CEO OF DAWN FARMS DISCUSSES THE KEY TO SUCCESS IRISH ... · IRISH WHISKEY ASSOCIATION LAUNCHED...

www.irishfoodmagazine.com

Issue 3 2014

CEO OF DAWN FARMSDISCUSSES THE KEY TO SUCCESS

IRISH WHISKEY ASSOCIATION LAUNCHEDIRISH DAIRY BOARD ANNOUNCES FIGURES

BALLYGOWAN ENTERS THE UK MARKET

SEAFOODFOCUS:

IRISH SEAFOOD COMPANIES AT SEAFOOD EXPO GLOBAL 2014POSITIVE CONSUMER FEEDBACK TO MARINE-DERIVED FUNCTIONAL FOODS

R&D AND INNOVATION HIGH ON IRISH SEAFOOD AGENDAWORLD’S LARGEST MARINE FOOD INGREDIENTS PLANT DESTINED FOR KILLYBEGS

Irish_Food_SEAFOOD_2014.indd 1 28/04/2014 16:14

Teagasc researchers partner with the industry to drive innovation in the agriculture and food sector. The Teagasc advisory network assists farmers to combine environmentally sensitive technical innovation with prudent business management, and Teagasc education courses equip future farmers to become lifelong innovators.

www.teagasc.ie

Innovation Partner for the Agriculture and Food Sector

Sustainable Agriculture

New Technologies

Technology for the Food Sector

Reducing Greenhouse Gas Emissions

Breeding New Potato Varieties

High Quality Gluten Free Breads

Maintaining Clean Water

Satellite Mapping for Precision Farming

Phage Therapy for Controlling MRSA

Grass based Livestock Systems

Sexing semen for Animal Breeding

New Product Development

Teagasc 210x280 page.indd 1 21/01/2014 15:25:23Irish_Food_SEAFOOD_2014.indd 2 28/04/2014 16:14

Issue 3 2014

EDITORIAL

Issue 3 2014


3

Ireland’s seafood industry is currently worth €810 million overall, with exports valued at €520 million for 2013. The industry has set ambitious targets for itself, with a goal to achieve €1 billion in sales by 2017. Ireland, as an island, has extensive seafood resources at its disposal, which includes 900,000m2 of seabed. The sector includes 190 seafood-processing companies, 250 aquaculture operations and employs approximately 11,000 full-time and part-time people.Bord Iascaigh Mhara (BIM), the State agency charged with helping to develop the Irish seafood industry by providing technical expertise, business support, funding, training and promoting responsible environmental practice, recently held a seafood conference – Capturing Ireland’s Share of the Global Seafood Opportunity – which gathered industry experts and practitioners. The overriding message from the conference was the need to scale up Ireland’s seafood activities for future growth (for more details, see page 35). According to BIM, one way the industry can increase value to the sector is by increasing the raw material supply to processors, utilising species such as boarfi sh, for which Ireland has a substantial quota. The intention is to develop processing and value-added offerings for consumers and to develop food ingredients products, such as functional foods or pet foods. A move in this direction was announced at the BIM conference by Minister for Agriculture, Food and the Marine, Simon Coveney, who welcomed plans by the Killybegs Fishermen’s Organisation and a Norwegian partner, to build the largest marine food ingredients plant in the world in Killybegs, Co. Donegal. The food ingredients project will maximise the value arising from Ireland’s boarfi sh quota, which amounts to 88,000 tonnes in 2014. Confi dence in the sector is high, with BIM’s Chairman, Kieran Calnan, telling conference delegates that Ireland’s seafood industry has the potential to replicate, in percentage terms, the success of Ireland’s beef and dairy industries, where exports are valued at €2.1 billion and €3.05 billion respectively. Also on an expansion path is Ireland’s whiskey industry (for more details, see page 12). Irishfood attended the launch of the Irish Whiskey Association and there was great energy and confi dence among attendees for the future of the category. As always, Irishfood also has the latest news and trends from the Irish food and drinks industry.

Enjoy!

Oonagh O’Mahony, Editor


CONTENTS

Issue 3 2014


4

Editor: Oonagh O’Mahony

Reporters: David Cummins, Mike Wilson,

Design: Barry Sheehan, Martin Whelan, Ciarán Brougham

Production: Niall O’Brien, Michael Ryan

Chief Executive: Rebecca Markey

Advertising Executive: John Sheehan

Accounts: Tricia Murtagh

Administration: Sue Nolan

Publisher: David Markey

Copyright IFP Media 2014.

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. Dublin

Republic of Ireland.

T: +353 1 289 3305

F: +353 1 289 6406

E: [email protected]

www.ifpmedia.com www.irishfoodmagazine.com

6 NEWS

8th annual Bloom festival

International drinks group invests in Irish Cream Liqueurs category.

ABP receive Carbon Trust’s Triple Award.

10 INTERVIEW

Larry Murrin, CEO of Dawn Farms talks to Irishfood about the company’s success and his passion for the Irish food industry.

12 WHISKEY

New Irish whiskey association launched.


CONTENTS

Issue 3 2014


5

43 US TRENDS

Restaurant operators focus on costs.

44 TRENDS

Snacking trends report shows consumers expect more benefits from snacks.

46 SPOTLIGHT ON...

Ireland’s President makes a historic visit to the UK and highlights the strong ties between the two countries.

15 SEAFOOD

39 BEVERAGES

Ballygowan launches in the UK.

40 DAIRY AND DAIRY INGREDIENTS

Investment on the IDB’s agenda.

42 SUPPORTING MARKET ACCESS

A tripartite partnership has been launched to support food and drink businesses in border regions to expand routes to market.


Issue 3 2014

www.irishfoodmagazine.comNEWS

6

ERRIGAL SEAFOOD ACQUIRES KILMORE FISH COOne of Ireland’s largest seafood processors, Errigal Seafood, has acquired the business and assets of Kilmore Fish Co, based in Kilmore Quay in Co. Wexford.The companies have collaborated closely in recent years and the new entity will combine the experience in seafood processing and export operations of both companies. “I am delighted that we have found a way to combine the energy and talent, which exists in both companies, and look forward to working and building a strong business with the Kilmore Seafood team,” says Liam Young, Chairman of Errigal Seafood. The combined enterprise employs over 200 employees at its two sites in Donegal and Wexford, with a total turnover in excess of €34 million. In Wexford, the new company will trade as Kilmore Seafood Limited.“Ireland’s seafood industry has long recognised the need for closer cooperation and consolidation among industry players, which is essential to creating stronger companies capable of competing successfully in international markets. Errigal Seafood and Kilmore Seafood intend to be at the forefront of developments that achieve this aim.”The companies intend to strengthen and develop well-established relationships with current suppliers and customers. This will allow the merged operation to o�er a broader product range to its customers, improved production and logistical capabilities and quality assurance systems, all considered critical in international fresh food markets, according to Errigal Seafood.Currently, both companies supply fresh and frozen products across Europe, the US and Korea, with future plans including expansion into other markets in the Far East.

8TH ANNUAL BLOOM FESTIVAL Now in its 8th year, Bloom, Ireland’s largest garden and food festival, will run for �ve days over the June bank holiday weekend in the Phoenix Park, Dublin from May 29 to June 2. Bloom continues to attract a nationwide audience, and last year’s festival saw over 110,000 attendees. This year’s showcase will once again include spectacular show gardens crafted by high-pro�le designers, a botanical art exhibition featuring �oral and nursery exhibits, a new plant village encompassing e�ervescent plant displays, a wide range of craft and Irish food stalls, cookery demonstrations with Ireland’s �nest celebrity chefs and fun family events. Gary Graham, Bloom Show Manager said: “Each year we try to introduce exciting new elements to the festival and this year is no exception. We are introducing a fantastic new restaurant celebrating the very best of Irish quality food, a world-class plant village and a superb sculpture garden. There’s something for everyone at this year’s Bloom festival and visitors can look forward to a wonderful day out for all the family, with spectacular garden walks, �ower arranging demonstrations and a thrilling programme of music and entertainment.”

DIGITAL FOOD HUB LAUNCHEDBord Bia, in partnership with Google, has announced a new, innovative programme to help Irish food businesses maximise their online presence and sales. The ‘Digital Food Hub’ training programme has been tailor-made for the Irish food industry and 21 Irish food companies are participating in the inaugural seven-month programme.The programme will include workshops, training modules and one-to-one mentoring by Google digital sales experts at its European headquarters in Dublin. The 21 companies participating represent the broad spectrum of the Irish food businesses and include dairy, meat, confectionary and chilled food companies, from large multinational players to smaller operators.According to research carried out by Bord Bia in it’s report, Tomorrow’s Shopper, the number of Irish consumers buying online continues to grow, with 94 per cent of shoppers in Ireland making purchases on the internet. Currently 73 per cent of all money that is being spent online in Ireland goes to overseas companies, and 50 per cent of Irish retailers are not trading online.Speaking at the launch of the Digital Food Hub, Bord Bia Chief Executive Aidan Cotter siad: “It is widely recognised that technology is one of the key drivers of change in terms of consumer buying behaviour. Irish food and drink companies, with the capability to collect, understand, and leverage speci�c consumer information using digital technology, will be best positioned to deliver value-added bene�ts to shoppers. This, coupled with a multi-channel online presence, in the form of a proactive and comprehensive digital strategy, will create the optimum shopper experience and provide increased purchasing opportunities.”

