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Growing the success of Irish food & horticultureAIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009

Growing the success of Irish food & horticulture

EU Promotion Funds and Trends Workshop

Bord Bia

Horticulture

The Thinking House

at Bord Bia

November 2017


About Bord Bia

Our mission is to drive through market insight and, in

partnership with industry, the commercial success of a

world class Irish food, drink and horticulture industry

The role of Bord Bia, the Irish Food Board, is to act as a

link between Irish food, drink and horticulture suppliers

and existing and potential customers throughout the

world. Our objective is to develop markets for Irish

suppliers.


Horticulture Output2016 output - amenity crops

• Bulbs/Outdoor Flowers/Foliage

• Hardy Nursery Crops

• Christmas Trees

• Protected Amenity Crops

Total €54ml

Horticulture (edible & amenity Output Value 2016 €433ml )


Horticulture MarketGardening Market – Household Purchase

Total Market €729 ml in 2016

• Plant/Flower Sales €209ml

• Garden Products €303ml

• Landscaping Services €118ml

• Not including commercial landscaping sector

Amenity Market €1bn approx (household & commercial)


Horticulture Promotions

Best in Season

Gro Mor Garden Promotion

National Strawberry Week

Potato Promotion Activity

UK/Irl Mushroom Promotion

School Programmes – Food Dudes & Incredible

Edibles


Total budget of circa €140,000

65 Garden Centres

Nationwide

Funding from Bord Bia

18 Nursery Growers

Sponsorship

Westland Horticulture

Sponsorship

Bord na Mona


POS for Garden Centres


40 Ambassador gardening demo’s around the country


National Print Coverage (Newspapers &

Magazines)

Ad Value €80,980

PR Value €242,940

Media Impressions 1,246,005

Regional Print Coverage

Ad Value €22,285

PR Value €66,855

Media Impressions 548,623

Online Coverage

Ad Value €26,500

PR Value €79,500

Unique Monthly Viewers 23,086,900

Broadcast Coverage

Ad Value €71,170

PR Value €213,510

Media Impressions 812,200

TOTAL OVERALL

2016 2017

Ad Value €119,548 €200,935

PR Value €358,644 €602,805

Media Impressions 22,621,225 25,145,105


UK Additional Regionals

Client:

Source:

Date:

Bord Bia

Vale Star

27/04/2017

Keyword:

Page:

Reach:

Size:

Value:

Bord Bia

45

8000

81

111.78

+44 (0)20 7264 4700

[email protected]

www.KantarMedia.com

Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further copying (including the

printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA,

http://www.nla.co.uk (for newspapers) CLA http://www.cla.co.uk (for books and magazines) or other copyright body.

UK Additional Regionals

Client:

Source:

Date:

Bord Bia

Wicklow People (Arklow)

03/05/2017

Keyword:

Page:

Reach:

Size:

Value:

Bord Bia

68

8700

352

1337.60

+44 (0)20 7264 4700

[email protected]

www.KantarMedia.com

Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further copying (including the

printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA,

http://www.nla.co.uk (for newspapers) CLA http://www.cla.co.uk (for books and magazines) or other copyright body.


Online

Coverage Achieved

Reach:

23,086,900

AD Value -

€26,500

PR Value -

€79,500

(/files/images/news/award-winning-garden-designer-diarmuid-gavin-is-leading-a-pu_n.jpg)

Award winning garden designer Diarmuid Gavin is leading a push to get

Ireland growing, highlighting the health benefits of getting outside in the garden as

well as giving clear and useful advice on how to best grow plants, herbs, flowers, fruits

and vegetables.

GroMor 2017

GroMor 2017 is an initiative by Retail Excellence Garden Centres and growers across

Ireland in partnership with Bord Bia, sponsored by Bord Na Mona and Westland

Horticulture. One of its aims is to get people popping into their local garden centre for

expert advice – something we endorse wholeheartedly at our garden centre here in Boyle and Lanesboro Road as our

knowledgeable and friendly staff are always ready to help!

A series of 50 free gardening demonstrations are taking place around the country, plus there’s a website

(www.gromor.ie (http://www.gromor.ie)) with easy-to-follow guides and videos on how to grow all sorts of things

whether you have a garden, a balcony or just a windowsill to play with. And watch out for an exciting competition to

win garden furniture, barbecue equipment and lighting worth €4000!

Help to grow your garden

Diarmuid says he’s delighted to be part of the campaign. “Many people feel intimidated at the thought of planning a

garden, but it really is something anyone can achieve with a little guidance,” he says.

Award winning garden designer Diarmuid Gavin is leading apush to get Ireland growingPublished on 20 April 2017

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5/8/2017 Free events for green-fingered - Independent.ie

http://www.independent.ie/regionals/wicklowpeople/localnotes/free-events-for-greenfingered-35674767.html 1/4

Free events for green-fingered

1

Award winning garden designer Diarmuid Gavin and Blair Doyle (6) at the launch of GroMór 2017

By Deborah Coleman

May 6 2017 12:00 AM

Email

Wicklow folk who are keen to improved their gardens and horticultural skills and to get greener fingers are

invited to attend a number of GróMór events taking place in the county next month.

