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NDC REVIEW OF KEY PROGRAMMES
- A snapshot of Strategy in Motion -

The NDC Annual Review published today (Tuesday 27th January 2009) set out goals, progress and achievements across key programme areas identified as part of the strategic plan launched in 2008.

The strategic plan covers five years from 2008. Therefore this Review is a “snapshot” of a strategy in motion -but one that highlights the significant progress that has been made in diverse but interconnected areas.

NDC Programme Areas – Achievements to Date

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.

The Health & Wellbeing events will be extended in 2009 as will the development of the NDC web site to include a science based e-library for health professionals, who are a priority target for the NDC. 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.

In February the NDC will launch a new Ireland-UK Dairy Alliance based on a formal partnership between the NDC and the UK Dairy Council.

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.

A key feature of the 2009 programme will be to promote to key target audiences the value of local produce and a move to promote butter and cheese in parallel with milk.

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.

Interestingly one of the largest clusters – representing mainly family households – claims that if they knew money was going back to the farmer, they would buy more of that milk. However these are also people who purchase predominantly private label milk. Research also indicates that many consumers do not understand the health benefits of milk.

School Milk & Dairy Programme: Unlike most European countries, Ireland has never had a national school lunch programme. Despite the Celtic Tiger years, it is widely recognised that affluence does not translate into a better diet for many. With localised regions of “food poverty” and the growing issue of childhood obesity, good nutrition is not presupposed as a natural consequence of modern living.

The School Milk programme is recognised as a valuable way to help to address some of these issues, 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. Following a pilot programme in Autumn and Winter of 2008, the roll out of the new school milk programme will target 500 schools in 2009, 90% in the primary sector and 10% at secondary level. Working closely with the dairies involved, these schools will receive visits from FAI Club Promotion Officers and information resource packs. Information packs will also be available to other schools by request.

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.

Issued by: Antonina Ni Dhuinn, Progress Communications

Tel: 01-2766117 Email: nina@progrespr.ie