Sabina Higgins and President Michael D Higgins enjoy Bloom 2013.


Issue 3 2014

NEWS

7

SILVER HILL AGREES DEAL TO SOURCE 100% OF ENERGY FROM RENEWABLE SOURCESSilver Hill Foods, one of Ireland’s most successful producers of duck products, has signed a renewable electricity deal with Irish energy supplier Vayu. Valued at €1m over two years, the agreement will see Vayu supply Silver Hill Foods with 100 per cent green electricity to meet its year-round energy requirements. Based in Emyvale, Co. Monaghan, Silver Hill Foods, who is a veri� ed Origin Green member, processes over 3.5 million ducks each year and is a major supplier of quality artisan duck products to Ireland’s hospitality and grocery retail sectors. Silver Hill Foods exports 80 per cent of its products to the UK and continental Europe and recently embarked on an ambitious growth plan aimed at doubling its turnover over the next � ve years. It is expanding its range of products this year in markets such as in Germany, France, Denmark, Belgium and the Netherlands. This will be followed in 2015 by expansion into the UAE, South Africa, Sweden, Iceland and Spain.The ability to source 100 per cent green energy for its growing operations was a critical consideration for Silver Hill Foods, which applies the concept of Best Available Techniques (BAT) across all its operations to achieve cleaner production, minimise waste, conserve natural resources and increase energy e� ciency. Vayu is the only energy company in Ireland to supply all its customers with electricity 100 per cent attributed to renewable sources. This means that the carbon footprint of Vayu’s customers is zero in terms of the electricity they consume.Stuart Steele, Managing Director of Silver Hill Foods, said: “As a food producing business we are very focused on reducing our impact on the environment across all aspects of our business. This is particularly important for us as we continue to expand. Our partnership with Vayu will help us reduce our environmental footprint even further by providing us with green electricity with a 100 per cent renewable rating. Not only does the deal provide us with direct access to sustainable electricity at wholesale market prices, but we are partnering with a company that has demonstrated a deep understanding and expertise of Ireland’s energy market.”


Pictured are Stuart Steele, Managing Director of Silver Hill Foods and Barry Murphy, energy specialist at Vayu.

INTERNATIONAL DRINKS GROUP INVESTS IN IRISH CREAM LIQUEURS CATEGORY European drinks group, Quintessential Brands, recently announced the acquisition of First Ireland Spirits Company Ltd.According to Quintessential Brands, the multi-million euro investment is part of its ongoing strategy to acquire drinks companies that complement its existing portfolio of brands, enhance its industry services and provide additional route to market capabilities in line with Quintessential Brands’ ambitious growth and investment plans. Established in 1993, First Ireland Spirits produces and sells over 700,000 cases of Irish cream liqueurs across 35 markets worldwide for some of the world’s largest retailers and drinks companies. It is Ireland’s leading independent producer of private-label Irish cream liqueurs and it is a leading producer of branded and private-label Irish cream liqueurs. First Ireland Spirits’ main brands include O’Mara’s Irish Country Cream, Feeney’s Irish Cream Liqueur and Dubliner Irish Whiskey Liqueur. It has a presence in markets as diverse as Mexico, Peru, Russia, Nigeria, the US and Germany. First Ireland Spirits has been a long-term client company of Enterprise Ireland and Bord Bia, both of which will remain active under the new structure. “The acquisition of First Ireland Spirits o� ers us an unrivalled foothold in the global market for Irish cream liqueurs and is part of our corporate strategy to become a leading European independent player in the global spirits industry,” said Quintessential Brands’ co-founder and Director, Warren Scott. He continued: “With its portfolio of brands, well-established international customer and distribution platforms and excellent production capabilities, First Ireland Spirits will enhance our branded and private label businesses, enhance our route to market capability and open up new opportunities in other dynamic spirits and liqueurs categories. The acquisition by Quintessential Brands o� ers management and employees of First Ireland Spirits an exciting future as we pursue our ambitious plans to expand our operations in Ireland.”


Issue 3 2014

www.irishfoodmagazine.comNEWS

8

ABP RECEIVE CARBON TRUST’S TRIPLE AWARD ABP Food Group has become the �rst company in Ireland to receive triple certi�cation for water, carbon and waste reduction initiatives from the Carbon Trust, a leading authority on monitoring the e�orts of companies and governments to reduce their environmental impact.The certi�cation follows ABP’s introduction of its Doing More with Less Programme in 2010 when it set itself challenging sustainability targets including: a 10 per cent reduction in water usage by 2020; a 20 per cent reduction in energy usage by 2020; a 25 per cent reduction in CO2 output from plants by 2020; and zero waste to land�ll by 2015.Commenting on the award ABP’s Group Sustainability and Environmental Manager, John Durkan said: “ABP has demonstrated year-on-year progress towards the challenging targets we have set ourselves to reduce the environmental footprint of our business. I am delighted that these e�orts have been recognised and certi�ed by a globally recognised body like the Carbon Trust. ABP is at the forefront of Irish businesses demonstrating that sustainability and success can go hand in hand.”ABP’s successful programme has ensured reductions across a range of environmental targets including: carbon – ABP reduced its CO2 emissions by 6,797 tonnes, a reduction of 4.4 per cent year-on-year; water: a total reduction of 133,000 cubic metres was achieved; waste: ABP achieved a reduction of 9.6 per cent year-on-year, or 6,488 tonnes. ABP Ireland, which is an Origin Green veri�ed member, achieved its zero to land�ll target in 2013 while the rest of the Group is on course to achieve the 2015 target.“ABP is the �rst food processing company to achieve independent certi�cation to the Carbon Trust Standard for reductions in carbon, water and waste,” said Tom Delay, Chief Executive of the Carbon Trust. “Achieving the Carbon Trust Standard ensures that an organisation has made genuine progress in reducing the environmental impact of its business year-on-year.”

MINISTER ANNOUNCES KEY OUTCOMES OF BEEF ROUNDTABLE The Minister for Agriculture, Food and the Marine, Simon Coveney, welcomed the constructive engagement of key beef stakeholders at a recent roundtable meeting in Dublin Castle. The Minister hosted the meeting to take stock of recent developments in the beef sector and to map out key steps to ensure that the sector delivers viable returns for all participants. In 2013, the value of Irish meat and livestock exports increased by 8 per cent or €245 million to reach €3.3 billion. This makes the sector the largest category in food and drink exports, accounting for a third of overall food and drink exports. More than 100,000 farm families are involved in keeping cattle and sheep, and approximately 65,000 farmers are engaged in specialist beef farming in Ireland. Commenting on the roundtable discussions, the Minister said: “One of my priorities since taking o�ce has been the continued development of the beef sector and I am personally committed to its development as is the Government. This is re�ected in the €40 million investment package announced as part of this year’s budget, which is a strong vote of con�dence in the future of this sector. One of my primary objectives throughout the CAP reform negotiations was to ensure the sector was supported at farm level.”The Minister announced a number of key outcomes from today’s meeting, which will assist with developing the sector, including: a decision to reconvene the roundtable quarterly, to exchange information on recent market developments and forecasts; the Department of Agriculture, Food and the Marine will also prioritise its targeted on-farm capital investments for suckler farmers through the new Rural Development programme;Bord Bia will intensify and target promotion of Irish beef through its Bord Bia beef campaign in the UK and certain continental EU markets and will allocate €500,000 to this; Teagasc will increase its e�orts to assist farmers to maximise on-farm e�ciencies; and, the Minister undertook to engage further with his Northern counterpart, Michelle O’Neill.

John Durkan, ABP’s Group Sustainability and Environmental Manager, welcomes the announcement that ABP Food Group is the �rst Irish company to receive triple certi�cation for water, carbon and waste reduction initiatives from the Carbon Trust.

Pictured at the roundtable discussions are: Minister for Agriculture, Food and the Marine, Simon Coveney; IFA President Eddie Downey; IFA General Secretary Pat Smith; and Michael Biggins, IFA..

In Issue 2, 2014, Irishfood reported the value of Irish whiskey exports at €1.25 billion. This was an error. This �gure refers to the value for the overall beverage category. The value of Irish whiskey exports is €350 million.


Kerry Group Ad 10-9-2013.indd 1 10/09/2013 15:22Kerry Group Ad 10-9-2013.indd 1 10/09/2013 15:22Kerry Group Ad 210x280.indd 1 10/09/2013 16:15:45Irish_Food_SEAFOOD_2014.indd 9 28/04/2014 16:14

Issue 3 201410

INTERVIEW

Today, Dawn Farms is the leading manufacturer of cooked meat ingredients in Europe and counts some of the biggest food brands

in the world among its customers. Customers include: Pizza Hut; Burger King; Pret a Manger; Papa Johns; Marks and Spencer; and, Ireland’s own, Kerry Group to name but a few.

