National Dairy Council makes its mark
The National Dairy Council has launched its own mark to help consumers choose Irish milk and cream products and support Irish dairies
13 October 2009 | 0
The National Dairy Council (NDC) has developed a new packaging mark for milk and cream products to certify that they are 100% farmed in Ireland. The principal aim behind the mark is to assure Irish consumers purchasing these that they are supporting 100% Irish jobs when they choose milk or cream products bearing the mark.
In a national survey of consumers aged 18 to 44, Empathy Research (September 2009) found that 70% believe it is important that the milk they buy is sourced in Ireland. Another study by Business and Marketing Research (BMR, June 2009) showed 81% of consumers would like a mark telling them where milk has been farmed.
NDC chief executive Helen Brophy said that counsumers have indicated there is “a high level of confusion” over the origin of milk products, particularly as “loopholes in labelling laws have been used.” The new mark will bring clarity on the matter, she said, and will also apply to private label products over which “confusion has probably most occurred.”
Participation in the scheme requires adherence to strict criteria and is subject to a thorough auditing regime. Only paying NDC members can use the trade mark, in return for a further “small annual administration contribution.” Brophy said NDC has received “interest from entities that are not members” to join the council in order to avail of the new mark.
So far 10 Irish dairies are signed up to the scheme, including Glanbia. NDC formally launched the initiative at the National Ploughing Championships and will roll out a comprehensive communication programme in November across TV, radio, outdoor and press.