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Project from work

Promoting a Sustainable Business

In line with client Diageo's goal to be a leader in Sustainability, MF Communication worked with the Ireland corporate relations team and its cream supplier partner Glanbia Ingredients Ireland to devise a briefing for Agricultural journalists on Diageo's sustainable agriculture & cream sourcing guidelines.

This includes details of a new sustainability programme developed in conjunction with its cream supplier, Glanbia Ireland.

The programme extends right back through the supply chain to the farmers who supply milk for Baileys. The briefing incorporated presentations by senior members of the Diageo Baileys Global Supply and Glanbia Ingredients Ireland teams; a guided tour of the Baileys factory in Dublin and a tasting of Baileys focusing on the sustainable sourcing of raw ingredients.

To bring the farm into the factory, a video was produced highlighting the practices of one farmer participating in the sustainability programme.

Over 20 journalists and agricultural influencers from Northern Ireland and the Republic of Ireland attended the briefing event which was also incorporated the AGM of the Guild of Agricultural Journalists of Ireland.

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