The family-owned company, which was established in 1985 in Dublin, currently exports more than 80 per cent of its produce to 30 countries worldwide. According to Larry Murrin, CEO, Dawn Farms, if you purchase a ready-made sandwich in Ireland or the UK there is a one in three chance you are eating a product from Dawn Farms. “Like Intel Inside, think of us as the supplier of the cooked protein that goes into a finished product be it a pizza, a ready meal or a sandwich,” says Larry. “Except we are not branded and you won’t see our names on the packs.” Furthermore, the company is the largest manufacturer of pizza toppings outside of the US. “That’s no small feat for a company that started in Cherry Orchard nearly 30 years ago,” says the CEO.

TrendsettingDawn Farms began its foray into the export business in 1987 with cooked beef for a beef stir-fry product. Larry says the company saw the potential growth opportunities in the fast food arena. He credits being an early mover

in the category for the company’s success today. “With the benefit of hindsight I suppose we were ahead of the curve, but we didn’t know that at the time. Since then, over many years and millions in capital investment, we have built up our infrastructure to the point that we are now market leaders, but that doesn’t give us a licence for complacency. We have to stay on our toes and keep satisfying our customers, all day every day, wherever they might be.“That requires us to read deep into consumer insights, to see where markets are going, how consumers are evolving, what their needs are, what their priorities are going to be and then answering that with products and solutions that we put in front of our customers who will, in turn, serve those consumers.” That awareness of changing consumer tastes and trends has been borne out in the development of the company’s Halal range of products. Larry believes greater cultural dexterity is needed in the food industry and he says more people should be delivering ethnic taste solutions for consumers. Further evidence of the company’s commitment to moving with the changing tide of consumer tastes is its continued focus on producing healthier meat ingredients. Dawn Farms has worked closely with, and benefited from the work and the resources of, State agencies working in the Irish food industry. It has adopted the Consumer Lifestyle Trends programme developed by Bord Bia (the Irish Food Board) to

help drive innovation in its business. Dawn Farms recently unveiled its health and nutrition programme, which aims to use only natural flavours and colours; reduce salt content of foods; minimise the use of allergens and use alternatives if available; and reduce and limit saturated fats.

Innovation is keyLarry explains that using these insights to create the best solutions for customers is what helps keep Dawn Farms ahead of the curve. “R&D and innovation are crucial to what we do. I can’t think of too many other companies that have the depth of commitment and investment in R&D that we have. It’s essential for the future.”In 2007, Dawn Farms invested €5.5 million at its headquarters in Naas where it built a state-of-the-art Meat Science and Innovation Centre, which operates the company’s new product development service. A 20-plus strong team of technologists, culinary and meat

Passion for success

LARRY MURRIN, CEO OF DAWN FARMS, TALKS TO ABOUT THE COMPANY’S SUCCESS AND HIS PASSION FOR THE IRISH FOOD INDUSTRY.



INTERVIEW

science experts work in partnership with customers at the facility to develop market-leading products. Its in-house stage-gate product development process is branded NECTAR, which stands for: need, explore, create, test, action, review.As well as product innovation, Dawn Farms has also developed its own enhanced proprietary food safety standard: Food Plus +. Dawn Farms describes Food Plus + as a forensic approach to food safety, which goes beyond HACCP and BRC standards, and Larry says it provides customers with an added layer of security and confidence in the company’s quality, safety and supply chain.

Ireland IncLarry is incoming President of IBEC (the Irish Business and Employers Confederation), he also serves on the Consumer Food Board in Bord Bia and actively participated in the development of the Food Harvest 2020 strategy, which

set out goals and ambitions for the future growth of the food sector in Ireland. Discussing his drive and personal ambitions Larry says: “The culture I seek to promote in the company is that we want to improve in what we do everyday. Yes I am a little driven, but not to the point of being over the top. I am passionate about the food industry, I’m passionate about Dawn Farms, I’m passionate about the people we work with, both inside and outside the company, but, most especially, I’m passionate about the opportunity that exists for the food industry in Ireland. We are a young nation, relatively speaking, when compared to countries around the world and in Europe. We have so many opportunities but we need a clear focus, with Government and all the stakeholders working together to deliver a policy and environment that is going to enable the industryto achieve its full potential.” Commenting on Food Harvest 2020 Larry says it is a tremendous roadmap for Ireland’s agri-food sector. Additionally, Larry commends the

development of Origin Green, a first-of-its-kind, national voluntary sustainability programme. “I believe people will look back and say ‘what a brilliant idea and concept it is’ and it will more than pay for itself.”Dawn Farms was one of the first companies to sign up to Origin Green when Bord Bia was piloting the idea. It is now a verified Origin Green member. Larry believes sustainability will be the bottom line for customers in the future. “Once you have developed a relationship with a customer, one of the top three things that they are going to want to know about is what your sustainability policies are, and how real they are, and how well embedded in your organisation they are. So, you have got to have them. If you have an overarching mechanism, such as Origin Green, which is effectively a charter against which you are audited every year, that can, in time, become a very powerful tool for Ireland Inc.”In 2013, Dawn Farms received the Irish Sustainable Exporter of the Year Award from the Irish Exporters Association in recognition of its achievements so far as part of Origin Green.

Future growth Dawn Farms will celebrate 30 years in early 2015 and Larry says the journey along the way was not without its challenges. However, he credits these challenges with making the company stronger and better able to face the next 30 years. “I think we are winning customers because we’ve learned from the past, shared the experience and applied that information to build a more robust business model.” He says future growth for Dawn Farms lies in Europe, the Middle East and, in a few years time, in North Africa, as the consumer market develops. “There are so many opportunities for us that the challenge lies in applying an experienced, but limited, resource to pursue the right markets and customers. Ours is not a forgiving market so our approach is to differentiate on products and services that others simply can’t match”

Issue 3 2014 11

Pictured at the RDS Lecture are Larry Murrin, CEO Dawn Farms and Liam Connellan, former President of the RDS.



Strength in numbers

Issue 3 201412

Over the past 10 years, Irish whiskey exports have grown exponentially, increasing by 220 per cent to achieve a value of €350

million. As the category continues on that growth trajectory, the industry has come together to launch the Irish Whiskey Association.

The new association, which was launched by the Minister for Agriculture, Food and the Marine, Simon Coveney, brings together new entrants and existing companies to promote Irish whiskey, as well as ensuring that the product is given vital protection going forward.“There has been sustained growth in Irish whiskey over the last 20 years, with the category experiencing double-digit growth since the turn of the millennium and the trend set to continue,” said Peter Morehead, Chairman of the Irish Whiskey Association and Production Director at Irish Distillers. He continued: “With this growth comes the need for leadership in ensuring the category maximises its potential and continues to maintain the high quality standards that consumers all around the world have come to expect from their Irish whiskey.”

Irish Whiskey AssociationAoife Keane, head of the Irish Whiskey Association and Senior Executive, Alcohol Beverage Federation of Ireland, IBEC, explains that the new association emerged as a result of discussions with the Minister in relation to Food Harvest 2020, which sets out a strategy for the medium-term development of the agri-food (including drinks), fisheries and forestry sector for the period to 2020.As part of that strategy, the Minister suggested the whiskey industry should write a vision for the category. “So we went off to write that strategy but we almost couldn’t do that without forming the association.”That vision includes doubling exports of Irish whiskey to 12 million 9-litre cases

AS IRELAND’S WHISKEY CATEGORY ENJOYS CONTINUED GROWTH, THE SECTOR HAS LAUNCHED THE IRISH WHISKEY ASSOCIATION TO PROMOTE AND PROTECT THE REPUTATION OF THE IRISH WHISKEY.

WHISKEY

Pictured at the launch of the Irish Whiskey Association are: Aoife Keane, Head of the Irish Whiskey Association; Simon Coveney, Minister for Agriculture, Food and

the Marine; and Peter Morehead, Chairman of the Irish Whiskey Association.


Issue 3 2014 13

by 2020 and then doubling them again to 24 million 9-litre cases by 2030. “To do that we need as many people making Irish whiskey as possible.”There are currently four existing distilleries in Ireland, with another 15 in the pipeline. Speaking at the launch of the new association, the Minister described the planned investment in the category, which amounts to €1 billion, over the next 10 years as “a significant mark of confidence in our economic future. We can be proud of the quality, craft and heritage, which Irish whiskey epitomises and look forward with excitement to the future of the industry.”The Minister added that the expansion of the category was in everyone’s interest and that the bigger the portfolio the greater the strength of the market.

A support networkOne of the roles of the new association is to provide support to new market entrants. “What we would like to do is to set up some kind of formal mentoring between the exisiting distilleries and the new ones that are coming on board. It’s something

that was happening informally anyway so what we would like to do is to put some kind of structure on it, so that everyone who is coming into the category knows that they can call up someone in Bushmills or call a distiller in Midleton and get some of the basic information that is important for a start-up,” explains Aoife.

Global demandAoife explains that the global demand for Irish whiskey is supported by the category’s strong reputation for quality, as well as Ireland’s broad diaspora and heritage. “I think what we have been really successful in doing is building up stories that people can relate to around the world.”Aoife is confident in the future of the market and says new entrants to the whiskey category is a good thing for everyone. “For any sector that is growing as fast as Irish whiskey there is going to be new competition. I think the more brands the better, the more people drinking Irish whiskey the better. We are competing with American, Canadian and Scottish whiskey and, as long as Irish

whiskey is growing, there is plenty of space for everyone in the market.”

