Creative agency ROTHCO and Allied Irish Bank (AIB) have created a new book grown entirely from grass to demonstrate the power of nature and Ireland’s greatest resource to help transform sustainability in agricultural practice.
10 | The Book That Grew is an initiative to support Irish agriculture and farming and shows just how effective natural resources can be. Every page, word and diagram in the book was formed by real grass roots as they grew.
In 2017, AIB partnered with Teagasc (Ireland’s Agriculture and Food Development Authority) to launch a multi-year campaign to increase grass utilisation on Irish livestock farms. The bank has a business relationship with almost 35% of farmers in Ireland and with the roots of the Irish economy in Agriculture, AIB is committed to backing farmers with the help they need to grow their business.
The Book That Grew is the latest instalment of AIB’s ongoing campaign. Working with ROTHCO, AIB wanted to deliver the most up to date guide for efficiency and sustainability in farming by changing the way farmers see the country’s greatest resource - grass.
The book was grown from the very grass that Irish farmers nurture and contains 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability and increase profitability.
These 10 steps enable farmers to achieve a ‘perfect’ 10 rotations of grass grazing per year and produce 10 tonnes of grass per hectare – a powerful number that will greatly improve the sustainability of even the most efficient farm. These lessons shaped into the pages of a book were created by bespoke plates that were used to manipulate the growth of the roots into legible shapes.
Each page was grown during February and March 2019 by German artist Diana Scherer. The pages were then harvested in Amsterdam and bound together in Dublin by Letterpress Printer and Bookbinder, Jamie Murphy of The Salvage Press. Everything in the book, including the ink and binding were made from the same grass, demonstrating that when managed correctly, it can work wonders.
10 | The Book That Grew is currently touring the country at AIB-partnered agricultural events such as the National Ploughing Championships. The contents is available on AIB’s website.