Consumers show their Love for Irish Food
Research reveals 75% of Love Irish Food's member brands say the campaign has contributed to an uplift in sales
Print13 October 2010
Marking the first birthday of Love Irish Food on 28 September, its chairman Jim Power said that one of the indicators of LIF’s success over the past year was the increase in member brands from 29 at start-up to 77 today.
Power said that “it is very encouraging that companies are now coming to us asking to join rather than us having to go after them”. He also said that “research carried out with member brands found that 75% of members say Love Irish Food has contributed to an uplift in sales. Consumer research found that there is an 80% consumer awareness of the LIF campaign which translated into a doubling of purchase intent while 76% of shoppers actively look for an Irish made alternative.”
Power said: “We are proud of our diverse membership base that reaches into every crevice of the food and drink industry from small producers with annual revenues of €630,000 to key players in the national consumer foods market with turnover in the region of €230 million. What unites each one is that, as part of Ireland’s largest indigenous industry, they make a significant contribution to our economy and every effort must be made to protect the future of this valuable sector.”
Sharon Colgan, programme director of Love Irish Food said, “We have another exciting year planned and will be building on our strong awareness levels. As we move into year two, our strategic focus remains on being a consumer focused campaign and growing the scale of the initiative by encouraging more Irish brands to come on board. Ultimately we want to provide a trusted food symbol that connects with consumers just like the iconic Irish brands we represent.”
In October Love Irish Food kicks off another public information drive under the theme “One More Makes All the Difference” which will be leveraged across TV advertising, regional radio promotions, in-store activity and an extensive programme of sampling activity.
When LIF members were questioned about the three greatest issues currently facing their businesses, an unprompted 57% (almost 6 out of 10) of respondents cited retailer dominance and pricing dynamics, while the sterling exchange rate ranked a key challenge for 28% of member brands.
The third highest ranking issue for member brands is competition from cheaper imported goods, according to 25% of Love Irish food member companies.
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