A strong history Irish whiskey is believed to be one of the earliest distilled beverages in Europe, dating to the mid-12th century. The word whiskey comes from the Irish term ‘Uisce Beatha’, which means ‘water of life’. Today, Ireland’s whiskey industry is renowned worldwide for its unique selling points – tradition, heritage and a high quality, smooth finish. There are three main styles of Irish whiskey: malt; grain; and pot still. Irish whiskey is protected by geographical indication and joins the ranks of products such as champagne and Parma ham, which means products marketed as Irish whiskey can only be produced in Ireland and must adhere to a specific quality requirements. Aoife explains that a technical file is currently being finalised, which will “set out exactly what Irish production is – all of the production processes, the grains, the different kinds of blends and the varieties”.

WHISKEYwww.irishfoodmagazine.com

14

1312

11

5A 84

765

32

1

16

15

109

1

2

3

4

Bushmills Distillery, Antrim

Great Northern Distillery, Louth

Teeling Whiskey Company, Dublin

Belfast Distillery Company

Cooley Distillery, Louth

Dublin Whiskey Company, Dublin

Echlinville Distillery, Down

Slane Castle Distillery, Meath

Glendalough Distillery, Wicklow

Walsh Whiskey Distillery, Carlow

Alltech Distillery, Carlow

Horse Island, Schull

Dingle Distillery, Kerry

Burren Irish Whiskey, Clare

Irish Fiddler Whiskey, Galway

Tullamore Dew, O�aly

Kilbeggan Distillery, Westmeath

Niche Drinks Comapny, Derry

Existing and New Distilleries

West Cork Distillers, Bandon

Irish Distillers, Midleton, Cork


Reason says:invest now

to grow.

Reason says:Reason says:Reason says:invest now invest now

to grow.to grow.

Instinct says:manage the current

risks and challenges.

Instinct says:Instinct says:manage the current manage the current

risks and challenges. risks and challenges.

© 2013 Grant Thornton. All rights reserved. Authorised by the Institute of Chartered Accountants in Ireland to carry on investment business. Grant Thornton is a member fi rm of Grant Thornton International Ltd. (Grant Thornton International). Grant Thornton

International and the member fi rms are not a worldwide partnership. Services are delivered independently by the member fi rms.

Business decisions for growth are rarely black

or white. Dynamic organisations need to apply

both reason and instinct to decision making.

We are Grant Thornton and it’s what we do for

our clients every day. Contact us to help unlock

your potential for growth.

Offi ces in Dublin, Limerick, Kildare and Galway

www.grantthornton.ie

@GTIrlFandB

Grant Thornton 210x280 page.indd 1 05/06/2013 14:15:01Irish_Food_SEAFOOD_2014.indd 14 28/04/2014 16:14

SEAFOOD


Issue 3 2014


16

Ireland’s seafood industry has enjoyed a strong period of growth, with the value of exports increasing by 65 per cent between

2009 and 2012. The industry currently exports to 170 countries around the world. In its Food Harvest 2020 report, the Government outlined plans to double the value of Ireland’s ocean wealth to 2.4 per cent of GDP by 2030 and increase the turnover from our ocean economy to exceed €6.4 billion by 2020.

In 2013, the category reported a slight decline in export fi gures. Overall for the year, the value of seafood exports is estimated to have eased by 3 per cent to an estimated €520 million.The main factor behind this easing was production and raw material limitations, according to Karen Devereux, Seafood Sector Manager, Bord Bia. Unit prices, however, remained high, with fi gures showing they were around 7 per cent higher in the 10 months to the end of October compared to 2012. Karen credits Ireland’s reputation for high-quality seafood outputs for maintaining strong unit prices.

High-quality di� erentiationCompared to its international competitors, Ireland’s seafood industry is relatively small. However, Karen says, Irish seafood processors are not trying to compete in terms of output volume. Instead, processors are positioning themselves in the high-end market, offering high-quality produce that appeals to discerning customers.“We have to position ourselves in a

different way. If you take Irish salmon, for example, it has a great reputation, with over 80 per cent of production now certifi ed as organic. Irish organic salmon was the fi rst seafood product to achieve the offi cial French Agriculture Biologique (AB Bio) status and is recognised as the market leader throughout Europe. Ireland is now one of Europe’s largest and most sophisticated producers of organic salmon and is certifi ed to quality labels such as AB Bio, Naturland, Irish Quality Organic and the European Organic standard. “The quality of Irish organic salmon is well recognised in the international marketplace helping it to secure a good premium compared to other salmon on the market.”Within a European context for certain species, however, Ireland has signifi cant production, as can be seen in the pelagic sector where Ireland is among the leading European producing countries for mackerel; horse mackerel; and blue whiting as well as being the leading European producer of boarfi sh. Karen adds that Ireland is also particularly well positioned in the shellfi sh category with a signifi cant share of the European brown crab and prawn catches, as well as being important producers of high-quality oysters and mussels.

MarketsEuropean markets remain the main outlet for Irish seafood exports with the top fi ve markets accounting for more than 55 per cent of total exports. However, there has been some contraction of European markets for Irish seafood exports.The share of exports destined for the UK, Ireland’s biggest food and drinks export

market, eased back to 12 per cent in 2013 refl ecting a lack of supply of traditional species such as salmon and whitefi sh. Meanwhile, trade to continental EU markets was mixed as some core markets such as Spain, Germany and France reported lower exports. However, strong performances were recorded Italy, the Netherlands and Denmark due mainly to good trade for prawns, mussels and pelagic species. The Netherlands has become an important market for Irish mussels due to lack of local Dutch production and also because of Dutch expertise in packing and marketing. Overall for the year, exports tocontinental European markets were back marginally at around €290 million or 53 per cent of the total.As exports to EU markets contracts, Irish seafood processors are looking at international markets for further growth. In 2013, seafood exports to international markets grew by around 7 per cent in 2013 to reach an estimated €175 million. The strongest emerging markets, with high double-digit growth, have been Cameroon, Russia, Korea, China and Hong Kong. Good performance for pelagic species in these countries partly explains strong growth but also a wider range of species into Korea, China and Hong Kong where crab, razors and oysters are beginning to make signifi cant market entry, explains Karen.

ChinaChina is one of the strongest emerging markets for Irish seafood exports, according to Karen. There has been a 59 per cent increase in value of products

Meanwhile, trade to

performances were recorded Italy, the Netherlands and Denmark due mainly to good trade for prawns, mussels and


market, eased back to 12 per cent in 2013 refl ecting a lack of supply of traditional species such as salmon and whitefi sh. Meanwhile, trade to continental EU markets was mixed as some core markets such as Spain, Germany and France reported lower exports. However, strong performances were recorded Italy, the

Seafood sector on course for growthKAREN DEVEREUX, BORD BIA, TELLS WHY IRELAND IS IDEALLY POSITIONED TO SATISFY THE GROWING GLOBAL DEMAND FOR HIGH-QUALITY SEAFOOD PRODUCTS.


destined for the Chinese market compared to 2012. That has increased from €7.7 million to €12.3 million and export sales to Hong Kong grew by 122 per cent in value terms between 2012 and 2013 to reach sales of €5.9 million. “It’s still a relatively small base when compared to our long-established markets in Europe but, the fact remains, the growth trend for Irish seafood export to the region has been really really positive over the last four to fi ve years.” Traditionally, according to Karen, the Chinese market has been important for the Irish seafood industry predominantly for the sale of pelagic species. However, in the last three years, signifi cant effort has been invested by Irish processors and Bord Bia to identify and develop opportunities for premium shellfi sh in this growing market for seafood, notably for shellfi sh such as live and processed brown crab, langoustines, scallops and razor fi sh. Notable successes have been secured with specialised seafood importers and distributors around China and Hong Kong who are now sourcing a range of seafood from Irish companies and this is refl ected in latest export fi gures for the sector that show, that in the year ending 2013, exports of shellfi sh to China increased by 201 per cent in value terms to reach €5.3 million.

Boar� shKaren believes boarfi sh holds great potential for increasing Ireland’s seafood exports. “We have a quota for 88,000 tonnes of boarfi sh for 2014. The vast majority of boarfi sh goes to the fi shmeal market at the moment but there is a real opportunity to fi nd consumer markets for that raw material.” Again, Karen believes this species could prove successful in the Chinese market where demand for European produced seafood is on the rise.

