Mayo native stars in new Agri Aware advert

AGRI Aware, Ireland’s agri-food educational body, last night unveiled their exciting new #ManyHatsOneCAP advertisement.

This unique, innovative advertisement aims to showcase the role the Common Agricultural Policy (CAP) plays in everyday life in Ireland.

The advert follows a day in the life of a number of characters who make up the rural landscape in Ireland. It features four major characters which include Dr. Dayle Johnston, an Offaly native working in Teagasc Grange, making waves in calf health research; rural entrepreneur, culinary lecturer and chef Edward Hayden cooking up a storm in his Graiguenamanagh cookery school; Dr. Marijke Beltman, a vet based in UCD’s veterinary hospital, talking through her work on UCD Lyon’s Estate; and farmer Kevin Moran (a Claremorris native) up before dawn in Galway to milk his dairy herd.

The advert will give millions of viewers across Ireland, many who have no experience of farming or the agri-food sector, a glimpse into the role the industry plays in everyday life in Ireland.

The campaign kicked off yesterday (Monday) in cinemas, with an outdoor, TV and radio campaign to follow in the coming weeks.

Speaking at the launch, Agri Aware chairman Alan Jagoe said: “There is often a misperception out there that CAP is a policy that is just for farmers, but it is so much more than that. Whether you’re drinking your morning latte in Limerick or a farmer working the land in Fermoy, CAP affects you.

“As farmers, we must keep developing and improving our agricultural sector to ensure the sustainable production of quality, safe, traceable food that is affordable for consumers, and CAP is a central part of that. It is vital that the consumer understands this story to ensure the agri-food sector in Ireland continues to survive and thrive.”

 

You can watch the advert here: https://www.youtube.com/watch?v=-YlZ_tYQ_QE