FOCUS ON MEAT - IrishFood Magazine · FOCUS ON MEAT ConsUmer InsIGhts leadInG to InnovatIon BreedInG for QUalIty Issue 5 2013 minister …

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FOCUS ON MEATConsUmer InsIGhts leadInG to InnovatIonBreedInG for QUalIty

Issue 5 2013

minister for agriculture, food and the marine, talks about Ireland’s meat industry

Uk focuspreparing speciality foods for export

middle east markets

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editorial

Meat is a hugely important to the Irish ecomony. It is the number one category in food and drink exports and was valued at approximately €3 billion in 2012. The category is led by beef, and fi gures released for the fi rst six months of 2013 show that beef accounted for almost 40 per cent of the total increase in food and drink exports for the period. In this edition we speak to Minister for Agriculture, Food and the Marine, Simon Coveney (see page 10), who says it has been a diffi cult year for the category but the industry has come out strongly, and the fi gures for the fi rst half of the year show confi dence in the industry.

We also take a look at the UK – Ireland’s biggest export market – where there are some interesting trends emerging. In particular, the growth in popularity of gluten-free products (see page 28) is increasing not just among coeliacs but also among the general population as a life choice. Ireland has the highest number of coeliacs per head of population in Europe, which means we could be well placed to address this growing consumer trend. We also speak to a number of Irish food producers who have ambitions to launch new and innovative products in the UK market. These products are tackling many of the consumer needs that are regularly identifi ed by Bord Bia consumer insight surveys and are an interesting insight into emerging food products and solutions.

Meanwhile, the UK Speciality Fine Food Fair (see page 30) takes place September 8-10 and we look at what Ireland will have to offer at this year’s show. We also speak with Enterprise Ireland (see page 32) and a number of its client companies in the speciality food and artisan category. The sector is worth an impressive €450 million in Ireland and is seeing a rise in popularity as consumers become increasingly aware of food provenance and production.

Elsewhere, our regular Trends section looks at the impact of technology on consumer shopping habits (see page 40). As technology increasingly plays a role in consumer shopping choices, there is an opportunity for companies to expand their customer base through new mediums. Companies can communicate directly with the end-user, building a relationship with the customer based around the ‘story’ of the company.

Also in this edition, don’t miss Ireland’s celebration of potatoes on National Potato Day; and we have tasty recipes for you to try. Enjoy!

Oonagh O’Mahony

Editor

Issue 5 2013

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Issue 5 2013

10 lead Building on exports

IrIshfood speaks with simon Coveney, minister for agriculture, food and the marine, about the future of Ireland’s meat export industry

editor: oonagh o’mahony reporters: margaret donnelly, donal nugent, david Cummins, mike WilsonDesign: Ciarán Brougham, Barry sheehan production: martin Whelan Chief executive: rebecca markey advertising executive: John sheehanaccounts: tricia murtagh administration: sue nolan publisher: david markey

Copyright Ifp media 2013.no part of this publication may be reproduced in any material form without the express written permission of the publishers.

published by: Ifp media, 31 deansgrange road, Blackrock, Co. dublinrepublic of Ireland. t: +353 1 289 3305 f: +353 1 289 6406 e: [email protected] www.ifpmedia.com www.irishfoodmagazine.com

Contents

12 expandInG Ireland’s export Base With ambitions to reach €12 billion in

food and drink exports by 2020, Ireland is exploring new export markets

6 neWs

two Uk listings for keogh’s

7 Irish company’s unique traceability system

8 killowen farm scoops six Great taste awards

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Contents

26 Ireland remaIns a key partner for the Uk

michelle Butler at Bord Bia’s Uk office says, despite challenges in 2012, Ireland continues to be a key partner for the Uk food industry

24 reCIpes

Grilled steak with avocado, mango and kidney Bean salsa

sausages with Caramelised onions and Wholegrain mustard mash

pork with apple and Cider

Bacon, eggs and spinach pies

14 GoInG GloBal

In 2013, alltech will host its Global 500 Conference on beef and dairy in Ireland, welcoming international delegates to discuss the future of the industries

15meat

5

28 GroWth In GlUten-free market

the gluten-free market in the Uk is worth in the region of €180 million and Ireland could be in a position to take advantage of a growing trend towards gluten-free food in the region

30 somethInG speCIal

the speciality food market in Ireland is worth approximately €450 million and this year 17 Irish artisan producers will exhibit at the 2013 speciality fine food fair

32 a taste for InnovatIon

IrIshfood speaks with four companies that are tapping into changing consumer trends to innovate and bring new products to market

36preparInG for export

enterprise Ireland is working with a number of Ireland’s speciality food and drink companies to help them prepare for export markets

39 Us trends

mike Wilson reports on the latest trends from the Us

40 shoppInG Goes moBIle Consumer buying patterns have evolved and new research in the Uk and Ireland shows the smartphone is becoming the shopper’s new best friend

42 spotlIGht on... natIonal potato day Ireland marks national potato day

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www.irishfoodmagazine.comnews

Pre-tax profi ts for Glanbia plc rose to €95 million in the six months to the end of June 2013, compared to €88 million for the same period last year.Speaking about the results, John Moloney, Group Managing Director, said: “The Group’s fi rst-half performance was driven by Global Performance Nutrition and

Global Ingredients. These two business segments now represent over 70 per cent of Group EBITA and are our core platforms for future growth. We expect little change in the external operating environment in the second half and with clear challenges remaining in Dairy Ireland we are maintaining our 2013 full year guidance

of adjusted earnings per share growth of between 8 per cent and 10 per cent, on a constant currency basis.” The half-year fi gures are based on the new organisational structure of the Group, announced in May 2013. This new structure refl ects the fact that Glanbia has built two very signifi cant platforms in nutritional products and solutions. The fi rst platform is business-to-consumer high-quality performance nutrition with the largest global sports nutrition brand portfolio. This business segment is called Global Performance Nutrition. The second platform, Global Ingredients, spans large-scale cheese manufacturing and value-added nutritional ingredient solutions.Global Performance Nutrition continued to outpace market growth rates delivering a 14 per cent increase in revenue.Meanwhile, Global Ingredients also delivered a good performance with revenue increasing 17 per cent. Glanbia is confi dent that the full year outlook for the Group remains positive.

tom keogh

Two UK listings for Keogh’sIrish crisp manufacturer Keogh’s has secured two new contracts with leading retailers in the UK. The two-year-old brand has been listed in 120 stores by supermarket giant Tesco. Tom Keogh, the company’s co-founder, explains that the Tesco listing is part of Tesco’s world food section, which includes a number of ethnic products from around the world. “That comes on the back a very of successful listing we had in March for our St Patrick’s Day Shamrock fl avoured crisps,” says Tom. “ The world food listing is great. We are in 120 stores with two lines: Dubliner Cheese and Onion, and Shamrock and Sour Cream, and it seems to be going well so far.”In September, online retailer Ocado will begin selling the Irish crisps. It is carry three products from the Keogh’s range: Dubliner Cheese and Onion; Atlantic Sea Salt and Cider Vinegar; and Atlantic Sea Salt. “It’s very exciting because they are an online retailer and online retail is seeing huge growth in the UK, it grew by 11or 12 per cent last year. So, it’s nice to get an opportunity to supply Ocado.”Tom says the listing is also very exciting as Ocado has also agreed to sell Keogh’s potatoes, which are produced at the family’s farm in north county Dublin and are used to make the Keogh’s brand crisps.Tom says that there is a huge emphasis on new product development in the company. “With our fl avours, ingredients are key. We try to keep everything as Irish and as local as possible.” It recently launched a new Sweet Chilli and Irish Red Pepper fl avoured crisp and Tom says that, while the company couldn’t get an Irish chilli it did use Irish peppers in its production. Keogh’s crisps are also availabe in Selfridges in the UK and Tom says the company is also looking at the food halls in London and similar locations to stock Keogh’s crisps. He says it can be diffi cult for new companies to gain a foothold with the larger retailers, but adds: “Getting it into the world food section of Tesco is a great starting point.”

Glanbia revenue rises for fi rst six months

siobhan talbot, designated managing director of Glanbia and John moloney, managing director pictured at the announcement of Glanbia’s half-year results.

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A delegation of European industry leaders recently conducted a site tour of the Cork facility of Irish egg producer and packer Riverview Eggs, to learn best practices in the egg industry for traceability. It is hoped that similar best-practices and standards will be subsequently applied across Europe. The international delegation also visited the poultry production and processing facility of Carton Brothers in Shercock, Co. Cavan. Over the last two-and-a-half years, Riverview Eggs has co-developed a unique system with a neutral, not for profit global organisation GS1 Ireland (Global Standards 1(Ireland)), which develops and maintains the most widely-used supply chain standards system in the world. GS1 standards improve the efficiency, safety and visibility of supply chains across multiple sectors. Riverview Eggs explains that it is the only egg producer and packer in Ireland to have such a system and, at the ‘press of a button’, Riverview Eggs can determine which retailer or customer got what eggs, when they got them and from what henhouse they were produced. This allows

for instant traceability and complete transparency regarding the origin of the egg and the supply chain of Riverview Eggs. Commenting on the visit, DJ Kelleher, Managing Director, Riverview Eggs, remarked: “Being recognised, on an EU scale, as the standard to emulate is a testament to our long history of commitment to excellence, with particular emphasis on product quality control and safety, which is very important to all our customers.” The delegation of European industry leaders included: UNECE (the United Nations Economic Commission for Europe) Working Party on Agricultural Quality Standards; the Polish Agricultural Ministry; and three senior executives from the Russian egg and poultry industry. Minster for Agriculture, Food and the Marine, Simon Coveney, who also attended on the day, said: “The visit of such an influential international delegation is of huge significance, not only to Riverview Eggs, but also to Ireland as it reinforces just how rigid we are with our traceability from farm to fork. I would like to congratulate Riverview Eggs and their counterparts GS1 on a truly important traceability and stock system.”

pictured are: dJ kelleher, manag-ing director, riverview eggs and simon Coveney, minister for agriculture, food and the marine.

Unique traceability system for Irish eggs is ‘standard to emulate’

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Irish Whiskey Company acquires Diageo plant

Irish Whiskey Company (IWC), which is majority owned by the Teeling family and former Cooley Distillery directors Jim Finn and David Hynes, has bought the Great Northern Brewery site in Dundalk, Co. Louth from Diageo. The overall investment, reported to be worth €35 million over four years, will see Harp larger cease production at the facility and transfer its operations to St James Gate in September. IWC says it will use some of the existing equipment and will also make investment in the site, bringing in specialised whiskey distilling equipment. It plans to supply whiskey to the private label and bulk sectors, as well as to the emerging craft distillery sector.Distilling is expected to start in 2014 with the fi rst mature whiskey available for delivery in late 2017.

Killowen Farm, Enniscorthy, Co. Wexford is celebrating after its yogurt was awarded gold stars for six diff erent products at the 2013 Great Taste Awards, one of the world’s largest and most rigorous food awards, involving over 400 judges and thousands of hours of blind tasting. “We have won many Great Taste awards over the years,” commented Pauline Dunne, Sales Manager, Killowen Farm. “However, this year was our best ever result, with six of our yogurts winning awards. We are constantly striving so that our products are the highest quality and truly refl ect our wonderful locality.”Killowen Farms won two two-star awards for its Greek-Style Yogurt with Wexford Blackcurrant and its Greek-Style Natural Yogurt. Meanwhile it won

four one-star awards for Killowen Farm’s Greek-style yogurt in the following fl avours: Wexford rhubarb; lemon curd; blueberry; and raspberry. “We have been sourcing as much fruit here in Wexford as possible and the fact that our Greek-Style Wexford Blackcurrant yogurt won two stars is a real endorsement of our ethos,” says Pauline. “The judges also awarded our Killowen Farm Greek-Style Natural yogurt with two stars, commenting that it is ‘a beautiful, dense yogurt, [we] loved the grassy aroma and depth of fl avour’.“Winning a Great Taste Award is of also of real commercial value to our business, as retailers respect the Awards and customers respond positively to products that display the Great Taste logo.”

Killowen Farm scoops six Great Taste Awards

Multi award-wining chef John Burton-Race has launched a range of 100 per cent Irish-made ready meals.John has joined forces with Galway food company Galmere Fresh Foods to produce his premium range of ready-meals featuring soups, salads and sides under the brand Cooked by John Burton-Race.The Cooked by John Burton-Race range is now available in Dunnes Stores, Spar, Eurospar, Mace and Londis stores here in Ireland and is currently negotiating contracts to export to Northern Ireland and the UK in September. John Burton-Race, who is also a brand ambassador and consultant for the Irish Dairy Board, said: “I am very excited about this new venture. This is a premium product, which is perfect for those who want to enjoy luxury dining at home without the premium cost. I have long held a deep love for Irish produce and quality ingredients. Our intention is to make Cooked By John Burton-Race appeal to everyone by adding some of my signature dishes from around the world to the range. We are launching with beef, chicken and fi sh dishes but have already developed another 10 recipes, which will be on shelves soon.”

Michelin chef launches Irish ready-meals range

pictured are: roz purcell and holly Carpenter with michelin star Chef, John Burton race.

