NDC Annual Report 2012

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The National Dairy Council Annual Report 2012

Annual Report 2012

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2 4 7

Chairman’s Statement

CEO’s Statement

A Year in the Life of the NDC 2012 8 9 10 11 13 14 14 15 17 18 19 19

Obey Your Body – New and Exciting Phase at Start of the Year Nutrition – A Key to Coaching for Success Health & Wellbeing Evenings Spring to Life Milk It For All It’s Worth – Up and Running with Bring on the Pros Competition Unlocking Growth in Dairy – NDC Annual Conference Ongoing Campaign for NDC Guarantee Football for All in Partnership with FAI Ploughing Championships Showcase Dairy in NDC Dome Welcome Decision on Cheese Advertising Cavan Family Overall Winner of NDC & Kerrygold Quality Milk Awards Milk, Nutritious by Nature TV3 – NDC Media Partnership Throughout the Year

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NDC Reports and Financial Statements for the year ended 31 December 2012

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A Thank You to our Member Co-ops

The National Dairy Council

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Chairman’s Statement

2012 has been a challenging year, and a very positive one, for the National Dairy Council (NDC). The domestic economic environment remains tough. Despite this, consumption of dairy products remains relatively stable. A particular challenge in 2012 was the proposal by the Broadcasting Authority of Ireland (BAI) to adopt a nutrient profiling model, which viewed cheese unfavourably, to determine food and drink which will be subject to specific rules, in relation to commercial communications, particularly to children. Along with other industry stakeholders, the NDC played a pivotal role in challenging the designation of cheese as ‘less healthy’. The NDC played to its strengths, using evidence-based scientific data to challenge the basis and outcomes of the proposed profiling model. In October the BAI decided, on the basis of advice from the Department of Health, that advertisements and other commercial communications for cheese will be exempted from the model. This was an important decision for the whole industry. It showed the importance of being vigilant about potential threats in the environment as well as the importance of working with the whole sector to deal with issues as they arise in a professional and effective manner.

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The main role of the NDC is to promote ‘all things dairy’ to Irish consumers. As the work outlined in this report demonstrates, the outstanding dedication of Zoë Kavanagh and her team is based on understanding consumer needs and delivering creative, relevant marketing and educational programmes that position dairy products in credible and engaging ways to consumers. On behalf of the Board, I would like to thank Zoë and the team for their commitment and effectiveness.

Increasingly, farmers see the value of the NDC programmes in promoting dairy to Irish consumers.

The NDC Guarantee, as research has shown, has made a real impact on the buying decisions of consumers who are concerned with the provenance of their food and want to buy not just Irish products, but local products. This is good news for Irish dairy farmers.

Consumers value the high quality of Irish dairy products. Through the NDC & Kerrygold Quality Milk Awards, we celebrate and reward excellence in dairy farming. From the large entry for these awards in 2012, it is clear that Irish dairy farmers value the recognition of their hard work and high standards.

The awards serve to highlight what makes Irish dairy unique – our natural, pasture-based, familyrun farms, in communities all over the country producing quality milk, generation after generation.

Through the milk levy, farmers are key funders of the NDC. We value the contribution of our members. The NDC has the capacity to ‘punch above its weight’, delivering value for money with a wide range of marketing and promotional activities that reach a broad audience in targeted ways.

Our engagement at European level continues with the Milk in Action programme where the benefits of dairy is promoted through well-known sports personalities. Furthermore as a member of the European Marketing Forum (EMF) the NDC has successfully secured funding for a second EU cofunded programme Milk, a Force of Nature which will commence in 2013.

As we look forward to 2013, there are new challenges and opportunities on the horizon.

The theme of our annual conference for 2012 was ‘Unlocking Growth in Dairy’. Dr John Fanning, UCD Michael Smurfit Graduate Business School, remarked that dairy has the potential to be the

‘jewel in the crown’ of Ireland’s economic recovery.

It will require a concerted effort at all levels of the supply chain. The NDC intends to play its part in unlocking that potential. During 2012, work began on preparing our next strategic plan 2013-2015. Irish dairy prepares to enter a new era with the end of milk quotas in 2015. With our enviable reputation for the sustainability of our pastureland system of farming, and the nutritious nature of many dairy products, the sector is set to grow and prosper.

Our strategy is to carve out a unique position for the Irish dairy sector. We will do that by focusing on Irish dairy excellence, on the well-regarded reputation of the industry and on the nutritional benefits of dairy to Irish consumers as part of a balanced diet and healthy lifestyle. We are building on a solid foundation, with a well-run organisation that utilises its resources wisely for the benefits of its stakeholders.

I would like to thank my fellow Board members who have been so supportive of our work during the year, and for giving their time and expertise in so many ways.

The National Dairy Council would like to acknowledge the dedication and support that the late Shane McEntee, TD, Minister of State at the Department of Agriculture, Food and the Marine, provided to the dairy sector during his tenure in office. We extend our sincere sympathies to his family, friends and colleagues on his untimely death.

Jackie Cahill Chairman

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CEO’s Statement

In the final year of the strategy 2008-2012, the NDC continued its core work of promoting the benefits of dairy as part of a balanced diet and healthy lifestyle to Irish consumers through innovative programmes and campaigns.

In this report, we highlight some of the major programmes and initiatives in a year of the life of the NDC. The year is packed with well-planned and well-executed programmes that have one core message at their heart: Quality Irish dairy products can play a vital role in helping people achieve a balanced, nutritious diet as part of a healthy lifestyle. By re-iterating this core message in many different ways, to different market segments, the NDC aims to ensure that consumers understand the scientific-evidence regarding the benefits of dairy and value the versatility and taste credentials of this category. We do this in ways that are engaging, effective and offer value for money to our members.

In 2012 the National Dairy Council and the Irish Dairy Board, through its Kerrygold brand, entered into a co-sponsorship agreement to run the national competition which sets out to identify and reward our top dairy farmers. The NDC & Kerrygold Quality Milk Awards continued the ethos of the already well-established competition described as ‘The Sam Maguire of Farming’. This co-sponsorship resulted in a stronger industry initiative shining a light on the everyday excellence of Irish Dairy farming.

