Farm to Fork: FAU Students Harvest Marketing Insights During Ireland Study Tour

This summer, as faculty leader, I had the incredible opportunity to guide 14 College of Business students from Florida Atlantic on a transformative Farm to Fork study abroad program in Dublin, Ireland. From the moment we arrived at the University College Dublin (UCD), we knew our immersion into the Irish food industry was going to be an enlightening experience.

Our journey began with a solid foundation about the Irish food industry by Bord Bia, also known as the Irish Food Board. They gave us an overview about their role in promoting, marketing, and developing the Irish food, drink, and horticulture industry through the Origin Green program. We also learned about Love Irish Food, a campaign dedicated to supporting Irish-made products and boosting the local economy.

Students got a close-up look at the critical "moment of truth" for consumers and the sustainability efforts at the retail level during an all-day retail safari to major stores including Tesco, Dunnes Stores, Lidl and Super Valu. Witnessing firsthand how big brands support sustainability initiatives was eye-opening for our group.

“A highlight from our retail segment of the tour was SuperValu. We had the pleasure of visiting their Blackrock location and seeing their sustainability efforts in action. My program partner Levana Amador and I had been doing research on this company prior to the trip, and we are so thankful to have been welcomed into the store!”

~Ashton Rodrick, FAU Marketing Student

Yet, what truly connected us with the essence of Ireland’s sustainable food production was our farm visits. We spent time in the lush green pastures, among grazing cows, sheep, and busy bees. Discovering the biodiversity that contributes to a sustainable environment was a beautiful experience. We met passionate farmers, strolled through barley fields, observed the growing of hops at Ballykilcavan Farm/Brewery, and indulged in delicious cream made at the Orchard Centre Dairy, the primary processor for Bailey's Irish Cream.

Our exploration continued as we engaged with marketing executives at renowned manufacturers like Ornua, the makers of Kerrygold Butter, and the Flahavan's production plant, where oats take center stage. We also had the privilege of visiting the Kerry Group innovation center, where taste and nutrition solutions are developed to captivate consumers worldwide.

“I had the privilege to visit Ornua and learn more about their products and their dedication to sustainability. It was fascinating learning more about Kerrygold and how it stands out as a premium product.

~Justin Bender, FAU Business Student

A highlight of our journey was the exclusive behind-the-scenes glimpse into Boys & Girls, a prominent full-service advertising agency representing companies dedicated to promoting sustainability, including Kellogg's, LEGO, Ornua, Diageo, and Danone. Delving into the creative efforts and commitment to sustainability by these brands left a lasting impression on our students.

No trip to Ireland would be complete without submersing ourselves in the rich history and flavors of Guinness and Jameson Irish Whiskey. We explored the distilleries and breweries, tasted, and delved into the sustainable practices embraced by Pernod Ricard, the owners and producers of Jameson Whiskey.

“As we immersed ourselves in Jameson's rich past, history, and production process, we developed a deeper understanding of this well-known brand. Expert Ruth Fagan's informative explanations of Jameson's marketing strategy and dedication to sustainability made the trip even more enlightening. She demonstrated to us how these ideas are seamlessly incorporated into their daily activities.”

~Daniela Mesa, Junior FAU Marketing Student

Throughout this trip, our students truly grasped the significance of food sustainability for our planet's future. From Farm to Fork, they celebrated Ireland's dedication to sustainable agricultural practices, the conservation of natural resources, the reduction of greenhouse gas emissions, and the preservation of biodiversity. These insights equip our students in understanding the social goal of mitigating climate change to secure a resilient and healthy food system.

Sláinte to the lessons learned on the emerald isle!

-FAU-