Statement of Strategy

NDC’s Vision Statement: 

Irish Dairy is seen as relevant and important to consumers of all ages and there is a widely held sense of pride in the Irish Dairy Farming industry. 

NDC’s Purpose: 

To ensure that Irish Dairy has a long and successful future. We are confident that we can achieve this if we operate in the following way: 

Deep Insight – Everyone knows that NDC is the expert when it comes to talking about dairy benefits, but understanding consumers differing needs and how Irish dairy can meet those needs, is why we exist. 

Build Relevance – Our focus is on building and sustaining Irish dairy’s relevance with consumers of all ages – from the youngest to the oldest, from those who simply enjoy the taste of dairy, to those that want to understand how dairy can help them achieve their health, fitness and sporting goals. 

Showcase Provenance & Sustainability – we know from listening to consumers of all ages, that they want to know about the provenance and sustainability of their food choices and lifestyles. We can help by sharing our extensive knowledge of Irish dairy and what makes it special – beyond its nutritional benefits to how it is produced and the action Irish dairy is taking to ensure that our grass-based milk remains the most sustainably produced dairy on the planet.

Support our Stakeholders – it’s not just the NDC that needs to know what consumers require from dairy. It’s our job to advise and guide our stakeholder organisations and funders on how best to remain relevant with Irish consumers – to be trusted, not just to produce wonderfully nutritious, life enhancing products, but to do it authentically and sustainably, so that Irish consumers feel a shared sense of pride in Irish dairy. 

NDC’s Mission Statement:

To share our extensive knowledge of Irish dairy and what makes it special – its nutritional benefits, how it is produced and the action Irish dairy is taking to ensure that our grassbased milk remains the most sustainably produced dairy on the planet 

NDC’s Strategic Focus:

1 – Protect & Grow Social License to Produce by:

Building Pride in Irish Dairy Farming

Membership Engagement & Advocacy 

2 – Celebrate & Endorse Consumption by:

Continuing our Nutrition work, providing health benefit proof points

Deepening our focus on Provenance & Sustainability 

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