The innovative Obey Your Body campaign, was designed to revitalise perceptions of milk, particularly among younger age groups, through a fully integrated communications plan including TV, print, PR, website, Facebook and digital. To date the campaign evaluation has shown that consumers say they are more likely to buy milk and cream displaying the NDC ‘Farmed in the Republic of Ireland’ Guarantee which indicates that choosing milk and cream that has been both farmed and processed locally is an important factor in their purchasing decision.

The NDC Milk It Advertising Awards, aimed at second level schools has been a runaway success.

Ninety nine secondary school students in 19 teams took part in the 2012 national finals. The students, representing 18 schools from 12 counties, were short-listed from an initial registration of over 380 schools from the 26 counties for this year’s awards.

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This programme has provided an engaging and fun way for students to learn about making smart food choices and to disseminate what they have learned to their peers in school.

During the year, planning was completed to extend the award scheme, with appropriate alterations, to primary school students. The first awards for this sector will take place in 2013.

Dissemination of science-based evidence regarding the nutrition and health benefits associated with dairy plays an important role in the work of the National Dairy Council. Investment in this area means that we are a trusted source of information and are recognised as leaders in this field. During 2012, for example, the Milk It for All It’s Worth campaign, financed by the EU’s Milk in Action programme, highlighted the importance of diet and nutrition, and the potential roles of dairy, with regards to physical activity and sports.

The campaign included recognised sports stars engaging with consumers in special events that linked sports, healthy lifestyles and dairy as part of a balanced diet. These proved to be a big success, catching the interest and imagination of schools and clubs across the country who entered the Bring On the Pros competition for a chance to win a training session with rugby player, Rob Kearney, or track athlete, Derval O’Rourke.

A series of nutrition seminars and targeted communications for coaches, trainers and sports nutritionists working in various sports including rugby, badminton and basketball was an important element of our work in 2012. This approach, based on the science of nutrition and sports, has enabled the NDC to open up a dialogue with key influences in the sports arena about the role of dairy as part of an athlete’s balanced diet and lifestyle.

The National Ploughing Championships held annually in September is an important event in the farming calendar and is a focal point for a wide range of engaging activities over the three days of the event at the NDC Dome. In 2012, the NDC celebrated World School Milk Day at the event, with opportunities to meet sports stars and watch cookery demonstrations showcasing the versatility of dairy by creating great tasting food. The Ploughing Championships provides opportunities

to showcase the work of the NDC to many of our stakeholders, including farmers, processors and consumers.

The importance of working with all stakeholders was demonstrated in the successful way the sector tackled the classification of cheese as ‘less healthy’ by the Broadcasting Authority of Ireland’s (BAI) proposed nutrient profiling model.

The NDC participated extensively in the BAI consultation process, working in partnership with other industry stakeholders. We took a proactive role, commissioning consumer research which highlighted potential confusion among consumers about cheese being designated as ‘less healthy’; presented to the Joint Oireachtas Committee on Communications, Natural Resources and Agriculture to convey the industry’s perspective on the issue; and used PR extensively to gain support for our position through the media. We welcomed the decision of the BAI to exempt advertisements and other commercial communications for cheese from the model.

Following the successful implementation of our strategic plan 2008-2012, work has already begun on planning for the future. Sustainability is a key word as we prepare for the opportunities and challenges ahead. Irish dairy is sustainable and nutritious by nature – these will be key themes in our work in the coming years.

Zoë Kavanagh Chief Executive

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2012 was another busy and successful year for the NDC. Our core work is promoting the benefits of dairy as part of a balanced diet to Irish consumers – recognising the nutritional value and versatility of these foods. As the year’s highlights outlined in this report show, the NDC uses a wide variety of marketing and promotional techniques to reach a wide variety of consumers in engaging and effective ways that give the best possible value for money.

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A Year in the Life of the NDC 2012

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Obey Your Body – New and Exciting Phase at Start of the Year The Obey Your Body campaign is designed to revitalise perceptions of milk, particularly among younger age groups and drive engagement of a wide audience in NDC activities. The aims are to maintain prominence of the NDC Guarantee, and to promote the nutritional benefits of milk, yogurt and cheese.

Obey your Body which launched in December 2011, continued its implementation throughout 2012. This fully integrated campaign included multiple touchpoints such as TV, print, PR, website, Facebook and a targeted digital campaign.

Three TV ads, featuring a slice of life of a typical Irish family who ‘obey their bodies’ by choosing milk with the NDC ‘Farmed in the Republic of Ireland’ Guarantee (‘Babysitter’, ‘Shopper’ and

‘GAA’) were broadcast extensively and had high cut-through. Consumer research on the impact of the TV advertising indicates that 40% of those asked responded positively to the question ‘Milk is something I am going to consume more of in the future’.

The TV ads were supported with a creative on-line campaign through an impactful website and a growing Facebook community of 35,000 followers.

Indeed, digital marketing has proved to be a very successful way to maintain engagement, with new content delivered via these channels on a regular basis to maintain a high interest levels.

The programme continued to be rolled out in 2012 with Health & Wellbeing Evenings and other events.

The Obey Your Body Campaign Facts & Figures

13.5 million

95%

35,000

TV

Digital

Social Media

–– 95% of Housekeepers with children have seen the Obey Your Body ads at least once

–– Delivering over 13.5 million page impressions on the dedicated website

–– 83% have seen the ads four or more times

–– The campaign achieved an average click through rate of 9% on YouTube which compares very favourably to the industry standard of 5%

–– A Facebook Fan base of 35,000 was established with a constant conversation between the NDC and our target audience about the nutritional benefits of dairy as part of a balanced healthy lifestyle

–– The campaign has been seen 9.4 million times by Housekeepers with children

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Nutrition – A Key to Coaching for Success The Milk It For All It’s Worth campaign is part of the Milk in Action programme, now in its third year. It is co-funded by the European Union, the Department of Agriculture, Food and the Marine and by the dairy industry with funds raised through members of the National Dairy Council.

The Milk It For All It’s Worth campaign aims to build the association between milk and sport/exercise, and re-engage milk and dairy with the importance of a healthy balanced diet and an active lifestyle. The campaign is targeted at 11-20 year olds and women in the 20-35 age bracket.

