Bord Bia Horticulture Marketing Strategy 2019-2021 › globalassets › bordbia.ie › news... ·...
Transcript of Bord Bia Horticulture Marketing Strategy 2019-2021 › globalassets › bordbia.ie › news... ·...
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