Sustainability Ireland has clean, unpolluted waters around its 7,500km coastline, which are rich in aquatic life and its food and drinks industry has a strong reputation for being ‘green’. The Irish food and drinks industry decided it was not enough to say Ireland was ‘green’, it needed to prove such a claim. With that goal in mind, the Origin Green sustainability programme was established. This is a fi rst-of-its-kind nationwide, voluntary, sustainability initiative that covers the breadth of the food and drinks industry. Launched in 2012, Origin Green has seen signifi cant buy-in from industry over the past two years. Today, some 65 per cent of Ireland’s food and drink exports come from Origin Green

verifi ed members, with over 85 per cent

of exports coming from companies that are registered

with the programme. By the end of 2014, it is Bord Bia’s intention that over 75 per cent of Ireland’s food and drink exports will come from Origin Green verifi ed members.There has been strong support from Ireland’s seafood industry for the initiative, according to Karen. “Seafood companies have defi nitely embraced Origin Green. If you look at the total number of companies signed up to Origin Green the seafood companies are well represented. Over 20 per cent of the fully verifi ed members of Origin Green are from within the seafood sector and many more have submitted their sustainability plans and are pending approval. “Seafood companies have integrated Origin Green into their business and see sustainability as being a very important selling point that they have to deliver to their customer base.” Origin Green members will benefi t from a strong communications platform that will showcase the credentials of the Irish food and drink industry and they will be able to communicate to their customers that they are part of a sustainability programme that is independently verifi ed. Origin Green members also benefi t from a Bord Bia via: a marketing investment programme that aims to drive awareness among the trade in priority markets; access to marketing support materials on sustainability messaging for their sectors; and a PR opportunities and related trade announcements.

Issue 3 2014


17

destined for the Chinese market compared to 20 2. That has increased

Boar� shThere has been strong support from Ireland’s seafood industry for the

verifi ed members, with over 85 per cent

of exports coming from companies that are registered

with the programme. By the end of 2014, it is Bord Bia’s intention that over 75 per cent of Ireland’s food and drink exports will come from Origin Green verifi ed members.



Issue 3 2014


18

Talking to Irishfood, Karen Devereux, Seafood Sector Manager, Bord Bia, says the Brussels show is a great

opportunity for Irish companies to consolidate existing business, as well as exploring new business connections.

She says the show has been very successful for Irish companies in the past. In advance of the show, Bord Bia works on behalf of the companies attending to arrange one-to-one meetings with international buyers. She adds that it is also an opportunity to follow up with seafood buyers that they have met during the year at other Bord

Bia coordinated events. “For example, Bord Bia organised an international sustainability event in September 2013 during which around 40 seafood buyers from a range of international markets visited Ireland from Asia, China, Russia and the Middle East. We will be using our presence at the show in Brussels as a platform to contact those customers and to set up follow-on meetings with our client companies. It’s about building on the past and keeping momentum going.”Feedback from previous events has been positive, according to Karen. “What we have seen as a result of Brussels is that

companies are securing new business as a result of exhibiting at that show. We see that it defi nitely delivers in creating new opportunities for customers for sales and exports and I think the fact that each year we have an increasing number of new companies coming onto the stand is a testament that they do see it as being very effective in generating business.” She adds that new additions to the stand at the show also refl ects the commitment of these companies to developing their export base. “It’s a big investment to go to the show for new companies on the export scene. It’s a good sign of their commitment to developing new markets.”

Seafood Expo Global 2014THIS YEAR, 21 IRISH SEAFOOD EXPORTERS WILL BE EXHIBITING AT THE WORLD’S LARGEST SEAFOOD EXPOSITION, THE SEAFOOD EXPO GLOBAL, IN BRUSSELS. BORD BIA (THE IRISH FOOD BOARD) WILL HOST A STAND IN HALL 9.

ATLANFISH CONNEMARA SEAFOODEstablished in 1976, Atlan� sh is a 100 per cent family-owned and managed company. The company specialises in cooked, premium shell� sh and all of the products go to export markets throughout Europe and Asia. Altan� sh also has a subsidiary o� ce in France. The company’s extensive product range, which comprises chilled, pasteurised and frozen formats, includes: whole crab (pasteurised and frozen); crab claws; mussels in sauce; whole, pasteurised langoustines; whole, pasteurised cray� sh; brown crab meat and roe; and, whole, pasteurised lobster. Pouches, trays and vac packs in a variety of sizes are available to suit all customer requirements.Approximately 90 per cent of the products are sold in branded format, under the Cashelmara, L’Irlandais and Molly Malone brands. The remaining 10 per cent is sold into private label. Atlan� sh operates a stringent quality management programme with only the � nest quality raw materials selected for processing, and all are controlled under the strictest hygiene conditions. The company prides itself on o� ering its customers a ‘fresh’ option all year round with its range of premium seafood products, which can be traced from plate to source. Company processing facilities are equipped with the latest production technology.Recent NPD launches include whole pasteurised lobster, whole pasteurised langoustine, whole cray� sh and mussels in sauces.

Connemara Seafood is a leading cultivator, processor and exporter of fresh, frozen, freeze-chilled, pasteurised, and organic seafood products. Its products are exported worldwide to leading global retailers, food distributors, food services, and secondary food processors. This knowledge, coupled with utilising leading production technologies and innovation in product development, enables Connemara to produce the very best premium shell� sh products available internationally, including in Europe, the US and the Far East. Its superior, superbly-presented and competitively-priced shell� sh products include: mussels, crab, crab claws, clams, razor clams, winkles, whelks, cockles, oysters, and lobsters. An extensive range of shell� sh ready meals in superbly-designed, branded packaging are produced to � t speci� c market channels and food categories. The Connemara range of brand options includes: Connemara Mussels; Crab du Connemara; Moules du Connemara; Cozze di Connemara; and La Mouliere. It also produces speci� c products for customers under their own brand/label.At the heart of the business is a fully integrated quality management system, which is re� ected in best-in-class food production accreditations, all of which are independently audited. They include: British Retail Consortium (BRC) higher accreditation, Irish Quality Seafood Programme accreditation, EU Eco-label EU Organic standard.


Issue 3 2014


19

Seafood Expo Global 2014 EMERALD MUSSELS

GALLAGHER BROS (FISH MERCHANTS) LTD

ERRIGAL SEAFOOD

Emerald Mussels, the premier shell� sh producer in Ireland, says it is the � rst producer of seabed cultured mussels worldwide classi� ed by the EU as organic and carrying the EU Organic Logo. In order to produce this premium-grade product, mussel seed must � rstly be collected from natural settlement areas around the Irish coast. The wild seed is then placed into sheltered bays around the coast of Ireland to protect them from ocean currents and storms surrounding Ireland. All bays chosen are carefully monitored and again organic certi� cation ensures this process is managed with respect for the nature and diversity of the bay. The organic Irish mussels are then given the opportunity to grow naturally in the pristine waters of these bays and, according to Emerald Mussels, that’s what gives organic Irish mussels their unique taste and � avour. The mussels are then left in the hands of nature and can take up to three years to grow to maturity. Once they reach market size they are harvested and Emerald mussels ensures that any fouling on the mussel is removed either by hand or physical means. Organic Irish mussels are never cleaned by any chemical means. Besides mussels, the company specialises in fresh shell� sh – oysters, lobsters, winkles, crabs, clams, razors etc. The product is supplied fresh daily within one day to European customers and is sold under the Premier and Emerald brand. Supplying both foodservice and retail sectors, all sales are generated through export. Quality is key for the company alongside o� ering continuity of supply. Quality accreditations/certi� cations include Organic, IQM, MSC and EcoPact.

Gallagher Bros is strategically located in Ireland’s premier � shing port of Killybegs. Its products are sourced in rich, clean, pollution-free � shing grounds o� the north Atlantic. Family management and control means commitment, fast response and � exibility to customer needs. Consistent high-quality and freshness are ensured by direct landings of � sh catches to quayside plants with the latest processing and freezing techniques, as well as on-site cold storage capacity.Established in 1919, the company specialises in mackerel, herring, horse mackerel, blue whiting, sprats and boar� sh. Processes include whole round, head on, � lleting, gutting and marinated herring � aps/� llets.The company operates an organic salmon farm in the pristine waters of the Atlantic on the north west coast of Ireland. Ocean Farm can produce up to 2,000 tonnes of Irish organic salmon, which is sold as a top quality product in markets all over the world. The company supplies markets in Europe, Scandinavia, Japan, Russia, West Africa, Egypt, China and North America and all sales are in bulk to secondary processors. Quality accreditations/certi� cations include HACCP, MSC Chain of Custody, currently on Celtic Sea Herring, and Global trust Certi� cation on its organic salmon.

Errigal Seafood, Irish Seafood Exporter of the Year 2012, says it was the � rst company to launch pasteurised crab on the market, increasing the shelf life from nine days to an impressive 35. A seafood specialist, most of Errigal Seafood’s products are marketed under the Donegal brand and supplied to leading retail, wholesale and food service businesses worldwide. The product range includes crab, including king and queen crab, crab claws, whelks, lobster, winkles, queen and king scallops, shrimp, and prawns. Errigal Seafood o� ers a wide range of sizes and preparation formats and frequently works with customers to tailor product to their speci� c needs. The company prides itself on its reputation as dependable supplier, delivering delicious seafood when and where customers want it, all year round, at reasonable prices. Errigal Seafood, which is a veri� ed member of Origin Green, has achieved the British Retail Consortium (BRC) Global Standard for Food Safety. A dedicated quality management team works to exceed regulatory and market food safety standards in all operations and processes. Its quality management system has been developed in accordance with international HAACP principles and its food hygiene policy extends from rigorous inspections of all incoming raw materials and production processes to delivery. The sea and environment are precious to Errigal Seafood, so it supports sustainable � shing policies, and strives to be eco-friendly in all that it does, from wasting nothing to recycling all that it can. Errigal Seafood acquired Kilmore Seafood in 2013.