Martin McGettrick, Basketball Ireland Coaches Committee; Caroline O’Donovan, NDC Nutritionist; and Dr Tom Hill, Senior Lecturer in Food & Nutrition; University of Newcastle-Upon-Tyne, UK pictured at the sports nutrition seminar held in conjunction with Basketball Ireland at Tallaght Stadium. Photo: Colm Mahady, Fennell Photography Ruth Wood-Martin, IRFU Performance Nutritionist, talks to rugby coaches at the NDC and IRFU Milk it For All It’s Worth Seminar in Galway. Photo: Press 22

As part of this campaign, the NDC works with coaches and nutritionists in the sports world. This is fuelled by the growing body of scientific research indicating that milk and dairy can play a positive role in a number of aspects of sports nutrition; for example, research reported from Loughborough University demonstrates the effectiveness of skimmed milk as a re-hydration drink after exercise; in addition to research from Northumbria University highlighting the potential role of milk and milk-based products in recovery from exercise-induced muscle damage.

In January, the NDC, together with the IRFU, held an interactive workshop in Thomond Park, Limerick to provide coaches of young rugby players with up-to-date sports nutrition information, highlighting the importance of a balanced diet and its role in sports performance and recovery. Performance Nutritionists, who work with professional rugby players and understand the nutrition demands specifically for rugby, delivered the technical content of the workshop.

Other sports nutrition seminars for coaches were held in conjunction with Basketball Ireland in February, March and June and with Badminton Ireland in July.

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Health & Wellbeing Evenings Spring to Life The NDC ran Health & Wellbeing Evenings throughout the year, co-hosted by local partners.

Consumers were invited to hear experts on a range of topics that promote a healthy lifestyle such as nutrition and wellbeing – and also featured a cookery demonstration to showcase the versatility of dairy. These events are designed to be both informative and entertaining – the aim being to promote dairy products as part of a balanced diet while also facilitating local partners to build relationships with their customers. Proceeds of the evening are donated to a local charity.

The first of these very successful events of 2012 took place in Semple Stadium, Thurles in February, co-hosted by Thurles Fresh Milk. Popular presenters, Paula Mee, Independent Dietitian, and Fiona Hoban, Counsellor and Wellbeing Coach, provided practical advice to the enthusiastic audience. Ailish Maher-Hennessy from Fiacrí Country House Restaurant & Cookery School gave a culinary demonstration, which showed the versatility and taste credentials of dairy products.

Fran Curry from Tipp FM was master of ceremonies.

Proceeds from the event were donated to Friends of the Community Hospital of the Assumption, Thurles.

Paula Mee, Independent Dietitian, presents at one of the NDC Health & Wellbeing Evenings run in conjunction with member co-ops and processors. The evenings are fun and informative, with an emphasis on audience participation and showcasing of local produce and businesses.

Photo: Pat Moore

Another Health and Wellbeing evening was held later in the year in Kilkenny; co-hosted by Glanbia as part of the Savour Kilkenny Food Festival, held annually in October. The event, which was open to the public free of charge, raised funds through a raffle on behalf of the Enable Ireland O’Neill Centre in the city. Sports personalities Eoin Larkin (Kilkenny All-Ireland-winning captain and hurling All-Star) and Darren O’Neill (Irish boxing team captain for the recent Olympics) were special guests, adding their insights into sports performance and nutrition for active lifestyles.

Paula Mee, Independent Dietitian and Fiona Hoban, Counsellor and Wellbeing Coach were on hand with practice advice on eating well and feeling good.

In November, Connacht Gold co-hosted a hugely popular Health and Wellbeing Evening at the Landmark Hotel, Carrick-on-Shannon, Co. Leitrim.

The evening was compèred by TV3’s Ireland AM presenter, Aidan Cooney. He was joined by Ireland AM resident chef, Joe Shannon, who gave a lively cookery demonstration while Paula Mee, along with psychologist Dr. Tony Bates, gave advice on looking after the family’s health. The €2,000 raised from proceeds of the raffle on the night went to Our Lady’s Hospital Crumlin.

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Milk It For All It’s Worth – Up and Running with Bring on the Pros Competition The Milk It For All It’s Worth campaign aims to build the association between milk and sport/ exercise. A key part of the campaign consists of events with well known sports personalities, backed up by on-line competitions and information about the importance of diet as part of an exercise/ sport regime. An integrated campaign, using digital media, print, radio and PR was used to recruit and retain the interest of the target audience. Particular emphasis was put on the creative use of digital and social media, including a dedicated website and Facebook page.

In February, the NDC teamed up with two Irish sports heroes for the Milk It For All It’s Worth ‘Bring on the Pros’ competition. Through entering a competition, open to secondary schools, colleges and sports clubs across the country, teams or club members had the opportunity to be trained by sports stars Rob Kearney or Derval O’Rourke and to learn about the importance of healthy eating and facts on sports nutrition.

During the year, the NDC continued to work with sports ambassadors under the Milk It For All It’s Worth banner, with events and competitions featuring Easkey Britton (Irish Surfing Legend) and Bryan Cullen (Dublin Footballer). Emma McCrudden, sports nutritionist with the Leinster Rugby Team, featured in a range of videos highlighting the importance of diet in sport, all of which are available on the www.milkit.ie website.

Winners Sparkle at the NDC Milk It Awards Ninety nine secondary school students in 19 teams took part in the 2012 national finals of the NDC Milk It Advertising Awards in May. The students, representing 18 schools from 12 counties, were short-listed from an initial registration of over 380 schools from the 26 counties for this year’s awards.

The national finalists exhibited their advertising campaign projects and pitched them to a panel of specialist judges.

The Bring on the Pros competition offered entrants a once-in-a-lifetime chance to win a training session with International rugby professional Rob Kearney or Irish professional hurdler Derval O’Rourke.

Photos: Marc O’Sullivan

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The team projects – with cross-curricular benefits – incorporate school subjects such as Media Studies, English, Art, Business Studies and Home Economics on the nutrition side. The teenage teams were challenged to set up their own ‘advertising agency’ and to research, design and develop an advertising campaign that encourages their peers to meet their recommended daily intake from the ‘milk, yogurt and cheese’ food group.

The NDC Milk It Advertising Awards has provided an engaging way for students to learn about making smart food choices in a fun and creative way and to disseminate what they have learned to their peers in school.

The 2012 National Overall Winners were: “3 Diamond” – a team of 3rd year students from Dominican College, Blackrock, Co. Dublin.

They were also the recipients of the prize for the Junior Category.

