Origin Green Maki king ng Go Good o on O n Our P Promi mise - - PowerPoint PPT Presentation

Origin Green

Maki king ng Go Good o

• n O

n Our P Promi mise

Sharon Colgan

Ireland

A world leader in sustainably produced food & drink

, , he

Every&farm&and&food&manufacturing&business& signs&up&to&the&sustainability&agenda&…& Measuring&what&ma:ers…& Accredited&and&verified&.&.&.& &

, , he

Working with farmers ... Farm Navigator Tool

Key Measures

• 1. Grazing season
• 2. Age @ first calving
• 3. Calving interval
• 4. Live weight gain
• 5. Nitrogen fertiliser
• 6. Manure management

GHG Emissions Farm Financial Performance

Using data to drive improvement! Sustainable = Efficient!

, , he

The Carbon Navigator

, , he

Measuring what matters . . . other sustainability criteria

Biodiversity! Environmental Scheme ! Participation" Hedgerow Management" Tree ! Planting! Habitats/! Areas of Conservation" Water Management!

, , he

7!

Farm Level

43,000 Beef Farms Carbon Footprinted (90% output) Over 70,000 Carbon Assessments conducted 18,000 Dairy Farms on the journey Piloting other primary sector QAS schemes

, , he

Independent Verification

Supplier Certification | Sustainability Initiatives

Raw Material Sourcing

Energy | Emissions | Waste | Water | Biodiversity

Manufacturing Processes

Health & Nutrition | Community Initiatives | Employee Wellbeing

Social Sustainability

, , he

COMPANY RECRUITMENT PIPELINE

367 Companies Registered

Over 85% of exports

237 companies at workshop/plan development phase 130 plans submitted 71 plans accepted

Over 70% of exports

ORIGIN GREEN

Ireland(is(on(a(mission(to(become(a(world( leader(in(sustainably(produced(food(and( drink(

, , he

Need to focus the two elements of Sustainability

Se?ng&Plans&& &&& Building&the&Proof&

+(

&&Clearly& CommunicaDng& CredenDals&

OUR OBJECTIVES

Business&Goal:&& Drive&a&preference&for&Origin&Green&suppliers&to&result&in&export&growth&& MarkeDng&Strategy:& Building&Ireland’s&reputaDon&as&a&world&leader&in&sustainably&produced&food&and& drink&

Integrated Marketing Plan

Bought(

Media&–&TradiDonal&/&Online;& CreaDve&Content& Development&&&ProducDon&

& Earned(

PR;&Editorial;&Speaker& PlaRorms;&Advocacy&

Owned(

Verified&Members,&Ambassadors,&Trade& Shows,&Trade&Missions,&&Overseas& Offices,& Brand&

Integrated Marketing Plan

Bought(

Media&–&TradiDonal&/&Online;& CreaDve&Content& Development&&&ProducDon&

& Earned(

PR;&Editorial;&Speaker& PlaRorms;&Advocacy&

Owned(

Verified&Members,&Ambassadors,&Trade& Shows,&Trade&Missions,&&Overseas& Offices,&& Brand&&

Online Content

Open Brand

2Degrees

Benefits of being a part of the Origin Green Platform include: ! Access to reference materials, case studies and discussions to help you develop and implement your Sustainability Plan. ! The ability to access and share best practice knowledge with

• ther Irish food and drinks producers.

! Access to a dedicated Bord Bia support network.

!

ORIGIN IGIN AMB

Origin Green at Trade Fairs

Number of Visitors/Potential Customers of 800,000

Roz O’Shaughnessy Manager Corporate Communications

• Bord

Bord Bia C Bia Colleag

• lleagues

ues

+1,0 ,000 Buyer Pr Presentations & Meetings...

Integrated Marketing Plan

Bought(

Media&–&TradiDonal&/&Online;& CreaDve&Content& Development&&&ProducDon&

& Earned(

PR;&Editorial;&Speaker& PlaRorms;&Advocacy&

Owned(

Verified&Members,&Ambassadors,&Trade& Shows,&Trade&Missions,&&Overseas& Offices,& Brand&

Communicating our credentials.........

International Broadsheet Media September 2014

& &

Media Visits from 6 key markets Business / Sustainability / Agri-Food Origin Green – Come See Us Germany Netherlands Italy USA France UK

New York Times 11 September

Ireland Turning a Corner September

Guardian Round Table

Roundtable(Discussion:(( Building(a(More(Sustainable(Food(Industry(( Friday&12&September& & A:endance&by&opinion&formers&&& Influencers&in&sustainability.& & Output:&& Debate&&&discussion& Printed&The&Guardian&3&Oct&2014&

Advo vocacy by by Respe pected Pl Players

Advocates of Origin Green at the UN

"We$will$con+nue$our$efforts,$ for$example$through$our$ Origin$Green$$Programme,$to$ drive$carbon$efficiency$and$ shape$the$interna+onal$ approach$to$sustainable$ agriculture$and$food$ produc+on.“$

Enda%Kenny,%Taoiseach(

&

“Just$last$year,$I$had$an$opportunity$ which$was$phenomenal.$I$had$the$

• pportunity$to$experience$firsthand$

the$great$work$that$we’re$doing$in$ Ireland$and$the$industry$leading$ approach$that$Ireland$has$taken$to$ agriculture‘

Don(Thompson,(CEO( McDonalds((

Jay Rayner , The Observer Speaks at UK Parliament

“The$food$board$of$Ireland$– their$Origin$Green$programme$ which$is$doing$remarkable$ things$to$footprint$beef$ produc+on$and$dairy$ produc+on.$We’re$not$seeing$ a$lot$of$that$here$in$the$UK$ and$we$need$to$see$more$it”$ Jay$Rayner,$Journalist$/$Food$ Cri+c$

Feeding the Planet, Energy for Life

Social Media

OneEtoEone(engagement(through(social(channels(creates( human(connecFons(that(maGer(in(longEterm(relaFonship( building.((

( &

@WayneVisser of CSR International Head of Responsible Sourcing, packaging and Plan A at M&S Managing Director of Coethica Limited

Influencers

Twitter

Channel Role

• Influence the Influencers
• Join conversations around sustainability
• Develop relationships with thought

leaders

Origin(Green(videos(on(Bord(Bia(Channel

Integrated Marketing Plan

Bought(

Media&–&TradiDonal&/&Online;& CreaDve&Content& Development&&&ProducDon&

&

Advertising

• Burst&AcDvity&in&European&Markets&
• Trade&Press&and&Digital&AdverDsing&
• Always&on&AcDvity:&
• UK&Guardian&Partnership&
• Google&Search&

& & &

GUARDIAN.CO.UK( CONTENT(PARTNERSHIP( &

TARGETING&ENGAGING& MONTHLY&&SUSTAINABLE& BUSINESS&COMMUNITY&OF& 300,000+(

SEARCH( MARKETING( &

DELIVERING&MESSAGE& AGAINST&500,000& RELEVANT&SEARCHES&&&

New Creative

• New&trade&press&creaDve&
• New&online&creaDve&
• New&film&
• New&Website&Content&

&

, , he

What can your company do to ensure you it benefits from it’s sustainability efforts?

& 1.&Tell&your&story& 2.&Engage&your&employees&& 3.&Keep&telling&your&story!&

@OriginGreen Origin Green – An initiative by Bord BIa www.origingreen.ie

FOR F FUR URTHER IN INFORMATIO ION P PLEASE C CONTACT: sha haron.c n.colg lgan@ n@bordbia.i .ie Tel: + l: + 0 01 6 668 5 5155