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www.irishfoodmagazine.comlead

Irishfood speaks WIth sImon Coveney, mInIster for aGrICUltUre food and the marIne aBoUt the

fUtUre of Ireland’s meat export IndUstry

Building on exports

in June 2013, ireland handed over the Presidency of the EU to Lithuania having achieved one of its main ambitions for the six-month period. That was to agree a renegotiated Common Agricultural Policy (CAP) for the EU. As the country took on the Presidency in January 2013, the Irish Government stated clearly the importance of achieving this goal, particularly as the agri-food industry is playing a signifi cant role in Ireland’s economic recovery. Commenting on the agreement, Simon Coveney, Minister for Agriculture, Food and the Marine said it was a signifi cant agreement and that Europe now had a CAP policy for the next seven years that will allow expansion and growth in the food sector.As part of the reform, he says, there has been a move away from the EU’s traditional activity of protectionism, which aimed to limit the trade of non-EU products within the EU. The Minister says this resulted in the creation of artifi cial markets, which were designed to keep prices high. The new CAP reform, according to the Minister, is a move in the opposite direction, opening borders in order to develop greater competition within the agri-food sector. To this end, the EU is moving away from supply

controls and will bring to a conclusion a number of quotas on food production, including the end of milk quotas in 2015 and an end to sugar quotas.The Minister says these changes are positive, from the agri-food industry perspective, because there is an emphasis on competitive food production within the EU, versus other parts of the world. He explains that Europe is becoming increasing cost competitive as world commodity prices are rising globally, to be in line with existing European prices. The Minister explains that Ireland is already in a very competitive position for food and drink production. “We have to be because we export 80 per cent of the food we produce, so if we have to sell Irish produce in foreign markets we have to be competitive from a price point of view.” He says this price competitiveness cannot compromise on quality or safety, for which, he says, Ireland scores highly. He adds that Ireland is using its commitment to sustainability to further differentiate itself from the competition.“Ireland has a very strong, green image and we want to enhance that. All of the national policy around promoting sustainability is about applying science, auditing and data collection,

to scientifi cally show that Ireland is producing food in a more sustainable way than anywhere else in the world, on the back of a grass-fed production system. In my view, that will give us a competitive edge, in terms of differentiation with other parts of the world, which are predominantly producing the same products but in a warehouse-type system rather than a green fi eld, that’s particularly the case for beef and dairy.”

sustainabilityThe Minister adds that there is no lack of demand for Irish food and drink produce. “The challenge is to turn it into a profi table, commercial proposition.” He says Ireland needs to focus on niche, high-quality and high-value food, rather than competing in commodity markets. “If you are looking for a point of differentiation between Irish beef or meat products and the same products from around the world we have made the strategic decision on the basis of sustainability.” Ireland, he says is the only country talking about carrying out national audits for its beef herds and, he adds, that the industry is supporting this strategy, with almost 32,000 beef farmers audited under Bord

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Bia’s carbon footprint programme. The Minister is encouraged by the growing number of Irish farmers participating in the Bord Bia Quality Assurance scheme. “Now, 85 per cent of beef producers are opting into the Quality Assurance scheme. Hopefully that will be 100 per cent in the not-so-distant future because it is now approaching a point where a lot of factories won’t accept beef that is not Quality Assured. It is now at a point where it is moving from a voluntary quality assurance programme to effectively becoming mandatory because the market is demanding it.”

markets Within Europe, the Minister says Ireland’s most important food and drinks market is our nearest neighbours, the UK, which accounts for 41 per cent of all Irish food and drinks exports. It is the number one importer of Irish beef exports and the Minister says there is huge integration between the UK and Irish food industries. He adds that maintaining strong links with the market and preserving the reputation of Irish food and drink is vital to the continued success of that market. He adds that there are some other exciting EU markets where he sees potential for Ireland to improve its foothold, particularly the German market. “That market was very lucrative in the past, we are rebuilding it now and I think that Irish beef in Germany is seen as a premium brand again. I would be positive and optimistic about our potential for further expansion and growth there. It is a huge consumer base. They are big spenders on food and our companies are guaranteeing the type of quality that German consumers rightly demand.” The Minister says that, while the performance in Europe of Irish meat exports is strong, it is important for Irish food producers to look outside of Europe for continued growth. He identifies China as a market that has great potential for Irish meat products. “I am working hard to get access to China for Irish beef. We are also exporting a lot of pigmeat to China at the moment, it’s a big market and it’s a growing market. And we are exporting a lot of cattle hides to China, so we already have an

understanding of that marketplace and linked industry.“Our big players already have a presence and, in some cases, already have partners in China for distribution and buyers etc.” He believes China could be an exciting opportunity for Irish beef producers who, he says, will appeal to high-end buyers and restaurants in cities such as Shanghai and Beijing, because of the quality and taste of their products. “We have the best beef in the world in terms of its sustainability and taste and we have companies that are experienced and credible international suppliers of beef.”The Minister adds that there are also positive signs in the US for Irish beef. He is hopeful that the market for European beef exports to the region could reopen shortly and says that work is ongoing in that region to achieve that goal. The Minister believes Ireland could also take advantage of emerging markets that are waiting to be developed, particularly in Africa, Asia and the Middle East.The Minister will visit the Middle East this autumn and says he would also like to lead a delegation to a number of African countries, where he says there are “a number of big markets waiting to be worked on”.

live exportsAnother development in Ireland’s meat industry has been the growth in live cattle exports. The Minister says this trade has a key role to play in keeping prices strong for Irish farmers if they feel they are not getting a fair price from Irish factories. However, the Minister says he would prefer not to see large volumes of Irish animals traded as live exports. “I would much rather we slaughtered them in Ireland because that is where the jobs are and I want us to add value to meat before it gets exported because that’s how you broaden value to the wider industry. “We need to produce as much food in Ireland as we can, package it, add value to it and market it so we can employ more people in Ireland. That’s important for every sector, regardless.”

Challenges and lessons learnedThe Irish beef industry had a rocky start to the year when the Irish Food Safety

Authority identified equine meat in frozen beef burgers produced by Irish beef manufacturers. Despite this, figures released by Bord Bia show that Irish beef exports performed well in the first six months of the year, increasing by 15 per cent on the same period last year, to reach €140 million. The growth in beef sales accounted for for almost 40 per cent of total growth in food and drink exports in the first half of 2013. The Minister says the Irish Government was ‘pretty ruthless’ in its work to defend and protect the reputation of the Irish food industry in the wake of the discovery. “I didn’t pull any punches when pointing the finger at people, whether they were outside or inside Ireland. However, I think this was primarily an imported problem, although there was some activity going on in Ireland that should not have been going on and we have since rooted that out and dealt with it.” He adds that the real test for the industry was in the marketplace. “Has there been any reduction in the demand for Irish beef? The answer is no. In fact, there has been an increase.” He explains that the rise in value of Irish beef exports was due to a combination of increased volume and prices. The frozen burger category, which was where equine meat was identified, did see a fall-off in sales in the early part of the year, according to the Minister. However, he is encouraged to see the sector is now recovering. He adds that lessons have been learned, which have resulted in stricter controls being introduced. “We are going to be mainstreaming DNA testing into the system so that we know what is being processed is as it says it is on the label. “There has been a lot of tightening up for the system and that is for the better because it helps protect the reputation of our industry.”Concluding, the Minister commends the industry on a good performance in a challenging year. “We have a fantastic industry that is, by far, the most important sector to the economy, employing 200,000 people and it is worth about €25 billion to the. It has the capacity, in my view, to dramatically increase in the next 10 years and that will be built on export, finding new markets and developing existing ones.”

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Industry www.irishfoodmagazine.com

WIth an amBItIon to reaCh €12 BIllIon In food and drInk exports By 2020, Ireland

Is explorInG neW export markets

Expanding Ireland’s

export base

12 Issue 5 2013

inTernaTiOnal marKeTs are inCreasinglY important in delivering new business opportunities to Irish food and drink companies. In the face of economic challenges in Europe, the Irish food and drink industry continues to broaden its horizons and markets that were once perceived as out of reach are increasingly accessible for Irish exporters. In recent years, Asia and Africa have emerged as key markets for Irish food and drinks business. However, according to Bord Bia, the Middle East is set to be the hub of new business opportunity for the Irish food sector.In 2009, international markets (those

outside the UK and Europe) accounted for 20 per cent of the value of Irish exports. International markets accounted for 27 per cent of the record-breaking €9.1 billion of food and drink exports achieved in 2012. In July 2013, Minister for Agriculture, Food and the Marine, Simon Coveney welcomed a milestone decision by the Gulf Cooperation Council (GCC) Food Safety Committee to formally lift longstanding bans, which had been in place for well over a decade, on exports of Irish beef and sheepmeat from Ireland to the GCC region. The GCC countries comprise: the Kingdom of Saudi Arabia;

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2012 est

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of sales, cheese and butter accounted for 16.2 per cent, and long-life dairy was 10.3 per cent of sales. This year will be important for Almarai with the commissioning of its new infant formula plant. The Saudi market for infant formula is forecast to reach US$179 million by 2016, an increase of 43 per cent in value since 2008.As the Irish dairy industry plans for growth post-2015, the Middle East is set to become an increasingly important market, particularly for milk powders and dairy ingredients. The Irish dairy industry is likely to continue to seek to increase its sales and marketing resources in international markets, to increase its activity in product innovation to meet customer requirements and to seek out strategic opportunities in international markets, including the Middle East.As demand for food strengthens in the region, and, in the face of uncertainties and fluctuations in supply, Middle Eastern countries are ensuring that government policy addresses food security. For instance, in 2008, Qatar established the Qatar National Food Security Programme. Qatar currently imports 90 per cent of its food but intends to increase domestic capacity to supply nearly 50 per cent of its food locally within the next 12 years. Earlier this year, the point was underscored by Fahad Ben Mohammed al-Attiya, head of QNFSP who noted that: “Our future development is inconceivable if we cannot secure our own food resources. We are all in favour of international trade, but we also believe in climate change and its consequences for farming. In the future, some countries may reduce their exports and we cannot remain so dependent.”According to Bord Bia, the opportunities and challenges that Qatar faces to ensure a secure food supply are reflected across the region. Efforts by Middle Eastern countries to develop domestic capacity, the importance of strategic reserves and the continued reliance on imports, particularly of dairy and meat products, all require international partners, partners with the capabilities and expertise, which Irish agri-food companies can offer.

In 2012, a group of like-minded foodies, working in the food industry in the Uae, organised a voluntary initiative in the region known as the Green Box Competition. the initiative was undertaken to raise awareness of Irish food in the region at both a consumer and a trade level.this year’s competition will see 15 teams, consisting of four people, showcasing creative recipes based on a selection of high-end Irish produce. last year’s winning menu, created by the team at Jumeirah Zabeel saray, started with marbled Irish scallops, crab, smoked salmon and beetroot carpaccio; followed by ancient traditional druid potato. the next course encompassed slow-cooked beef blade, confit of lamb shoulder and spring carrots. for dessert, the team served apple and blueberry flaxseed crumble, rhubarb and yoghurt ice-cream. the competition concludes with a gala dinner and last year’s inaugural event welcomed 360 guests. this year, organisers expect the numbers will increase. the 2013 event will take place on october 31, which, says Colette shannon, spokesperson for the event and chair of the food sector meetings, has been timed to coincide with a period that sees the food service industry change its menu ahead of the festive season. according to Colette, positioning Irish food on menus at fine dining restaurants across the Uae has become easier due to its range, excellence and availability in the market. according to lorraine martensson, founder and Chief executive officer of dubai-based eireann Group, which supports small to medium-sized Irish enterprises willing to export their products to the middle east, the Green Box Competition is a superb event to showcase the best of Irish food produce.“the competition presents a lucrative opportunity for brands to appear before the region’s top chefs, food and beverage managers, buyers, media and customers. By having their products in the Green Box, companies build positive brand association with the clean, lush pastures of the emerald Isle.”

title?the United Arab Emirates (UAE); the Sultanate of Oman; Qatar; the State of Kuwait; and the Kingdom of Bahrain. GIRA, a consultancy and market research firm, estimates that the GCC region imports approximately 390,000 tonnes of beef each year; the United Arab Emirates imports an estimated 110,000 tonnes; and Saudi Arabia imports approximately 160,000 tonnes of beef per year, making it the largest importer in the region. Premium Irish beef is available in high end retailers, five-star hotels and restaurants in both the United Arab Emirates and Saudi Arabia. The opening of new markets in the GCC is set to result in Irish beef expanding its presence in fine dining and leading retailers in the region. In October 2013, the Minister will lead a trade mission to the Gulf region to draw attention to Ireland and what it can offer to the very discerning customers in this region and to explore future opportunities. Irish food and drink exports to the Middle East exceeded €310 million in 2012 and, as the Irish food industry progresses towards its 2020 target of exporting €12 billion in food and drinks, the region is set to become increasingly important as a destination for Irish exports. Ireland has a strong footprint in the region with the Irish diaspora playing important roles across a range of sectors including the agri-food sector, retail and foodservice.Saudi Arabia is Ireland’s largest market in the Gulf region with food and drink exports, primarily dairy, valued at €102 million. Milk consumption in Saudi Arabia reached 729.4 million litres in 2012, estimated to be valued at €685 million at retail level. Growth is being driven by urbanisation, better access to the cold chain, the growth of modern retail outlets and rapid growth in the ownership of domestic fridges. Strong growth is forecast for the dairy category in Saudi Arabia. For instance, the milk market is forecast to increase by 4.9 per cent per annum to 2016, fresh milk by 5.6 per cent and long-life milk by 4.5 per cent. At the forefront of this growth is Saudi Arabia’s Almarai, the leading dairy company in the region. Established in the 1970s with Irish agri-service group Masstock Holdings, Almarai’s growth reflects the strong demand for dairy products in the Gulf region. During 2012, Almaria sales grew 24 per cent with key categories being fresh dairy, which accounted for 41.1 per cent

former ambassador Ciaran madden and aidan Cotter, Ceo Bord Bia, welcome h.h. sheikh hamdan Bin rashid al maktoum, deputy ruler of dubai and Uae minister of finance, to the Ireland stand at Gulfood 2013.

