Crisp entrepreneur Tom Keogh on tasting success in a crowded market

How Keogh's crisps utilize shrewd branding and marketing

Listen | 56:54

Tom Keogh delves into the 200-year history of his family’s farm business in north county Dublin, the pivots those before him were forced to make, and how ingenious branding and marketing helped Keogh’s stand out in a crowded market.

We also hear how a conversation with a U.S. Food and Drug Administration official inspired Tom to start making crisps, the challenge of taking on Tayto, and how the pandemic was actually good for business.

Plus, with Keogh’s crisps boasting some eighteen flavours, it was for Jedward that Tom created his most daring flavour involved sushi.