Role of the NDC

The NDC plays a vital role in driving a sustainable dairy industry in Ireland and in educating consumers on the role of dairy in their lifestyles. As part of its revitalisation strategy, the NDC will express its core values through a range of new and improved marketing and communications programmes, all of which will highlight its commitment to delivering stakeholder value and to using best-available science-based information.

Among the anticipated benefits of on-going NDC activity will be the positive positioning of milk and dairy products in the minds of consumers and, ultimately, an up-lift in the consumption of milk and dairy in the home market.

Core activities

Going forward, the NDC sets itself the targets of being an organisation that is trusted, innovative, forward-thinking, authoritative and accessible. Six core activities will form the basis of its relevancy to Irish consumers and the Irish dairy industry.

1. Advocacy and Communications Programme

The NDC ensures milk and dairy products are positioned positively within the minds of consumers and combats unsubstantiated, inaccurate facts and misinformation.

2. School Milk and Dairy Programme

The revitalised School Milk and Dairy Programme launched in 2008, will increase access of quality dairy products to children and teenagers and increase the number of schools involved nationally.

3. Marketing and Promotion Programme

The NDC ensures the visibility of milk and dairy products at consumer level and reinforces their relevance in consumer lifestyles. .

4. Issues Management

The NDC ensures that the interests and concerns of the consumer are understood and prioritised in order to maintain their trust in the health and nutritional benefits of milk and dairy products.

5. Nutrition Programme

Milk and dairy products contain a wide range of essential nutrients (such as calcium, protein and some of the B vitamins) required for growth, development and overall health and wellbeing throughout the life cycle. The NDC aims to communicate, market and promote milk and dairy products to key target groups.

6. Accountability and Corporate Governance Programme

As an externally funded body, the NDC is accountable to its supporters and continually undertakes to operate to the highest standard of integrity.