GREEn BOX COMPETITIOn

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Going global Going global

In 2013, GloBal anImal

health and nUtrItIon

Company, allteCh

WIll host Its GloBal

500 ConferenCe on

Beef and daIry In

Ireland, WelComInG

InternatIonal deleGates

to dIsCUss the fUtUre

of the IndUstrIes

DuBlin will HOsT, for the fi rst time, the annual Alltech Global 500 conference this October where delegates will address the future of dairy and beef production, as well as the most pertinent issues for the sectors, including: the modern challenges of animal production; how to target performance and profi tability; sustainability; and the future for the sectors.Beef and dairy are two of the most important Irish food and drink export categories. Figures for the fi rst half of 2013, valued beef exports at almost €1.1 billion; meanwhile, dairy exceeded €1.3 billion in the fi rst six months of the year. With dairy quotas due to end in 2015 and milk production in Ireland expected to increase by 50 per cent by 2020, the future of the category looks bright. This is also expected to have knock-on effects for Ireland’s beef industry, which is seeing year-on-year growth. This is the company’s largest beef and dairy conference and it is the fi rst time the event has been held outside of the US. This is a consequence of the commitment of Alltech founder and owner, Dr Pearse Lyons to the Irish Government’s The Gathering initiative. Commenting on the decision to hold the event outside the US, Dr Lyons said: “As a proud Irishman,

I am going to take full advantage of the opportunities presented by The Gathering. I plan to bring our top events and people from all over the world to Ireland, where we can celebrate the Irish tradition of international commerce and trade, and highlight the enormous potential that resides in Ireland.” Over 700 delegates from 30 countries attended the 2012 event, which was held in Lexington, Kentucky, where Alltech is headquartered. The 2012 programme featured presentations on branding, social media in agriculture and fi nding new opportunities in challenging times. Dairy producers had an opportunity to explore topics including breakthroughs in nutrition, strategies to manage feed costs, and emerging markets; while beef producers discussed the future marketplace, consumer demands, meat quality, greenhouse gasses and feed-yard management. This year’s Global 500 event will examine how added effi ciencies, profi tability and sustainability can be achieved in milk and beef production. It is an opportunity for producers and industry leaders to network, discuss and discover new opportunities and challenges for the future. The event will take place at the RDS in Dublin on October 1-3.

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15Issue 5 2013

16-20 JUNE 2013 ● BORDEAUX ● Hall 3, Stand: V337

meat

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16 Issue 5 2013

irisH FOOD anD DrinK eXpOrTs reached a record high in 2012, valued at €9 billion, with meat and livestock the strongest performing category in the industry, accounting for €3 billion in sales. Figures released for the fi rst six months of the year showed strong growth for the sector, compared to the same period last year, with a 13 per cent increase in value. Ireland’s beef sector is leading the way for the meat category, accounting for almost 40 per cent of the total growth in exports between January and June 2013. It grew by 15 per cent, or €140 million, in the fi rst half of 2013.

Beef“The performance of Irish beef exports in the fi rst half of the year has been particularly striking, comprising a volume growth of almost 10 per cent and price growth of 5 per cent, driving the value of beef exports to reach almost €1.1 billion. The higher volume, which is set to continue through this year and into 2014, was anticipated, and follows a cyclically low volume in 2012,” saya Aidan Cotter, Chief Executive, Bord Bia.He adds: “The price growth, on the other hand, is refl ected in prime Irish cattle currently reaching 109 per cent of

irisH FOOD anD DrinK eXpOrTs reached a record high in 2012, valued at €9 billion,

Beef“The performance of Irish beef exports

the IrIsh meat seCtor Was valUed at €3 BIllIon

In 2012 and reports for the fIrst half of

2013 shoW sIGns of ContInUed GroWth.

Irishfood looks at the perfromanCe of

key IrIsh meat seCtors

Meat performance

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17Issue 5 2013

corresponding EU prices, up from 98 per cent at the beginning of the year. This has been driven, largely, by strong demand from the UK, Ireland’s largest beef market, during a period strongly marked by the contamination of processed beef products and issues of consumer trust.” Elsewhere in Europe, demand has been strongest in northern markets such as Sweden, Denmark, Germany, Belgium and Holland. Markets that are going through diffi cult economic conditions such as Italy, Spain and Portugal are proving most diffi cult for Irish exporters, as the relatively high price level of beef, versus cheaper proteins, is suppressing consumer demand for beef. Consumption of beef in the EU27 is forecast, by the consultancy and market research fi rm GIRA, to drop by 1.6 per cent this year, while production is forecast to decrease by 3.5 per cent. As Ireland is the only signifi cant EU exporter of beef, with more production coming on stream, Bord Bia says the country’s beef producers are well placed to take advantage of the tightening supply situation.According to Bord Bia, a further boost to the export trade is in the export of offal and by-products, which is not included in these fi gures, and has seen strong growth to markets such as Asia and North Africa in recent years.In terms of output, Irish beef production for 2013 is forecast to increase, due to a 10 per cent increase in cattle throughput for the year. Bord Bia added that the resilience of the beef market may also be associated with the strong demand for cattle from the Bord Bia Quality Assurance Scheme, whose membership has now risen to 36,400 producers. Today, some 85 per cent of Irish beef product is being sourced from approved farms, up from 78 per cent in 2012, with applications for membership in the year to-date up by 135 per cent to 5,700. The sharp rise refl ects a doubling of the bonus paid by beef processors for cattle from approved farms.Finally, the sharp recovery in live cattle exports helped boost the value of livestock exports by more than 20 per cent.

pigmeatThe value of pigmeat exports was boosted by an increase of more than 10 per cent in average pig prices, which helped offset a drop of 1 per cent in output levels, to

reach €250 million. The recent softening in global grain prices has also brought some welcome relief to pig producers. Irish export volumes for the fi rst half of the year were steady with 2012 volumes. EU exports have improved as the year has progressed with strong volumes in June, resulting in EU pork exports for the second quarter of 2013 being 6 per cent up on 2012. This is a turnaround, compared with the fi rst quarter, when shipments were down 9 per cent year-on-year. The main driver of the recovery was Russia, which took a quarter more EU pork in the second quarter and 18 per cent less in the fi rst quarter. This was largely due to Russian restrictions on imports of pork from the US, Canada and Brazil, which created opportunities for EU exporters.Pigmeat production has been lower across Europe this year, refl ecting the 4 per cent decline reported in the EU sow herd in December 2012. It is forecast to fall further in the second half of the year.

sheepmeat In 2012, end of year fi gures showed the value of Irish sheepmeat exports had risen by 7 per cent to reach €205 million. This was the result of a strong increase in export availability, which helped offset some easing in lamb prices.The positive momentum continued in

the fi rst six months of 2013, with the overall value of sheepmeat exports 8 per cent higher at €105 million, compared to €97 million for the same period last year. Stronger sheepmeat output, particularly in the fi rst quarter, helped offset a weakening in lamb prices. Sweden, Belgium and Germany continued to deliver high value returns in 2013. In 2011, these three markets accounted for 19 per cent of total sheepmeat value. This compares to 26 per cent in 2013.Market access continues to be a priority and exports to Hong Kong have increased 30 fold in volume since 2011 from 19 tonne to 547 tonne in 2013.Since the opening up of the Canadian market to Irish lamb, trade has commenced, albeit in small volumes.This year, there was a positive development for the sector when six Gulf Cooperation Council (GCC) countries lifted a ban on Irish beef and sheepmeat imports. The six GCC countries comprise: the Kingdom of Saudi Arabia; the United Arab Emirates (UAE); the Sultanate of Oman; Qatar; the State of Kuwait; and the Kingdom of Bahrain, which have a combined population of almost 43.5 million people. They are signifi cant net importers of food products and this is seen as a tremendous opportunity for Irish beef and lamb exporters.

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18 Issue 5 2013

A healthy approach to innovation

UnderstandInG the demands and desIres of ConsUmers Is an Important Component for ContInUed sUCCess In the aGrI-food IndUstry. daWn farms Is UsInG ConsUmer InsIGht to lead food InnovatIon at the Company

Dawn Farms, a leaDing supplier of cooked and fermented meats to the international food industry, has adopted the Consumer Lifestyle Trends programme developed by Bord Bia (the Irish Food Board) and is using this insight tool practically to drive innovation at the company. Dawn Farms is now focused on producing healthier meat ingredients that appeal to changing consumer trends. The Kildare-based company’s customers include a wide range of leading brand names in the food manufacturing and foodservice sectors, including pizza, sandwich, and ready meal categories, throughout Europe. It is an industry leader in the production of fermented and dried meats like pepperoni, salami and chorizo, in addition to its ready-to-eat cooked meats range. Conscious of the need to keep up with the demands of consumers, Dawn Farms is using trends in consumer behaviour to drive innovation which, according to the company, gives Dawn Farms a solid foundation for future forecasting in the food industry. In particular, the company has been able to identify profitable, incremental opportunities on healthier meat ingredients.“Food innovation is one of the essential building blocks of our business,” says John McGrath, Business Development and Communications Director, Dawn Farms. “Our customers, who are leaders in their chosen sectors, demand this kind of ‘trend relevance’ from us on all the innovative new meat ingredients and toppings we supply.”

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science and Innovation Centre Dawn Farms’ new product development service operates from a state-of-the-art Science and Innovation Centre in Naas, where a 20-strong team of technologists and meat science experts work in partnership with customers to develop pioneering products. Its in-house stage-gate product development process is branded NECTAR, an acronym that stands for Need, Explore, Create, Test, Action and Review. A robust stage-gate process, NECTAR converts ideas into products quickly and efficiently, which, according to Dawn Farms, is exactly what you would expect from a company that supplies the world’s leading food brands. Dawn Farms says its innovation team has a passion for learning; it is part of the company’s philosophy for excellence. By constantly researching up-and-coming global and local trends, the company is able to identify the ‘next big thing’ in the food world, and work out how it can leverage this to create outstanding products for its customers.

mega trendsDawn Farm places great importance in tracking and predicting consumer trends in the marketplace and is constantly looking at new menu ideas for customers. Two of the key ‘mega’ trends the company identifies in the Lifestyle Trends Report are the ‘quest for health and wellness’ and ‘sustainable lives’. The trend in health and wellness indicates a growing desire among consumers to be able to manage or improve their health and wellbeing by making better food choices. Consumers are also keen to maintain a level of convenience and now wish to add on healthy options. Meanwhile, consumers are also conscious of the need to source food sustainably and want retailers to provide products that have a positive impact on society and the environment. The ‘sustainable lives’ trend represents the consumer’s desire to feel like they are behaving responsibly in their choices, without it impacting on their wallets at the same time.Dawn Farms says that both trends feature in its recently updated health and nutrition programme, which builds on significant progress to date in this area.

The updated programme sets out to:

use only natural flavours and colours;•develop new products in line with Food •Standards Agency salt targets, set in 2012;minimise the use of allergens and use •alternatives where available; and,reduce and limit saturated fats.•

“In terms of the areas above, we have identified a genuine desire among our customer base for ingredients that respond to consumer demand for foods with fewer allergens,” explains John. “At the same time, we noticed an increase in activity from 2010 onwards in the level of new product development of ‘gluten-free’ foods. This forecasting allowed us to get ahead of the curve in developing a meatball with no gluten-containing ingredients.“This new meatball is perfect, for example, for pizza and ready meal applications to suit the allergen-conscious consumer.”Another area of concern for consumers is sodium content and John adds that, in addition to developing allergen-free

foods, Dawn Farms has undertaken an extensive salt reduction programme for its customers. “We have already removed over 12 tonne of salt from products sold to the market and we continue to work with customers on an ongoing basis to minimise the presence of salt in their bespoke product ranges.” Dawn Farms is also targeting the elimination of artificial flavours and colours. The company’s foodservice range of pizza toppings and sandwich meats is now completely free from these additives. With the removal of MSG from all product specifications in 2012 the entire site was declared artificial flavour-free and the company’s aim is to complete the removal of the last remaining artificial colour by the end of 2013.Dawn Farms is export-focused and prides itself on growth through long-term sustainable investment and strategic partnerships. Through its emphasis on its innovation and consumer insight-led health and nutrition programme, it is helping its customers to meet the ever-changing needs of the consumer.

