The Bord Bia Food and Drink Industry Awards are designed to reward excellence in the Irish food and drinks industry. The awards, in association with Rabobank, are open to all food and drink products manufactured in Ireland.
Companies must be in business for a minimum of two fiscal years. Where relevant, it is desirable that companies source materials that are approved under the Bord Bia Quality Assurance Schemes.
This year Bord Bia received 184 award entries across six categories - exporting, branding, entrepreneurial, domestic success, sustainability and innovation. The shortlisted companies for the first three categories are profiled below, with the shortlisted companies for the other three categories appearing next Monday in The Irish Times. The winners will be announced at an awards ceremony on November 22nd.
EXPORTING AWARD
COMPANY:Kepak
PRODUCT:Sonae own-brand range
COMPANY BACKGROUND: Meath-headquartered Kepak is one of the largest food processing firms in Ireland. As well as its meat division, it has a rapidly growing convenience food unit which produces convenience ranges including heat-and-serve, which uses a "sous vide" system where meats are slow cooked for 6 to 12 hours, and can be reheated. The Continente own-brand range sold in Sonae retail stores in Portugal is one of these.
EXPORT MARKETS: Kepak exports about 82 per cent of its output. While Kepak has a presence in most European countries, its heat-and-serve products traditionally focused only on the UK and Ireland markets – it had listings in all major retailers in both countries. Spotting an opportunity in Portugal, where there is no strong ready meal industry, Kepak successfully developed a range of products specific to the Portuguese consumer, marketed under the Continente brand for Sonae. Sous vide cooking is particularly suited to the traditional Portuguese style of stews and casseroles, and Kepak now provides five separate products for Sonae.
COMPANY:Irish Distillers
PRODUCT:Jameson Irish Whiskey
COMPANY BACKGROUND: Irish Distillers is one of the country's largest wine and spirits firms. With a history stretching to the late 18th century, Irish Distillers was acquired by French company Pernod Ricard in 1988. Since then, Irish Distillers has invested heavily in flagship brand Jameson, which is still distilled in Cork. Jameson was the fastest growing whiskey brand globally between 2000 and 2009. In 2010 it hit a key milestone, selling 3 million cases globally, of which 1 million were sold in the US. The firm is investing more than €200 million in expanding its distillation capacity and maturation facilities in Midleton, Co Cork, and €80 million in marketing over the next three years
EXPORT MARKETS: As well as being the biggest selling whiskey in Ireland, Jameson is sold in more than 120 markets. Some 42 of these are in double digit growth – with the US growing at 30 per cent. It is now the second biggest international whiskey brand in Russia and South Africa. Export volumes grew by about 20 per cent in the year to March, with value growth up by 22 per cent. Irish Distillers intends to raise sales of Jameson to 4 million cases by 2012.
COMPANY:Irish Dairy Board
PRODUCT:Beo
COMPANY BACKGROUND: The Irish Dairy Board is one of Ireland's leading exporters. Owned by Irish dairy processing co-ops and dairy companies, its remit is to find profitable export markets for Irish dairy products. The Irish Dairy Board accounts for 60 per cent of all Irish dairy exports, equating to 270,000 metric tonnes of product annually. It had a turnover of €2 billion in 2011. Its main retail brands are Kerrygold and Pilgrim's Choice, the UK's number two cheese brand. Its newest product is Beo, a new milk powder brand created in partnership with Connacht Gold, one of the largest co-ops in the country. The product was launched last year.
EXPORT MARKETS: The board exports to more than 80 countries. It is focusing on developing new products and markets, and has identified Africa as key among the latter. In 2009 the board asked Connacht Gold to develop a product which would address the demand for vitamin-enhanced nutritional products, and Beo is the result. The board plans to add additional categories such as processed cheese, dairy spreads and condensed milk, as well as launching tins, pouches and UHT milk for the Beo brand.
BRANDING AWARD
COMPANY:Ina's Kitchen Desserts.
PRODUCT:Brodericks.
COMPANY BACKGROUND: Ina's Kitchen Desserts is a family-run business which manufactures premium quality desserts, cakes and snacks for the food service and retail market. The company's roots stretch back to early 1980s when Ina Broderick began making and supplying desserts. In the 1990s the business moved to Terenure and Ina's sons Barry and Bernard joined the business.
The business grew from a €40,000 turnover in its first year, to more than €400,000. Some six years ago the company entered the retail market with a "grab and go" range of products, marketed under the brands, Handmade, Irish Flapjack and Muffin Company, and Broderick's.
BRODERICKS: Since its inception in 2010, it has become the market leader in the area of "grab and go" snacks in Ireland. A €150,000-plus budget on PR, advertising and brand recognition, included an appearance on the TV3 Apprentice programme has led to the sale of more than 100,000 bars. Brodericks has partnered with noted Irish brands such as Insomnia and Eddie Rockets. The brand sells in France, Belgium and the Netherlands.
