History

A Brief History of the NDC to date

Formerly known as the National Dairy Publicity Council, the National Dairy Council (NDC) was established by the Minister of Agriculture in 1964, as a semi-state body. The aims of the Council were defined as maintaining and supporting the growth in the consumption of milk and dairy products.

The Council changed from a semi-state body to an industry-financed organisation in 1973 subsequent to Ireland joining the EEC. In 1978, the European Commission commenced a financial support programme to assist the undertaking of national promotional campaigns in an effort to increase dairy consumption and thereby reduce the problem of disposing of surplus milk production within the EEC.

With the assistance of EU funding, the popularity of milk, butter and cheese has been maintained and developed in Ireland by a range of successful marketing and promotional programmes over the years. The NDC has been behind many well-known campaigns from "Butter is the Cream" to "Dem Bones, Dem Bones Need Calcium" and has played a significant role in communicating the benefits of dairy produce to the Irish consumer.

The accompanying music to this campaign, "Pride of the Herd" by Shaun Davey, the well-known composer, subsequently entered the Irish record charts to great acclaim. Today it remains a distinguished anthem associated with the origins and traditions of an industry emerging from the world’s greenest dairy land.

The NDC’s role in the generic promotion of milk and dairy products has over time presided through the many changes that have taken place in the industry in terms of its structure, amalgamation and rationalisation.

Originally funded through both Exchequer and EU funding, the National Dairy Council quickly grew and found its place at the forefront of activities representing the industry in many different affairs. It quickly gained prominence as the spokesperson on dairy matters, while undertaking various high profile promotions, event sponsorship and media campaigns.

In the early 1960s, it had a very popular 15-minute weekly radio slot on RTE 1 hosted by Gay Byrne which grew steadily in listenership. Around this time, the organisation also opened the Cookery Kitchen Information Service. In 1978, it was one of the first food organisations in Ireland to employ a nutritionist on its staff in support of the growing attitudes towards healthy eating, which was in its infancy at that stage.

Some of the high profile events included

  • The Milk "Fun" Run staged nationally in conjunction with the dairies and a charity to raise funds and awareness for the selected cause.
  • The Milk Superstars, which featured high profile athletes and well-known personalities from TV/Radio competing on a weekly television programme for the ultimate sporting title.
  • The Milk Rás was sponsored for 22 years in association with FBD Insurance and travelled the country while commanding high network profile in addition to press and radio coverage.
  • The Milk Music Awards, an annual awards ceremony transmitted live on television following a polling system used in the weeks leading up to the event.

Other examples of successful promotions

  • "What's Cooking". An eight-week TV programme transmitted on RTE 1
  • "Cheese SuperMum". A road show event which had its final staged and judged on "The Late Late Show" with Gay Byrne.
  • Radio 2 "Food File" with Gerry Ryan. A weekly slot to promote dairy-based food recipes with a high volume of postal requests.
  • "Pennywise Kitchen" with Jimmy Greely on 2FM featured favourite food preferences of pop superstars in the music industry.
  • The National Cheese Board Awards was endorsed by Bord Fáilte and promoted nationally the wide availability and versatility of farmhouse and industry cheeses.
  • The Young Home Economist Competition, Panel of Chefs in Ireland, Schools Computer Programmes and Medical Seminars are examples of other areas that the Council targeted in its quest for publicity and sales.