Issue 3 2014


20

KENMARE SELECT

THE GOOD FISH CO.

Kenmare Select produces award-winning organic Irish smoked salmon with seaweed and mild Irish smoked salmon. Kenmare’s organic salmon was a winner of the Gold Medal at the Irish Food Awards 2011, winner of Two Gold Stars at the Great Taste Awards UK 2010 and was � nalist at the Prix d’Elite 2011. The mild-smoked salmon is served in such establishments as the So� tel St James, Four Seasons Milan, Irish embassies and prestigious events such as the Henley Royal Regatta and the Cartier International Polo Day. Founded by a chef and dedicated to chefs, Kenmare Select Smoked Salmon was born from a love of gastronomy and the art of creating that exquisite dish. According to the company, it is the brand of choice for high-end gastronomy and select delicatessen stores. Akin more to a lightly-smoked ‘sashimi’ than the traditional heavy-smoked salmon, Kenmare Select Smoked Salmon is crafted especially to allow full versatility, cooked or raw, across amuse-bouches, starters and main courses, enabling chefs to serve innovative dishes using this world-class ingredient.

The Good Fish Company is a family-run, specialist � sh processor and retailer established by Denis Good in 1988. It is a member of the Responsible Irish Fish and Organic Trust, which now has grown to become one of the largest white � sh processors in Ireland, providing seafood to both the retail and foodservice sectors with a wide variety of seafood products, including: white � sh; oil-rich � sh; smoked � sh; shell� sh; frozen � sh; and, added value products.Through signi� cant investment in resources and technology, the company has created an innovative, modern purpose-built facility in Carrigaline, which is ideally located near renowned � shing ports in the south of Ireland.As a member of the Responsible Irish Fish scheme, the company sources � sh from local Irish boats and trawlers that engage in responsible and sustainable � shing, while also carefully sourcing � sh from around the world to meet its customer needs. The Good Fish Company is fully BRC (Grade A+) and Sea Fisheries Protection Authority (SFPA) Certi� ed and operates under strict HACCP guidelines. Its processes and systems are audited on a regular basis by the company’s in-house quality management team and veri� ed through external audits. All of its � sh products are fully traceable from source (vessels, harbours and markets) to end-user.The company says it processes � sh on the day of landing, guaranteeing superior quality and freshness. Its processing facility includes an in-house smoking facility and a kitchen, which is operated by a development chef who produces seafood chowder, � sh cakes, and a range of breaded products plus a facility to develop bespoke lines. Currently it is working on a new range products due out this year.

IRISH FISH CANNERS

ISPGS

Irish Fish Canners (IFC) is a family-run business established in 1977. Today, according to IFC, it is the only � sh-canning facility in Ireland. It provides high-quality, naturally smoked herring and mackerel products for retail, supplying a number of world-class brands. Located on Ireland’s north west coast, IFC is ideally located to source premium-quality raw material from the cool, clear waters of the Atlantic Ocean.IFC’s dedicated NPD team liaises with clients to develop new products and unique sauce mediums to suit current market trends. As part of the company’s R&D programme, IFC has developed new products providing both the mackerel and herring species in a variety of sauce mediums and packaging solutions. The NPD team recently created a number of new products that are now ready for market. The company has introduced a new species pilchards, which are presented in a 400g round-can format in two mediums: tomato sauce and brine. These products will be launched in the UK market in Q2 2014. IFC has also developed an exciting range of infused oils for both its herring and mackerel ranges. The concept of these premium products is that the � avoured oil can be used as a dressing, rather than discarded like traditional oils.

ISPG (Irish Seafood Producers Group Limited) is one of Ireland’s leading suppliers of farmed organic salmon and sea-reared organic trout. Established in 1985, it has grown to become the principal sales and marketing organisation of Irish � n� sh aquaculture products. With the natural resource of the raging Atlantic Ocean on its doorstep, it prides itself on the quality and freshness of all its premium products. The company’s dedication to product quality and traceability, as well as its careful selection processes ensure that only � sh of the highest quality is packed and distributed to its customers throughout Europe, North America and the Far East. The product range includes organic salmon, organic trout, char and Irish organic char. Key markets are France, Ireland, Switzerland, the UK, Germany, Holland, Belgium, the US and Canada. The main channels supplied are wholesalers, traders, processors and retailers.


Issue 3 2014


21

KILLYBEGS SEAFOODS

KUSH

MARINE HARVEST IRELAND

KILMORE SEAFOOD Killybegs Seafoods is one of the principle Irish processors and exporters of premium quality pelagic � sh from Ireland. Raw material is sourced from the north west Atlantic waters and brought to its factory in refrigerated seawater trawlers.It has modern � sh handling equipment with the capacity to store 800 tonnes of chilled fresh � sh, over 400 tonnes of daily air blast freezing and 6,000 tonnes of cold storage space. Established in 1968, the company employs 100 people. Killybegs supplies markets throughout Europe, as well as exporting to the Far East, Russia, Egypt and West Africa.Its product range includes: mackerel, herring, horse mackerel, blue whiting and sprat.Product formats are: whole, headed and gutted, gutted, hand-cut � llets, butter� y � aps, frozen and chilled – in 20kg cartons.Direct sales are to secondary processors under the Killybegs Seafoods brand. The company o� ers MSC certi� ed mackerel.

Kush is pursuing a global strategy and is serving the organic niche in an increasing number of countries including Switzerland, Germany, Dubai, France, Spain Italy and Hong Kong.Pre-cooked pack formats include: 500g and 1kg frozen (2 years) or chilled at 0-4 Degrees (28 days)IQF Rope Mussel meat in a range of sizes and packed as requested.Kush Shell� sh can also supply fresh MAP Live Organic mussels in 1kg and 2kg, worldwide delivery.Kush Shell� sh has just launched the world’s � rst organic mussel soup for exclusive outlets in the organic and luxury food market.

Established in 1979, Marine Harvest Ireland is the largest aquaculture company in Ireland, producing premium salmon under the brand name of Donegal Silver, and organic salmon under the brand names of Clare Island Organic and The Irish Organic Salmon Company. Marine Harvest Ireland is a speciality producer within the larger Marine Harvest group. The company employs over 260 people in remote coastal areas of Ireland. It has won a host of awards for hygiene and quality and o� ers quality assured organically certi� ed products from its BRC approved factory. Marine Harvest Ireland has access to the following markets: France, Belgium, Italy, China, the US, Canada and many more. The product range includes Irish organic and premium salmon in a variety of formats, fresh and frozen, to suit the needs of the customer. Its products are produced with care for both the salmon and the environment in which they live. Currently, the majority of the company’s fresh salmon customers are salmon smokers who require a continuous and reliable supply of high quality � sh.

Kilmore Seafood formerly Clanawley Kilmore Ireland (CKI) is now part of the Errigal Seafood group and continues to be one of Ireland’s leading suppliers of both fresh and frozen quality Irish seafood to the European market. The company has been supplying pure, natural seafood to international markets for 30 years and their products are widely recognised for their premium quality and taste. CKI source, process, package and distribute a wide range of quality seafood products including scallops, whole prawns, king scallops, queen scallops, brown crab, velvet crab, whelks and lobster, whether fresh on ice, chilled, fresh, pasteurised or frozen. CKI seafood is sourced from Ireland’s pure Atlantic waters. The company is committed to delivering � nest quality products combined with the best possible customer service. Located in Kilmore Quay on the south east coast, fresh shell� sh is prepared immediately in order to capture its natural, fresh taste. With a loyal customer base, CKI has continued to grow across Ireland, the EU and the world with its commitment to quality, innovation and exceptional service delivery. Sustainability is always on its agenda, that’s why it sources its products from � shing communities, which shares our respect for the ocean and are dedicated to protecting the natural ecosystem. It is passionate about the sea and understands the importance of protecting the local environment. A wide range of pack sizes for fresh and frozen product is available, dependent on the target market.


Issue 3 2014


22

ROCKABILL SEAFOOD LTD

PREMIER FISH IRELAND

NORFISH LTD

Rockabill Seafood Ltd aka Rockabill Shell� sh Ltd is a privately-owned, Irish company formed in 1983. Its owners, the Price family, has a tradition in the � shing industry going back many generations. Rockabill has currently two processing factories in Ireland and a number of depots in Northern Ireland and Scotland. It also process cooked products in an assigned factories in England, supplying the French and Asia market daily. The company specialises in live, fresh, frozen and cooked seafood products, in a wide range of shell� sh including Dublin Bay prawns, scampi, razor clams, cockles, scallops, winkles, crab, lobster. It also supplies: whole and processed � sh, including single � llets, butter� y � llets, loin � llets, steak � llets of cod, hake, haddock, whiting, salmon, tuna, sword� sh, place, pollock, ling, mackerel, monk. The company can pack all these products in many di� erent ways: live, fresh, frozen or cooked in trays, cartons, polys, map-pacs, skin-pacs, vac-pacs.Rockabill invests time, capital and management to ensure the integrity of its supply chain and customer base. The company also has BRC Global Standard for food safety on some of there sites.Bill and Alan Price own a � eet of their own trawlers and the company handle product from 120+ � shing vessels that catch world-class seafood from the crystal clear water of the Atlantic. The company also has its own � eet of refrigerated trucks, ensuring full traceability and temperature controlled inbound transport. Rockabill also has a company/ headquarters in China called Royal Atlantic Gold and also runs its own seafood supermarket in Ireland called “Taste of the Sea.Rockabill now exports to over 22 countries and this number is growing.

