Statement of Strategy

Mission Statement

Our job is to tell the story of Irish dairy – restoring pride and trust in its quality, its commitment to sustainability, and its role in a healthy, balanced diet, in a credible, scientific manner.

Strategic Focus

• Advocate for Irish dairy farmers’ social licence to produce milk.
• Celebrate and endorse dairy consumption by informing society why Irish dairy is an important part of a healthy, balanced diet.

As we build our plan to deliver against these strategic priorities, our focus will always be squarely on our 4 key audiences: Consumer, Consumer Influencers, Members & Stakeholders.

Vision 

• Champion Irish dairy’s social licence to produce a portfolio of products providing essential nutrition, with a demonstrable commitment to sustainability.
• Secure public agreement that dairy is central to Irish culture, to Irish communities, to the Irish economy and to the health of the Irish nation.

Purpose 

Provide Deep Insights – We are the experts when it comes to talking to consumers about Irish dairy. It’s our business to understand their changing lifestyles and what they care about, when it comes to making choices about food for themselves and their families.

Inform Choices – We help consumers make choices by sharing our knowledge of Irish dairy and what makes it special – its nutritional benefits as well as its grass-based production system and commitment to greater sustainability.

Support our Stakeholders – We advise our stakeholder organisations on how best to remain relevant with Irish consumers to be trusted to produce nutritious, high-quality food products with a commitment to sustainability and authenticity, so that the Irish consumer feels a shared sense of pride in Irish dairy.