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20 Issue 5 2013

www.irishfoodmagazine.comtrade statistics

a neW mUltIdIsCIplInary researCh proJeCt Is lookInG at BreedInG for Improved prodUCt QUalIty In daIry, Beef and sheep In Ireland

THe wOrlD’s pOpulaTiOn currently consumes 37 million tonnes of dairy products, 65 million tonnes of beef, and 13 million tonnes of sheep meat annually. This is expected to grow in line with population expansion. Food safety and the affects of food on human health are currently high priority for consumers. Breeding for improved product quality, in combination with optimised production and processing regimes, is one approach that will help the Irish dairy and meat sectors ensure animal products of consistently high quality and nutritive value are available. A recently-awarded project, BreedQuality, will use state-of-the-art tools to develop phenotypic, genetic and genomic approaches for a national strategy to improve the quality and consistency of milk and meat products from Irish cattle and sheep. To achieve consistency in quality, however, the underlying meaning of quality to consumers must be described, understood and translated into technical specifi cations at each stage within the supply chain. In other words, the determinants of superior quality must fi rst be identifi ed from a marketplace perspective and then explored from a technical standpoint. The fi rst task of the BreedQuality project will be to document the relative importance of quality attributes in delivering consumer and customer satisfaction and this will help guide the focus of the ‘breeding for quality’ research.

status of breeding for quality in IrelandProduct quality is, traditionally, laborious and costly to measure, hindering the routine capture of such information. Therefore, product quality is one of the suites of traits largely neglected from the national breeding strategies in dairy, beef and sheep in Ireland.The national dairy breeding objective, the Economic Breeding Index (EBI), currently includes measures for milk protein and fat yield but does not include more detailed measures of milk quality. Similarly, the national beef breeding objectives include measures for carcass conformation and subcutaneous fat level, as well as quantity of primal cut yield but they do not include any direct measure of meat quality. The national sheep index, The Sheep Value Index, includes carcass

characteristics traits but no direct measure of meat quality. This is not sustainable in an increasingly competitive global marketplace.To breed for product quality one needs:• routineaccesstolargequantitiesof

accurate measures of product quality;• knowledgeofthecontributionof

genetics to differences among animals;• anunderstandingoftheimpactof

altering product quality on product portfolio and processing management systems; and,

• knowledgeoftheweightingtoplace on product quality in national breeding objectives relative to other performance traits.

The BreedQuality project addresses all of these elements.

Breeding for quality

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21Issue 5 2013

Breeding for milk qualityThe task on milk quality in the BreedQuality project builds on recently-completed research by Teagasc in the EU-funded project, RobustMilk www.robustmilk.euSeveral methods are currently being explored to develop rapid, low-cost approaches to routinely assess milk quality. Milk mid-infrared spectroscopy (MIR) is the method of shining light through individual cow and bulk milk tank samples, measuring the absorbance pattern of the light in the mid-infrared region of the electromagnetic spectrum, and using the wavelength absorption patterns to predict different milk quality characteristics. All milk samples in Ireland, during routine milk testing, are subjected to MIR; this MIR is currently used to predict milk fat, protein and lactose concentration. Because MIR date is already generated in the milk testing protocols, the marginal operational cost of generating new MIR-derived measures is negligible. As part of the BreedQuality project, the ability of MIR to quantify the protein profile, micronutrient quantity, and functional properties of milk will be evaluated. If successful, the prediction equations will be immediately implemented to routinely predict milk quality attributes.Clear genetic variation, in many measures of product quality in dairy cattle, has been established both nationally and internationally.For example, up to 43 per cent of the field variation in milk saturated fat levels can be attributable to genetic differences among animals, signifying that breeding for improved milk quality is indeed possible.The BreedQuality project will derive the necessary statistical models and parameters required to implement a national genetic evaluation for improved milk quality in Ireland.Economic analyses will also be undertaken as part of BreedQuality to quantify what weighting, if any, should be placed on the different contributors to milk quality within the Irish national breeding objective, the EBI. We envisage that, within three years, Ireland will have implemented a world-class and potentially world-first national breeding strategy for milk quality parameters.

Breeding for meat qualityLike milk quality, breeding for improved meat quality is hampered primarily by the challenges of routine low-cost measurements of meat quality. However, unlike for milk, individual meat samples are not currently subjected to technologies that can be readily exploited to measure detailed meat quality components. Research at Teagasc and elsewhere, nevertheless, suggests various secondary methods such as near infrared (NIR) spectroscopycould potentially be useful to predict meat quality characteristics, particularly colour, drip loss, fat content and fatty acid composition.Near infrared spectroscopy exploits information generated in this region of the electromagnetic spectrum and is amenable to online measurement. Recent Teagasc, UCD and international research has also shown that other tools, such as image analysis, including hyperspectral imaging, computed tomography and Raman spectroscopy are also capable of predicting important aspects of fresh meat quality.International research clearly shows that, although pre- and, in particular, peri- and post-slaughter management play major roles in determining meat quality, animal breeding can still contribute substantially to improving meat quality. Approximately 20 per cent of the variation, in a range of meat quality traits in beef and sheep, is due to differences in genetic merit. The BreedQuality project will also seek to identify genomic regions associated with important meat quality traits in beef and sheep meat using state-of-the-art technologies.The BreedQuality project will also attempt to optimise postslaughter management protocols, such as chilling regimes, on an individual carcass basis in accordance with meat quality predicted using the rapid measures, demonstrating the potential relevance of this technology to processors’ meat management systems. Economic analyses will also be undertaken in beef and sheep to evaluate what emphasis, if any, should be placed on meat quality within the Irish national beef and sheep breeding objectives. Unlike in dairying, where the measurement equipment already exists, abattoirs will

need to invest in the necessary equipment. This will only be considered if a favourable cost benefit exists. Therefore, implementation of national phenotyping and breeding strategies for meat quality may be slower. Furthermore, fundamental issues in sheep like parentage assignment will hamper genetic gain (for all traits) in sheep but this is an area of active research.

Combining resources and knowledgeRoutine access to large quantities of low-cost, accurate phenotypes, irrespective of the trait, will remain of fundamental importance in animal breeding (and management) for at least many decades. The BreedQuality project, involving animal scientists, milk and meat scientists, molecular and quantitative geneticists, market researchers and industry, will combine resources and knowledge to produce a set of close-to-implementation tools and algorithms that will result in the implementation of market-based national breeding strategies for improved milk and meat quality.

The BreedQuality project (11/SF/311) is funded by the Department of Agriculture, Food and the Marine’s Research Stimulus Fund.

This report was first published in TReseach and was authored by: Dr Donagh Berry, Principal Research Officer, Teagasc; Dr Maeve Henchion, Head, Agri-Food Business and Spatial Analysis, Teagasc Food Research Centre, Ashtown; Dr Sinead McParland, Research Officer, Teagasc, Animal and Grassland Research & Innovation Centre, Moorepark;Dr Mary McCarthy, Lecturer, Food Business and Development, University College Cork; Dr Ruth Hamill, Research Officer, Meat Technology Department, Ashtown Food Research Centre; Professor Torres Sweeney, Associate Professor, School of Veterinary Sciences, University College Dublin; Dr Andrew Cromie, Geneticist, Irish Cattle Breeding Federation.

IF Issue 5 New.indd 21 27/08/2013 14:19:30

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Foods







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22 Issue 5 2013

Bernadette Byrne, a Meat Marketing Specialist for France, Belgium and Luxembourg at Bord Bia (the Irish Food Board) became the fi rst Irish person to be awarded the Chevalier de l’Ordre Mondia by the L’Académie Culinaire de France, the French Culinary Academy. This is one of the highest honours available from the oldest association of culinary and pastry chefs in the world. Bernadette is also one of the select few non-French people to have received the award. Bernadette was awarded this accolade as a result of her work with Bord Bia’s Paris offi ce and, in particular, for her efforts in promoting Irish beef in the French market. As part of this effort, Bernadette played an instrumental role in helping to have Irish beef selected as the key ingredient for the 2013 Bocuse d’Or by the organisers of the prestigious French culinary competition. The use of Irish beef at the Bocuse d’Or, which is widely regarded as the ‘Olympics of the Culinary World’ was a major coup for the Irish beef industry, and was a great opportunity to showcase and affi rm the reputation of Irish beef. It was chosen, following a rigorous and lengthy selection process, for its grass-fed nature, sustainable farming methods, quality, taste and tenderness.Joseph Favre established the L’Académie Culinaire de France in 1883 and, today, the Academy has 900 members representing 27 nations. This particular award was created to honour those who, through their work, strive for the recognition and development of agricultural food products. Bernadette has been living in France since 1981, when she started working for the Irish Livestock and Meat Board and then with Bord Bia, since its inception in 1994, based in the Paris offi ce.In 2010, Bernadette was also involved in the launch of Bord Bia’s Chefs’ Irish Beef Club (CIBC) recipe booklet, which was endorsed and supported by 11 prestigious beef club members. The CIBC was

established by Bord Bia in 2004 as a key tool in its strategy to build the premium image and reputation of Irish beef across key international markets. It brings together some of the world’s leading Michelin Star chefs who collectively endorse the high quality of Irish beef by serving it in the fi nest restaurants in Europe. Today, the CIBC has over 70 top chefs as members. Bernadette says winning the award was a big surprise. She explains that she didn’t think she was eligible to win since it is her job to promote quality Irish beef and lamb in France. Furthermore, she believed that not being French would be a further obstacle. “My award is really a testament to the quality of the Irish beef and lamb

product. France is a diffi cult market. It is a huge food nation with its own very strong agri-food industry and rich culinary tradition. They like Irish beef and lamb. If the quality was not up to scratch, they would not be using it in their kitchens.”France is the second largest importer of Irish beef, after the UK. It accounts for 12 per cent of total Irish beef exports, equating to 46,000 to 55,000 tonnes of beef per year. For the fi rst six months of this year, beef exports to the region have remained strong, with 20,000 tonnes exported. This volume of exports to France is in line with fi gures for the previous three years, despite the fact that Irish beef prices have increased to record levels.

Bernadette Byrne, Bord BIa, BeCame the fIrst IrIsh person to Be aWard the ChevalIer de l’ordre mondIa for her Work In promotInG IrIsh Beef In the reGIon

Irish woman awarded top Irish woman awarded top French culinary awardFrench culinary award

pictured is Gérard dupont, president of the french Culinary academy, presenting Bernadette with her award at a ceremony in paris.

IF Issue 5 New.indd 22 27/08/2013 14:19:37




Foods







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Foods







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24 Issue 5 2013

www.irishfoodmagazine.comrecipes

Grilled steak with avocado, mango and kidney Bean salsa Serves 4

Ingredients * 4 steaks of your choice * Salt and black pepper

Avocado, Mango and Kidney Bean Salsa * 1 avocado, peeled and diced * 1 mango, peeled and diced * 100g tinned red kidney beans, drained * 1-2 garlic cloves, fi nely chopped * Handful of coriander, fi nely chopped * Juice of half a lemon * 1 red chilli, sliced * Lots of black pepper * 2 tablesp. olive oil

To CookMethodSeason the steaks with a little salt and black pepper. Heat the pan or barbecue. Cook the steaks for 3-6 minutes on each side, depending on how you like them cooked. Allow to rest for a few minutes before serving.

While the steaks are cooking, mix together the salsa ingredients. Then serve with the steaks and some baked potatoes. For a quick steak on the go, slice the steak thinly and serve in a pitta bread along with a spoonful of salsa and some dressed salad leaves.

Source: Bord Bia

sausages with Caramelised onions and Wholegrain mustard mash Serves 4

Ingredients * 8 breakfast sausages or four jumbo sausages * A little salt and freshly-ground black pepper * 1kg potatoes, freshly cooked * 150ml milk, approx. * A knob of butter * 2 tablesp. wholegrain mustard Caramelised Onions * 4 red onions, peeled and sliced into 1cm rings * A little oil and a knob of butter * 1 teasp. brown sugar * 1 tablesp. wine vinegar

To CookMethodGrill the sausages until cooked through and golden. While the sausages are cooking start on the onions. Heat a little oil and butter in a heavy based saucepan and sauté the onions, over a medium heat, until softened. This will take about 20 minutes. Add the sugar, wine vinegar and a little salt and continue to cook for another 5 minutes.

Heat the milk with the butter. Add to the warm potatoes along with the mustard, salt and pepper. Using a potato masher or wooden spoon, mix well together. Serve with the sausages and caramelised onions.

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25Issue 5 2013

recipes

Source: Bord Bia

pork with apple and Cider Serves 4

Ingredients

* 500g pork, shoulder or gigot, well trimmed and diced * 1–2 tablesp. olive oil * 1 medium onion, fi nely chopped * 1 clove garlic, fi nely chopped * 1 good tablesp. plain fl our * 250ml dry cider * 1 large cooking apple, chopped * 3 tablesp. light cream * 1 bay leaf * Salt and freshly-ground black pepper

Garlic Topping * 25g butter * 1 clove garlic, chopped * 50g breadcrumbs * Grated rind of a lemon * 1 tablesp. fresh parsley, chopped

To CookMethodPreheat the oven to Gas Mark 4, 180°C (350°F).Heat a tablespoon of oil in a frying pan. Add the pork, a few pieces at a time, and brown well. Remove the meat as it browns to a shallow baking dish. Add a little more oil to the pan if necessary. Add the onion and garlic and cook for a couple of minutes until softened. Stir in the fl our and cook for a minute or two. Add the cider, stirring all the time. Then add the apple, cream, bay leaf and seasoning. Pour the sauce over the pork in the baking dish. Cover with foil and cook in the preheated oven for approximately 1.5 hours or until the pork is tender.

Meanwhile make up the topping. Melt the butter in a large pan. Add the garlic and breadcrumbs. Toss together for two to three minutes until crispy. Add the lemon rind, parsley and a little seasoning. Set aside.