The “3 Diamond” team organised a focus group where they showed their presentation about the benefits of dairy and then used the feedback to support the implementation of their campaign.

They developed a poster campaign highlighting the importance of five portions daily from the ‘milk, yogurt and cheese’ food group for teenagers.

The poster campaign was supported by a Dairy Day, which included giving out free samples of milk. They also produced a leaflet and presentation to build more awareness about the importance of this food group for teenagers.

The winners of the Senior Category were: “The Legendairy Cow Crew” – a team of 5th year students from Dublin’s Castleknock Community College The Runners-up in the Senior Category were: “Calcium Cravers” – 4th year students from Mount Saint Michael, Rosscarbery, Co. Cork The Runners up in the Junior Category were: “Milk The Moo” – the team of 2nd year students from Scoil Phobail Sliabh Luachra, Rathmore, Co. Kerry The winners of the national category award for Best Innovation were: 4th year students from Presentation Secondary School, Mitchelstown, Co. Cork The winners of the national category award for Best Nutrition project were: “Herd Nerds”– 4th year students from Colaiste An Chroi Naofa, Carraig Na Bhfear (Carrignavar), Co. Cork

National Winners of the 2012 NDC Milk It Advertising Awards – “3 Diamond” – pictured with MC, Dermot Whelan. Photo: Marc O’Sullivan

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Unlocking Growth in Dairy – NDC Annual Conference The theme of our annual conference in May was ‘Unlocking Growth in Dairy’. The well-attended conference provided opportunities to hear a range of expert views on what needed to be done to unlock real growth in this sector.

NDC Chairman, Jackie Cahill, said that the dairy sector was in the midst of significant change and that the abolition of quotas from 2015 heralds significant challenges for the dairy industry where the focus of growth will be on overseas markets.

He pointed out the importance of having a vibrant domestic market in this context.

Independent economist, Ciaran Fitzgerald, noted that the Irish dairy sector has the potential to create 15,000 new jobs over the next three to five years.

The late, Shane McEntee T.D. Minister of State for the Department of Agriculture, Food and the Marine, opened the Conference and acknowledged that the potential of the dairy sector would require a concerted effort at all levels of the supply chain. These include a farm sector with the lowest possible input costs, with strong sustainability and quality credentials.

From the processing perspective the sector needs a strong innovation culture and a focus on processing efficiency, as well as a strong market orientation.

Dr John Fanning, UCD Michael Smurfit Graduate Business School, described the dairy industry as the “jewel in the crown” of Ireland’s economic

recovery, adding that increasing global demand for sustainable, nutritious dairy produce means that the dairy industry provides a sustainable competitive advantage to Ireland’s recovery. This was echoed by Jens Bleiel, Chief Executive, Food for Health Ireland (FHI) who also said that, while dairy is associated with beneficial nutritional qualities, many consumers have developed negative perceptions, creating a gap between consumer perception and scientific reality.

The NDC continues to address these misconceptions, playing a vital role in raising the profile and perception of dairy products in Ireland.

Discussing new and emerging Irish consumer trends and shopping habits, Margaret Gilsenan, Boys and Girls Advertising, highlighted the dairy industry’s enviable position of having three of today’s most motivating assets at its heart – Irishness, health and naturalness. However, she stressed that “it is only in truly understanding today’s customer that the dairy industry will be able to optimise its assets to the best commercial advantage.”

Pictured at the NDC Annual Conference 2012 were (L-R) Jens Bleiel; Margaret Gilsenan; Jackie Cahill; Dr. John Fanning; the late Shane McEntee TD; Richard Curran; and Ciaran Fitzgerald Photo: Colm Mahady, Fennell Photography Special Guest, Rob Kearney (Irish International and Leinster Rugby player) pictured at the NDC Annual Conference with Zoë Kavanagh, NDC CEO. Photo: Colm Mahady, Fennell Photography

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Ongoing Campaign for NDC Guarantee To ensure that the NDC ‘Farmed in the Republic of Ireland’ Guarantee remains ‘top of mind’ when consumers are purchasing milk and cream, this campaign continued throughout the year in various bursts, all designed to raise and maintain awareness. The campaign included TV ads, press campaigns and news releases.

Consumer research shows that the decision to purchase is influenced by: knowing that milk is being farmed and processed in the Republic of Ireland; followed closely by price; and then milk having the longest best before date.

This indicates that the NDC Guarantee is working well in achieving its overall objectives.

Football for All in Partnership with FAI In July, the NDC agreed a one-year sponsorship of the Football Association of Ireland’s (FAI) Football for All programme.

The Football For All programme provides playing opportunities for children and adults with disabilities across Ireland at a level suitable to their needs. Football For All clubs, that form a network around the country, are breaking down barriers by becoming inclusive; thus guaranteeing that all children and adults, regardless of ability, will have the same opportunity to play football for their local club. There are currently 300 children with disabilities involved in the club programme within 20 community football clubs in Ireland.

Love Your Latte? Costa Coffee celebrates three years supporting local farms and dairies With growing interest in provenance in workplace restaurants and canteens, Kylemore Services Group marks the end of its first year exclusively using milk and cream with the NDC Guarantee Starbucks – whipping up support for our economy Photos: Colm Mahady, Fennell Photography Seamus Coleman and Sean St. Ledger have a kick around with Alex Byrne, Andrew Heffernan and James Casserly at the FAI’s ten-year celebration of their Football For All programme in Tallaght Stadium.

Photo: Jason Clarke Photography

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Ploughing Championships Showcase Dairy in NDC Dome In September, the National Ploughing Championships took place in Co. Wexford and provided a great opportunity to showcase dairy as part of a balanced diet and healthy lifestyle.

The NDC Dome played host to a great variety of events and provided an opportunity to disseminate information to a wide audience across the three days of the event. This annual event also allows the NDC to develop closer relationships with farmers and processors as the Ploughing Championships is now on the annual calendar of many of our stakeholders.

Simon Coveney TD, Minister for Agriculture, Food and the Marine shares a joke and some School Milk at the NDC Dome with Dylan Galvin from Newbawn, Co. Wexford. Photo: Dylan Vaughan Sarah Guinan from Clongeen, Foulksmills, Co. Wexford enjoys some fresh, chilled NDC milk at the National Ploughing Championships in Wexford. Photo: Dylan Vaughan

Celebrating World School Milk Day The Food and Agriculture Organisation (FAO) of the United Nations designated 26th September as World School Milk Day. The NDC, which promotes the EU-Subsidised School Milk Scheme in the Republic of Ireland, celebrated the day in the NDC Dome at the National Ploughing Championships.

