Carbery Group Launches ‘The Real Deal’ Celebrating the Real Story of West Cork Dairy Farming – Carbery
West Cork, 14th July: Carbery Group today launched ‘The Real Deal’, a campaign that champions the vital role West Cork dairy farmers play in their communities and in safeguarding the environment. The initiative celebrates farmers as skilled food producers and land stewards that deliver high-quality, sustainable food for Irish families.
Running across digital and outdoor channels, ‘The Real Deal’ uses real stories, video and visuals from West Cork families to show the role farming plays in producing sustainable, high-quality food that is rooted in family, community and innovation.
The campaign focuses on four key themes:
- Real food – Showcasing the nutritional and taste benefits of Irish dairy and farming.
- Real people – Featuring the West Cork dairy farming families.
- Real sustainability – Addressing misconceptions and demonstrating real environmental progress
- Real economy – Highlighting how farming supports jobs, communities, and national prosperity.
Speaking on the launch of ‘The Real Deal’ Jason Hawkins, CEO of Carbery Group, said: “Farmers are the backbone of our communities and our food system. ‘Through the ‘The Real Deal’ 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.”
Head of Sustainability at Carbery Group Enda Buckley added: “At Carbery, we see first-hand how West Cork farmers are combining tradition and innovation to make a real difference for the environment and future generations. 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.”
Timed to coincide with West Cork’s peak tourist season, ‘The Real Deal’ billboard campaign will appear in Bandon, Skibbereen, Dunmanway, and on the N71 between Bandon and Clonakilty until mid-August and will run across Instagram, TikTok and Linkedin.
A Digital campaign will also run during that period. Follow Carbery Group’s Instagram and LinkedIn pages to see more on ‘The Real Deal’.
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