handsomely for this activity to be carried out by a number of agencies, however marketing can at times be the start of problems for farmers. There is always a drive to put additional claims on products and these must be substantiated at farm level.
During the Dairy Day panel last week on the value of milk, Sarah Furno from Cashel Blue cheese called out provenance and origin as being the most important marketing tool in their business and one that they fervently protect.
Tara McCarthy from Bord Bia said recently that British consumers view Ireland as local and not an imported product when food shopping. If the British consumer is happy with our product, then the retailers should continue to purchase it whatever the outcome. To secure this trust into the future, we must be always able to stand over marketing claims we make.
A second paper addressed the liquid milk category in the UK. The author said that the biggest failure with the marketing of milk is how undervalued it is by supermarkets. His recommendation was to brand the milk, innovate and move it up the value chain. He claimed that the price and standardisation has created a race to the bottom. This is all well and good, but not everyone can afford a high-end product and we must ensure that the dairy category remains an accessible product for all.
Amii, Raine and India McKeever, Castlecomer Discovery Park, Christmas 2018.
Despite my distaste for not following through on things, at this time of the year I am the worst culprit myself: “If you don’t do this, Santa won’t come. If you don’t do that, Santa won’t come.” All the while letters are being written and preparations are being made. So despite episodes of poor behaviour, Santa will in fact arrive in our house on 25 December. I should really take my own advice and not pontificate where I don’t intend to follow through.
Read more
Talking to one another is more important than technological communication
Education and leadership – time to move the dial
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