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Presentation to
A New Contract With Nature – the Green Economy in Action
Gabriel D’Arcy
CEO Bord na Móna
The Past
1934: A national peat company
Bord Na Mona Hostels
Harrowing
Loading to Rail Wagons
Unloading Peat
The Past
1934: A national peat company
Bord na Móna Today
2010: An International Peat + Commercial Company
Where will Bord Na Móna be in 10 years?
The BnM Vision Process
External Sources
Internal SourcesConsumer
s
S.E.IMedia
Customers E.P.A
. C.E.R.
Opinion Formers
Shareholder
Department
Employees
Board
Leadership Team
Objective – To Engage with and obtain inputs From Both External and Internal Sources
Climate Change -
The Key Driver of Change
Carbon cycle
Priority AreasFrom Recent EPA Report
• Water
• Habitat and Species
• Waste
• Energy – Renewables
BnM is uniquely positioned to play a leadership role in delivering Irelands climate change agenda
Key Sustainable Corporate Objectives to deliver
our Vision
Renewable Energy
• Be the leading renewable energy provider on the island
• Deliver 500 MW of Wind Energy by 2020
• Achieve 30% co-fuelling with biomass by 2016
Sustainable Gardening Products
• Peat dilution is a key Metric for our Horticulture business. It is the amount of Peat substitute we have used in our growing media products as a percentage of total volume sold.
• Target is 50% within 5 years
Resource Recovery
• Objective to maximise how it recovers value from waste material in a sustainable, environmental and commercial fashion.
• To achieve 80% Landfill Diversion within next 3 years.
Maximising Synergies
Clean Air
Biodiversity/Habitat
• Custodians of 200k acres of peatland.
• BnM will not open any new bogs
• BnM has successfully managed the largest rehabilitation project in Europe
• Set and monitor biodiversity targets
• Resourced with expert capability.
J.1326
Identity BNM is frequently conceptualised in terms of the
past, not the present day.
A major issue for BNM is the apparent vacuum of knowledge about the contemporary role, relevance and operations of the company: in short, what does it do, beyond briquettes and turf supply?
The issue of a finite resource
It is plausible and even expected that BNM may transform into a broader ‘energy group’, especially with environmental dimensions.
J.1326
Identity Everybody understands, or concludes, that the
brand needs to change.
The existing identity is not aligned to the strategic intent or vision of the organisation
It is difficult to envisage how the brand can express its redirection and transference from an historic institution to a modern-day entity while retaining its current name.
Rebranding will create a group identity which bonds and guides individual units and maximise synergies across the organisation
The Future
Water Project
Tourism Project
Bunker on left contains sod peat Bunker on Right contains wood chips
Energy Performance Contracting
Innovation
The Future
Animation
Thank You
Gabriel D’Arcy CEO Bord na Mona plc