Gold for agri and food sectors

hours, often in unforgiving weather conditions.

They know their food is safe and produced to the highest of standards and that we produce so much that it is exported to over 180 countries around the world. But how can we build on this solid base to further improve the image of Irish farmers, agriculture and food? The simple answer is education.

We must educate our farmers, all of us who work in the industry, our children and the general public on the strengths and weaknesses of our system of food production.

For example, in a veganism debate recently on RTE television, the representatives from the vegan society portrayed an excellent image of their lifestyle choice, even though practising veganism requires serious education and self-discipline, which will probably ensure it will always be a minority choice.

We in the industry must learn from these experiences and better utilise such opportunities to boost our industry’s image.

Government trade missions, the Department, Teagasc, Agri-Aware, Bord Bia, Farming Press and international food and drink companies all do a good job in promoting the agri-food industry, but is this enough?

Could we have a co-ordinated marketing plan for the industry?

For example, a co-ordinated approach would have enabled the industry to speedily capitalise on empty shelves in our supermarkets before, during and after the lockdown due to the recent snow. Video clips on social media, adverts, newspaper ads, radio and TV interviews showing the empty shelves and relating it to the importance of the farmer in food and drink production would reinforce excellence in the industry for the benefit of all.

Irish farmers, agriculture, food and drink are among the very best in the world, but we need to become a lot more savvy in getting that message across at home and abroad.

Mike Brady is Managing Director at Brady Group: Agricultural Consultants & Land Agents, email: mike@bradygroup.ie.