Document Type

Conference Object

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Agribusiness | Business Administration, Management, and Operations | Rural Sociology | Social and Behavioral Sciences | Work, Economy and Organizations

Publication Details

This conference paper was presented at the International Congress on Public and Nonprofit Marketing , held at [Bournemouth, England, 6-7 September 2018 proceedings available online: (N/A)


Agriculture is the most dangerous occupation in Ireland. For every fatality in the sector, more than 125 farm workers are injured, many of them so seriously that the viability of the farm is undermined. These terrible and largely hidden figures have remained constant for the past decade, despite legal requirements, awareness-raising events and inspections by the Health and Safety Authority (HSA). The agricultural sector accounts for just 6% of the working population of Ireland, yet it consistently has the highest proportion of fatal incidents of any sector. This was again evident in 2017 where 51% (24 of the 47) of all fatal workplace incidents in Ireland were in the agricultural sector. Of those 24 deaths, 14 were of men aged over 65. A further 2,500 people were injured, many of them seriously. Interviews were conducted with farmers and farm safety advisory bodies. The findings from this research show that a systems social marketing approach should be adopted to eliminate farm deaths and injuries and that interventions should be co-created with the farming community. A grass-roots mentoring system needs to be established to advise farmers on best practice. The issue of farm safety needs to be addressed at a macro marketing level and needs to involve a broadening of the traditional 4Ps to include People, Policy and Partnership.