COMPANY:Glenisk
PRODUCT:Tune Challenge Campaign
COMPANY BACKGROUND: Glenisk is a Co Offaly-based family-run producer of organic dairy and goats' milk products. It switched to organic production in 1995 and now procures up to 90 per cent of the organic milk produced on the island of Ireland. The company has experienced a 25 per cent increase in sales this year. Glenisk moved into the export market last year and its products, both branded and private label, are available in Great Britain, Portugal and Spain. Glenisk plans to develop its brand in Western Europe with a particular focus on Germany for 2012.
TUNE CHALLENGE CAMPAIGN: Glenisk aired its first TV ad in 2010. It was successful, but the company felt it could have used a more memorable soundtrack. This prompted a campaign idea for 2011 – the Glenisk Tune Challenge – a search among unsigned Irish musicians for a piece of music to accompany ads. Glenisk partnered with Today FM for a six-week radio promotion. The campaign generated sales uplift of 35 per cent, and research by Amárach found Glenisk brand awareness rose by 5 per cent. Glenisk now has the highest favourability ranking of all yogurts in Ireland.
COMPANY:Largo Foods
PRODUCT:Tayto
COMPANY BACKGROUND: Largo Foods was founded in 1982 by Ray Coyle, who had been a potato supplier to Tayto. The company, which began with a staff of nine, grew steadily, introducing Hunky Dorys in 1995. A major turning point was the acquisition of Tayto in 2006 for €68 million. Largo Foods is a major employer, with close to 600 staff in Ireland and 125 abroad. It sources 30,000 tonnes of potatoes from Irish farmers annually – approximately 10 per cent of the nation's annual crop. Largo Foods has 50 per cent market share in Ireland and generates 20 per cent of its sales from exports to the UK and further afield.
TAYTO: When Largo purchased Tayto it was in a difficult position, with a slowly declining loyalty base. Its brand reinvigoration included marketing strategies centred around the character of "Mr Tayto", which included running him in the general election, a Mr Tayto song, a bestselling "autobiography" and a crisp theme park. The brand strategy has been to focus on Tayto as something uniquely Irish, witty and charming, according to the company. Tayto is Ireland's number one crisp and snack brand.
ENTREPRENEURIAL AWARD
COMPANY:Zanna Cookhouse
Wexford-based Zanna Cookhouse was founded in May 2007 by Owen and Lorna Mullins.
Owen Mullins had trained and worked in Ballymaloe Cookery School, and also worked as a chef at Dunbrody Country House. The business, which began in the Mullins' own kitchen, is now based at a premises formerly used by Wexford Preserves, which the Mullins subsequently expanded.
The company, whose main products are gourmet quiches and pies, as well as soups, pâtés and desserts, began selling foods at local farmers markets.
It now also supplies shops and supermarkets including three Dunnes Stores outlets, Fallon Byrne, Eurospar and various SuperValu outlets. Zanna Cookhouse is about to begin production of a new product for Aldi, and has developed own-brand pie labels for several other companies.
One of the main challenges for the company has been distribution, and Zanna Cookhouse now works with other companies in the Wexford area in sharing costs.
Turnover increased by 55 per cent in 2010.
COMPANY:Green Saffron Spices
Cork-based Green Saffron Spices was founded by Arun Kapil in 2007. The company produces sauces, dressings and condiments using spices directly sourced through Kapil's cousin in India.
The spices are sorted and graded at a warehouse in Moradabad India, before being shipped to Ireland, where they are blended and recipes developed. The products' 100 per cent traceability is a key part of Green Saffron's marketing strategy.
Green Saffron Spices supplies farmers markets, 80 speciality food shops including Avoca, Donnybrook Fair, MacCambridges, Fallon Byrne, and Urru as well as restaurants such as Chapter One and Corrigans Mayfair, London. Its target market is ABC1, C2 men and women in the 20 to 48 age bracket.
The company hopes to capitalise on the growing market presence of Indian food in Ireland and the UK, and is focusing on growing its wholesale sales to the food service market, as well as developing retail dry spice and wet sauces. Founder Arun Kapil regularly appears on various media outlets, including national television and radio.
COMPANY:ABC Nutrition
ABC Nutrition, located in Shannon, Co Clare, began manufacturing sports nutrition and health nutrition products in January 2007. The firm, set up by Seán McNamara and Willie Wixted, started with one small customer in Ireland and has since developed a customer base in 15 European countries. It has exported products to Asia, Africa and Australia. At present, 83 per cent of all products it produces are exported.
The team's background in nutrition and research development has been a key strength for the company. Many of the products are based on dairy proteins, and some on whey protein, and are aimed at the sports market. The company sees a major opportunity to develop products for the elderly market and in senior nutrition as the proportion of older people in the population grows.
ABC Nutrition generally targets chains of nutrition stores or companies with good distribution networks. It approaches them directly, rather than through advertising, and is able to send samples to prospective partners within 24 hours using overnight couriers. The products' long shelf life is one of the key advantages of the business.
