Keep it country

Kush managing director, John Harrington

Figures show that in 2010, health and wellness packaged food saw sales of an estimated €1.4bn; up 4.9% on 2009 (Source: Euromonitor International)

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Brand Central

While many sectors of the Irish consumer market are remaining stagnant, healthy eating is visibly withstanding difficult economic conditions. Consumers want food that’s genuinely natural and tastes good and are still prioritising healthy eating which influences their shopping choices. Irish consumers are also very aware of buying quality Irish products and the government is getting behing this by promoting National Organic Week this September.

Organic Week – Celebrating the Irish organic sector

National Organic Week, co-ordinated by Bord Bia and funded by the Department of Agriculture, Food and the Marine takes place from 12-18 September. The week long campaign aims to raise awareness of organic produce, how to recognise it when shopping and where it can be purchased.

The value of the Irish organic market has increased by 2.5% since 2010 and is currently worth €100m.  Organic penetration levels have also increased over the last year to 92% as pre families, young families and over 45’s return to the organic sector and the products demonstrating the strongest growth include organic vegetables, milk and yoghurt.

To celebrate National Organic Week 2011, producers, retailers and farmers markets will host more than 50 events nationwide throughout the week including organic farm walks, cookery demonstrations, organic BBQs, harvest feasts and picnics, complimentary in store sampling and tastings, allotment tours and talks.

Spreading the word

Bord Bia is supporting National Organic Week through a comprehensive advertising, PR and promotional campaign using a mix of media channels including TV, press and radio on a national and regional level. This will include a week long partnership with TV3 including the sponsoring of targeted programming and a number of features on key TV3 shows including Ireland AM, The Morning Show and Midday.

Supporting National Organic Week In-store

Retailers have a crucial role to play during National Organic Week to ensure that organic products are prominently displayed in their stores. In turn, National Organic Week provides retailers with a perfect opportunity to promote the organic products available in store and maximise organic sales.

To assist retailers in promoting National Organic Week 2011, Bord Bia has produced eye-catching point of sale materials including posters and recipe leaflets, which will be on display in participating stores throughout the week. Retailers will also be offering special offers and discounts on organic produce and with some planning additional in-store tastings throughout the week.

National Organic Awards

As part of National Organic Week, Bord Bia will also host the National Organic Awards on Monday 12 September. The Awards are recognised as an important feature in the organic food and drink industry calendar, which aims to recognise the achievements, and raise the profile of Irish organic food and drink manufacturers.  

Interested in taking part?

For retailers interested in getting involved or simply require POS material for National Organic Week 2011, please contact Hylda.Adams@BordBia.ie.

Healthy eating ‘boom’ offers growth for food sector

Irish consumers’ growing appetite for healthy eating offers an array of exciting sales possibilities for forward-thinking food SMEs.

That’s according to Deirdre Collins, who created the Dee’s Eat Well, Be Happy range of wholefood burgers in 2009.
The food entrepreneur, who kick-started her sales and marketing campaign with an appearance on the first season of RTÉ’s Dragons’ Den, says her business has thrived as a result of her determination to target the healthy-eating sector of the food market.

Her comments come in response to a Euromonitor International report that indicates that health and wellness food products are enjoying a ‘boom’ in Ireland, despite a challenging economic environment.

For more information and a full list of stockists, please see www.dees.ie or view updates on our Facebook page at http://www.facebook.com/MeatFreeMondays.

Deirdre Collins
Tel: 086 083 15 00
Email: vegeque@gmail.com / info@dees.ie

Kush managing director, John Harrington

Kush reduces carbon footprint

Kush gourmet shellfish business with production facilities in West Cork and Co. Kerry has become the very first seafood business in Ireland and the UK to secure the Carbon Trust Standard – a corporate award that recognises ongoing efforts to monitor and reduce greenhouse gas emissions.

Kush Shellfish, which is based on the Beara Peninsula, secured the sought-after environmental standard after proving that the business is actively reducing and managing its ‘carbon footprint’. In fact, the company has officially recorded an impressive 22.8% reduction in its overall carbon footprint!

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