Introduction: Many Hats, One CAP
'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' events in the Family Farm, developed by Agri Aware and Dublin Zoo.
Bloom in the Phoenix Park 2018
A record number of people attended Bloom in the Park 2017, with some 120,000 in attendance over the five days. The event highlighted the beginning of Agri Aware’s CAP communication campaign “My land, your land – Ireland”.
During the first two days of Bloom, approximately 800 primary school students, from 25 different primary schools across the country joined Agri Aware for one hour tours of Bloom to learn about farming and growing.
Agri Aware also showcased a unique show garden at Bloom in Phoenix Park for the very first time this year. The garden, titled “My land, your land – Ireland” demonstrated how the Common Agricultural Policy (CAP) helps farmers. It was awarded a silver gilt medal which was nothing short of a blooming success.
The garden had a large array of visitors including former Taoiseach Enda Kenny, President Micheal D. Higgins and his wife, and the Donovan brothers, as well as cooking demonstrations from the likes of Lizzy from Lizzy’s Little Kitchen and Edward Hayden.
Tullamore Livestock Show
Agri Aware delivered an interactive exhibit at Tullamore Show (August 13th, 2017) to engage the 60,000 odd visitors in the CAP. The exhibit was unmissable with its traditional hay shed as a centerpiece home to the “Food for thought” CAP exhibit which helped visitors learn about the Common Agricultural Policy.
The exhibit also boasted a “farm stage” with sheep shearing led by famed Kildare shearer Godfrey Potterton and Celebrity Chef, Edward Hayden mastered his first ever attempt at sheep shearing!
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.
Live at Electric Picnic
Agri Aware made its very first music festival appearance at Electric Picnic (September 2nd and 3rd 2017)! Agri Aware's exhibit which was in the Global Green Eco Village was impressive with its traditional red hay shed as a centerpiece home to host a variety of activities to help visitors learn about the Common Agricultural Policy. The exhibit also boasted a “farm stage” which hosted the infamous Tipperary duo, the 2 Johnnies, performing as the two farmers.
Throughout the weekend, visitors also had an opportunity to try their hand at traditional butter churning and making pine cone crowns, hand milking, apple pressing and experience a workshop with Joe from Riot Rye teaching visitors about his story and the history and art of making sourdough.
National Ploughing Championships
Agri Aware teamed up with University College Dublin School of Agriculture and Food Science at the 2018 National Ploughing Championships, September 19th, 20th and 21st in Screggan, Co. Offaly.
The weather didn't deter crowds with a record breaking 291,500 people in attendance over the three days!
We had various panels discussing issues ranging from information about nutritional food to Agri Business. We also had cooking demonstrations with Edward Hayden and Sharon Hearne-Smith and Dr. Amalia Scannell of UCD School of Agriculture and Food Science talked about Sensory Analysis.
Agri Aware’s Mobile Farm
The Mobile Farm is a unique outdoor classroom that is used to educate children and adults from trained farmers about communicating the importance of CAP via a hands-on learning experience.
The aim of Agri Aware's Mobile Farm is to educate young and old about the different farm animals on Irish farms and their role in producing quality food that is safe and affordable for consumers.
Agri Aware’s Mobile Farm was always the star attraction at every event it appeared. Children of all ages had the chance to meet a host of new-born animals including lambs, calves, goats, chicks, and pigs.
The Mobile Farm was present at events such as the Waterford Harvest Festival, Flavours of Fingal, Iverk Show, Tullamore show, Taste of Donegal, Galway Food Festival and the Galway Races.
‘CAPtivate’ Sunday Series
Agri Aware’s implemented an important face-to-face communication feature entitled ‘CAPtivate’ aimed at members of the general public/citizens of all ages, with particular attention to young people in urban areas via the Family Farm, developed by Agri Aware and Dublin Zoo. Family Farm has over 1.1 million visitors annually and Dublin Zoo is ranked as one of the top (#2) tourist attractions in Ireland.
In 2017, ‘CAPtivate’ at Family Farm, Dublin Zoo had 12 specific interactive and engaging events delivered from June to September 2017. This initiative included a host of external experts. These events included Hurley Making, Butter Making, Bee Keeping, Sheep Shearing and Weaving, Basket Weaving and Making, Hay Rope Making, and Digging for Potatoes.
National Cinema Advertisement
Agri Aware filmed a ‘My Land, Your Land, Ireland’ cinema advert showcasing the benefits of Cap narrated and starring legendary broadcaster, Micheal O Muircheartaigh
Acknowledgements
Agri Aware would like to thank all those who are sponsoring its “My land, your land – Ireland” particularly the European Union through Common Agricultural Policy (CAP), as well as all patron members who make it possible for Agri Aware to carry out its various educational and public awareness programmes and initiatives on behalf of the agri-food industry.
This project has been funded with support from the European Commission. This publication/advertisement reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Co-financed by the European Commission