"In the early part of my career with the Milk Marketing Board I was employed as Personal Assistant to both the Chairman and Managing Director, which for me was an introduction to industry politics. I found this position very rewarding, and it provided me with an opportunity to work with two incredible industry leaders."
Leading on from this, Mike embarked on a role in public relations, then in sales, before finally moving into management; a role which would require good communication and people skills, the ability to network, a knowledge of marketing and the ability to be strategic. "My previous experience in PR has given me a good insight to, and understanding of the importance of communication at all levels, and completing both an MA and PhD in Marketing at the University of Ulster has helped me develop my career within the dairy industry towards marketing dairy products. I see my career as an example of the dairy industry offering an opportunity to develop a career in whatever way suits your interests."
Mike continues: "I suppose I was fortunate to have had opportunities within the local dairy industry, and to have worked with some very gifted and able individuals. I believe that opportunities still exist within the dairy industry for those who have an interest in a wide spectrum of the business mix. My career is an example of how an individual's business interests can change, and the importance of continuing professional development and skills training throughout a career."
Mike is a visiting professor at the University of Ulster, and in this role helps provide practical experience for post-graduate students through occasional lectures and help with course development. His commitment to encouraging young people extends to Dairy Council activities through the employment of students during their industrial placement year. For a number of years the Dairy Council has employed 2 students per year who are studying for a Consumer Studies degree at the University of Ulster, and Mike is clear on the benefits that hands-on training can provide. "Students commencing the programme often lack confidence in their own capabilities. There is a sense of satisfaction at the end of the programme in seeing such a transformation in these students who have gained both confidence and a better all round knowledge of a business environment. The most effective learning comes through practical experience in the work environment, and giving the students an opportunity to apply their knowledge."
Job satisfaction for Mike comes from being able to develop a campaign which is of benefit to industry, and seeing it successfully implemented. "In the early 90's a campaign was developed by the Milk Marketing Board which tackled the issue of falling milk consumption amongst teenagers. Another innovative campaign undertaken by the Dairy Council was the 'Pure' campaign which was the first of its kind in dairying circles around the world; and one which some other countries now use as a benchmark for their campaigns."
Mike's experience has also taught him how to stay ahead of the competition, "Benchmarking against similar organisations in other countries, and watching what others are doing is useful. Having a well trained workforce will also ensure you stay ahead; a competitive advantage starts with having the best people having the best skills. Competitors can match your products but not your people."
As a Skills Ambassador for Lantra, Mike believes there is a need to attract people to the sector, and to help them realise and develop their vision. "Over the years I have watched farming change, and hold the view that farming has a good future in Northern Ireland, but many changes are still needed. I see young people now emerging as industry leaders, and believe there is a need to encourage this direction in order to create a vibrant primary production sector in Northern Ireland."
Looking towards the future Mike says: "I would like to put back into the community something of what I have gained, and as a member of the College of Agriculture, Food and Rural Enterprise's (CAFRE) Advisory Group I have the opportunity to do this. It is great to be able to help young folk in the early stages of their career. There is a need to encourage people to see that the agri-food industry is a good career choice, and in CAFRE, we have world class facilities and people to provide the training that will be on long term benefit to the entire agri-food sector."
