A new initiative known under the working title of Project Connect, which will aim to bring together key players in the agri-food sector to promote Irish agriculture, could be finalised in the first quarter of 2025.
The initiative, which is at tentative early stages at present, will look to address negative public perceptions of farming.
Although there is no formal agreement between stakeholders yet, it is understood that there is a general consensus that the initiative should be progressed, pending the finalisation of key details.
An industry event took place last week which saw the concept of the initiative formally introduced to stakeholders. It is believed that some 60 people attended that meeting.
Those stakeholders are understood to have included state agencies, including Bord Bia; as well industry bodies, including Meat Industry Ireland (MII), Dairy Industry Ireland (DII) and the National Dairy Council (NDC); farm organisations; and several other bodies.
A spokesperson for one body involved told Agriland that the purpose of the meeting was to introduce Project Connect to a wider group of people, both inside and outside the agri-food sector, and build a “strong foundation” for the project.
Several details remain to be ironed out, including how the project will be funded, and sources have suggested that there is “a lot of road to run”.
However, it is understood that there was general agreement in the meeting that an initiative of this type, to engage with the general public on agriculture, should be pursued.
Among the issues to be decided is what audiences – such as consumers, or young people – should be specifically targeted.
The role of engaging with young people through education, via primary schools and secondary schools, is also up for consideration.
Another key point to be addressed is the role of the NDC, which already engages in promotional and public engagement activity on behalf of the dairy sector.
It is understood that stakeholders are concerned that any overlap between the work of the NDC, and the work of the new initiative on dairy sector issues, may not be seen as the best use of resources.
This ties into the funding issue. At present, it looks like Project Connect will be funded from contributions from the various sectors, though any final agreement will have to ensure that the dairy sector’s contribution takes account of the milk processor levy paid to the NDC.
According to sources, the participants in the meeting understood that it must be clear that the money is being “spent well” in order to get support from farmers.
It is understood that, on foot of the meeting, Bord Bia has been tasked with formulating an initial outline on how the project will be governed and overseen.
Although no timelines have been set in stone, source said that, pending agreement on these details, and a number of others, the first quarter of 2025 may see a final plan in place.