Schools participating in the school milk programme give children the opportunity to consume a carton of school milk during the school day, and thereby helping them to meet their requirements for a number of nutrients, such as calcium.

Simon Coveney T.D., Minister for Agriculture, Food and the Marine, met with children from Sacred Heart National School, Newbawn, Co. Wexford at the NDC Dome. NDC member co-ops throughout the country also organised the delivery of free school milk to thousands of participating primary school children in order to mark the occasion, which was in addition to the free school milk provided to participating disadvantaged primary schools funded by the State.

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Hurling All-Stars Eddie Brennan (Kilkenny) and Ollie Canning (Galway) also helped to celebrate World School Milk Day while also supporting the NDC’s work in promoting the importance of dairy as part of a balanced diet for athletes .

Sport Stars Provide Positive Role Models Other sports stars visiting the Dome during the Championships included Bryan Cullen, Dublin Footballer, who captained Dublin to the All-Ireland title in 2011. Bryan also works as a Sub-Academy Fitness Coach at Leinster Rugby, and is enthusiastic in his support of the NDC’s work in promoting the positive role that milk may play in a number of aspects of sports nutrition.

Wexford Camogie All-Ireland Champion, Una Leacy, and Kerry Footballer, Darran O’Sullivan, also visited the Dome and were on hand to meet fans young and old.

Cookery Demonstrations Show Taste and Versatility of Dairy Award-winning Wexford Chef, Phelim Byrne, was at the NDC Dome each day with free daily cookery demonstrations to showcase the use of Irish milk, yogurt, cheese, butter and cream in a variety of tasty recipe ideas.

Bridging the Urban/Rural Divide TV3 broadcast their Ireland AM programme from the NDC Dome as a means to bring more of the reality and flavour of rural life to urban households.

Hurling All Stars Eddie Brennan (Kilkenny) and Ollie Canning (Galway) celebrate World School Milk Day with pupils from Sacred Heart National School, Newbawn, Co Wexford.

TV3’s Anna Daly pictured with the NDC’s Zoë Kavanagh, Dr. Catherine Logan and Jackie Cahill.

Award winning Wexford Chef, Phelim Byrne, was at NDC Dome each day with free daily cookery demonstrations to showcase the use of Irish milk, yogurt, cheese, butter and cream in some tasty recipe ideas.

Photos: Dylan Vaughan

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Welcome Decision on Cheese Advertising In October, the National Dairy Council welcomed the decision from the Broadcasting Authority of Ireland (BAI) to exempt advertisements and other commercial communications for cheese from their proposed nutrient profiling model. This model will determine whether a food or drink being advertised is subject to additional regulation by the BAI. The decision to exempt cheese arose from recommendations from the Department of Health. The Department of Health recommended this approach given the health benefits and the economic and cultural significance of cheese in an Irish context.

Throughout 2012 (and earlier), the NDC participated extensively in the BAI consultation process, working in partnership with other industry stakeholders.

The NDC took a pro-active role, commissioning consumer research which highlighted potential confusion among consumers about cheese being designated as ‘less healthy’; presented to the Joint Oireachtas Committee on Communications, Natural

Pictured following the NDC presentation to the Joint Oireachtas Committee on Communications, Natural Resources and Agriculture were (L-R): Maeve Guthrie and Dr. Catherine Logan from the NDC with independent economist, Ciaran Fitzgerald.

Resources and Agriculture to convey the industry’s perspective on the issue; and used PR extensively to gain support for our position through the media.

The NDC played to its strengths, providing evidence-based nutritional information to highlight the importance of cheese in the Irish diet, particularly among Irish children and teenagers; as well as highlighting many nutrition-related issues associated with, or potentially arising from, classifying cheese as ‘less healthy’.

This process showed that the NDC has an important role in helping to protect and promote the dairy category as challenges arise. In particular, it showed the value of having the scientific expertise in dairy nutrition that continues to underpin our work. This challenge, which has had a positive outcome, has helped to shape our thinking on the most effective and relevant ways to market cheese to consumer audiences. In the coming years, consumer campaigns will have a clear focus on highlighting and educating the general public on the nutritional benefits of cheese as part of a balanced diet and healthy lifestyle.

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Cavan Family Overall Winner of NDC & Kerrygold Quality Milk Awards The NDC & Kerrygold Quality Milk Awards took place in October. The awards highlight and reward dairy farming excellence. Irish dairy farmers consistently achieve high standards and meet rigorous technical specifications so that consumers at home in Ireland and in our overseas export markets can have confidence in the quality of Irish dairy produce every day. Their dedication, combined with the resources of natural grassland to support pasture-based farming practices, provide top quality milk to support world class dairy products. The national finalists and winners chosen in this award programme provide the NDC with an opportunity to showcase dairy farming excellence to consumers and to promote excellent role models for the industry.

Brothers Danny and Patrick Cremin – who are farming in partnership – were runners up in the national awards. Farming at Ballintubber, Newcastlewest, Co. Limerick and suppliers of milk to Kerry Agribusiness, Danny and Patrick Cremin were also presented with the Top Award for a Spring Milk Herd and a prize of €2,500.

Two farmers were presented with National Category Awards and prizes of €1,500 each: –– Merle Tanner, a lady farming at Aglish, Coachford, Co. Cork and supplying milk to Dairygold Co-op, was presented with a National Category Award for Care of the Environment & Diligence.

–– John Payne from Torboy, Moydow, Co. Longford, who supplies Connacht Gold Co-op and is a new entrant to dairy farming, was presented with a National Category Award for Farm Development.

David and Kathleen Cassidy from Coppenagh, Lisnagar, Cootehill, Co. Cavan were the overall winners in 2012. The Cassidy family, who supply milk to Glanbia to make Baileys Irish Cream, were presented with the prestigious cup and prize of €5,000 by hurling all-star Henry Shefflin in Dublin’s RDS.

Photo: Dylan Vaughan

Winners of the NDC & Kerrygold Quality Milk Awards, David and Kathleen Cassidy and family, pictured on their farm in Cootehill, Co. Cavan.

