Ed “Shearing” Comes To Tullamore Show!
The buzz of the shears was heard at Agri Aware’s stand at the Tullamore Show last Sunday (August 13th 2017) as Celebrity Chef Edward Hayden mastered his first ever attempt at sheep shearing! Edward was on hand to officially open Agri Aware’s CAP exhibit at the Tullamore Show on Sunday, 13 August 2017. The exhibit was unmissable with it’s traditional hayshed as a centre piece home to the “Food for thought” CAP exhibit which helps visitors learn about the Common Agricultural Policy. The exhibit also boasted a “farm stage” with sheep shearing led by famed Kildare shearer Godfrey Potterton. Throughout the day, visitors also had an opportunity to try their hand at traditional butter churning and visit the Agri Aware Mobile Farm to learn about a host of farm animals.
Agri Aware Tullamore Show
Agri Aware’s red shed at Tullamore Show is part of a communication campaign entitled ‘My land, your land – Ireland’ being delivered by Agri Aware, Irelands independent agri-food educational body. The campaign co-financed by the European Commission aims to communicate the many benefits of the CAP to the general public and farmers, across Ireland. Agri Aware’s exhibit demonstrated that CAP delivers a secure supply of safe, quality and traceable food that is affordable for consumers. In addition to producing this food under the highest standards, CAP also ensures sustainable management of our natural resources, our waterways, promotes biodiversity and aids in the development of our rural areas.
‘My land, your land – Ireland’ encompasses a year-long programme of interactive communication initiatives and events, including advertisements in newspapers, cinemas and on national television, radio and a campaign in Dublin Airport. It also includes a series of ‘CAPtivate Sunday Series’ events in Family Farm, developed by Agri Aware and Dublin Zoo. Agri Aware delivered an interactive exhibit at Tullamore Show to engage the 60,000 odd visitors in the CAP, with the support of Agri Aware’s patrons (leading agri-businesses in Ireland).
Speaking at the launch Chef Edward Hayden said: “I am delighted to be here today to officially open Agri Aware’s CAP exhibit. As a rural entrepreneur myself I see first-hand the importance of CAP in ensuring our local communities survive and thrive. The agri-food sector in Ireland is the lifeblood of Irish communities and the work Agri Aware do in educating consumers of all ages is vital to the continued support for the sector.”
Chairman of Agri Aware, Richard Moeran said “Agri Aware is thrilled to return to Tullamore Show this year. Attending events such as Tullamore is paramount in helping Agri Aware promote the key messages of our new campaign entitled ‘My land, your land – Ireland’ and it provides Agri Aware with an excellent platform from where we can promote the importance of CAP in helping farmers deliver quality, safe, traceable and affordable food for consumers.”
Agri Aware’s Executive Director, Deirdre O’Shea said “In addition, it helps us to bridge awareness with the general public in the role of CAP in creating sustainability, biodiversity and development of rural areas, and allows us to effectively engage with a huge number of people from across urban and rural Ireland as well as international visitors to the show”
This innovative and original and communication campaign is co-financed by the EU Commission’s Directorate General for Agriculture and Rural Development and was awarded to Agri Aware following a competitive bidding process. The campaign is also supported by the IFA, in addition to Agri Aware’s other patrons.
· Agri Aware, the independent farming and agri-food educational body, is a charitable trust whose mission is to improve the image and understanding of agriculture, farming and the food industry among the general public. To convey the importance of the agri-food industry among the general public, Agri Aware delivers high impact educational and public awareness initiatives and projects for students and the general public.
· Agri Aware’s ‘My land, your land – Ireland’ is an innovative and original educational, information and communication campaign aimed at creating an awareness and understanding among the general public and farmers about the importance of the Common Agricultural Policy (CAP) in delivering safe, quality and traceable food that is affordable for consumers, in addition to the highest welfare and environmental standards and clean rivers and lakes. CAP also ensures the sustainable management of our natural resources and the development of our rural areas.
· This is the fifth consecutive year that Agri Aware has been awarded funding to communicate the Common Agricultural Policy to the general public and farmers. The campaign has been running since June 2017 and will continue until April 2018 across Ireland.
· The campaign has a number of elements, including:
– Agri Aware’s ‘CAPtivate Sunday Series’ from June – September at Family Farm, developed by Agri Aware and Dublin Zoo, having over 1 million annual visitors
– An advertisement in cinemas and on national television stations t
– Online and social media information on the CAP after 2013 on the Agri Aware and Family Farm multi-platform websites, as well as through Facebook and Twitter
– Exhibits at the National Ploughing Championships, Tullamore Show and Electric Picnic!
– Newspaper and radio advertisements, as well as a campaign in Dublin Airport
– Agri Aware’s Mobile Farm at festivals and shows