The National Dairy Council (NDC) recently appointed Majella McCafferty as farmer advocacy manager. More than ever, it is important to highlight the positive role of Ireland’s dairy farmers in producing world-class dairy, that is produced efficiently and sustainably.
Before joining NDC, Majella was working in the west of Ireland, as a farm profitability specialist with Aurivo cooperative.
“My role at NDC is to strengthen our Farmer Advocacy programme – to build and support the ongoing success of our 17,500 dairy farmers operating the dairy industry. We need to build trust with Irish consumers on the sustainability and future of Irish dairy.”
NDC champions the Irish dairy industry’s social license to produce a portfolio of top-quality products that nourish the population.
The NDC are experts when it comes to talking about dairy, but understanding consumers differing needs and how Irish dairy (products and production) can meet those needs, is why they exist.
In the face of mounting criticism that agriculture is the biggest contributor to our greenhouse gas (GHG) emissions and growing suggestions that the only way to combat climate change is to move to a plant-based diet, it is critical that the NDC provides Irish consumers with the facts about Irish dairy farming practices.
“This means it’s our business to understand the lives and lifestyles of Irish consumers patterns, changing trends and what they care about – especially when it comes to making choices about food for themselves and their families, while considering climate and the environment.
“We know from listening to consumers of all ages, that they want to know about where there food comes from, the sustainability of their food choices and lifestyles,” Majella said.
The NDC claims that:
- 96% of dairy farmers are signed up to sustainability programmes;
- The dairy industry generates direct output of 7.0 billion, which through economic multipliers produces €17.6bn in total output in the Irish Economy;
- The dairy industry plays a critical role in Irelands rural economy – 53,930 jobs supported in Ireland;
- 70% of dairy farmers are using low emission slurry spreading;
- All positive outlooks that consumers need to be educated further on into the future.
A lot of the work that Majella does at NDC is in the area of Farmer Advocacy, and she manages a team of 16 farm ambassadors.
Across the country, NDC farm ambassadors represent some of Ireland’s top milk producers. They are active, passionate, and natural advocates for Ireland’s grass-fed dairy farming system, and the sustainable practices employed by the Irish dairy industry.
“What we need is a clear voice, championing our industry with positive stories about the reality of life on the farm, the effective measures being undertaken to address the environmental challenges, the people that make dairy happen, and the future that they want to have,” said Majella.
“Our role is to provide the platforms that they need to tell their stories so that the general public can feel better connected to the production system that puts top-quality Irish dairy in the chiller cabinet,” she continued.
To learn more about NDC’s Farmer Advocacy Programme please click here.
