Our Food. Power of Good

We’re delighted to have launched an imaginative and extensive marketing campaign – ‘Our Food. Power of Good’, in partnership with the Department of Agriculture, Environment and Rural Affairs to increase awareness among local people of the premium quality, nutritional value and safety of food and drink being produced here.

The marketing campaign, announced today, will centre on Northern Ireland’s unique food and drink proposition – the greatness and goodness that comes from our size and interconnectedness.

DAERA Minister Edwin Poots who was a key note speaker at the launch event said: “The ‘Our Food. Power of Good’ campaign, aims to energize and galvanize all aspects of our vibrant agri-food industry, and promote the good of the industry, our quality produce, and our sustainability in terms of production and the reputation of the food that is produced on local farms”.

Michele Shirlow stated that the campaign, will seek “To unite, to delight, to inspire and  to educate. In promoting the quality of our food and drink produce, we are encouraging people to shop local and thereby boost an industry which already contributes over £5 billion annually to the local economy and currently employs upwards of 100,000 people”.

We believe that agri-food is positioned to make an even greater contribution, especially in rural communities where many of the companies are based, as Northern Ireland steadily recovers from Covid-19,” the Food NI Chief Executive added.

The campaign, influenced by the outstanding success of Year of Food and Drink in 2016, will be actioned across multiple channels including TV, radio, video-on-demand and social media and features producers from our grasslands and seas as well as those from the hospitality sector in support of the local industry.

The creativity and quality of Northern Ireland food and drink is showcased once again by the outstanding achievements of smaller producers in particular such as the UK Great Taste Awards, Blas na hEireann Irish National Food Awards, World Bread Awards, Food Manufacturing Excellence Awards, UK Bakery Awards, the UK Quality Food and Drink Awards, Irish  Quality Food and Drink Awards and World Whiskies Awards.

These high profile and quality focused awards show that food and drink experts worldwide are increasingly valuing our fabulous produce and keen to endorse what we have to offer in virtually every category.

Our Food. Power of Good aims to encourage many more consumers and businesses here To Source it. Savour it. Support it. Shop it.

The ‘Our Food. Power of Good’ marketing campaign starts 25th October 2021 and runs to 31st March 2022.