Last night, Agri Aware - Ireland’s agri-food educational body unveiled their new #ManyHatsOneCAP advertisement.
This unique and innovative advertisement aims to showcase the role of the Common Agricultural Policy (CAP) plays in everyday life in Ireland.
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," he said.
Mr. Jagoe continued to explain that farmers must keep developing and improving the agricultural sector to ensure the sustainable production of quality, safe, traceable food that is affordable for consumers, and that CAP is a central part of it.
“It is vital that the consumer understands this story to ensure the agri-food sector in Ireland continues to survive and thrive,” Jagoe concluded.
The advert follows a day in the life of several 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 Bellman a vet based in UCD’s Veterinary hospital talking through her work on UCD Lyon’s Estate and farmer Kevin Moran up before dawn in Galway to milk his dairy herd.
This advert will give millions of viewers across Ireland, a glimpse into the role the industry plays in everyday life in Ireland. This campaign kicked off yesterday (Monday 25th March) in cinemas, with an outdoor, tv and radio campaign to follow in the coming weeks.
Image source: Agri Aware