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Bord Bia

Horticulture Marketing Strategy

2019-2021

Horticulture Markets

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Domestic Market is the Key Market for Horticulture

Exports are modest & primarily to the UK

Home Market Scale

Commercial Landscaping

€250m

Retail Market For Fresh Produce€1.5bn

Gardening Market€795m

Food Service€400m

Horticulture Industry: Farmgate Value 2017

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€2,592

€2,361

€516

€433

€263 €237 €163

AGRICULTURE INDUSTRY € MILLION

Dairy Cattle PigsHorticulture Sheep Cereals

€359m

€74m

HORTICULTURE INDUSTRY (€433m)

Horticulture Food Amenity Horticulture

Food Production Value 2017

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Mushrooms€118m

Potatoes €80m

Field Vegetables€72m

Protected Fruit€42m

Protected Vegetables

€32m

Outdoor Fruit€11m Honey €4m

HORTICULTURE FOOD SECTORS (€359M)2017 Farmgate Value

In 2017 Food had a total Farm

Production value of

€359m

Mushroom exports of €91m

Directly employed an estimated

5,040 people in 2016

Amenity Horticulture Value 2017

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Nursery Stock €35m

Protected Crops, €19m

Christmas Trees €9m

Cut Foliage, Flowers & Bulbs €9m

Turf Grass €1m

Amenity Horticulture Sectors (€74m)2017 Farmgate Value

Nursery Stock Protected Crops Christmas Trees Cut Foliage, Flowers & Bulbs Turf Grass

In 2017 Amenity Horticulture had a

total Farm Production value of

€74m

Exports of €17m

Directly employed an estimated

1,314 people in 2016

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VISION

To maximise through insight the commercial market value of a

sustainable horticulture industry enabled by its passionate

practitioners and underpinned by Origin Green

We have identified

four strategic

priorities that drive

all that we do

1. Growth

Strategic marketing, activities & events

2. Insight

Market insight & marketing intelligence services

3. Reputation

Highlight contribution of Irish food, drink & horticulture

to sustainability goals via QA & SHQAS

4. Talent

Recruiting & fostering executive talent

Strategic Priorities

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1: Driving Success &

Growth in the Market

(RTM)The domestic market is the

most important market for

the horticulture industry.

All channels to market are

important and present

opportunities for further

market growth. These

include both the retail and

service channels for edible

and amenity sectors.

Growth Services – Market Understanding

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• Market Snapshots

• Category Intelligence

• Trade Customer Intelligence

• Consumer Insight & Trends

• Competitor Intelligence

• Supply Chain Intelligence

Growth Services – Capability Development

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• Market Preparation o Commercial Marketing Strategy (where to play & how to win)

o Supply Chain & Distribution

• Business Development o Key Account Management

o Pitching & Negotiation

o Joint Business Planning

• Category Strategy o Category Management (using category data insights)

• Marketing Effectiveness o Trade Marketing & Promotion Planning

o Brand Management Theory

o Localised Marketing Activation (eg marketing mix of digital, PR, sampling, in-store POS etc)

Growth Services - Lead Generation & Market Activation

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• Prospectingo Customer Identification & Prioritisationo Navigating the Tendering Processo Buyer Canvassing

• Introductions o Trade Showso Trade Missionso Bespoke Buyer Meetings

• Customer Relationship Development o Inward Buyer Developmentso Global Relationship Developmento Pitching Cluster Capability

Growth Services - Lead Generation & Market Activation

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• Consumer & Trade Promotions

o Consumer Promotions

o Consumer Collateral

o POS Material

o PR

• Industry Talent

o Origin Green Ambassadors

o Marketing Fellowship

o Supply Chain & Procurement Placements

o Insight & Design Innovation

o International Graduate Programme

Thinking House Services

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• Insight & Intelligence

o Library

o Foresight Studies

o Category & Market Studies

• Branding & Innovation Services

o Super Brands

o Bespoke Brand Development

o Bespoke Innovation Development

• Diagnostic Services

o Brand Health Check/Taste & Tell

Driving Success & Growth in the Market

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• Bespoke Client Services

o Individual

o MAP Marketing Finance (– apply by end of January)

• Lean Programme for the Horticulture Industry

o Building efficiencies within the farm gate

• Amenity Export Programme

o Mentor support & advise

• Events (support to facilitate grower & buyer engagement) o GLAS Trade Show

o National Plant Fairs

Strategic Priorities

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2: Insight to Power

Growth

Insight is critically

important to the

development of the

horticulture strategy and

its goals.

As the competitive

landscape becomes

more challenging, insight

and data will provide

competitive edge for our

clients’ customers.

Insight & Intelligence

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• Current & Ongoingo Access to Library & Databases

o Monitoring Consumer Lifestyle Trends

o Kantar Measure of the Fresh Produce Retail Marketo UK Mushroom Market Retail Market Data

• Research Projects in 2020o Irish Apple Market

o U&A Fresh Produce Market

o Garden Market size measure o Opportunities in the Food Service Market for Fresh Produce

o Trade Data Analysis – ID opportunities

o QA Mark use – consumer perception

Strategic Priorities

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3: Building Reputation

for Growth

The Domestic Market is a

competitive market both

locally and from imported

products.

It is critically important for

the horticulture sector that

its produce and plants can

be differentiated within the

marketplace based on

reputation

Reputation

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• Schools Programmeso Food Dudes Programme (1400 schools & 200,000 children in current

school year)

o Incredible Edibles (1200 schools)

o Healthy Heroes (700 schools)

o Secondary School Pilot Initiative (ie healthy eating)

• EU Promotional Programmes o EU Programme for Potatoes (2020 to 2022)

o EU Programme Mushrooms (2018 to 2020)

o Potential EU Applications in 2020 – Fresh Produce & Green City initiatives

Reputation

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• Sector Bespoke Promotions Activation in 2020

o National Potato Day

o National Strawberry Season

o Mushroom Promotion on home market

o Fresh Produce Promotion – social media & website (Best in Season)

o Gromor Gardening Campaign

o Healthy Ireland Collaboration

o TV sponsorships (“Grow Cook Eat” – featuring commercial growers & Local plants promotion via “Supergarden”

• Sponsorships – Industry Associations, Groups & Events

Reputation QA

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• Quality Mark Generic Promotion across range of platforms (TV/Radio/Online/PR)

• Origin Green communications

• SHAS building membership

• Landscape Quality Programme

Strategic Priorities

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4: Leading through people

To assist in delivering the

horticulture strategy Bord Bia will

build capabilities, explore new

talent initiatives and collaborate

with the industry on their

programmes where they exist to

share best practices and

learnings.

The age profile of producers in

Ireland continues to rise and

young entrants urgently need to

be attracted to work in the

industry.

Talent

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• Bord Bia Talent Programmeso Origin Green Ambassadors

o Marketing Fellowship

o Supply Chain & Procurement Placements

o Insight & Design Innovation

o International Graduate Programme

• Other Activationo Careers video

o Secondary school – careers pilot programme

o Labour survey

o Nuffield Scholar Sponsorship

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Bord Bia

Horticulture

Marketing Strategy

2019-2021

Our Formula

for Success

BUILDING REPUTATION FOR GROWTH

INSIGHT TO POWER GROWTH

DRIVING SUCCESS & GROWTH IN THE MARKET LEADING

THROUGH PEOPLE

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Thank You