Mr. Lorcan Bourke:

Another campaign that we run is Best in Season, which complements our food choices campaign. Best in Season is a programme funded uniquely by Bord Bia and it highlights produce as it comes into season across the seasonal calendar. We create a great buzz about the arrival of, say, new-season strawberries and new-season field vegetables. I am not sure whether any members saw that last Friday was National Potato Day. The programme is tied in with all the occasions, and we will highlight Hallowe'en. The programme is for a broader public audience, not just the younger audience. We are always keeping consumers on alert.

On communicating with young people, we are reaching the millennials through the influencers that they watch on their Instagram feeds. One of the briefs is to give them cooking skills, determine whether they have the right kitchen equipment even to do what is required, and communicate about fresh, local, in-season Irish produce. We create recipes that will excite them.