THE concept of the "traditional" Irish pub is a worldwide winner, and now the Irish Food Board is hoping to emulate that success with the promotion of the Irish corner shop at locations all over the United States.
The first such theme store, Morrissey's of Ireland, opened its doors in Boston this week and marked the beginning of a major drive by the Irish Food Board, An Bord Bia, into the US market.
Morrissey's of Ireland in Star Markets Retail Chain, south Boston, features the largest selection of Irish food products in a single store in the US.
The shop, which is the corner-stone of the World Markets Food Hall at Harbour Port, Donchester, Boston, is designed to resemble a traditional Irish store and will carry more than 800 food and gift items imported from Ireland.
The idea, which was developed by Star Markets and Bord Bia, offers all the leading brands of Irish foods and general merchandise to the Boston public, many of whom have Irish roots.
Mr Michael Duffy, chief executive of Bord Bia, said this was the kind of high-profile foothold needed in the US.
"We are very confident that the store will be a success, forming the basis for a network of similar concept stores in the Star Markets Group and with the potential to operate in other supermarket chains throughout North America, especially those in Irish-American neighbourhoods," Mr Duffy said.
He said Irish food and drink exports to the US amounted to $280 million each year and have been increasing at an annual rate of between 5 and 10 per cent over the past five years.
"We want to build on this and create greater trade and consumer awareness of Ireland as a source of quality food products," Mr Duffy said.