NDC 45th Members' AGM - Clarion Hotel, Dublin - 23 June 2009
A snapshot of Strategy in Motion
Helen Brophy, Chief Executive, National Dairy Council
Speaking in Dublin, NDC Chief Executive Helen Brophy said “following an honest and thorough process
of review, the NDC in 2008 set clear, ambitious and – critically – measurable targets to be achieved
over a 5 year period driven by its new strategic plan. Implementation during 2008 was “year one” of a
five year strategy, with significant progress already made in diverse but interconnected areas.”
The Advocacy & Communications Programme: Sets out to reposition the NDC as a trusted and respected information source for consumers, health professionals and the media.
The NDC acts as an independent first point of contact on all dairy consumer-related issues at media and health professional levels. Analysis of scientific material and research is receiving greater resources. Up to date science based material now forms the basis of the communications programme. Key outputs in 2008 have included a range of nutritional advice literature, implementation of the NDC Dairy Den Programme for parents and young families, presence at a number of key events, science based media communications and the introduction of Health & Wellbeing event for consumers.
2009 will also see the NDC actively engaging in projects which will help to educate consumers about dairy as part of a healthy balanced diet and lifestyle.
The Advocacy process has involved the development of meaningful links with national and international industry organisations. For instance in 2008 the first European Dairy Marketing Forum was hosted in Dublin and formal links were developed with the Irish Osteoporosis Society and Dental Health Foundation. Information guides for consumers have been developed, web information published and literature distributed through healthcare channels including to GP surgeries.
The NDC participated in key health promotion fairs and conferences and returned to the National Ploughing Championships in September, with some 12,000 children and 20,000 visitors drawn to the marquee by the activities organised jointly with the FAI.
The Marketing & Promotion Programme: The marketing programme was informed by the Advocacy & Communications programme and shifted emphasis in 2008 to a focused media strategy tailored to target specific groups.
The “Nothing’s as Natural as Milk” theme was the centrepiece of a 15-week multi-media campaign to target a group of specific identified audiences and, particularly among younger consumers, often introducing them to the NDC for the first time. Follow up market research indicated above average levels of consumer recall and satisfaction with the campaign with average recall at 59% and 63% of respondents stating that they would be likely to consume more milk as a result of the campaign.
The NDC has developed innovative consumer modelling work in conjunction with TNS Worldpanel which helps segment consumers in to “behaviour clusters”. This will be an invaluable tool both to the NDC and its member co-ops in helping understand the behaviours which drive purchases and to helping to ensure that marketing spend is as relevant as possible.
School Milk & Dairy Programme: Unlike most European countries, Ireland has never had a national school lunch programme.
The School Milk programme is recognised as a valuable way to help to address some of issues related to poor nutrition in schoolgoing children and to raise awareness of the health benefits of dairy as part of a balanced diet to children - the customer base of the future. Despite this, the programme was challenged – for instance - by problems related to administration; fierce competition from soft drinks, fruit drinks and bottled water; a perception of being irrelevant and a perceived lack of innovation in packaging format. However the school milk programme is interpreted as good value for money.
A full root and branch review of the scheme was undertaken in co-operation with the dairies involved. Research during 2008 involved focus groups with children, teenagers and parents as well as in-depth interviews with teachers.
The new School Milk & Dairy Programme emphasises health and nutrition in the school curriculum and, through an innovative link with the Football Association of Ireland, builds the link between dairy consumption and sport. Pilot programmes ran in Autumn and Winter of 2008 which saw a 5% increase in student participation. The new school milk programme is now rolling out over 2009/2010. The linkage with the FAI has also allowed the NDC to achieve significant media profile for the School Milk & Dairy Programme, with endorsements from Ray Houghton, Packie Bonner and Giovanni Trapattoni.
Issues Management & Nutrition Programmes: Despite the constant stream of objective, scientific and largely positive information, there has been a significant level of misinformation around milk and dairy products. The pigmeat crisis at the end of 2008 also showed how a localised event can have serious repercussions right across the food industry and illustrates the importance of having comprehensive issues management protocols in place.
In line with the 5 year strategy initiated in 2008, a functioning Issues Management & Nutrition Programme was established. Adopting best practice models, it has laid a solid foundation for a systematic and informed approach to issues management.
The Nutrition Programme, supported by an Expert Sub Committee, has already resulted in greater agility and responsiveness in delivering positive, science-based messages across a range of programmes. The Nutrition Programme has an important role in providing the research and information required to correct myths and misconceptions based on balanced, evidence-based facts.
Accountability & Corporate Governance: The National Dairy Council is largely funded through a voluntary farmer levy and is, therefore, committed to ensuring contributors are getting value for money.
Restructuring in order to improve efficiencies has been undertaken, frequency of board meetings has increased and the development of four new Board Sub Committees are just some of the measures which have been introduced to ensure the highest level of expertise exists to drive the programmes forward.