When the pork is cooked, taste for seasoning. Serving SuggestionsSprinkle the garlic topping over the pork and serve with mashed potatoes with a little wholegrain mustard mixed through them.

Bacon, eggs and spinach pies Serves 4

Ingredients

* 12 streaky bacon rashers, rind removed * 6 eggs * 250ml low fat crème fraîche * 2 tablesp. chopped fl atleaf parsley * Pinch of cayenne pepper * Salt and freshly-ground black pepper * 50g spinach, washed and thinly sliced * 25g mature cheddar cheese, grated

To CookMethodPreheat the oven to Gas Mark 4, 180°C (350°F).Grease 4 x 12cm round ovenproof dishes or a 26cm quiche dish. Line the base and sides with the rashers. (Loose bottom tins are not suitable as the mixture will leak out.) Whisk together the eggs, crème fraîche, parsley, cayenne pepper, salt and pepper.

Divide the spinach between the four dishes or spread it over the base of the quiche dish, then pour in the egg mixture. Sprinkle the cheese on top. Bake for 20 minutes until the bacon is crispy and the egg fi lling is just set. Serve immediately with crusty bread and salad. Serving SuggestionsCrusty bread and salad.

IF Issue 5 New.indd 25 27/08/2013 14:19:48

26 Issue 5 2013

www.irishfoodmagazine.comfocus

THe uK COnTinues TO aCCOunT FOr the largest portion of Irish food and drink exports. Figures, for the fi rst half of 2013, show that over 41 per cent of total food and drink exports from Ireland are destined for our closest neighbour. The fi gure for the fi rst six months of the year, according to Bord Bia, was driven mainly by dairy and meat exports.

trading partnersMichelle Butler, Manager, Bord Bia, London, explains that Ireland is a highly important trading partner for the UK market as it produces enough food to feed 36 million people, while the UK currently has a food defi cit. The proximity of the

two countries works in Ireland’s favour, she explains, saying that there is a growing desire among UK consumers to shorten supply chains for quality control and transparency. Nevertheless, the trend to buy local and buy British has gathered pace, which, Michelle says, becomes more evident in times of crisis when people will default to British products. This is a challenge for Irish producers but, Michelle says, it is not having too much of an impact on Irish exports to the region for a number of reasons. From a retailer perspective, meanwhile, Irish produce is highly regarded and features in supermarkets ‘British Isles’ advertising. “Buyers know that they

need to have Ireland as one of their key sourcing partners,” Michelle says.Furthermore, Michelle explains that consumer disposable income is being squeezed, therefore products that can compete on price, while also promising safety and quality, continue to do well with consumers.

supply chainMichelle says that Ireland’s Origin Green programme couldn’t have come at a better time, as there is increasing attention focused on supply chains, traceability and food quality. “It’s been received very positively here and buyers see the value in it. Retailers in

mIChelle BUtler at Bord BIa’s Uk offICe says that, althoUGh IrIsh food and drInk exports faCed ChallenGes In 2012, Ireland Is a key partner for the Uk food IndUstry

Ireland remains a key partner for UK

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27Issue 5 2013

focus

the UK are probably very advanced in the area of sustainability so they appreciate the fact that Bord Bia is coordinating it and the whole country is rallying behind it. They are also quite impressed at the number and speed at which companies have signed up.” Michelle adds that there will be quite a number of UK companies attending Bord Bia’s Sustainability Conference in Dublin in September, which she believes is a vote of confidence in Ireland’s sustainability activities.

opportunities for growthTrends in the UK market show strong growth in the gluten-free category. Some Irish companies are already taking advantage of this and Michelle believes there is an opportunity for greater growth in the sector. “Having the highest number of coeliacs per head in Europe, it is an area that was probably on our radar ahead of other markets. There are a number of Irish companies with a range of Irish products that are trying to tap into the lifestyle aspect of it, because it is a lifestyle choice for some people while it is an essential dietary requirement for others. There is a huge opportunity there because a large number of retailers haven’t really grasped that sector.” She says there is no main supplier leading the sector yet and believes Irish companies could lead the way. Elsewhere, Irish products are benefiting from supermarket competition, which is seeing Irish products being stocked as part of supermarket ethnic ranges. Price matching is leading to greater competition at a retail level and, Michelle explains, this is an opportunity for supermarkets to tailor their service offering for consumers and to differentiate their products based on the selection and quality of foods. Finally, Michelle says, there is a huge appetite in the UK for new products. She explains that, following a period of low innovation in the sector innovation is once again at the forefront of retailers’ minds. “There is an opportunity in creating innovative products, something that is different, new, and unique, but something that consumers want, but we need to make sure there is a point of difference for Ireland,” she concludes.

BeefIreland’s largest market for beef is the Uk, where exports reached almost €1.1 billion during the first half of the year. volume grew by almost 10 per cent, while price grew by 5 per cent. Bord Bia says the higher volume, which is expected to continue through this year and into 2014, was anticipated, and follows a cyclically low volume in 2012.the performance of the category during this period is particularly striking, considering it was during a period strongly marked by the contamination of processed beef products in europe. Bord Bia says the resilience of the beef market can be associated with the strong demand for cattle from the Bord Bia Quality assurance scheme, membership of which has now risen to 36,400 producers. meanwhile, there are signs of continuing recovery in the processed beef segment of the Uk market, with figures from kantar Worldpanel showing that retail sales of fresh and frozen burgers and grills were 17.8 per cent higher for the four weeks ending July 7 compared with the corresponding period a year earlier.

sheepmeatthe Uk market for sheepmeat is small, relative to beef, but it remains the second largest importer of Irish sheepmeat after france. together, the two markets account for 70 per cent of Irish lamb exports and both recorded modest growth in 2012.exports to the Uk in 2012 saw an increase, reaching 11,000 tonnes, as lower Uk production helped offset reduced consumption levels. shipments in 2012 were valued at around €40 million.

poultrytrade in poultry to the Uk held up well in 2012, with volumes marginally lower while overall value was slightly higher at around €175 million. this leaves the Uk market accounting for almost 85 per cent of Irish poultry exports.

seafoodthe shellfish sector put in a strong export performance overall in 2012 and saw strong exports to the Uk. the oyster sector secured significant markets in the Uk during 2012 while the mussel sector experienced another challenging year with exports to the Uk down on 2011 figures. meanwhile, sales of whitefish showed further growth in the market.

key sectorsin 2012, trade to the uK increased by 5 per cent to reach €3.8 billion. The weakening of the euro, relative to sterling, also helped boost trade to the uK and continues to be a major factor influencing export performance in the region. The main drivers of export growth to the uK were beef, seafood and dairy and, to a lesser extent, pigmeat and horticulture.

Dairydairy exports to the Uk performed strongly to increase by more than 5 per cent to be valued at €960 million. the strongest-performing category in the Uk was cheese, while infant formula also benefitted from increased trade. Butter also performed well in the Uk and the Irish dairy Board, which is Ireland’s main supplier to Uk, continued to see success with its pilgrim’s Choice brand.

prepared foodsthe Uk continues to account for 40 per cent of total Irish prepared foods exports. according to Bord Bia, the ready meal category had a difficult year in 2012, nevertheless Irish exports have performed ahead of the market and gained market share with the value of trade reported to have increased in 2012. the frozen sector benefited to some extent from cost-conscious shoppers trading down. however, 2013 started badly with the equine meat controversy and it remains to be seen how the market will recover. despite this, Bord Bia’s half-year figures show the sector recovering already with figures showing a growth of 15 per cent on 2012 figures for the first six months of the year.

Beverageseconomic pressures and intense competition led to a difficult market environment in the Uk for many beverage categories. In 2012, exports to the Uk are estimated to have declined to stand at an estimated €430 million. this still leaves the Uk as the largest market for Irish beverage exports, accounting for around 35 per cent of the total. the strongest-performing categories during the year were cream liqueurs, whiskey and non-alcoholic beverages. Cider exports faced renewed competition as more suppliers emerged on the market while demand eased on the back of poor weather for much of the summer. Bord Bia is confident that, following a relatively warm summer in 2013, there will be signs of recovery for the sector in the end-of-year figures. the Uk was a difficult market for beer exports where the shift from the on to the off-trade has impacted negatively on sales.

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28 Issue 5 2013


Growth in Growth in gluten-free market gluten-free market

the GlUten-free market In the Uk Is Worth In the reGIon of €180 mIllIon and 42 per Cent of hoUseholds In the Uk shop for GlUten-free prodUCts

aCCOrDing TO researCH COmmissiOneD by Bord Bia, and carried out earlier this year by Kantar, the gluten-free market in the UK is the same size as its shellfi sh market and larger than the herbs and spices market. One of the key fi ndings is the number of people who, although not coeliac or wheat intolerant, choose to buy gluten-free products on a regular basis. While the frequency of gluten-free shopping has increased, the main jump has been in the penetration – or the percentage of households in the UK putting gluten free on their shopping list. The research shows that 1 million households in the UK have a gluten allergy or wheat intolerance, which is almost 4 per cent of UK households. Some 98 per cent of gluten-free buyers do not suffer from a gluten allergy but are buying gluten-free sweet biscuits, pasta, chilled produce and rice cakes. Non-sufferers, who buy gluten-free and wheat-free products, say health is important to them.

There has also been a signifi cant jump in the amount of people buying gluten-free products over the past 12 months. According to the fi gures, 49 per cent of all gluten-free buyers in 2013 did not buy gluten free in 2012.

future demands The future could see increased demand for gluten-free products, if the UK market follows trends in the US market. The US gluten-free market accounts for 1 per cent of total US grocery sales, worth $4.2 billion. The UK gluten-free market is currently only 0.1 per cent of the UK grocery market. Growth, according to Bord Bia, will be helped as larger FMCG brands such as Heinz, Tesco and Warburtons bring more products on stream. Bord Bia’s research points to bread, chilled product, cereal, frozen, fl our, desserts, and rice/corn snacks as the main areas of growth, having enjoyed growth of more than 10 per cent in the 12 months, from February 2012 to February 2013.

In the bakery, bread is the main gluten-free demand, while the demand for crumpets, bagels, brioche, crepes and pancakes, sandwich thins, pitta breads, wraps and naan breads is growing, which could provide extra growth room for gluten-free offerings, according to the research. The research also shows that more non sufferers shop for gluten-free products in Asda than sufferers, while Tesco has seen phenomenal growth in its gluten-free range. Two Irish companies with gluten-free offerings in the UK market are BFree and Foods of Athenry.

BfreeBFree is the brainchild of Cuisine de France’s founder, Ronan McNamee, and was established in response to a growing demand for gluten-free product in Europe and the US. It aims to create the best tasting wheat-free and gluten-free bread on the market, as well as having one of the healthiest

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breads on the market today. The company worked closely with University College Cork to optimise the nutritional value and create outstandingly healthy bread. According to the company, many foods that are gluten free can be extremely unhealthy because there are high in fat and calories. The result has been the development of a range of breads that are low in calories and high in fi bre.Not only does the range offer good nutritional value but the taste has not been compromised, evidenced by the fact that the company took Gold in the Great Taste awards in London with its products. Production facilities are BRC accredited and every batch is tested to ensure it is gluten and wheat free, according to the new 2012 regulations. All products are baked in a dedicated gluten-free and wheat-free bakery. The company supplies to Dunnes Stores, Tesco, SuperValu, Centra and Superquinn. With sales in Ireland taking off so quickly, the company soon set its sights on the UK market and found success with Ocado – Britain’s largest online retailer. The company has also agreed a deal with UK foodservice and catering company 3663 to supply a range of individually wrapped rolls, which can be baked in their own unique bakeable fi lm.

the foods of athenryThe Foods of Athenry bakery was set up in 2004 by the Lawless family as an alternative to dairy farming. With a mantra to use no artifi cial ingredients and make everything on site, the quality of baked products soon saw the business grow and expand. While Ireland has one of the highest rates of coeliac sufferers in the world, Siobhan Lawless also identifi ed gluten free as an increasing trend, with many people choosing to eat a gluten-free diet. “We pitched ourselves as a manufacturer of premium gluten free. The market for regular baked goods is well catered for, but, at the time, if you wanted to buy a gluten-free cake you had one choice. “There was a gap for a comprehensive premium range and we decided to fi ll it.” In 2010, the company decided to add a second bakery onto the business. But, a week before the launch, disaster struck and both bakeries were destroyed in a fi re. However, the faith the family had in itself saw them rebuild from scratch. “We stayed closed for a couple of months,

and in 2012 we launched the gluten-free range of nine products into Tesco, Dunnes Stores and other retailers in Ireland.” The products were three cookies, two fl apjacks, two cakes and two cereals. Today, the Foods of Athenry has a suite of 20 gluten-free products, including a Christmas range – cake, pudding, mince pies and mincemeat. The company has just moved into the UK market. “Our primary aim for 2012, after we came back, was to make sure we were servicing our market properly. We had 300 stores to supply and when that had settled our aim for 2013 was to look at exporting.” The company attended its

fi rst international show this year and is building on that experience. Its products are listed in a number of independents in the UK and its Christmas range will be available throughout the UK from October. Getting a product in the door of the multiples, according to Siobhan, is diffi cult but with 31 taste awards for its products in the past fi ve years, she says she’s confi dent the products speak for themselves. “Our aim with the gluten-free range is to not compromise on taste, so the cakes, biscuits and other products taste as good, if not better, than their gluten counterparts.”

siobhan and paul lawless, the foods of athenry.