Premier Fish Products was established in 1981 in Kincasslagh and, in 2013, opened its new state-of-the-art processing facility in Killybegs. The company now has freezing capacity of 250 tonnes per day and cold storage capacity of 5,500 tonnes. The company was established primarily for processing pelagic � sh caught in North Atlantic waters, which are rich in seafood. With over 30 years’ experience, Premier Fish Products has become one of Ireland’s leading � sh processors. The company has direct control over the quality of its catches through ownership of its own vessels, thus ensuring continuity of supply and top quality seafood. Demand for its products has grown rapidly over the last few years and its ability to source � sh from their own vessels has meant that they are able to deliver a consistent supply of seafood to the market. This allows it to serve our customers even better from its existing plant combined with additional capacity at its new facility. Premier Fish Products has a worldwide customer base and can provide distribution solutions to any part of the globe.Product range/brands: mackerel – whole round, headed and gutted, hand and machine cut � llets; herring – whole round, machine � aps and deli; horse mackerel – whole round; blue whiting – whole round; and, sprat – whole round.

Nor� sh specialises in the processing of pelagic � sh and has experience of over 30 years within this sector. The company is strategically located in the � shing port of Killybegs, Ireland. It is a family business and was established in 1974. The product range includes:• MSC mackerel – whole round, headed and gutted, fi llets and fl aps;• herring – fl aps and deli;• horse mackerel; and,• blue whiting in whole frozen form.Both fresh and frozen products are available and key markets for the company are continental Europe, Eastern Europe, Russia, Asia and Africa. Products are sold unbranded, in bulk 20kg or blocks, into secondary processing channels. Nor� sh has expanded its product range to include smoked products, such as smoked haddock and coley � llets for the wholesale trade. The company expects, in the future, to develop these and other products, such as mackerel and salmon, for the retail trade.

O’CATHAIN IASCEstablished in 1975, O’Catháin Iasc is a family-run business, and one of Ireland’s premier producers of wholesale fresh and frozen pelagic and demersal Irish � sh for export. Specialising in mackerel, herring, horse mackerel, spratt and tuna, as well as a variety of di� erent types of white � sh. All products are manufactured in the company’s facility in Dingle, which has a capacity to � llet 100 tonnes per day and to freeze 100 tonnes of fresh � sh per day. Delivering across all of Europe and also certi� ed to export to Russia, O’Catháin Iasc provide both fresh and frozen Irish � sh products. All work is done to the highest hygiene and quality standards, with the full HACCP quality control system applied to all stages of production and with rigorous histamine and other bacterial tests carried out on all products.


Issue 3 2014


23

SOFRIMAR LTD

SHELLFISHDE LA MER

SEAN WARD(FISH EXPORTS) LTD

Located close to the unspoilt � shing village of Kilmore Quay in the south east of Ireland, Sofrimar is situated just minutes from the harbour, enabling it to bring deliciously fresh Seafood to its customers worldwide. For over 30 years, Sofrimar has forged strong links with the local � shing community, sourcing only the best quality local products.Sofrimar o� ers a wide and diverse range of premium Irish seafood including scallop meat, crab (whole, claws and meat), whelks, winkles, lobsters, prawns, razor clams, shrimps and monk� sh to name a few. The raw material is processed according to customers’ requirements, minutes after being landed in state- of-the-art facilities and over 99 per cent of the production is exported to markets worldwide. Sofrimar now supplies all the key European markets and is a major exporter to the Far East.Thanks to continuous investment in the best available technology Sofrimar can o� er its products in various formats such as live, chilled, fresh cooked, pasteurised, MAP, frozen and frozen at sea. The 5,000m2 factory includes extensive cooking, chilling, freezing, cold storage and processing facilities, as well as a unique live shell� sh long-term holding system. Continuous product improvement and technological advancement together with the intelligent use of our natural habitat are key ingredients of Sofrimar’s success. Sofrimar’s dedication and commitment in o� ering pure and natural seafood was recognised when it received the Irish Seafood Exporter of the Year award in 2007 and again in 2011. More recently, Sofrimar’s two directors and shareholders were � nalists in the 2013 EY Entrepreneur of the Year Award.

Established in 1987, Shell� sh de la Mer employs 145 people and has overseas o� ces in Spain, France and China. The company, which is a veri� ed Origin Green member, supplies a range of shell� sh, including whole cooked brown crab, crab claws, crab meat, spider crab, velvet crab, whole frozen prawns, frozen, cooked and raw shrimp, and periwinkles. Fresh, frozen and pasteurised formats and a range of packing options are available.Access to raw material through its own modern � shing � eet, consisting of six large day-� shing vessels, giving Shell� sh de la Mer total control over its supply chain. This � eet harvests premium quality seafood from the cold waters of the Atlantic, just o� the shores of Castletownbere, which enables the company to process the catch within the shortest possible time and ensures a premium quality product in the marketplace. Shell� sh de la Mer supplies Ireland, the UK, France, Spain, Italy, China, Sweden, Russia, the US and Portugal, serving both the retail and foodservice sectors. Brands sold in export markets include: Shell� sh Ireland, Chair de Crabe Superieure.Ninety per cent of sales are generated through branded sales. The company has recently launched a new range of retail products.

Established in 1998, Sean Ward (Fish Exports) is a private company, specialising in the processing and exporting of pelagic � sh. The company’s extensive product range includes: horse mackerel, mackerel, herring, blue whiting and sprat. The product is supplied frozen and formats include:• mackerel: whole round, headed and gutted, hand-cut

side � llets, skinless mackerel side � llets, gutted mackerel, mackerel butter� y � llets.

• herring: whole round, deli herring, herring fl aps.• horse mackerel: whole round.• blue whiting: whole round.• sprat: whole round.The company supplies Europe, Africa, Russia and the Far East and products are sold unbranded in bulk.


Issue 3 201424

Mr Good’s Fabulous Fish is the latest product offering from The Good Fish Company. The value-added consumer

product, which comes in a special pouch pack and can be used in the microwave, in the oven and on the hob, launched in Tesco Ireland in early April 2014. The new brand range comes in three varieties: cajun spiced salmon fillet; lemon-marinated hake fillets; and, garlic and herb-marinated cod fillets. Other products are also in the pipeline.

Ticking the box“The multi-cook pouch is unique to Europe,” says Maria Broderick, Business Development Manager, The Good Fish Company. Maria says the fact that the product can be used in a variety of cooking methods gives Mr Good’s Fabulous Fish an advantage in the market. “Our competitors would have a cook-in-the-pouch option but it can’t go in an oven and another has on that can’t go in the microwave. We are able to tick all three boxes: oven, microwave, and the hob.”Maria explains that cooking the product in the packs “means you’re preserving all the nutrients and goodness of the fish while cooking”.Maria adds that the pack is designed to prepare two meals. However, she explains the twin packs are designed to allow customers prepare the two dishes separately, which, she says, adds to the products convenience. “If you had your twin pack at home, you might decide to take the second one into work the following day as they are individually wrapped.”The Good Fish Company also produces other value-added products, such as haddock/salmon goujons and white fish nuggets, which Maria says are suitable for children. These products will be incorporated into the Mr Good’s Fabulous Fish brand in the future. “As will our organic smoked Irish salmon and superior smoked salmon,” explains

Maria, who says the the whole range will be available to see at the Seafood Expo Global in Brussels this year.The product is also suitable for the foodservice market. “In particular, for premises with very limited kitchen facilities and staff with a low skill set as the product has been been tested in high-speed ovens such Merrychef

and Turbo Chef, which now gives many eateries the opportunity to put fish on their menu.” Maria adds that the product also offers benefits in foodservice, such as: portion control; cost; convenience; hygiene – it is clean and easy to both store and cook as it is pre wrapped; and time saving – as it is quick and easy to prepare.

A good catch

WITH OVER 25 YEARS’ EXPERIENCE IN THE IRISH SEAFOOD INDUSTRY, THE GOOD FISH COMPANY IS LAUNCHING A NEW BRAND ON THE MARKET THAT WILL APPEAL TO THE GROWING CONSUMER TREND FOR CONVENIENCE.



Issue 3 2014 25

New marketsThe Good Fish Company runs six shops in Cork, one connected with its factory and five in the Cork suburbs. The company also supplies the Irish retail sector and some foodservice sector with non-branded products. However, with its new brand, The Good Fish

Company is hoping to expand its business into new markets.Maria says the UK is currently the main focus of the company’s export agenda, however, she adds, it also has mainland Europe in its sights for smoked salmon products, which are popular in that region.

Raw materialLocated in Carrigaline, Co. Cork in the south west of Ireland, The Good Fish Company is ideally located near the major fishing ports in the south of Ireland, such as Castletownbere, Kinsale and Union Hall, which are renowned for sourcing some of the highest quality fish in the world. Its fish and shellfish are supplied by local Irish boats and trawlers, which are engaged in responsible and sustainable fishing. Processing takes place on the day of landing in the company’s 12,000ft2, BRC-certified facility. Its processing facility includes an in-house smoking facility and a kitchen facility, where the company’s development chef is involved in R&D.

