Bord na Móna’s ‘Naturally Driven’ PR campaign is cynical says An Taisce

Published by Dave Brooks on

May 5th, 2016

Bord na Móna’s new ‘Naturally Driven’ marketing campaign has been harshly criticised by An Taisce as being ‘cynical’.

The heritage organisation has dismissed the campaign as ’empty PR’, while the semi-state company continues to extract peat on an industrial scale, in what An Taisce’s Climate Change Committee spokesperson John Gibbons describes as ‘one of the least sustainable and most environmentally unfriendly industries on the face of the planet’.

While Bord na Móna have committed to ceasing harvesting peat for use in power stations by 2030, John Gibbons said that this target is ‘unacceptable’ in light of the emissions generated by the extraction and burning of peat, and that it ‘undermines national efforts to achieve rapid reductions in dangerous greenhouse gases.’

Gibbons continued: “Its statement that it will continue to devastate Ireland’s fragile boglands for the next 14 years to feed millions of tonnes of peat into three hopelessly inefficient, loss-making peat-fired power stations being propped up by compulsory levies on electricity bill-payers is about as far from ‘sustainable’ as it is possible to be”.

“There is no future in peat, if we hope to prevent the devastating consequences of climate change and global biodiversity loss”, Mr Gibbons said.

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Dave Brooks

Dave works as Communication Assistant with the Environmental Pillar. His background is in psychology and he has a masters in Environmental Psychology from the University of Surrey.