People don’t buy what you do, they buy why you do it; and what you do simply proves what you believe. - Simon Sinek
When Bord Bia launched Origin Green in 2012, we did so with the goal of taking Ireland to a world leadership position in sustainably produced food and drink. Simon Sinek’s insight into what motivates consumers reminds us why this bold promise was made. Consumers invest deeply in those brands whose principles they share and, as sustainability becomes the cornerstone of new business relationships, it is vital that, where people see action, they also see purpose. Sustainability cannot simply be a response to what’s happening around us, it must also be an expression of leadership and a vision for the future that others can endorse and participate in.
Commitment
Having set out a vision for Ireland, we knew the success of the Origin Green programme would depend on buy-in and action from our industry – and, more specifically, on bringing every farmer and food manufacturer (and, by implication, the 250,000 people who work across our food industry) on this journey with us. Today, almost 360 manufacturers, accounting for 85% of our €10bn food and drink exports, have signed up to Origin Green. Of these, 70 companies, representing 70% of exports, are fully verified members – meaning they have submitted sustainability plans that have been scrutinised by an independent third party and are now actively, and measurably, making a difference across a range of environmental measures including sourcing, manufacturing and social responsibility.
Over 43,500 beef farms, representing 90% of Ireland’s beef production, have also become full members, each with their individual performance measured and each committing to showing an improved performance when they are measured again. Almost 18,000 dairy farms, representing all dairy production in the country, will go through similar sustainability assessments over the next 18 months. The goal of having every farm and every food business in Ireland actively participating in Origin Green by 2016 is well on track.
Evolve
The vision that stands behind Origin Green is also being renewed as we progress. Last year, Bord Bia recruited 10 ambassadors to help share the story of our journey with global organisations, initiating a conversation between Ireland and the world.
This year, a new film featuring Saorise Ronan updates the story of Origin Green. Next year, we will launch our first sustainability report, where the actions our members have taken since joining Origin Green are outlined, with verified evidence of the progress they have made in areas such as sourcing, resource efficiency, and social sustainability put under the spotlight.
The sustainability report will be a statement that captures the unique scope of Origin Green, encompassing manufacturers, processors and farmers on a national scale. In the same year, Ireland’s participation in Expo Milan will also be themed on Origin Green, resonating with the event’s overall message of ‘Feeding the planet energy for life’.
Responsibility
In the drive to improve environmental performance, it is important to remember that sustainability also encompasses a vision of social responsibility. This isn’t just about how companies engage with their local communities but about how companies build relationships of trust with the wider world. As the strong link between diet and health is widely recognised, and there are pressures on health budgets around the world, sustainability programmes need to show leadership on social issues such as obesity. With health and wellbeing recognised as the biggest long-term driver of change in the food industry, Origin Green is a collective commitment to proactively deliver solutions that will have a real impact on consumer wellbeing.
Momentum
Origin Green is a voluntary programme that is driving change at the heart of our industry and across our entire supply chain – it is bringing farmers and food manufacturers together in a way never attempted anywhere else in the world before. Like any commitment, it requires leadership and purpose to sustain it. As verified data confirms our improved sustainability performance, momentum will build on momentum and success will, we believe, lay the foundation for more success.
As it does, our performance benchmarks will continue to rise and, informed by ongoing developments in science, innovation and best practice, continue to challenge and motivate us.
As a catalyst of change, Origin Green is about empowering ourselves and others: the actions we take will be of direct benefit to our customers as they work to improve the sustainability of their supply chain; they will also feed directly into Ireland’s overall response to the challenges of climate change. While we are at the beginning of a journey, two vital ingredients, a sense of purpose and a determination to succeed, are undoubtedly in place.
Aidan Cotter is CEO of Bord Bia – the Irish Food Board
Content on this page is provided by Origin Green, supporter of the Food hub.
More from the Origin Green partner zone:
- Teamwork is the way forward for sustainable food chains
- Protecting the planet: the key resource challenges - infographic
- Beef and biodiversity: Ireland’s agricultural landscape - in pictures