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Five other national finalists from counties Cork, Kerry and Westmeath were also presented with commemorative judges’ awards: –– Noel Collins, Knockavoher, Leap, Co. Cork (Drinagh Co-op): Judges’ Award for Excellence in Milk Solids (Spring Herd).

–– Robert Groves, Ballyackey, Tralee, Co. Kerry (Lee Strand Co-op): Judges’ Award for Excellent TBC & SCC (Fresh Milk & All Year Round Herd).

–– Patrick Guinan, Ballycumber Road, Moate, Co. Westmeath (Arrabawn Co-op): Judges’s Award for Excellence in Milk Quality (Under 300,000 litres).

–– Anne Maria Keane & Patrick Cotter, Lacca East, Kilmorna, Listowel, Co. Kerry (Kerry Agribusiness): Judges’ Award for Excellence in a Spring Herd.

–– Conor Murphy, Clonlea, Clonakilty, Co. Cork (Lisavaird Co-op): Judges’ Award for Milk Protein Excellence (Spring Herd).

Milk, Nutritious by Nature The NDC represents Ireland in the European Milk Forum (EMF). Created in 2011, it is the first pan-European, non-profit organisation aiming to communicate the natural nutrient-richness of milk and the benefits of naturally nutritious foods, such as milk and dairy, as part of a balanced diet to key stakeholders. The EMF held its first conference

in Brussels as part of its “Milk, Nutritious by Nature” information campaign in November.

More than 70 participants from the world of science, healthcare, politics, dairy and media attended, including Dr Catherine Logan, Nutrition Manager of the NDC. There is a large and continuous body of work to be done in terms of highlighting to consumers and key stakeholders the nutrient richness of milk and milk products as part of a healthy, balanced diet. This EMF Conference was an important step in terms of sharing evidence-based scientific information with key stakeholders and influencers in the sector.

TV3 – NDC Media Partnership Throughout the Year The NDC had a very successful media partnership with TV3 throughout the year.

The broadcaster covered key NDC events such as the NDC & Kerrygold Quality Milk Awards and the Milk It Awards and featured NDC cookery demonstrations as well as information slots on dairy in lifestyle programmes.

Promotion of the NDC Guarantee as part of the NDC’s advertising campaign was also included as part of the overall advertising package with the station. The partnership is set to continue for 2013.

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Sustainability is a key word as we prepare for the opportunities and challenges ahead.

Irish dairy is sustainable and nutritious by nature.

Annual Report 2012

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The National Dairy Council (A company limited by guarantee and not having a share capital)

22

Directors and Other Information

Reports and Financial Statements for the year ended 31 December 2012

23

Directors’ Report

25

Statement of Directors’ Responsibilities

26

Independent Auditor’s Report to the Members of the National Dairy Council

28

Income and Expenditure Account

29

Balance Sheet

30

Cashflow Statement

31

Notes to the Financial Statements for the Year Ended 31 December 2012

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Directors and Other Information Directors

Auditor

Mr. J. Cahill (Chairman) Mr. S. Shorten (Vice Chairman) Mr. T. Cashman Mr. D. Cronin Mr. P. Gibbons Mr. T. Horan Mr. K. Kiersey Mr. T. Maher Mr. E. McEntaggart Mr. J. Murphy Mr. M. Murphy Mr. C. Ryan Mr. P. Sheahan Mr. E. Sweeney Mr. F. Tobin

Deloitte & Touche Chartered Accountants and Statutory Audit Firm Deloitte & Touche House Earlsfort Terrace Dublin 2

Chief Executive and Secretary Zoë Kavanagh

Registered Office Innovation House 3 Arkle Road Sandyford Industrial Estate Dublin 18

Registered Number 21650

Solicitors Gleeson McGrath Baldwin 29 Angelsea Street Dublin 2

Bankers AIB Bank 1 Lower Baggot Street Dublin 2 AIB Bank St. Helen’s 1 Undershaft London EC3A 8AB J & B Davy Davy House 49 Dawson Street Dublin 4 ACC Bank Charlemont Place Dublin 2

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Directors’ Report The board of directors submit their annual report and the financial statements for the year ended 31 December 2012.

In the opinion of the directors the reporting and disclosure requirements of the Companies (Amendment) Act, 1986 do not apply to The National Dairy Council, on the basis that the company does not trade for the acquisition of gain by the members.

Principal Activities The principal activity of The National Dairy Council (“NDC”) is to support Irish dairy farmers by driving the positive position and consumption of milk and dairy products through integrated marketing and communications programmes, based on informed scientific evidence.

Results The results for the year and the state of affairs of the company are set out on pages 28 and 29 respectively.

Risks And Uncertainties The main risk facing the company during the year and anticipated in future years is the receipt of levy contributions and maintaining sufficient reserves to allow the entity operate efficiently and effectively.

Review Of Business And Future Developments The NDC has a vital role in supporting the dairy sector in driving the consumption and positioning of milk and dairy products. The NDC’s vision is to be the authoritative and trusted voice in advancing the consumer perception and consumption of Irish milk and dairy products.

Directors And Secretary The current members of the Board of Directors and the company secretary are set out on page 22.

On 9 February 2012, Patrick Kelly resigned as a director and was replaced by Marty Murphy who was appointed on 28 March 2012. On 24 October 2012, Mary Fox resigned and was replaced by Eoghan Sweeney. On 31 December 2012, Eamonn Bray, John Egan and Tom Phelan resigned as directors. On 20 February 2013, Sean McAuliffe also resigned, while Tony Horan, Eamonn McEnteggart, Patrick Sheahan and Timothy Cashman were all appointed on the same date.

Books Of Account To ensure that proper books and accounting records are kept in accordance with Section 202 of the Companies Act, 1990, the directors have employed appropriately qualified accounting personnel and have maintained appropriate accounting systems.

The books of account are kept at Innovation House, 3 Arkle Road, Sandyford Industrial Estate, Dublin 18.

Events After The Balance Sheet Date There have been no significant events affecting the financial statements since the year end.

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Directors’ Report (contd.)

Publication The directors are responsible for the maintenance and integrity of the website. Legislation in the Republic of Ireland concerning the preparation and dissemination of financial statements may differ from legislation in other jurisdictions.

Auditor The independent auditor, Deloitte & Touche, Chartered Accountants, continue in office in accordance with Section 160(2) of the Companies Act, 1963.

