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THE HUMBLE IRISH Dairy Board has unveiled its “new global corporate identity” on the eve of EU dairy quotas being scrapped.
The dairy co-operative is being rebranded as Ornua – based on the Irish for “new gold” – as it gets ready for a major export drive on the back of the planned extra milk production.
It said the name both “links to Irish heritage” and its iconic Kerrygold brand, while the title was “easy to pronounce” – an important consideration for its trade across 110 countries.
The shift to Ornua will be the second time the co-op, Ireland’s biggest dairy exporter, has gone through a name change in its 54-year history.
The government first set up An Bord Bainne in 1961, but it was rebranded under the English translation - Irish Dairy Board – in 1994 after earlier becoming a co-op.
In a corporate video explaining the change, Ornua said: “Our identity no longer reflects who we are and, more importantly, where we are going.”
Right now it’s time to change how the world sees us. We need to create a new identity that’s rooted in our heritage with a vision guiding our future.”
Quotas scrapped tomorrow
EU milk quotas – which capped production across the region – will be scrapped tomorrow and local output is expected to increase 50% by 2020.
Agriculture Minister Simon Coveney has already been forced to fend off suggestions the change will lead to a reduction in the number of farmers as dairy operations are consolidated into bigger, more profitable businesses.
Ornua chief executive Kevin Lane said the business had been building its global infrastructure ahead of the quotas been dropped.
It has been expanding operations in the US, Germany, the UK, Saudi Arabia and Spain for processing its products.
Kerrygold is already the number-one butter brand in Germany and the third-biggest in the US, where its Dubliner cheese is the most-popular cheddar.
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Unsung heroes. Well done to them all
And here’s me complaining about the weather. Put’s everything into perspective.
It must be so difficult having a child with special needs. But it does seem to bring the best out in people. Well done to you Jennifer for being the type of mother we could all learn from. And that 12 yr old boy is some hero. God bless ye both and hats off to ye.
Jennifer what a wonderful mother you are to your two children. Caring for them in such a loving and selfless way when you yourself must have a hard time of it with this condition yourself. Some people have a heavy load to carry on their shoulders. You are an inspiration. Wishing you and your family all the best.
Congratulations to all of you.also
Fairplay to her, very deserving. Though it was unfortunate that on SixOne when the camera cut to her 3 year old playing a game on a tablet, it was the Grand Theft Auto (rated 18). She was in the middle of carjacking somebody and the voice over was Jennifer saying “You always need to be watching them”.
You couldn’t script it. Whoever was in charge of editing that footage could not have missed that…
That is only something that a mother could do and Jennifer this is something in life that only a mother understands and you will be well rewarded. I know people who have no children. it is so sad, the greatest pleasure in life is your own child or children you are blessed life is not easy but there is millions of couples who would love to have what you have and i hope that you and your children have a long and happy life i wish you all well
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