Free demonstrations open to novices and improvers alike will take place at Powerscourt Garden Pavillion,

Enniskerry, Wicklow with Kevin Dennis on June 17 and at the Arboretum, Kilquade, County Wicklow with

Marie Staunton on June 24.

The nationwide GróMór campaign recently launched by award winning garden designer and Wicklow

resident Diarmuid Gavin and TV3's Anna Daly is an initiative by Retail Excellence Garden Centres and

growers across Ireland, in association with Bord Bia, and sponsored by Bord Na Mona and Westland

Horticulture.

The aim of the campaign is to give clear and useful advice on how to best grow plants, herbs, flowers,

fruits, vegetables and to highlight the health benefits of gardening.

For those who cannot attend the events the website www.gromor.ie features easy to follow guides and

videos on how to grow flowers, plants, herbs, trees and vegetables whether it be on their windowsill, their

balcony or in their garden.

The Wicklow demonstrations are free and open to all ages.


OUTLET DATEViewership /

ListenershipAD VALUE PR VALUE

Today with Marua & Daithi* 07.04.17 194,300 €3,000.00 €9,000.00

Dermot & Dave on Today FM 25.04.17 176,000 €23,800.00 €71,400.00

Saturday AM TV3 20.05.17 186,900 €6,000.00 €18,000.00

Xpose on TV3 27.04.17 79,000 €5,000.00 €15,000.00

Dave Fanning 2fm 27.05.17 76,000 €23,595.00 €70,785.00

Neil Delamere Today FM 01.10.17 100,000 €9,775.00 €29325

Total 812,200 €71,170.00 + €213,510.00

Coverage achieved – broadcast

*Paid for slot


Value of the Garden Market - Full Year 2016

The amenity market is showing strong signs of recovery among consumers, particularly in

the areas of outdoor and flowering plants.

Spend on outdoor and flowering plants has increased by a third since 2014.

Spend on trees/hedges is up 5% since 2014

Spend on indoor potted plants has increased since 2014 – after several years of the market

contracting.

The market for garden products is showing further growth since 2014 – mainly in the area of

ornamental garden products, such as garden furniture and BBQ equipment.

Spend on BBQ equipment in particular has grown strongly. Significantly, 60% of spend is

by those under the age of 35


12.6m14.1m

17.1m

2011 2014 2016

Amenity Market Size

€516m

€631m

€729m

2011 2014 2016

OccasionsValue


0.6m

2.9m

4.1m

0.9m

4.1m

0.7m

3.7m

4.9m

0.9m

3.9m

0.8m

4.3m

6.3m

1.2m

4.5m

Landscaping services

Garden products

Outdoor & flowering plants

Indoor potted plants

Fresh cut flowers, foliage &wreaths

Occasions

2016 2014

2011

Amenity Market Size X Category

€97m

€218m

€112m

€18m

€71m

€118m

€303m

€126m

€13m

€70m

€124m

€340m

€168m

€19m

€78m

Value

+16%

+31%

+27%

+17%

+17%

+12%

+38%

+33%

+12%

+5%


Outdoor & Flowering Plants: Products Breakdown

0.86m

0.27m

0.79m

1.11m

0.38m

1.02m

1.46m

0.53m

1.32m

Bulbs/flower seeds

Herbaceous border

Bedding plants

Occasions

2016

2014

2011

€13m

€5m

€15m

€16m

€7m

€19m

€23m

€11m

€24m

Value

+29%

+41%

+31%

+27%

+69%

+47%


Outdoor & Flowering Plants: Products Breakdown

0.36m

0.29m

0.54m

0.92m

0.43m

0.29m

0.54m

0.95m

0.62m

0.36m

0.80m

0.90m

Shrubs

Trees/hedges

Hanging baskets/pre-plantedcontainers

Herbs/fruit/veg

Occasions

2016 2014 2011

+23%

€14m

€33m

€15m

€16m

€13m

€38m

€15m

€14m

€20m

€39m

€23m

€18m

Value

-5%

+49%+48%

+5%+22%

+54%+44%


2.9m

3.7m

4.3m

2011 2014 2016

Garden Products – Summary

€218m

€303m

€340m

2011 2014 2016

ValueOccasions

+17% +12%


New EU Agri-Promotion regime launched 2017

Enhanced budgets and products - will rise

to €200m by 2020 (€142m for 2018)

EU co-financing rates raised to 70% for

simple programmes presented by an

organisation from one Member State

80% for multi Member State programmes

and programmes targeting third countries


Product list includes

• Live trees and other plants; bulbs, roots and the like; cut flowers and

ornamental foliage


Competitive process

• 189 programme proposals were submitted in April 2017

• Accepted/Awarded 52

• Reserve list 9

• Next call - Apply by April 2018

• Decisions notified October 2018

• Approved campaigns commence early 2019


Campaigns should aim to

• Highlight the specific features of agricultural production methods

in the Union and the characteristics of European agricultural

products

• Information provision and promotion measures must not be

brand-oriented

• Promotion measures must not be origin-oriented. However,

origin of products can be visible on information and promotional

material provided ..