Signed on behalf of the Board:

Mr. J. Cahill Mr. S. Shorten Director Director Date: 27 March 2013

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Statement of Directors’ Responsibilities Irish company law requires the directors to prepare financial statements for each financial year which give a true and fair view of the state of affairs of the company and of the profit or loss of the company for that period. In preparing those financial statements, the directors are required to: –– select suitable accounting policies and then apply them consistently; –– make judgements and estimates that are reasonable and prudent; and –– prepare the financial statements on the going concern basis unless it is inappropriate to presume that the company will continue in business.

The directors are responsible for keeping proper books of account which disclose with reasonable accuracy at any time the financial position of the company and to enable them to ensure that the financial statements are prepared in accordance with accounting standards generally accepted in Ireland and comply with Irish statute comprising the Companies Acts, 1963 to 2012. They are also responsible for safeguarding the assets of the company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.

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Independent Auditor’s Report to the Members of the National Dairy Council

We have audited the financial statements of The National Dairy Council (a company limited by guarantee and not having a share capital) for the year ended 31 December 2012 which comprise the Income and Expenditure Account, the Balance Sheet, the Cash Flow Statement and the related notes 1 to 13. The financial reporting framework that has been applied in their preparation is Irish law and accounting standards issued by the Financial Reporting Council and promulgated by the Institute of Chartered Accountants in Ireland (Generally Accepted Accounting Practice in Ireland).

(A Company limited by guarantee and not having a share capital)

This report is made solely to the company’s members, as a body, in accordance with Section 193 of the Companies Act, 1990. Our audit work has been undertaken so that we might state to the company’s members those matters we are required to state to them in an auditors’ report and for no other purpose. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the company and the company’s members as a body, for our audit work, for this report, or for the opinions we have formed.

Respective responsibilities of directors and auditors As explained more fully in the Statement of Directors’ Responsibilities, the directors are responsible for the preparation of the financial statements giving a true and fair view. Our responsibility is to audit and express an opinion on the financial statements in accordance with Irish law and International Standards on Auditing (UK and Ireland). Those standards require us to comply with the Auditing Practices Board’s Ethical Standards for Auditors.

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Scope of the audit of the financial statements

Matters on which we are required to report by exception

An audit involves obtaining evidence about the amounts and disclosures in the financial statements sufficient to give reasonable assurance that the financial statements are free from material misstatement, whether caused by fraud or error. This includes an assessment of: whether the accounting policies are appropriate to the company’s circumstances and have been consistently applied and adequately disclosed; the reasonableness of significant accounting estimates made by the directors; and the overall presentation of the financial statements. In addition, we read all the financial and non-financial information in the Reports and Financial Statements for the year ended 31 December 2012 to identify material inconsistencies with the audited financial statements. If we become aware of any apparent material misstatements or inconsistencies we consider the implications for our report.

We have nothing to report in respect of the provisions in the Companies Acts, 1963 to 2012 which require us to report to you if, in our opinion, the disclosures of directors’ remuneration and transactions specified by law are not made.

Opinion on financial statements In our opinion the financial statements: –– give a true and fair view, in accordance with Generally Accepted Accounting Practice in Ireland, of the state of the affairs of the company as at 31 December 2012 and of the deficit for the year then ended; and –– have been properly prepared in accordance with the Companies Acts, 1963 to 2012.

Matters on which we are required to report by the Companies Acts, 1963 to 2012 –– We have obtained all the information and explanations which we consider necessary for the purposes of our audit.

–– In our opinion proper books of account have been kept by the company.

–– The financial statements are in agreement with the books of account.

–– In our opinion the information given in the directors’ report is consistent with the financial statements.

Kevin Sheehan For and on behalf of Deloitte & Touche Chartered Accountants and Statutory Audit Firm Dublin Date: 27 March 2013

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Income and Expenditure Account For the Year Ended 31 December 2012

2012 2011 Notes â‚Ź â‚Ź

Income 2,740,247 2,945,647

Expenditure Direct expenses Establishment expenses Administrative expenses

2,721,081 3,186,783 67,813 73,936 238,408 191,228

Total expenses

3,027,302 3,451,947

Deficit on ordinary activities before taxation 2

(287,055) (506,300)

Taxation 4 (1,444) (2,538) Deficit on ordinary activities after taxation

(288,499) (508,838)

Opening accumulated surplus

1,091,202 1,600,040

Deficit on ordinary activities after taxation

(288,499) (508,838)

Retained accumulated surplus carried forward

9

802,703 1,091,202

All of the results for the current and prior year derive from the continuing activities of the company.

All recognised gains and losses for the current and prior year are included in the income and expenditure account.

The financial statements were approved by the Board of Directors on 27 March 2013 and signed on its behalf by:

Mr. J. Cahill Mr. S. Shorten Director Director

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Balance Sheet As at 31 December 2012

2012 2011 Notes â‚Ź â‚Ź

Fixed Assets Tangible assets

5

17,593 5,716

Current Assets Debtors 6 219,505 202,231 Bank 929,064 1,590,870

1,148,569 1,793,101 Creditors: (Amounts falling due within one year) 7

(363,459) (707,615)

Net Current Assets 785,110 1,085,486 Net Assets 802,703 1,091,202

Represented by: Accumulated Surplus 9 802,703 1,091,202

The financial statements were approved by the Board of Directors on 27 March 2013 and signed on its behalf by:

Mr. J. Cahill Mr. S. Shorten Director Director

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Cashflow Statement For the Year Ended 31 December 2012

2012 2011 Notes â‚Ź â‚Ź

Reconciliation of Operating Deficit to Net Cash Flow from Operating Activities Operating deficit

(287,055) (506,300)

Less: interest income

(5,778) (10,150)

Depreciation 7,818 13,194 Profit on disposal of fixed assets

- (1,857)

(Increase)/decrease in debtors

(16,669) 147,406

(Decrease)/increase in creditors

(344,156) 379,774

Net Cash (Outflow)/Inflow From Operating Activities (645,840) 22,067 Returns on Investment and Servicing of Finance Interest income

5,778 10,150

Taxation Taxation paid

(2,049) (2,677)

Financing Activities Payments to acquire fixed assets

(19,695) (1,162)

Receipts from sale of fixed assets

- 12,166

(Decrease)/Increase in Cash Position for the Year 10 (661,806) 40,544

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Notes to the Financial Statements for the Year Ended 31 December 2012

1. Accounting Policies Basis of preparation The financial statements have been prepared in accordance with accounting standards generally accepted in Ireland and Irish statute comprising the Companies Acts, 1963 to 2012. Accounting standards generally accepted in Ireland in preparing financial statements giving a true and fair view are those published by The Institute of Chartered Accountants in Ireland and issued by the Financial Reporting Council.