IF Issue 5 New.indd 29 27/08/2013 14:20:00

30 Issue 5 2013


Something specialSomething special

the speCIalIty food market In Ireland Is Worth approxImately €450 mIllIon and, thIs year, 17 IrIsh artIsan prodUCers WIll exhIBIt at the 2013 speCIalIty fIne food faIr

THe speCialTY Fine FOOD Fair is the leading UK speciality food fair, attracting some 7,000 trade visitors each year. It is the key event for speciality retailers, independent delis and food halls, foodservice customers and speciality distributors. Bord Bia has featured at the show for the last six years, and will be in attendance again this year, featuring 17 of the fi nest artisan food producers, ranging from seafood, specialty oils, and farmhouse cheese to health food producers. “It’s the ideal event for niche and artisan producers,” says Gillian Swaine, Trade Marketing Specialist, Retail, Bord Bia. “Buyers and distributors come looking for something to expand their range and it is a good way to showcase that.” Ireland is a well-known producer of artisan foods, and is recognised for producing the fi nest quality produce in these areas. “The stand always garners a lot of interest,” says Gillian, “we don’t have enough space, people are so interested.” This year’s event will, once again, include the Great Taste Awards, the largest and most trusted accreditation scheme for food producers, which many of the Irish companies attending this year have been awarded previously. With a broad spectrum of products on show at the Irish stand, Irish artisan producers will be highlighting the best of what Ireland has to offer at this year’s Specialty Fine Food Fair.Bord Bia has been working closely with

companies to help them prepare for the event, which has included two Speciality Market briefi ng days focused on bringing companies up to speed with the key players in the market and preparing for buyer meetings on stand, as well as distribution and fi nance. Each company also had the option to have a one-to-one mentoring session with a former UK speciality buyer. The Bord Bia London offi ce has also carried out an extensive buyer canvass, sending personalised invitations to key retail, foodservice and distributors.

seafood Ireland is internationally recognised for the quality of the seafood it produces, and three seafood companies will exhibit on the Bord Bia stand at this year’s Speciality Fine Food Fair: Shellfi sh De-La-Mar; Carr & Sons; and Burren Smokehouse. These companies will showcase some of the best Irish seafood, Burren Smokehouse having recently been awarded three stars at the Great Taste Awards for three of its products. This is the highest level awarded by Great Taste and the company will now go on to be judged for the Supreme Champion Great Taste Award. Shellfi sh De-La-Mer and Carr & Sons have also had success in the Great Taste Awards, winning several times over the years for their quality produce and taste.

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farmhouse Cheese Ireland has been a producer of fi ne farmhouse cheeses since the 1970s, when there was a revival of traditional cheese making. Since that time, the sector has increased signifi cantly and, today, the sheer range of farmhouses cheese produced in Ireland is extensive. This year, for the fi rst time, Bord Bia is featuring a standalone cheese area, which will host three award-winning cheese companies: The Little Milk Company; Knockdrinna; and Carrigbyrne Farmhouse Cheese. All of these are sought-after artisan producers of fi ne cheeses, and will be presenting their latest product ranges at the show, with one company launching a new range.

health food Bord Bia will also host some of Ireland’s most innovative small food processors this year. Among these producers is Natasha’s Living Food, which produces a natural, plant-based range of raw and living foods, and is one of the only producers of such a product in Europe. Wild Irish Sea Veg will also be in attendance at the fair. The company has harvested seaweed for four generations on the west coast of Ireland and, as demand for seaweed products continues to grow, the company has now expanded to export to the UK, as well as other international markets. Also scheduled to exhibit this year is Irish Atlantic Sea Salt, a company which

uses the Grade A quality seawater that surrounds its business premises on the Beara Peninsula to produce brilliantly white, gourmet Irish sea salt fl akes. Another Irish producer that will attend is Newgrange Gold, which is owned and operated by a father-and-son team at their farm in Slane, Co. Meath, where they produce a range of premium Irish seed oils. The company, primarily, produces a range of rapeseed oils but recently launched a camelina oil into Irish multiples in May 2013. Newgrange Gold is now turning its focus to the UK and further afi eld. Chia Bia is the largest Irish supplier of chia, which is a uniquely benefi cial seed high in omega 3, fi bre, protein and antioxidants. The company is now listed in all major supermarkets in Ireland

including Tesco and is quickly increasing its market share having secured listings in the UK in Holland & Barrett and other major health food distributors.Green Saffron is an Irish-based spice company that specialises in sourcing the highest grade, fresh spices direct from India to create authentic spice blends, sauces and puddings. All its products are certifi ed coeliac-friendly, Halal-certifi ed, vegetarian-friendly, and free from artifi cial and bulking agents. Its spice blends and sauces offer fully-seasoned meal solutions.The company has enjoyed great success recently and was the Country Winner for Ireland in the Sial D’Or International Awards for Innovation in 2012. This year, the company secured a €500,000 investment to expand into new markets, including the UK.

sweet and savouryOther interesting companies taking part in the fair this year are Irish crisp manufacturer, Keogh’s, and The Jelly Bean Factory. Keogh’s featured at the show last year, and recently secured a listing with Tesco UK, as well as a deal with the UK-based online retailer, Ocado, which is one of the largest online retailers in the country. Keogh’s has gained attention worldwide as exports have started to the US, the UAE, Canada, China, Germany and Australia – its shamrock fl avour crisp is the only one of its kind. The Jelly Bean Factory has participated on the Bord Bia stand for the past number of years, and its brand is the fastest-growing in the UK. The Jelly Bean Factory is also the number-one producer of gourmet jelly beans in Europe.

uses the Grade A quality seawater that

exhibiting at the 2012 speciality fine food fair was danucci Chocolates.

exhibiting at the 2012 speciality fine food fair was Chia Bia.

IF Issue 5 New.indd 31 27/08/2013 14:20:08

32 Issue 5 2013


COnsumer TasTes anD DemanDs are continuously evolving, as seen in the regular Trends section of IRISHFOOD. According to these trend reports, customers are willing to shop around for products that tie in with their lifestyles and needs. They are increasingly less willing to compromise, which puts retailers and producers under increased pressure to satisfy consumer demands.

rosie and Jim Rosie and Jim is a producer of gourmet chicken products for retail and food service customers, which is operated by husband-and-wife team, Rosie and Jimmy McLoughlin. Its primary customers in

Ireland are regional distributors, butcher shops and independent retailers. With a butcher’s background, Jim developed a range of prepared, ready-to-cook, breaded chicken products. The range includes chicken Kiev in a range of fl avours; chicken Maryland, and chicken goujons. It also produces a selection of ready-to-eat tortilla, which come in three fl avours: Mexican chicken, tikka chicken and beef taco. Other offerings from the company include a pastry range: chicken and curry; chicken and mushroom; and chicken en croute. Product development has always been central to continued success of the

business, and so new innovative products continue to be added to the range. Most recently, Rosie and Jim developed the Chicken Twist, which is a breaded-chicken fi llet base that is fried and coated in a tomato, ham, and cheese topping. Jim says this frozen product was created to offer his customers a unique chicken product. The company is also in the process of developing a new gluten-free range of breaded products. According to Jim, NPD at the company is led by his customers and the feedback he receives from his existing client base. The company is currently working closely with Bord Bia and Enterprise Ireland and plans are underway to introduce their

A taste for A taste for innovationinnovation

Irishfood speaks WIth foUr CompanIes that are tappInG Into ChanGInG ConsUmer trends to Innovate and BrInG neW prodUCts to market

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unique product range to the UK market.

oatiful Consumer lifestyle trends regularly show that today’s consumers are increasingly busy but also unwilling to compromise on their diets. They are looking for a food solution that is convenient to consume on the move and also healthy and nutritious. Tapping into these customer needs, the Kilkenny Food Company (a food-focused business unit within Glanbia Consumer Foods) launched Oatiful, an oat and dairy drink earlier this year. The product fi rst launched in Ireland, followed by the Netherlands, and now has its sights set on the UK market. The initial product launch focused on urban centres, with busy populations and high numbers of commuters, with point of sale in convenience channels targeting the ‘food to go’ consumer, from wake-up until lunchtime. “Breakfast is one of the key meals of the day. People are time-pushed and don’t focus on breakfast, so we wanted to bring convenience through our product,” explains Eamon Doherty, General Manager, Kilkenny Food Company. “It’s for drinking on the go. There’s no preparation involved, you can grab and go, and drink it en route.” There are three fl avours in the Oatiful range: honey, blueberry and strawberry. This milk-based drink contains 30g of oats, which are blended into a smooth drink. The smoothie-type drink is a new proposition for the category according to Kilkenny Food

Company, as consumers are used to fruit and yogurt in smoothies but are not used to drinks with an oat benefi t. Eamon adds that, in consumer taste tests, there were high levels of awareness around the nutritional benefi ts of oats in the diet. “It is the equivalent to a bowl of porridge so it’s packed with goodness.”While primarily targeted at the convenience consumer, Oatiful tastings at Bloom 2013, Ireland’s largest gardening, food and family festival, showed that the product also

resonated strongly with mothers, according to Eamon. Feedback indicated that the delivery method was popular as a convenient way to encourage children to eat oats. Within stores, Eamon says the product is located at the front of store assortment, where consumers tend to ‘grab and go’ when in a hurry. He says it shares this convenience space with sandwiches, which in the UK has a market value of approximately £2.4 billion in size. “Obviously we want to target the convenience challenge and a hub like London would be good for us.”

atlantis seafoodBased on Ireland’s south east coast, Atlantis Seafood sources its seafood products from the busy fi shing port of Kilmore Quay, which has lent its name to the company’s value-added range of consumer products. As well as its food services range, Atlantis Seafood launched a value added range two years ago. Products include salmon fi sh cakes, fi sh burgers, haddock goujons and seafood sausages. John Kenny, Joint Managing Director, says the company’s value added range aims to offer customers an alternative, innovative product. Its sausages, he says, are the fi rst of their kind and are proving popular with parents and older customers. “We wanted to create a healthier option for sausages.”The sausages are a combination of salmon, haddock, and mixed herbs, and are gluten free. Currently, using a traditional sausage

IF Issue 5 New.indd 33 27/08/2013 14:20:21

www.teagasc.ie

Leading the Development of Ireland’s Farming and Food Industry

Teagasc, the Agriculture and Food Development Authority, supports science based innovation in the agri-food sector and the wider bioeconomy to underpin profi tability, competitiveness and sustainability.

Through Research (food and agriculture) and Knowledge Transfer (education and advisory) Teagasc delivers six programmes:

Teagasc Goals:

n Improve the competitiveness of agriculture, food and the wider bioeconomy n Support sustainable farming and the environment n Encourage diversifi cation of the rural economy and enhance the quality of

life in rural areas n Enhance organisational capability and deliver value for money

Animal and Grassland Programme n Animal and Bioscience n Grassland Science n Livestock Systems n Dairy n Beef n Sheep n Pigs

Food Programme n Food Bioscience n Food Safety n Food Technology

and Quality n Technology Transfer

to Food Companies

Advisory Programme n Business and

Technology n Environment and

Technology n Rural Development n Growth and Effi ciency n Competitiveness

Education Programme n Further Education

and Training Courses n Higher Education

Courses n Agriculture n Horticulture n Equine

Crops, Environment and Land Use Programme n Crop Science n Environment n Horticulture n Forestry

Rural Economy and Development Programme n Agri-Food Economics n Rural Sustainability n Farm Surveys n Farm Management n Rural Development

3005 Corporate 2011_ A4.indd 1 09/11/2011 12:09Teagasc 210x280 .indd 1 30/01/2012 09:37:34

34 Issue 5 2013

www.irishfoodmagazine.comFocus

casing, John says the company hopes to introduce a vegetable casing and market the sausages as also being vegetarian. The Kilmore Quay range is listed with a number of Ireland’s leading retailers and now the company has its sights set on international markets, including the UK. The company is committed to NPD and is currently working on a new children’s range. John expects this to launch this autumn and the company is currently fi nalising its branding for the range.

Paganini Paganini is a family-owned Irish company that manufactures ice-cream based on classic Italian recipes, using Irish milk. As well as ice-cream, Paganini also manufactures a full range of premium ice cream and desserts for the food service and retail sectors. Using the company’s existing product and know-how, Paganini has developed a new range of nutritionally-enhanced ice-cream products called Fitfuel.Barry Murphy, Managing Director, Paganini explains that, following several years in the US working as a physiotherapist he identifi ed a gap in the market for such a product. “I had a bit of an insight into problems faced by clinicians in terms of getting patients home and rehabilitating them from medical issues etc. I was also interested in the area of sports nutrition and the market that was developing in the mid-1990s.” Barry returned to Ireland and says, over time, he developed the idea of a protein-enriched ice-cream, which would be supplied to clinicians and hospitals to help deliver protein to patients, getting them strong

enough to exercise and regain the strength to go home. As well as its healthcare product, Fitfuel Nourish, which is primarily, though not exclusively, targeted at clinical treatment and recovery, the company recently launched Fitfuel Perform, an ice-cream targeted at people who participate in sports and fi tness, which is designed to help in the recovery of muscles following sport activities. “There are two different nutritional requirements that we are trying to meet,” says Barry. Fitfuel ice-cream is enriched with whey-protein isolate, which can increase the protein content from 2-3 per cent in traditional ice-cream to as much as 20

per cent. Fitfuel Nourish contains 10g of protein and is high in calories. Barry says the nutritionists, who worked with the company in developing the product, were looking for high calorie content to give patients the energy they need to recover and regain mobility after a hospital stay. Fitfuel Perform contains 20g of protein. Both retail products for come in individual tubs containing the exact dosage recommended by nutritionists. Paganini has a pilot plant at its facility in Wexford for NPD. Barry says the company tested a number of formulations, which were then evaluated by dieticians. The taste profi le was also important. Barry explains that creating a product, which was protein enriched and palatable was the ultimate aim of the process. “You need to develop techniques in terms of how you put the product together to reduce the impact of the whey on taste because whey has a distinctive and not-so pleasant taste. We believe we have been successful in doing that and the feedback has been positive.”Both products are available in two fl avours: strawberry and vanilla.Fitfuel is currently working with Bord Bia, via its UK Entry Programme to establish the logistics that will allow for exports to the UK food service and retail sectors, including health stores.

