Agri Aware 2010 ANNUAL REPORT · environmental and cultural importance of the Irish farming and...

Agri Aware 2010ANNUAL REPORT

AGRI AWARE AGRI AWARE

Family Farm, developed by Agri Aware and Dublin Zoo

Agricultural Awareness Trust

Waverly Office Park, Old Naas Road, Bluebell, Dublin 12.

Tel: +353-1-4601103 Fax: +353-1-4601097 Email: [email protected]

www.agriaware.ie

www.thefamilyfarm.ie


Agri Aware 2010ANNUAL REPORT


Mission Statement

Board of Directors

Chairman’s Statement

Agri Aware Founder and Patron Members

Agri Aware Project Sponsors

Informing the General Public

Primary School Programmes

Secondary School Programmes

Financial Report Chairman Bernard Donohue.

1 Agri Aware Annual Report 2010

Table ofCONTENTS

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2Agri Aware Annual Report 2010

MissionSTATEMENT

The object ives of Agr i Aware are to:

• Improve the image of the agriculture, farming and food industries.

• Promote greater awareness among the non-farming community of modern agriculture, the rural environment, animal welfare, food quality and safety.

• Heighten farmer awareness of the importance of best farming practices in the protection of the environment, animal welfare and food safety.

• Provide information about agriculture and food in schools nationwide.

• Inform the non-farming community about the crucial role that the farming and food industries play in the Irish economy.

Agri Aware targets projects and ini t iat ives towards:

• The general public, through initiatives designed to enhance their understanding of the vital economic, environmental and cultural importance of the Irish farming and agri-food industries.

• Students, to increase their understanding of agriculture and the link between farming and the food that they eat each day.

• The agri-business and farming sectors, by informing them about the important role that they play in maintaining the positive image and understanding of the industry.

The Mission Statement of the Agricultural Awareness Trust (Agri Aware) is:

‘To Improve the Image and Understanding of Agriculture, Farming and the Food Industry amongst the General Public’


Board ofDIRECTORS

Chairman1. Bernard Donohue

Vice Chairman2. David Hickey

Origin Enterprises

Founding Directors3. James Kelly

Secretary, IFA4. Pat O’ Keeffe

Treasurer, Irish Farmers’ Journal

5. Gerard BrickleyBord Bia

6. John McCullenFBD

7. Michael CroninIrish Dairy Board

Directors 8. Jim Power

Friends First9. Richard Moeran

IFA

10. Joe HealyFarmer

11. James GallagherConnacht Gold Co-op

12. Anna Marie McHughNPA

13. TJ MaherFarmer

14. Sheila NunanINTO

15. Kieran O’ ConnorGlanbia

16. Peter ByrneFRS Network

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The agri-food sector has experienced numerous changes over the last three years and the sector operates in a challenging environment. With this in mind, the Irish economy is reliant on a sustainable agriculture sector with the highest possible returns. Communicating the importance of this to the general public, key decision makers, policy analysts and the government is essential.

Providing a platform where the public can experience farming first hand has been a priority for Agri Aware for many years. In 2010, Family Farm in Dublin Zoo was established as an educational hub to communicate the importance of agriculture to the 1 million visitors that pass through Dublin Zoo each year. This redeveloped, interactive and impressive new site in Family Farm exceeded all expectations. Family Farm, cost over €1 million to build and was made possible with financial support from Bord Bia, FBD, the IFA, IFAC and Dublin Zoo.

Consumer behaviour has changed dramatically over the past 18 months. In a bid to rejuvenate the consumer’s support of Irish products, there has been an introduction of promotional campaigns such as those of the National Dairy Council (NDC) and Love Irish Food. Agri Aware, through Ipsos MRBI, conducted an independent piece of research to assess the consumer’s response to these promotions. The ‘Re-nationalisation of the Irish Consumer’ report concluded that: • 39% of shoppers always check the origin of fresh

produce • 68% of people demonstrated an awareness of the

NDC campaign, of which 52% were encouraged to buy products with the NDC mark

• 49% awareness of the Love Irish Food campaign, of which 59% were encouraged to buy food with this mark

Continuing with the success of our initiatives in Primary Schools, Agri Aware delivered the Incredible Edibles project for the second year. More than 70% of Primary Schools participated in the challenge, which successfully highlighted the benefits of eating five-a-day to our nation’s youth. The project was funded by Bord Bia and the fruit and vegetable industry and we are grateful to Mike Neary from Bord Bia and the other

committee members for their advice and knowledge throughout the year.

