Agri Aware, the agri-food educational body, has launched a novel and engaging communication campaign at Dublin Airport to engage the consumer in the importance of CAP (Common Agricultural Policy).
The six-week campaign, which will be seen by some four million passengers in both Terminals 1 and 2 at Dublin Airport, will promote the benefits of the Common Agricultural Policy (CAP) to the general public of all ages, tourists from across the world and farmers.
This is the first time that the importance of farming, the agri-food industry and CAP for delivering quality food, has been communicated to the public at Dublin Airport.
Agri Aware’s novel campaign explains how CAP delivers jobs, rural development, agri-food exports, sustainability, quality food that is traceable and to promotes tourism.
Agri Aware’s Dublin Airport advertising campaign is part of an overall yearlong strategy to communicate the Common Agricultural Policy to the general public and farmers. Agri Aware’s campaign entitled ‘Farm to Fork-CAPtured, for over 50 years’ focuses on food security, food safety, food affordability, the sustainable management of our natural resources and development of our rural areas.
The farming and agri-food sector is Ireland’s largest indigenous sector, providing employment to over 300,000 people directly and indirectly. Exports from the agri-food sector have grown by over 50% since 2009, reaching almost €11bn in 2015.
Speaking at the launch of Agri Aware’s CAP advertising campaign at Dublin Airport, Agri Aware’s Chairman, Mr. Richard Moeran said: “Agri Aware’s advertising campaign aims to communicate what our farmers and the agri-food industry deliver through CAP: quality, safe and traceable food to the consumer, jobs and rural development.”
Agri Aware’s CEO, Dr. Vanessa Woods, added: “Our unique campaign allows Agri Aware to engage the local consumer in the benefits of CAP and it also allows us to engage tourists from all across the world, who come to visit Ireland. This is the first time that this type of campaign has been delivered in Dublin Airport and when people see our messages, they can understand why our food has a world class reputation and why it is in demand right across the globe. The link between the farmer on the land, the agri-food sector and CAP is what delivers our quality and sustainably produced food, jobs, tourism and rural development”.
Joe Healy, President of IFA, said, “The IFA is delighted to support Agri Aware’s CAP communication campaign to engage the public in the importance of farming as we all need a farmer every day, three times per day.”
Richard Kennedy, CEO of Devenish – Beyond Nutrition added, “Devenish is delighted to support Agri Aware’s novel CAP communication campaign in Dublin Airport. Their campaign is creative and will grab the attention of the consumer of all ages. Tourists will gain a real understanding of the quality food that they can expect to enjoy whilst visiting and the beautiful landscape that they are about to visit.”
This innovative, educational, campaign is co-financed by the EU Commission Directorate General for Agriculture and Rural Development and was awarded to Agri Aware following a competitive bidding process. The campaign is also supported by the IFA and Devenish, in addition to Agri Aware’s other patrons.