Our Role Home / About / Our Role The National Dairy Council (NDC) champions the role of quality, pasture-based dairy and its nutrition benefits in supporting healthier and more active living. We are a private, farmer-funded marketing agency and work to promote and protect Ireland’s internationally-renowned dairy reputation. We believe in a future in which Irish dairy is recognised and trusted as a vital part of people’s diet, indispensable to Ireland’s social and economic wellbeing. The NDC promotes the excellence of dairy producers and increases recognition of the high-quality standards observed by its members, reinforcing their role as a trustworthy source of milk production. The NDC plays a vital role in leading a sustainable dairy industry with a strong focus on consumers and the role of dairy in their diet and lifestyles. We strive to engage meaningfully with consumers, health-care professionals, media, school-going children and dairy farmers through information resources, nutrition education, innovative campaigns and impactful events. All of our actions are built on a comprehensive understanding of dairy’s role across the life-stages, supporting and using research to answer important questions about dairy products and their role as part of a balanced diet. This allows us to deliver effective marketing programs to develop consumer recognition of dairy’s Taste, Versatility, Natural and Quality credentials. Our Future Vision Our Vision A future in which Irish Dairy is recognised and trusted as a vital part of people’s diet and general health across the life stages, indispensable to Ireland’s social and economic wellbeing Our Mission To champion the role of quality pasture-based dairy and its nutrition benefits in supporting healthier, more active living. Drivers of our Strategy Global ageing population: New discoveries to improve performance in sports; Growth and innovation in the Irish dairy sector; and Grass-based dairy production. Why this matters: As awareness is low of the potential for diet to support healthy ageing, the National Dairy Council (NDC) will work closely with expert bodies, policy makers and nutrition scientists to turn our expertise into actions that will support healthier, more independent lives. New discoveries to improve performance in sports It is the natural nutritional components of milk that has led to the growing body of research exploring the potential role of milk and milk-based products in sports nutrition – from the elite athlete to the recreational exerciser. Why this matters: Sports coaches working with the active population encourage healthier food choices including dairy as part of performance management. The emerging research presents a powerful opportunity for broadening dairy consumption occasions. Growth and innovation in the Irish dairy sector With the emerging scientific evidence reinforcing the benefit of dairy across life’s age and stage, innovation in the areas of infant formula, performance nutrition and healthy ageing will drive sector value at an accelerated rate. Why this matters: A doubling of value-added product would see the composite value of dairy increase from 62.5cent to 75.7cent resulting in an additional contribution of €1billion output which will assist in the Irish market’s ability to counteract price volatility. Grass-based dairy production Irish dairy produce is based on farming with cows grazing outdoors on grass for much of the year and based on high standards of milk quality and food safety. These are standards which Irish consumers can enjoy every day and practices which result in healthier, happier cows – but combined with a way of dairy farming which is sustainable and means we can pass on something better to those who follow us. Why this matters: The Sustainable Dairy Quality Assurance Scheme is the first national dairy scheme of its kind anywhere in the world. It sets out requirements for best practice on Irish dairy farms in animal health and welfare, land management, biosecurity, safe farming practices and the production of quality milk. Promoting Ireland as the best dairy producing nation in the world will enable greater export potential. For further reading About Us Our History Our Role Our Board Our Members Contact Us LATEST TWEETS Searching for something sweet?😍 We’ve got you covered. Our Honey and Ricotta Cheesecake is the perfect dessert. Add… https://t.co/zGDMCAQJW3 2 days ago In 'Family Farm', episode 4 of our new #DairyMatters podcast, we talk to Miriam Gunn about rearing cows and rearing… https://t.co/nvYjydKsh8 5 days ago Follow us on Twitter @NDC_ie LATEST INSTAGRAM POSTS … Follow us on Instagram ndc_ie The National Dairy Council The Studio, 55c Maple Avenue Stillorgan, Dublin, A94 HY83, Ireland +353 1 290 2451 hello@ndc.ie www.ndc.ie National Dairy Council © 2021 | Privacy Notice | Cookie Settings We are using cookies to give you the best experience on our website. You can find out more about which cookies we are using or switch them off in settings. Accept Reject