• the mention of the origin is always secondary in relation to the

main Union message


UK/Ireland mushroom and potato promotions

EU/Industry joint funded

Mushroom 2 x 3 year (2011 to 2013 and 2013 to 2016) - €2.4ml and

2.7ml campaign

Targeted 23,000 and17,000 tons growth in market over the period

(achieved)

Potato €1 000 000 over three years (40,000t retail market growth target)


CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


EU Funded Campaign


• Target Audience: 22-44 years old in Ireland

and GB – time poor, mobile & tech savvy,

busy, social media addicts

• Strategy: Promote potatoes as healthy and

delicious source of inspiration and at the heart

of contemporary and relevant meals (not just a

bit on the side)

• Behaviour change objective: + 1 potato

based recipe in our target audience’s mid-

week repertoire

• Budget: €334,000 annual budget for RoI

(50% EU contribution €167,000 p.a.)


3 Year Potato Promotion €1,000,000 budget

• EU......500,000

• Industry......410,000

• DAFM...90,000


Outdoor Poster Advertising

Dublin bus stops (x 50); Dublin retail car parks (x75); Dublin Dart (x40)


Press Advertising

Ireland Only Titles: RTE Guide; Easy Food Ireland; Irish Times Saturday Magazine

Shared GB Titles: Glamour; Closer; OK!; BBC Good Food; BBC Easy Cook

Closer half page

Easy Food

Ireland


Press Advertising

Ireland Only Titles: RTE Guide

Shared GB Titles: Glamour; BBC Good Food

Good Food

RTE GuideGlamour


Digital Advertising

• Objective was to drive as much traffic to potato.ie website as

possible

• Used a combination of PPC, YouTube pre-roll, and digital

adverts on mobile phones

• Over 1.4 million impressions were served in Ireland driving

nearly 39,000 clicks to www.potato.ie

• YouTube pre-roll activity served 1,878,311 impressions and

achieved 424,144 views of the film

• PPC delivered 110,017 impressions and 7,261 clicks to the

website

http://www.potato.ie/


PR Coverage


PR Activity


Social media activity

Content shared includes: ‘How To’ videos; ‘Bud’ meal promotion films; Recipe posts; ‘Bud’ posts; Health messaging

Facebook: Over 43,500 likes in Ireland

Twitter: Average of 9,800 impressions per day; 16,100 followers


The Social Media Calendar

Ongoing activity across the social media channels


TV3

o Farm to Fork

(Feature)

o Aoife Hearne

(Nutrition)

o Mark Moriarty

(Cookery)


Campaign Tracking Research

Independent Tracking Agency – Public Knowledge

• Research conducted with 1,300 people from target audience

• Research activity in Sept 15, Dec 15, Sept 16, Dec 16

• Significant difference in behaviour and attitudes from those aware of the

campaign vs. those unaware

• Results continue to show “excellent return on investment, significantly

above industry benchmarks”

• Almost half of respondents stated that the campaign has encouraged them

to eat more potatoes, suggesting that the campaign continues to be

effective in increasing consumption

Growing the success of Irish food & horticulture41

175,065190,794

207,773 210,273

52 w/e 15 Sep13

52 w/e 14 Sep14

52 w/e 13 Sep15

52 w/e 11 Sep16

+9% +1.2

%

+9%

Kantar Worldpanel Data

Potato Volume sales have grown by 18.6% since 2013


CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


October 2013

UK ‘More to Mushrooms’ Campaign –

2011/2013


UK ‘More to Mushrooms’ Campaign

Value €2.4 million over 3 years

50% funded by producers and marketing companies in

Ireland and the UK

50% funded by the EU

Support from Bord Bia

First burst of activity was January 2011


UK ‘More to Mushrooms’ Campaign


More to Mushrooms

“Growth in the total market

overall was 28,000 tons -

the program target was met and

exceeded by 5,000 tonnes”


CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


October 2013

‘Just Add Mushrooms’ June 2016


Just Add Mushrooms

The 3 year €2.7 million ‘Just Add

Mushrooms’ in the UK and Ireland started on

the 16th of July 2013


Actions for the ‘Just Add Mushrooms’

campaign

Women’s Magazines

Digital advertising

PR


Action 1 Magazines


Action 2 Digital


Action 3 - PR


Extra Irish Activity

• Extra insertion - Irish

Country Magazine

• Infographic

• Recipe booklet

launched at Bloom


Just Add Mushrooms

“The Just Add Mushrooms campaign saw an increase in the

cumulative volume of sales in the combined markets of

30000 tonnes since the campaign began, 22500 tonnes in

the UK and 7700 tonnes in Ireland compared to the baseline

figures in 2013”


€140,00050% Industry

50% Bord Bia

€2.7 Million50% of which is EU Funding

€1Million50% of which is EU Funding

bord bia horticulture · ( (http:/ / )) with easy-to-follow guides and videos on how to grow all...

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