IF Issue 5 New.indd 34 28/08/2013 09:51:38

www.teagasc.ie

Leading the Development of Ireland’s Farming and Food Industry

Teagasc, the Agriculture and Food Development Authority, supports science based innovation in the agri-food sector and the wider bioeconomy to underpin profi tability, competitiveness and sustainability.

Through Research (food and agriculture) and Knowledge Transfer (education and advisory) Teagasc delivers six programmes:

Teagasc Goals:

n Improve the competitiveness of agriculture, food and the wider bioeconomy n Support sustainable farming and the environment n Encourage diversifi cation of the rural economy and enhance the quality of

life in rural areas n Enhance organisational capability and deliver value for money

Animal and Grassland Programme n Animal and Bioscience n Grassland Science n Livestock Systems n Dairy n Beef n Sheep n Pigs

Food Programme n Food Bioscience n Food Safety n Food Technology

and Quality n Technology Transfer

to Food Companies

Advisory Programme n Business and

Technology n Environment and

Technology n Rural Development n Growth and Effi ciency n Competitiveness

Education Programme n Further Education

and Training Courses n Higher Education

Courses n Agriculture n Horticulture n Equine

Crops, Environment and Land Use Programme n Crop Science n Environment n Horticulture n Forestry

Rural Economy and Development Programme n Agri-Food Economics n Rural Sustainability n Farm Surveys n Farm Management n Rural Development

3005 Corporate 2011_ A4.indd 1 09/11/2011 12:09Teagasc 210x280 .indd 1 30/01/2012 09:37:34IF Issue 5 New.indd 35 27/08/2013 14:20:26

36 Issue 5 2013


aCCOrDing TO a reCenT repOrT, from global market research and market insight company Mintel, the current value of the speciality food market in Ireland is approximately €450 million. The report explains that changes in lifestyle and demographics, together with a growing consumer interest for quality, authentic and great tasting products have led to a growth in the speciality industry. Senior Development Advisor at Enterprise Ireland, Aileen Cussen, says Ireland offers a diverse array of speciality food and drinks and the artisan sector consists of a focused group of people who have started a food business to do what they love; produce exceptional tasting, high-quality food products.Aileen adds that the sector is supported by Ireland’s reputation as a country that produces quality food using the

natural advantage of our climate, and is internationally considered a ‘green’ producer based on the quality raw materials and sustainable farming methods employed here. Furthermore, the growing public support for speciality and regional foods is resulting in supermarkets giving more shelf space to these foods. Aileen believes Ireland’s speciality food sector is well placed to take advantage of a growing consciousness among consumers concerning the origin of food and the processes involved in producing it.

scaling up Artisan food production, by its very nature, is often a small-scale production that supplies the home market. Therefore, speciality food producers can face a number of challenges when presented with the opportunity to scale up production and move into the exporting. Enterprise Ireland works with and supports a

number of speciality producers who have the ambition to export and build an international business. According to Enterprise Ireland: “The export agenda is important as we want to be supporting companies who can create new jobs and not lead to job losses in other Irish food companies. Enterprise Ireland’s initiatives such as Going Global and Potential Exporters are targeting suppliers who, to date, have been concentrating on the domestic market but now want to look at supplying international markets.” For an artisan food producer, the fi rst step in business is to develop the product and validate the market potential. Enterprise Ireland’s feasibility grant support can assist here by providing up to 50 per cent of the overall costs to develop and trial the product, research the market and validate the business potential.Furthermore, it can help established

Preparing for Preparing for exportexportexportexport

enterprIse Ireland Is WorkInG WIth a nUmBer of Ireland’s speCIalIty food and drInk CompanIes to help them prepare for export markets

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companies assess their readiness for export through its Get Export Ready Helpdesk, which assesses business readiness for export, helps companies prepare plans and meet other companies who have already taken the step onto the international arena. Funding is also available to food producers who are ready to make the move to exporting their product. Enterprise Ireland’s Going Global Fund works in a similar way, focusing on locally trading companies that have successfully established businesses in Ireland, and wish to explore opportunities to internationalise their business as a route to growth.

Building relationshipsEnterprise Ireland plays a major role in building skills and management capability among its food client companies. Its Supplier Development Programme, which has been developed with Enterprise Ireland’s partner company, Irish food retailer Musgrave, encourages local product sourcing and introduces suppliers to buyers, building relationships between the two. Aileen describes it as a practical, hands-on programme that equips innovative food suppliers with the skills needed to effectively engage and win business, particularly in retail, with key customers both in Ireland and overseas. Denise O’Callaghan, Managing Director of Delicious, a gluten-free bakery, explains that participation in the Supplier Development Programme helped her grow her business through a structured mentoring programme and access to retail buyers. Domestically this has resulted in several contracts with a number of Ireland’s biggest retailers. Denise explains that this helped Delicious access the UK market, where it participated in a market visit. Organised by the Supplier Development Programme the visit

included meetings with UK buyers where the company could showcase its products. “When you are a small supplier company, pitching for business and knocking on the door of Budgens, Sainsbury’s or anywhere else, it is diffi cult because there are lots of people knocking on their doors. But, when you are on a Supplier Programme, you’re in the select few, the inner circle, and because Musgrave is behind it, buyers will give you the time and respond to you.”Furthermore, Delicious secured iHPSU (innovative High Potential Start Up) funding from Enterprise Ireland to support its development plan. Denise says the company presented its proposal to Enterprise Ireland, who saw its potential for growth, and agreed to provide funding equal to any private investment funding the company could generate. Delicious used the funding to expand its facilities, adopting Lean manufacturing techniques to increase productivity, which was further supported through mentoring services at Enterprise Ireland.

food WorksIn a joint initiative, Enterprise Ireland and its partners Bord Bia and Teagasc, have developed a robust start-up programme designed to identify innovative food start ups and support them in areas that include consumer insight, product development and feasibility. The programme is currently in its second year, with 11 companies

successfully completing Food Works in 2012. This year, 13 companies are involved in the programme, including a number of innovative speciality food businesses. Iasc Atlantic Seafood is one of the companies to have completed the Food Works programme in 2012 and James Grimes, co-founder of the business, says the programme was instrumental in the company’s progress. “We went from nought to market in less than a year.” The company produces a seafood butter that combines “the best of Irish creamy butter, with organic shellfi sh and organic seaweed”. James adds that the product follows all the key trends in sustainability, provenance, and traceability. Iasc Atlantic Seafood sources its core shellfi sh ingredient from Murphy’s Irish Seafood in Bantry and has joined up with Mr Crumb, a food processing company in Mullingar, which handles the blending of the butter and ingredients, under Iasc’s patented process. Their role is vital, says James, as large-scale customers are only interested in dealing with accredited suppliers operating at the highest food safety levels.Currently distribution is focused on business-to-business in Ireland and the UK. In the UK it is working with a number of seafood ready-meal producers who will be using Iasc Atlantic Seafood butter as a constituent element to increase the fl avour of their fi nal product. The company also has plans to distribute to Belgium and France. Iasc Atlantic Seafood is now in the test stages

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38 Issue 5 2013


of a follow-on product in its seafood butter range and James describes the Food Works programme as a springboard for its product, adding: “It’s like doors have been opened before you even get to them.”The company recently received iHPSU approval from Enterprise Ireland, which James describes as essential to the long-term future of the company. He says: “It will allow us achieve our objective of penetrating European and worldwide markets.”

Working togetherFor artisan producers, scaling up production can be costly and restrictive. However, some speciality producers are forming networks and mutually benefi cial arrangements in order to take advantage of the opportunities available, while at the same time controlling costs. The Cheese Hub was established in 2012 to provide small-scale artisan producers with contract cheese ripening and maturing services that would allow them to increase production without having to invest in the labour-intensive and space-demanding ripening and maturing, cutting and packaging functions, which, for single producers, are cost prohibitive.Sean McGloin, Manager at The Cheese Hub says it is a cost-effective solution for the growing numbers of cheese producers that are scaling up their production but do not have the resources to invest in the infrastructure. He says the company is still in the early stages of development and he expects more farmers and cheese producers will come on board to take advantage of the turnkey service in preparation for expansion and export.

r&dSpeciality food producers, according to Aileen, can differentiate themselves by engaging in research and development and constantly asking how it can add value to the customer.The Cork-based O’Keefe’s Bakery is committed to continuous R&D, which, says Ronan O’Farrell, is essential in a highly competitive bread category. The bakery started out as an artisan bread producer, but through continuous innovation it has expanded to produce a range of frozen dough for the food service and consumer categories. “Frozen dough is huge. If you consider all of the products that require yeast – every type of bread that’s conceivable, rolls, pizza products, etc. – that whole area can be expanded into. We are working on the technology and we have about 30 products that we will be commercialising as we go along.”

Ronan explains that the company has just completed a two-year research programme that was funded by Enterprise Ireland. “We investigated the viability of using frozen dough as a platform product. The technical diffi culty is that yeast is a living organism, so we developed a system where you can freeze it without killing it and, when you thaw out the dough, it comes back to life so you have a viable bread product that you can cook at home. We have improved the shelf-life of dough from practically zero to eight months over those two years.” O’Keeffe’s carries out the research at its custom-built test bakery, which it built for R&D in 2011. Ronan explains that it is important for the company to be focused in its approach to R&D. “We are competing against large companies that have huge budgets, so we have to be very effective in what we do. We can’t afford to waste money on R&D, so, it’s always very focused. We try to identify opportunities and work our R&D towards meeting the demands that are out there, so the product has some level of viability before we put it on the market.” Food is Ireland’s number one exporter and is hugely important to the economy. It is a sector that offers tremendous opportunity and Enterprise Ireland wants to hear from innovative and ambitious food producers who want to grow their business.

*Enterprise Ireland is the Government agency that partners with entrepreneurs, Irish business, food foreign direct investment and the research and investment communities to develop Ireland’s international trade, innovation, leadership and competitiveness with the ultimate objective of increasing exports, employment and prosperity in Ireland.

IF Issue 5 New.indd 38 27/08/2013 14:20:55

39Issue 5 2013

trends

3939Issue 5 2013

trends

food trends focus on health, exoticMove over bacon and make way for kale pops, chia pods, and simmer sauces from around the globe. These are examples of the top US food trends for the year ahead, as selected, this summer, by a panel of trend spotters at the 59th Summer Fancy Food Show in New York. The show, held by the Specialty Food Association, is the largest marketplace in North America for speciality foods and beverages, with 180,000 products from more than 2,400 food manufacturers, importers and entrepreneurs, including the latest artisan cheeses, chocolates, vinegars, grilling sauces and natural and organic products. Here’s a small sample of new trends, with company credit:

Chia Pods (the Chia Co.). Six-ounce recyclable containers • containing one full serving of Australian-grown, sun-ripened Chia seeds mixed with coconut milk and a choice of four fruit fl avours.Frozen Smoothie Pops (Green Wave). These are the fi rst • popsicles to incorporate nutrient-dense, dark-green, leafy vegetables with no added sugar or preservatives. Comes in two fl avours: Kalelicious and Greena Colada.Harissa Simmer Sauce (Saff ron Road). The fl avours of North • Africa with all-natural and certifi ed Halal, a red chili sauce made from piri piri, a red pepper from the Sahara intended to turn ordinary meals into Moroccan masterpieces.Lavender Martini (Sociale) – a ‘mocktail’ drink with warm • lavender, earthy vanilla, rosemary and sugar cane.Cubettes (LifeIce). Bite-sized ice pieces based on coconut • water concentrate and agave syrup, in four fl avours including Chocolate Crisp, Berry Bite, Citrus Stomp and Green Grind, which includes kale.

Other trends identifi ed are single-serve snacks with calorie counts; Vietnamese fl avours; chickpea and seaweed snacks; maple products; and sweet and savory cookies. Trends with staying power identifi ed at prior Fancy Food Shows include coconut, salted caramel and innovations in gluten-free foods.