Basis of Accounting The financial statements have been prepared under the historical cost convention.

Income Income is comprised of voluntary levies, grant income, donations and interest receivable.

Income received in the form of voluntary levy contributions is based on a price per litre of milk produced and is recognised on a receipts basis.

Grant income is credited to income in the period to which it relates.

Expenditure Expenditure is accounted for on an accruals basis.

Fixed Assets Fixed assets are held at cost less accumulated depreciation.

Depreciation of fixed assets is provided on a straight line basis as follows: Office equipment Computer equipment

25% per annum 25% per annum

Pension The company operates a defined contribution pension scheme. Contributions payable to the scheme are charged to the income and expenditure account in the period to which they relate.

Taxation The company is exempt from Corporation Taxation in respect of its trading activities. Passive income, if any, (such as deposit interest) remains taxable.

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Notes to the Financial Statements (continued) For the Year Ended 31 December 2012 2. Deficit On Ordinary Activities Before Taxation

The deficit before taxation is stated after charging: Directors’ remuneration Directors’ expenses Auditor’s remuneration Depreciation Operating leases

and after crediting: Profit on disposal of fixed assets Interest income

2012 2011 € €

46,400 59,342 25,559 24,671 11,000 11,000 7,818 13,194 - 3,780

- 1,857 5,778 10,150

3. Employees

2012 2011 € €

Wages and salaries Redundancy costs Social Welfare costs Pension

380,936 414,711 - 74,134 37,258 42,142 25,860 24,318

444,054 555,305

The average number of employees for the year was 9 (2011: 8).

The number of employees at the year ended 31 December 2012, including eleven directors, was 17 (2011: 16).

4. Taxation Corporation tax was incurred on interest earned as follows:

2012 2011 € €

Corporation tax @ 25%

1,444 2,538

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Notes to the Financial Statements (continued) For the Year Ended 31 December 2012 5. Tangible Assets

Computer Office

Equipment Equipment Total

€ € € Cost: At 1 January 2012 45,578 40,653 86,231 Additions 18,895 800 19,695

At 31 December 2012 64,473 41,453 105,926

Depreciation: At 1 January 2012 42,424 38,091 80,515 Charge for the year 6,251 1,5677,818

At 31 December 2012 48,675 39,658 88,333

Net book value: At 31 December 2012 15,798 1,795 17,593

At 1 January 2012 3,154 2,562 5,716

6. Debtors: (Amounts Falling Due Within One Year)

2012 2011 € €

Other debtors 145,478 50,928 VAT recoverable 72,910 150,791 Corporation tax 1,117 512

219,505 202,231

7. Creditors: (Amounts Falling Due Within One Year)

2012 2011 € €

Trade creditors Accruals and sundry creditors PAYE/PRSI

189,118 554,182 152,032 135,807 22,309 17,626

363,459 707,615

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Notes to the Financial Statements (continued) For the Year Ended 31 December 2012 8. Pension The company operates a defined contribution pension scheme. Contributions payable in respect of the year ended 31 December 2012 amounted to €25,860 (2011: €24,318). There were no pension contributions outstanding at the year end (2011: €Nil).

9. Accumulated Surplus 2012 2011

€ €

Accumulated surplus at the beginning of the year 1,091,202 1,600,040 Deficit for the year (288,499) (508,838)

Accumulated surplus at the end of the year 802,703 1,091,202

10. Analysis Of Changes In Net Funds

Opening balance Cashflow Closing balance € € €

Cash at bank and in hand 1,590,870 (661,806) 929,064

11. Commitments Guarantees The company is a member of the GEIE European Milk Forum, a grouping set up to promote dairy products throughout Europe. The company, in conjunction with the other nine members of the forum, has provided a guarantee in relation to any commitments of the forum to third parties which remain outstanding following liquidation of the forum.

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Notes to the Financial Statements (continued) For the Year Ended 31 December 2012 12. Related Party Transactions Certain directors of the company are also directors of the co-operatives from which the company receives voluntary levy income and other income. The total voluntary levy income and other income received in the normal course of business from these co-operatives amounted to €1,819,486 (2011: €2,204,642). The total expenses claimed by these directors for the year ended 31 December 2012 amounted to €23,778 (2011: €23,990). The directors held 9 meetings during the year ended 31 December 2012 (2011: 9 meetings).

13. Approval Of Financial Statements The financial statements were approved by the Board of Directors on 27 March 2013.

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The National Dairy Council wishes to thank its Member Co-ops for their continued support, ensuring long-term success of NDC dairy marketing campaigns and initiatives

Ardrahan Lullaby Milk Arrabawn Co-operative Society Ltd. Bandon Co-operative Agricultural and Dairy Society Barryroe Co-operative Ltd. Boherbue Co-operative Ltd. Callan Co-operative Agricultural and Dairy Society Ltd. Centenary Thurles Co-operative Society Ltd. Cl贸na Dairy Products Society Ltd. Connacht Gold Co-operative Society Ltd. Donegal Creameries Drogheda Producers Co-operative Ltd. Fealesbridge & Headleys Bridge Co-operative Dairy Society Ltd. Glanbia Co-operative Society Ltd. Irish Dairy Board Co-operative Ltd. Kerry Co-operative Creameries Ltd. Kill Co-Operative Agricultural & Dairy Society Ltd. Lee Strand Co-operative Creamery Ltd. Lisvaird Co-operative Creamery Ltd. Mullinahone Co-operative Dairy Society Ltd. Newtownsandes Co-operative Dairy Society Ltd. North Cork Co-operative Creameries Ltd. Wexford Milk Producers Society Ltd.

The National Dairy Council Innovation House 3 Arkle Road Sandyford Dublin 18 Ireland t +353 (0)1 290 2451 f +353 (0)1 290 2452 e info@ndc.ie www.ndc.ie

The National Dairy Council Annual Report 2012