Educating future generations about the agri-food sector is imperative for a successful industry. The Agricultural Science and Home Economics pages in the Irish Farmers’ Journal have grown from strength to strength. The inaugural year of the Green Dragon Secondary Schools Innovation Challenge took place, where hundreds of teenagers created business ideas for the Agriculture, Food and Environmental sectors.

The year 2010 saw many changes to the Board of Agri Aware. Mairead Lavery stood down as Chairman and I would like to thank Mairead most sincerely for her many years of hard work. I would like to take this opportunity to acknowledge the Board who are voluntary members. David Hickey, Vice Chairman, Origin Enterprises; James Kelly, Secretary, IFA; Pat O’Keeffe, Treasurer, Irish Farmers’ Journal; Michael Cronin, Irish Dairy Board; Gerard Brickley, Bord Bia; Kieran O’Connor, Glanbia; T.J. Maher, Farmer; Joe Healy, Farmer; Shelia Nunan, INTO; James Gallagher, Connacht Gold Co-op; Peter Byrne, FRS Networks; Anna Marie McHugh, National Ploughing Association and Jim Power, Friends First. I would also like to welcome Richard Moeran, IFA to the board.

Many thanks to Willie Fahey and Joe Hickey from IFAC, Leo Oosterweghel from Dublin Zoo and Una Smyth and her team in the education department, who were central to the development of Family Farm. I would also like to thank Conor Gouldson, FBD; Matt Dempsey, Irish Farmers’ Journal; the President and staff of the IFA and Aidan Cotter and colleagues in Bord Bia.

Carmel McGetrick, the ATHE Executive Council, Damien Phelan and the IASTA National Council must also be acknowledged for their dedication to the Home Economics and Agricultural Science pages.

Finally, on behalf of the Board, I would like to thank the staff of Agri Aware for their hard work and commitment.

Chairman’s STATEMENT


Agri Aware FOUNDERS

Agri Aware PATRONS





Incredible Edibles

Study Guides

National Ploughing Championships CAP - Famers Play your Part

Green Dragon Innovation Challenge

Agri Aware aims to promote agriculture amongst

the general public. We provide the public with

information, enhancing the general understanding

of the economic, social, environmental and cultural

importance of the Irish farming and food industry.

General PUBLIC


Supporters of Family Farm in Dublin Zoo (L-R): President Irish Farmers’ Association, John Bryan; Head of Education at Dublin Zoo, Una Smyth; FBD Company Secretary, Conor Gouldson; Outgoing Agri Aware Chairman, Mairead Lavery; IFAC Accountants Chairman, Seumas O’Brien; Dublin Zoo Director, Leo Oosterweghel and Bord Bia Chairman, Dan Browne.

FAMILY FARMFamily Farm opened its gates to the public in May 2010. The opening of Family Farm marked a new venture for Agri Aware and the agri-food industry in Ireland. The Farm was developed as a partnership between Agri Aware and Dublin Zoo and was supported by the IFA, Bord Bia, IFAC and FBD. Family Farm communicates the importance of agriculture and the role of the farmer to the 1 million visitors to Dublin Zoo each year. The site is 1 acre in size and is home to farm animals, a model cow which can be milked, interactive learning hubs and a garden.

Learning on the Farm During the school year, students visited Family Farm, where active learning was the primary aim. Tours were guided by the Family Farm teacher and students had an opportunity to learn about farming, food and the environment. Seasonality is at the core of every lesson and activity, with the role of the farmer explored during each season.

Events Since its opening, Family Farm has hosted a number of events and exhibitions. The Harvest Festival, Heritage Week and Farm and Countryside Safety

Week were celebrated by the many visitors to Family Farm. ‘Meet the Farmer’ talks took place over a number of weekends, where local farmers spoke to visitors and members of the public had a chance to meet a working farmer.

THE EGGLYMPICSTo celebrate International Egg Day, the first inaugural Egglympics was held beside St. Stephen’s Green to promote the egg. The promotional event showcased the benefits of eggs and highlighted the role of Irish farmers in producing quality eggs. Egg juggling, egg and spoon races and egg peeling challenges took place, with members of the public competing against each other.

