Carbery Group Launches 'The Real Deal' Campaign to Highlight West Cork Dairy Farmers
Carbery Group has introduced a new campaign titled ‘The Real Deal’ as of Monday, July 14, spotlighting the pivotal role that West Cork dairy farmers play in their local communities and in preserving the environment. This initiative recognizes farmers as adept food producers and guardians of the land providing high-quality, sustainable food for Irish families.
'The Real Deal' campaign, visible across digital and outdoor media, utilizes personal narratives, videos, and visuals from West Cork families to underscore the importance of farming in generating sustainable, premium food that is intricately connected to family, community, and innovation. The campaign's focus is on four primary themes:
- Real food – Highlighting the nutritional and flavor advantages of Irish dairy and farming.
- Real people – Showcasing the West Cork dairy farming families.
- Real sustainability – Addressing myths and proving tangible environmental progress.
- Real economy – Demonstrating how farming bolsters jobs, communities, and the national economy.
Carbery Group CEO, Jason Hawkins, articulated the goal of the campaign: "Farmers are the backbone of our communities and our food system. Through the campaign we want to show the true story of farmers as stewards of the land who are committed to sustainability and community. It shows how West Cork dairy is not just premium, but built on transparency, responsibility, and real progress."
Enda Buckley, Carbery's Head of Sustainability, remarked on the synergy between tradition and innovation in West Cork farming, which is integral to environmental and generational future. "Through our FutureProof programme, 93% of our milk now comes from farms taking concrete sustainability actions. This campaign shines a light on their leadership and commitment as true custodians of the land."
The campaign is synchronized with the peak tourist season in West Cork, with billboards appearing in Bandon, Skibbereen, Dunmanway, and along the N71 between Bandon and Clonakilty until mid-August, complemented by a presence on Instagram, TikTok, and LinkedIn.
