We have been working with ifac, Ireland’s farming, food and agribusiness professional services firm, since 2018. In September 2020, we worked with the Food & Agribusiness team at ifac, on the launch of its Food & Agribusiness Report 2020.

The report is ifac’s third annual sentiment survey of Irish food and agribusiness small and medium-sized enterprises conducted during June and July 2020; a challenging period for many Irish businesses. The findings revealed that 6 out of 10 SMEs are using one or more of the Covid-19 supports to help manage the impact of the pandemic; positive sentiment among owners, MDs and CEOs of SMEs has declined this year; almost half of businesses across the sector are still not ready for Brexit; and the pandemic has accelerated existing digital trends with a strong move to online trading.

Owing to Covid-19 we were unable to hold an in-person launch event. So, our aim was to target and secure coverage in the national business, news, and farming media; and the business, retail and farming trade media.

We worked with ifac on the following:

  • Identifying news angles
  • Providing the highest-quality media training
  • Issuing media alerts and press releases
  • Extensive media relations incl. arranging advance media briefings and interviews
  • Photo call with the Minister for Agriculture, Food and the Marine, Charlie Mc Conalogue TD
  • Editing and placing opinion pieces.

The launch secured blanket coverage across print, online and broadcast media including the Irish Farmers Journal; The Irish Times; Irish Independent; Irish Farmers Monthly (IFM); Irish Examiner; The Business Post; RTE.ie; AgriLand; thejournal.ie; Checkout; Business Plus; RTE Countrywide; Newstalk, Breakfast Business; WLR; Midlands 103; Radio Kerry; TippFM; Northern Sound; Newstalk, Splanc (as Gaeilge); Donegal Post; Waterford News & Star; Inish Times; The Corkman; as well as the Renatus newsletter.