RETAILER PRESSURE-THE CONSUMER IS STARTING TO THROW THE PUNCHES! The Irish consumer is an informed force to be reckoned with, according to the research conducted by Ipsos MRBI on behalf of Agri Aware. The Ipsos MRBI report highlighted that approximately 40% of shoppers are now checking the country of origin on many of their food items. The report entitled


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‘The Re-nationalisation of the Irish Consumer’ investigated the motivation of the Irish public to buy based on origin. It showed that consumers are more proactive in their approach to origin, value and supporting farmers. Many promotional campaigns have resulted in this nationalism, and consequently, consumers are clearly aware of the role of Irish farmers and the need to support them.

The report demonstrated that the Bord Bia Quality Mark, National Dairy Council and Love Irish Food campaigns achieved strong penetration and positively influenced the consumer to buy Irish. However, the report demonstrated that consumers do not feel that the retailers are giving farmers a fair deal. Approximately 72% of consumers said that farmers do not get a fair price for their produce. The report called on retailers to listen to the voice of consumers and farmers.

CAP 2010 CAMPAIGN September saw the launch of Agri Aware’s Common Agricultural Policy (CAP) 2010 Campaign, ‘Farmers Play Your Part!’ in association with the EU Commission. As negotiations around CAP post-2013 gear up, informing the general public on the merits of the CAP and its

advantages is a hugely important issue. With this in mind, Agri Aware approached this campaign from the point of view that it is farmers, those individuals directly involved with the CAP, who are in the best position to communicate the many advantages of the CAP for society.

Agri Aware developed a set of positive messages and communications skills for every farmer to understand and use. Through the use of a booklet, website, seminars and other activities, Agri Aware empowered the farmers of Ireland with the required skills and messages to successfully communicate the benefits of CAP to the general public.

1. Family Farm: Lorraine Keane at the opening of Family Farm in Dublin Zoo in May 2010.

2. Consumer Research: Anna More, Ava Sutcliffe and Bernard Donohue, Agri Aware Chairman, supporting Irish produce at the launch of Agri Aware’s Ipsos MRBI report. th

3. Painting his part for Agri Aware’s ‘Farmer’s Play your Part’ CAP 2010 Campaign was Limerick Farmer, Patsy Mulcahy.

General PUBLIC

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Agri Aware deliver a number of initiatives at primary

level. It is vital that students learn about the agri-

food industry at a basic level from an early age

and understand where their food comes from, the

importance of sourcing traceable Irish food and

agriculture’s contribution to the economy and the

creation of employment

Pr imary SCHOOL


Winners of the Incredible Edibles 2010 from Monastery Primary School, Tipperary.

AGRI AWARE’S INCREDIBLE EDIBLES Students and their teachers embraced the Incredible Edibles challenge for the second year. Students who took part grew potatoes, strawberries, lettuce, spinach and carrots in the classroom or outside. Every student that participated received their own booklet ‘Ready, Steady, Know’, which included information on healthy eating, portion size, recipes and games. The pack also included a teacher resource which contained lesson plans, a DVD and posters.

The year 2010 also saw the introduction of learning days and mini challenges as part of the Incredible Edibles initiative. Airfield Farm in Dundrum, Dublin, played host to Incredible Edibles learning days, where pupils toured the farm and participated in cookery demonstrations with vegetables. Incredible Edibles students were also challenged to develop a new character and a healthy recipe and hundreds of entries were received from pupils across Ireland.

The Bull AwardAgri Aware’s Incredible Edibles is now an award winning initiative! In November 2010, The Guild of Agricultural Journalists of Ireland, in association with AIB, hosted the 2010 Agricultural Journalism Awards. The awards are presented every two years, for work of outstanding merit in six different categories, with an overall winner being chosen from the six category winners. All entries are judged by an independent panel of judges. The Incredible Edibles won the ‘Targeted Communications’ category and The Bull

Award for overall winner. This is the first time that an organisation won ‘The Bull’ and Agri Aware would like to sincerely thank the judging panel and the Guild of Agricultural Journalists. This achievement would not have been possible without the support, guidance and sponsorship from the Incredible Edibles steering committee/sponsors. Agri Aware would like to thank the sponsors of the Incredible Edibles project for their continued support.

