Vision, Mission & Strategic Objectives

Milk and dairy products represent an important part of the traditional Irish diet and the NDC will be at the forefront of promoting their values to Irish consumers. In an era of consumer choice, international branded competition, and general confusion about the nutritional value of many food products, the Irish dairy sector has to use all the resources available to it to ensure its voice is heard and that dairy, as a food category, retains its important position in the food pyramid.

The NDC has a vital role to play in supporting the sector by driving the consumption and positioning of milk and dairy.

Our Vision

Our vision is to be the authoritative and trusted voice in advancing the consumer perception and consumption of Irish milk and dairy products.

As an organisation funded by the dairy farmers of Ireland, their interests and the long-term sustainability of the sector are at the heart of our raison d'etre.

Our Mission

Our mission 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.

Our Values

The values that the NDC wish to convey and embed in the culture and ways-of-working of the organisation are:

• Trusted:

  The NDC will seek to build trust with key stakeholder groups through the provision of well-informed and balanced views and information.

• Innovative:

  The NDC will strive to be innovative, bringing new ideas and a fresh approach to the work undertaken.

• Forward-looking:

  The NDC will work hard at being forward-looking, pre-empting issues and matters of interest and importance to the funders and the milk and dairy sector.

• Authorative:

  The NDC will ensure that the views and opinions of the organisation are rooted in robust scientific research so that it can speak with authority.

• Accessible:

  The NDC at all times will engage openly with the many stakeholder groups and be accessible and responsive.

Strategic Objectives from 2008-2012

As part of our Milk for Life strategy, NDC aims to achieve the following between 2008 and 2012.

1. To enhance the position and image of milk and dairy products through a proactive and well-informed advocacy and communications strategy
2. To increase the consumption of milk by young people by leading the re-vitalisation of the School Milk Scheme at primary and secondary levels
3. To strengthen the position and image of milk and dairy in terms of usage and attitudes amongst all target consumer segments by means of more informed market research and delivery of effective marketing campaigns
4. To inform, advise and publicly represent the milk and dairy industry through building a systematic approach to, and competency with regard to Issues Management
5. To be recognised as the national centre of knowledge on dairy nutrition and related matters of importance to consumers
6. To re-structure and develop the NDC as a competent, efficient, effective organisation operating to a high standard of integrity and accountability, thereby delivering value to funders and key stakeholders

Success or otherwise in the attainment of these objectives will be the main basis on which the success of the NDC will be evaluated.