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