SPRINGTIME ON THE FARM The annual Springtime on the Farm art and colouring challenge celebrated its tenth birthday in 2010. The challenge was supported by FBD since its inception. Coinciding with the opening of Family Farm in Dublin Zoo, the challenge tasked students to name the farm and to colour or draw a picture of farming. From the 18,000 entries received, Aideen Carew from Mont Bruis National School, Tipperary came up with the name ‘Family Farm’.

DIG IN! Dig In! was expanded in early 2010 to include a poster, DVD and modules on Farm and Countryside Safety. Sponsored by FBD and ESB Networks, the ‘Dig In! Learning about Life on the Farm and Countryside Safety’ now has 64 lesson plans and activities. The new modules focus on animal safety, countryside safety, electrical safety and machinery


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safety. All primary schools in Ireland received ‘Dig In’ in January. The resource was launched by the Minister for Agriculture, Fisheries and Food, Mr. Brendan Smith T.D.

NATIONAL TREE DAY Schools across Roscommon celebrated National Tree Day by participating in Agri Aware’s tree day challenge. All schools in Roscommon received a free resource which included lesson plans and activities on Irish woodlands. The initiative was supported by the IFA, Teagasc and the Tree Council.

Students submitted an essay to Agri Aware, outlining why woodlands are important. Students from St. Patrick’s National School, Strokestown were the lucky winners and won a tree planting for their school. The school grounds are now home to native Birch trees and each pupil received a tree to plant at home.

FARM AND COUNTRYSIDE SAFETY WEEK With ever increasing numbers of farm accidents and fatalities, Agri Aware, in association with FBD, ESB Networks and the Health and Safety Authority developed National Primary School Farm and Countryside Safety Week. The week was held from 18-22 October 2010. To raise awareness of the initiative, a poster was distributed via the INTO’s ‘In Touch’ magazine, which communicated the importance of staying safe on the farm and in the

countryside. The poster explained the associated dangers of animals, electricity poles, machinery, silage and slurry pits and waterways. Having a safe play area for children also featured in the poster. As part of the week, students were challenged to undertake a communications action, highlighting to their peers how to stay safe. Schools submitted a sample of their work to Agri Aware in the form of posters, photos, stories, poems and DVDs. Students from Kildangan National School, Monasterevin, Co. Kildare were named national winners of the challenge.

1. Springtime on the Farm: The Hanrahan children from Knocklyon, Dublin launching the Springtime on the Farm Challenge in March 2010.

2. Farm and Countryside Safety Week: Top of the class: Pupils from St. Mary’s Primary School Enfield, Co. Meath learning about Farm and Countryside Safety.

3. At the launch of the ‘Dig In! Learning about Life on the Farm and Countryside’ at Knock Temple National School, Virginia, Co. Cavan, were (L-R), Tom Reilly, Public Safety Manager, ESB Networks; Brendan Smith T.D., Minister for Agriculture, Fisheries and Food; Mairead Lavery, Chairman Agri Aware; Fergal Brady, FBD; Declan Cooney, Principal, Knock Temple National School with pupils Hannah Wilders and Pasha Fedjukovs.

Pr imary SCHOOL

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Students in second level education are beginning to

think about their career and the path they will take

in life. Ongoing relationships have been developed

through Agri Aware with many key organisations at

second level, including IASTA and the ATHE. Through

its range of educational initiatives, Agri Aware aims to

encourage and develop the interest and understanding

that students have in the agri-food industry.

SecondarySCHOOL


Farm Walk ‘n Talk: Kate O’Reilly from Mount St. Michael School in Roscarbery at Agri Aware’s Farm Talk ‘n Walk at Clonakilty Agricultural College.

FARM WALK ‘N TALK More than 2,900 Agricultural Science students attended Agri Aware’s Farm Walk ‘n Talk in Teagasc colleges and UCD’s Lyons Estate in February. The days were launched by the Minister for Education, Science and Technology, Mr. Batt O’Keeffe T.D. The practical days were organised by Agri Aware in association with IASTA, Teagasc and UCD and provided Agricultural Science students with a practical understanding of the course.

