Bord Bia and the Health Service Executive (HSE) will work together on a campaign to highlight the importance of farmers protecting their skin from the sun.

The awareness campaign will run from May 22 until August 31, and is jointly supported by the Irish food board and the HSE's National Cancer Control Programme (NCCP) and the government-led Healthy Ireland initiative.

Bord Bia farm auditors will distribute 'SunSmart for Farmers' leaflets to all beef, dairy, and sheep farmers during their Bord Bia audits.

The leaflet was developed especially for Irish farmers by the NCCP.

This is the second year Bord Bia has supported the initiative.

About 780 farms per week will host a Bord Bia auditor, meaning the campaign will reach about 12,000 farmers during the peak time of year for ultraviolet (UV) exposure.

The campaign forms part of the HSE and Healthy Ireland’s wider SunSmart awareness efforts, encouraging people across Ireland to "enjoy the sun safely" and reduce their risk of skin cancer.

Commenting on the initiative, Muireann Baker, agricultural sustainability coordinator with Bord Bia, said: "Bord Bia auditors will visit thousands of farmers this summer, and we are pleased to use this opportunity to support the HSE and Healthy Ireland’s annual SunSmart campaign.

"Through our access to the farming community, we hope to raise awareness among farmers of the importance of sun safety and reduce their risk of skin cancer," Baker added.

Ann-Marie Lawlor, senior health promotion and improvement officer with the HSE, commented: "Skin cancer is the most common form of cancer in Ireland, with those working outdoors particularly at risk.

"Through this joint initiative with Bord Bia, we’re placing life-saving advice directly in farmers’ hands. Small protective habits today can make a big difference for long-term health," Lawlor added.

Ross Crowe, farmer and SunSmart ambassador, said: "As farmers, we’re exposed to up to three times more UV rays compared with people who work indoors, putting us at greater risk of developing skin cancer.

"I’m glad to support this campaign and encourage other farmers to protect themselves from the sun every day, whether out in the field, inside the tractor cab, or on a cloudy day," Crowe added.