Well-known quick-service brands top mid-year rankings In a year where quick-service restaurants’ perceptions have trended downward as a category, Subway and Wendy’s once again fi nished No. 1 and No. 2 in public perception. That is according to YouGov BrandIndex’s mid-year ranking of brands based on its proprietary ‘buzz score’. BrandIndex surveys thousands of consumers each weekday looking for positive or negative impressions of key US restaurant brands.According to Nation’s Restaurant News, Subway and Wendy’s had

buzz scores of 29.7 and 19.5, respectively, through the fi rst half of 2013, down from 41.7 and 28.5 a year earlier. Rounding out the top fi ve best-perceived brands of the fi rst half of 2013 were Pizza Hut, KFC and McDonald’s, with buzz scores of 16.4, 12.8 and 11.6, respectively. Last year, brands with the No. 3 through No. 5 buzz scores were Papa John’s, Pizza Hut and Chick-fi l-A, with scores of 26.5, 25.9 and 20.7, respectively. Subway has topped the mid-year list of buzz scores for the third consecutive year, BrandIndex reported.

Us hooked on fast foodDespite health warnings, obesity trends and calorie counts on menus, Americans still indulge in fast food. That’s the message from Gallop’s annual consumption poll of over 2,000 adults conducted in July and released in August. The same survey was taken in 2003 and 2006.According to the 2013 poll, consumers are eating slightly less fast food today than seven or 10 years ago. When asked: “How often do you eat fast food?” 16 per cent of consumers replied several times a week. That compares to 20 per cent in December, 2006.However, in a follow-up question, the same consumers were asked: “How would you rate the quality of the fast food you eat?” Just under half replied: “Not too good” and 28 per cent said: “Not good at all.” That’s 76 per cent, the exact same number of people who rated fast food quality poorly back in 2003.Young adults aged 18-29 eat fast food most often, with 57 per cent saying they do so weekly. The number of people who eat fast food at least weekly drops to 47 per cent in the 30 to 49 year-old age group, and 41 per cent among those 65 and older.While one of its appeals is low cost, fast food is by no means the sole domain of poor people. In fact, wealthier Americans – those earning $75,000 a year or more – are more likely to eat it at least weekly (51 per cent) than are lower-income groups. Those earning the least actually are the least likely to eat fast food weekly – 39 per cent of Americans earning less than $20,000 a year do so.Seven out of 10 people who eat fast food at least weekly believe it’s not good for health, concludes the poll. So, even though many Americans know fast food isn’t good for them, the appealing characteristics – low cost, convenience and appealing taste – outweigh any health concerns. Since 2003, US fast-food revenue has ballooned from $151 billion to reach a projection of $199.5 billion in 2013, according to research fi rm IBISWorld. There are some 160,000 fast food restaurants in America, serving some 50 million customers daily.

trends from the UsmIke WIlson reports on the latest trends from the Us

IF Issue 5 New.indd 39 27/08/2013 14:20:59

www.irishfoodmagazine.comtrends

40 Issue 5 2013

With consumers operating in a recessionary environment for almost fi ve years now, the ‘new normal’, as this environment of straitened resources and increased uncertainty is termed, has been around for far longer than many initially expected. However, rather than becoming entrenched, consumer behaviours are showing increased signs of fl uidity and change. While the search for value continues to drive purchasing behaviour, new and sometimes unexpected opportunities are being created, in particular by the rise of IT and social media.Tomorrow’s shopper: A report on the evolution of shoppers in Ireland and the UK, is a new report from Bord Bia that provides an up-to-date assessment of consumer thinking in 2013. The report off ers fresh insights on how food and drink brands and retailers can adapt to evolving shopper needs and expectations. While there are no surprises in the report’s identifi cation of continued pressure on incomes as a key driver of purchasing behaviour, of interest to marketing professionals will be its identifi cation of a number of other key drivers as indicitive of the complexity that now underwrites consumer shopping decisions – these include the quest for authenticity and the need for trust, as well as the increasingly important role mobile technologies play in consumer decision making. The report found the impact of new technology to be particularly swift and disruptive and observed that “many opportunities are emerging to build deeper, more personalised and fulfi lling engagements with shoppers, at the point of purchase and beyond”.

pressuresDespite signs of a gradual improvement in 2013, a challenging economic environment continues to exert pressure and shape the mindsets of consumers in the UK and Ireland. Figures quoted by the Bord Bia report show that, in March 2013, the average UK family disposable income was down 6.5 per cent from the same period in 2012, standing at £144 a week. At the same time, food prices are rising more than three times faster than the average workers’ pay.Such pressures speak for themselves and the

shopping goes mobileConsUmer BUyInG patterns have evolved aGaInst the reCessIonary envIronment, WIth neW Bord BIa researCh on the Uk and Ireland shoWInG the smartphone to Be the shopper’s neW Best frIend

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41Issue 5 2013

trends

report highlights how ‘shopper missions’ are changing in light of this ongoing constraint on income. In the UK, the report highlights recent ShopperVista research, which found the frequency of total grocery shopping to be relatively high, with more shoppers doing their main shop more often. There was particular evidence of a new phenomenon known as ‘mini-main shopping’, where shoppers do their main grocery shopping more often, in the hope of securing better deals.Indeed, analysis from Kantar Worldpanel confi rms that that hope is based on solid facts, as retailer promotional activity has now reached a level where approximately 40 per cent of what is sold in the UK is on promotional off er. While many question the sustainability of maintaining promotions at this level, the report fi nds consensus that they cannot be reduced without impacting on categories sales.Not surprisingly, the rise of own-label continues apace in this environment, and greater sophistication and the ‘premiumisation’ of own brand products has contributed to their continuing appeal.

transparencyHowever, although value is understandably important, shoppers are also placing fresh demands on retailers around convenience, quality and transparency. Growing pressure on time is a well-established driver for convenience in shopper choices, while the desire for transparency is expressed in shoppers researching products before they buy and, through mobile technology, at the point of purchase. Local food, meanwhile, has strengthened its appeal, as shoppers look closer to home for a variety of reasons, from trust in what they know to a desire to support local producers.What has clearly accelerated as a macro driver in recent years is the role of personal, portable digital devices – such as smartphones – on shopper behaviours. Firstly this can be seen in terms of creating new opportunities to shop: in the UK, mobile shopping, or m-commerce, is expected to grow by some 115 per cent in the year ahead. Secondly, in line with the pervasive use of digital technologies, consumer behaviour is

also fundamentally shifting, the report notes. “Shoppers no longer behave in the linear way they used to, progressing from awareness, through to consideration, selection and purchase using well-defined and understood channels.” With the rise of what the report terms ‘dynamic shopping’, the next question that arises is which trends will be most prominent in shaping shopper behaviour going forward.

lifestyle trendsThe Bord Bia report analyses this question through the lens of its long established Consumer Lifestyle trends. These are six key trends that, taken together, provide a holistic picture of the attitudes and behaviours of shoppers. The research found that three of these trends – consumers in control, fl uid lives and keeping it real – are experiencing the most dynamism as a result of these changes, and the most signifi cant potential impact on shopper needs and behaviours, in the short to medium term, can be best understood with reference to these trends.The most dynamic and potentially impactful trend is ‘Consumers in control’, as value (in its broadest sense) continues to be a dominant driver of shopper behaviour.In the food and drink sector, the report argues that brands can respond to this in diff erent ways, both at point of purchase and point of use. Strategies suggested for consideration going forward include partnering with retailers to link purchase patterns to tailored meal and recipe suggestions; demonstrating new ways that products could be used to fi t into shoppers existing lifestyles; and fi nding ways of helping shoppers visualise potential product uses before they make a purchase. With brands and retailers enjoying increased access to individual shopper data, much more targeted value propositions are also now possible. The report recommends exploring ways of using mobile devices and social media to deliver personalised, tailored and location sensitive off ers; providing information that supports informed choices; and connecting shoppers with existing brand advocates, as hugely powerful ways of driving trial, engagement and repeat sales.

‘Fluid lives’ is also a signifi cantly impacted trend, based on the interaction between evolving needs around convenient (and, increasingly, instant) access to goods and services, and technology.The report found that connecting with shoppers on their daily path requires brands tohave a presence across multiple channels and formats, and recognises that technology will be a key enabler of this. “Food and drink brands that are fast to respond to shifting expectations around instant access to goods and services outside the physical in-store environment will have a distinct advantage,” it notes. Finally, ‘Keeping it real’ will also continue to have a signifi cant impact on shopper’s choice of retailer and brands. A desire for transparency, a passion for place and a preference for products that demonstrate craftsmanship as a tangible marker of freshness or quality will continue to grow in importance in informing consumer decisions.While social media off ers an important virtual platform to communicate, businesses should not underestimate the importance of physical interaction too. The report noted that the in-store environment off ers “the perfect way for food and drink brands to showcase skills and craftsmanship and reinforce the positive food values already being communicated through packaging cues”. Looking to the future, it talks of opportunities for “working with retailers to go beyond simple signage and point of sale communication to really bring the sense of artisan skill to life”. It also notes that, as the challenges of securing shelf space becomes more competitive, “off ering a number of products in a range based on local ingredients or processes can hold more appeal to both shoppers and retailers compared to a single stand-alone product”.

dataOverall, the report is in no doubt that brands aiming to succeed in the future will only do so by harnessing the data available to them eff ectively. “Food and drink companies that have the capabilities to collect, understand, and leverage this information to deliver value added benefi ts to shoppers across their new path to purchase will succeed,” it concludes.

IF Issue 5 New.indd 41 27/08/2013 14:21:02

Ashbourne Meat ProcessorsNaas Industrial Estate, Naas, Co. Kildare, Ireland.

Tel: +353 45 875 400 Fax: +353 45 897 755 Email: [email protected] Contacts:Peter McMahon

Mobile: +353 87 245 3500Email: [email protected]

Leslie KellyMobile: +353 87 279 2260Email: [email protected]

Ashbourne Meat Processors supply premium chilled and frozen beef products to leading retailers, manufacturers and distributors throughout Europe, Russia, Asia, Africa

and the Middle East.

Ashbourne 210x280 .indd 1 01/02/2013 14:51:29

42 Issue 5 2013


The British explorer and historian, Sir Walter Raleigh, who is known for his expeditions to the Americas, is credited with having fi rst brought the potato to Ireland in 1589. Just over 400 years later, the total production area of potatoes in Ireland for 2012 is estimated at 8,800 hectares, with an estimated 540 potato growers producing approximately 263,000 tonnes of potatoes (2012 fi gures). It is estimated that about 200 of the larger growers produce about 70 per cent of the total production area. The farm-gate value of the potato sector was estimated at €122 million in 2012/2013.According to an IFA Potato Industry Survey, the key varieties grown in Ireland, as a percentage of area grown, include: Roosters, 58 per cent; Kerrs Pink, 9 per cent; Queens, 7.5 per cent;

Golden Wonder, 3 per cent; Records, 1 per cent and others, 21.5 per cent. The survey shows that the key production counties in Ireland are: Meath, Dublin, Wexford, Louth, Donegal, Cork, and Kilkenny.The United Nations declared 2008 as the International Year of the Potato, noting that the potato is a staple food in the diet of the world’s population, and affi rming the need to focus world attention on the role of the potato in providing food security and eradicating poverty. In Ireland, National Potato Day took root in 2011 and has been growing ever since. This year, Bord Bia, Irish Potato Federation members and the Irish Farmer’s Association (IFA) joined forces to mark the third National

Potato Day on August 23 with a number of events across the country. According to Bord Bia, National Potato Day gives the trusted household staple a moment of glory that focuses on the potato as a key ingredient in the Irish diet. It adds that the day provides an opportunity to extol the virtues of the potato in terms of its goodness, convenience and how it fi ts in a modern food culture, supported by potato themed celebratory events.For the past number of years, Bord Bia and members of Ireland’s potato growing industry have taken a stand at Fruit Logistica in Berlin, where, says Lorcan Burke, Bord Bia, the industry is building up the image of Irish potatoes and creating a network of international contacts.

spotlight

spotlight on...

Ireland Is synonymoUs WIth potatoes and on aUGUst 23 the CoUntry CeleBrated natIonal potato day

national Potato Day

IF Issue 5 New.indd 42 27/08/2013 14:21:07

Ashbourne Meat ProcessorsNaas Industrial Estate, Naas, Co. Kildare, Ireland.

Tel: +353 45 875 400 Fax: +353 45 897 755 Email: [email protected] Contacts:Peter McMahon

Mobile: +353 87 245 3500Email: [email protected]

Leslie KellyMobile: +353 87 279 2260Email: [email protected]

Ashbourne Meat Processors supply premium chilled and frozen beef products to leading retailers, manufacturers and distributors throughout Europe, Russia, Asia, Africa

and the Middle East.

Ashbourne 210x280 .indd 1 01/02/2013 14:51:29IF Issue 5 New.indd 43 27/08/2013 14:21:08

Ireland, on its way to becoming a world leader in sustainability

Ireland is a country supremely well suited to sustainability. Our climate is temperate;

our lush, green countryside is perfect for farming; our seas are teeming with fi sh.

Generations of Irish producers have benefi ted from these natural resources,

and carefully passed them on.

Now Ireland has a Sustainability Charter to help Irish food and drink suppliers plan their

individual journeys towards sustainability.

When you buy food and drink from these Irish suppliers, you’ll know it’s produced

hand in hand with nature, you’ll know it’s Origin Green.

To fi nd out more visitwww.origingreen.ie

BOR_12_9903832 OriginGreen Irish Food 210x280.indd 1 21/09/2012 10:19Origin Green 210x280 page.indd 1 21/09/2012 14:39:57IF Issue 5 New.indd 44 27/08/2013 14:21:15

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