Over 100 schools participated, with fifth and sixth year students visiting the colleges. Following the initiative, a teacher survey was conducted and data demonstrated that:• 96% of teachers would attend Agri Aware’s

Walk ‘n Talk again • 90% found the accompanying notes useful • 95% of teachers felt that the tours accurately

reflected the curriculum

GREEN DRAGON The inaugural Green Dragon Secondary Schools Innovation Challenge was launched in 2009, with the National Final in March 2010. Agri Aware teamed up with AIB and Bord Bia to hone in on the ingenuity of

all secondary schools students. Challenged to pitch a business idea in the three categories of agriculture, food and the environment, students from across Ireland entered in their hundreds, displaying great creativity and innovation.

Three regional heats were held across the country, with all students being given an opportunity to pitch their innovative ideas. From these heats, twelve finalists proceeded to the National Final in the Lighthouse Cinema, Smithfield, Dublin, where they pitched their ideas to a judging panel and the audience.

One Hand ReelThe overall winner was a ground breaking invention from Paul Bowden, a student at CBS Thurles, who developed a One Hand Reel. Aiming to take away the onerous task of herding cattle, the invention allows the user to clip a hook onto an electric fence and create a moveable electric boundary, while the other hand remains free to keep cattle at bay. Much like a retractable dog leash, it self winds and is held in one hand. Praised by the judges for its simplicity and intelligence, Paul won the top prize of a €10,000 product mentoring and development fund to help bring his concept to reality.


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AGRICULTURAL SCIENCE AND HOME ECONOMIC RESOURCES In 2010, Agri Aware’s Agricultural Science and Home Economics pages in the Irish Farmers’ Journal continued to grow in popularity. Students across Ireland signed up to the Study Guide package to avail of 28 weeks of comprehensive notes, in addition to a host of educational resources.

In conjunction with the Irish Agricultural Science Teachers Association (IASTA) and the Irish Farmers’ Journal, another step was taken in the promotion and education of Agricultural Science as two new resources were launched for the 2010-2011 academic year. Subscribed students were issued with a 60 page ‘Dictionary of Agricultural Science Terms’. This resource contained an explanation of all essential agricultural science terms, being a key aid for revision purposes. Another resource that was made available to Agricultural Science students was a 100 page book of ‘Essential Agricultural Science Experiments’. This publication detailed all experiments on the syllabus, being invaluable to students and teachers alike.

Agri Aware with support from the Irish Farmers’ Journal and the Association of Home Economics

Teachers (ATHE), provided Home Economics students with revision aids, encompassing flashcards (covering a range of topics from fat soluble vitamins to family law and household appliances) wipe down test boards and a powerpoint CD containing slideshows with a voice over on key areas of the curriculum.

1. Farm Walk’n Talk: Batt O’Keeffe, Minister for Education; Mairead Lavery, Chairman Agri Aware pictured with students during Agri Aware’s Farm Walk ‘n Talk.

2. Green Dragon: A Reel Winner - Paul Bowden from Thurles CBS Co. Tipperary, National Winner, Agri Aware’s Green Dragon 2010.

3. Agricultural Science and Home Economics Study Guide Resources: Students from Gallen Community School, Ferbane, Co. Offaly with Agri Aware’s 2010 Study Guide resources.

Secondary SCHOOL

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Income and expenditure account for year ended 31st August 2010

Balance Sheet as at 31st August 2010

Income

Funding MembershipPatron MembershipSponsorship & ProjectsEU CAP Promotion FundingPotato InitiativeZoo Project

Fixed Assets

Fixtures, Fittings and Equipment

Current Assets

Debtors

Cash at bank

Creditors: Amounts falling due within one year

Net Current Assets (Liabilities)

Total Assets Less Current Liabilities

Represented by: Capital and Reserves / Profit and Loss Account

2010€

158,750140,243302,314

49,145-

505,000

2009€

158,750115,743402,474

49.14518,250

-

Expenditure

AdministrationEducation ProgrammePublic Promotion (including Family Farm)Research & Information

308,283309,850677,744

6,235

224,059327, 571224,675

3,691

Total Income 1,155,452 744,362

Total Expenditure 1,302,112 779,996

Retained loss for the period (146,660) (35,634)

2010€

6,007

101,052

0

101,052

[190,056]

[89,004]

[82,997]

[82,997]

2009€

8,190

153,444

70,000

223,444

[167,971]

55,473

63,663

63,663

Audited Financial Results

(as restated)

(as restated)

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