The Book That Grew
The roots of Ireland’s economy are in agriculture, but there’s an urgent need for on-farm adoption of greenhouse gas mitigation measures.
If farming is to survive, it must become more sustainable.
AIB, Ireland’s largest bank for farmers wanted to enable farmers to maximise sustainability, by changing how they see our greatest resource: grass.
So we used grass to grow a book.
A book ‘printed’ naturally by the growth of the very grass that Irish farmers nurture – with each page, each word, and each diagram shaped by real grass roots as they grew into specially created templates.
This book contains a set of guidelines for Irish farmers: 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability and increase profitability.
Not only does this book lay out a practical plan of action, it symbolises the power of our natural resources. When grass is managed correctly, it can work wonders.