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NDC Launches Nationwide Campaign to Support Local Jobs & National Dairy Week

Mary Wallace T.D., Minister of State at the Department of Health and Children with responsibility for Health Promotion launches new NDC marketing campaign Paul O'Connell with Helen Brophy, Chief Executive of the National Dairy Council.

9th November, 2009: The NDC is launching a major 3 month national advertising campaign to build consumer understanding and recognition of the new NDC packaging mark and to promote support for milk and cream farmed in the Republic of Ireland. This will be followed by National Dairy Week from 16th November, an opportunity to celebrate the nutrient richness of dairy.

Munster rugby star Paul O’Connell, RTE broadcaster Mary Kennedy, Micheal O’Muircheartaigh and George Hook will feature in national media promoting the NDC mark and encouraging consumers to buy milk farmed in the Republic of Ireland, with the messages ‘We’re behind local dairy farmers – are you ?’ and ‘Always choose milk or cream with the National Dairy Council mark’.

“The NDC mark assures you that the milk or cream you are buying has not been imported,” says Helen Brophy, Chief Executive of the National Dairy Council. “In the Republic of Ireland nearly 4,700 jobs in dairy farming and local co-ops, are supported when you buy milk or cream products with the National Dairy Council packaging mark.”

Rugby star Paul O’Connell will drive the television advertising. Shown the advertising campaign in testing, the message that “buying milk farmed in the Republic of Ireland supports the local dairy industry” came across very well to 94% of mothers and 84% of non mothers including males.

“89% of those surveyed found the message ‘persuasive’ and ‘positive’ and indicated a preference to choose products bearing the mark in the future. This is really very strong and very encouraging for this campaign”, says Helen Brophy.

The National Dairy Council mark was developed by the NDC following extensive consultation with the industry. Ten dairies with 13 processing plants are involved in the first phase, involving over 340 retail milk and cream products.

Packs featuring the new NDC mark have already started appearing on supermarket and shop shelves on a phased basis, mainly from now to January 2010, with a full list of licenced products published also at www.ndc.ie. Those dairies or co-ops which already have products licenced to carry the NDC mark are:
Arrabawn Co-op, Centenary Thurles Co-op, Clona Dairy Products, Connacht Gold, Donegal Creameries, Glanbia Consumer Foods, Kerry Agribusiness, Lee Strand Co-op, North Cork Co-op & Wexford Creamery.

National Dairy Week from 16th November 2009 sets out to remind us all of the nutrient richness of dairy as part of a balanced diet.

To celebrate the introduction of the NDC mark (Farmed in the Republic of Ireland) and National Dairy Week, the NDC is also running a free competition on-line at www.ndc.ie.

ENDS

Date: 9th November, 2009
Issued by: Antonina Ni Dhuinn, Progress Communications Tel 01-2766117 nina@progresspr.ie