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Agri Aware launches information advertisement on the

Common Agricultural Policy

Agri Aware's Executive Director, Deirdre O'Shea (Laois) with sisters Hannah (6) and Elsie (4) from Kildare at the LightHouse Cinema in Dublin for the launch of Agri Aware's CAP telestration

Agri Aware, the independent Irish agri-food educational body, has launched an advertising campaign across television and cinemas to communicate the benefits of the Common Agricultural Policy to the general public.

The telestration advertisement is part of Agri Aware’s ‘Farm to Fork-CAPtured, for over 50 years’ aims to communicate the many benefits of the Common Agricultural Policy (CAP) to the general public and farmers.

The animated video demonstrates, in a fun and innovative manner, the many ways in which the CAP helps Irish farmers to deliver safe, quality, sustainable and traceable food at an affordable price for consumers and their families, whilst also caring for the beautiful Irish landscape.

CAP, and the support it gives to Irish farmers, is extremely beneficial for the Irish economy. The agri-food industry accounts for one in every eight jobs in Ireland, with exports contributing over €11.15 billion to the Irish economy.

Agri Aware’s Chairman, Richard Moeran, said “Through the medium of TV and cinema, Agri Aware is educating the widest audience possible on the many benefits of the Common Agricultural Policy. Agri Aware has worked hard to get the message of CAP across in a simple, effective and engaging way. The 30 second telestration will remind consumers that CAP’s contribution to the Irish agri-food industry, rural Ireland, and our landscape.

Agri Aware’s Executive Director, Deirdre O’Shea added: “Consumers should be aware of the importance of the Common Agricultural Policy (CAP) in delivering high quality, safe and traceable food at an affordable price for consumers, whilst also caring for our beautiful green countryside, our waterways and environment. This video aims to communicate the importance of CAP to people of all ages, from both urban and rural areas, and its importance to our economy.”

Agri Aware’s telestration advertisement is part of Agri Aware’s CAP communication campaign entitled ‘Farm to Fork-CAPtured, for over 50 years’. This innovative, educational, campaign is co-financed by the European Commission the IFA and Agri Aware's 70 plus patrons.

To celebrate the new CAP educational video, Agri Aware is giving away two iPads through an interactive competition on Facebook