Responsible businessThe Good Fish Company is committed to supporting Irish fishermen by adopting the Responsible Irish Fish (RIF) label for Irish fish and shellfish. The new label for fish and shellfish has been introduced to ensure Irish fisherman can differentiate their products as 100 per cent Irish in the marketplace, with all Irish products bearing the RIF logo fully traceable to an Irish vessel. The label is only available to processors who source fish from Irish vessels, which are part of the RIF Association. Denis Good, Managing Director, The Good Fish Company said: “We believe this scheme will protect and develop the fishing industry and we know that our customers are keen to buy fresh Irish seafood whenever possible. This scheme will provide them with the quality and assurance they want.”Furthermore, the company has also signed up to Bord Bia’s voluntary sustainability programme, Origin Green. Maria explains the company is in the early stages of the Origin Green programme and says it is currently a work in progress.



Issue 3 201426

Functional foods contain ingredients that can benefi t human health beyond basic nutrition. Nutramara, the marine functional foods

research programme, recently conducted consumer focus groups to explore consumer awareness of functional food ingredients. In particular, it gauged their response to the concept of marine-derived functional food ingredients.

Feedback from consumer focus groups revealed that consumers are familiar with existing functional food products on the market and understand the health benefi ts of eating particular foods and ingredients. Consumer reaction to the concept of functional food ingredients was, in the main, positive. However, the research also found that clear and effective communication is needed to translate the science underpinning these products and ingredients to the consumer.

Functional foods“When we discussed functional foods with consumers, many very positively embraced the concept of functional foods and remarked on the benefi ts of foods that are enhanced with nutrients that are not normally

present in the food,” explains Dr Sinéad McCarthy who is a Research Offi cer in the area of Food Market and Consumer Research at Teagasc.Sinéad explains that some foods were particularly well positioned in terms of consumer perception as potential functional-food carriers – such as porridge or pasta – and, in particular, consumers were very well disposed to having a functional food that they could use as a condiment themselves. “Similarly to how you would add turmeric into your curry, you might have a particular anti-obesity or heart-protective ingredient that you could shake into your stews and so on.”

Marine-derived functional foods The Nutramara team probed participants further on specifi c concepts of marine-derived functional ingredients, such as: seaweed, chitin (derived from shellfi sh), and the use of marine-derived ingredients in animal feed, to naturally enhance the muscle content of the meat. “In terms of the idea of deriving functional foods from marine sources, it was very well accepted, in general, by consumers. There’s already a connection in people’s minds of marine foods being

associated with health, such as oily fi sh for brain development and white fi sh for protein, dieting and weight purposes.“They were also conscious of where the ingredients would be sourced from and, in general, something sourced from around the Atlantic coast has associations with being clean and something sourced from deep down in the ocean is considered to be free from contaminants.”

Top priorities“The acceptance of functional foods is very much dependent on the consumer having a perceived need for the product,” Sinéad explains. “Consumers can behave in two ways, they can behave as a consumer/a person in need or they can be a citizen who sees that there may be a greater societal need being fi lled.”According to Sinéad, functional food ingredients that tackle obesity were the most strongly endorsed, as well as those supporting heart health.“I think the anti-obesity and the satiety-enhancing ingredients resonated for many people. They saw the benefi t of it being in the market for people who had weight issues and weight management concerns but also in terms of themselves and managing their own body weight as well.”

Consumers fi nd nothing ‘fi shy’ about marine-derived functional foods


AS CONSUMER KNOWLEDGE AND AWARENESS OF THE HEALTH BENEFITS OF PARTICULAR FOODS IS ON THE RISE, NUTRAMARA EXPLORED CONSUMER ATTITUDES TO MARINE-DERIVED FUNCTIONAL FOOD INGREDIENTS.


Issue 3 2014 27

CHITIN“The potential bene� ts that chitin can convey seem to be very positive at this stage. It may have a satiety e� ect on appetites, which means you feel full sooner – so that could mean an anti-obesity type e� ect, which is very positively perceived by consumers. That is perceived as having a societal bene� t, as well as, perhaps, a personal bene� t. So, in terms of tackling the high prevalence of obesity, both in children and in adulthood, it was very positively received in the focus groups.”Sinéad adds that chitin has potential heart health bene� ts, which were positively embraced during the focus group.

SEAWEEDSinéad says there was a very positive reaction to the concept of seaweed-derived ingredients. “This generated a positive response from consumers. It is something they are familiar with and it has been around for many generations, many grandparents would have consumed it. Straightaway, there’s a high level of trust associated with something that might be derived from seaweed and many consumers would be aware of medicinal properties of seaweed as well. Adding seaweed to things like yogurt and bread was a very favourably received by consumers.”

CommunicationFeedback from the focus groups highlighted the importance of good communication with consumers, according to Sinéad. She explains that consumer awareness of the term ‘functional foods’ was low, even though consumers were familiar with existing functional food products on the market. However, the consumer, in general, doesn’t use the term functional foods. Therefore, Sinéad believes there could be room to develop a new phrase that can more clearly convey the concept of functional foods to consumers. “The term functional foods doesn’t necessarily lend itself to saying ‘this product is benefi cial’ or ‘this product has a health enhancing property’. “Use of language was also identifi ed as important in communicating with consumers. “Using terms like enriched or enhanced are much better than functional, for example.” Consumers also showed a preference for using both scientifi c and the vernacular terms when describing an ingredient or health benefi t. “This is very important in

terms of promoting confi dence in the ingredient and the background to the ingredient, to give reassurance to the consumer.” Sinéad adds: “The term ‘fortifi ed’ is also perceived positively, while ‘processed’ or ‘added ingredients’ are terms we would be reluctant to use in terms of communicating with the consumer.”Getting the message to consumers about the health benefi ts that can be derived from marine-sourced bioactive ingredients is a key issue, according to Sinéad. “The production of these bioactive ingredients would be a very valuable resource to the whole marine industry in Ireland, so, from our perspective, we very much want to have a very clear route to consumer. So, the benefi ts of the products need to be very clearly communicated.”



Issue 3 201428

FOLLOWING A SUCCESSFUL SHOW IN 2013, KEOHANE SEAFOODS IS LOOKING FORWARD TO THE 2014 SEAFOOD EXPO GLOBAL, WHERE IT WILL SHOWCASE ITS LATEST PRODUCT INNOVATION.

Last year was the first time that Keohane’s had exhibited at the European Seafood Exhibition (ESE). According to Jacklyn O’Connor, Marketing

Manager, Keohane Seafoods, the company made the decision to exhibit at the show because it felt it was in a strong position to develop and expand its market base. “We felt we had really done all we could to be established in Ireland, our brand is available in all of the major retailers here and we began to look towards the rest of Europe. We saw ESE as the next step in expanding our customer base.”

Keohane’s had attended the event several times in the past, however 2013 was the company’s first time to take a stand at the show. According to Keohane’s, ESE 2013 was an opportunity to increase awareness of its brand in the European market. The decision proved to be well founded with a lucrative export deal with Tesco agreed, which is estimated to be worth €1.3 million a year. “It really felt like the right time and obviously, we’re very happy that we now have a deal with Tesco UK as a result.”The Bantry-based company, which produces a gourmet range of premium Irish fish and shellfish dishes, will supply Tesco UK with two frozen products from its fresh fillet with butter range: cod with chilli ginger and lime, and haddock

with lemon and cracked black pepper butter. The products are steam cooked in the microwave from frozen, using an innovative skin-film packing method. Keohane Seafoods says its products are designed to make life easy for today’s time-conscious consumers.

Solid groundworkBuilding on its success in Ireland and the UK, Keohane’s has already exhibited at several seafood exhibitions this year and will once again be exhibiting at Seafood Expo Global 2014. Jacklyn says the shows earlier this year were an opportunity to arrange important meetings for Seafood Expo Global with European buyers from countries such as France, Holland and Germany.“It’s useful that we’ve been able to lay some groundwork at some of the smaller exhibitions. With our presence at Seafood Expo Global we’re going to meet and discuss business with potential customers that we have begun to develop a relationship with at these smaller events,” says Jacklyn.

NPDAs well as looking to develop new business opportunities at this year’s show, Keohane’s is also launching a new product at Seafood Expo Global this year. “Our current range of products can be cooked from frozen in

nine minutes in the microwave, but this is just the fish fillet. We are now producing a microwave product that includes the rest of the meal, like vegetables and rice, which we’re planning to showcase at Seafood Expo Global.”Product innovation is one of the company’s main focus areas for the future according to Jacklyn, with new staff recently hired to join Keohane’s team in the specific area of product innovation.“Our focus is very much on product innovation and new business right now, while also providing the best support and products possible to our current customers.”The company recently invested in a new 20,000ft2, state-of-the-art processing facility in Co. Cork, where it can process, pack and label freshly-caught seafood.Keohane’s fresh fillet range includes: salmon, haddock and coley. The company’s selection of fish species includes: plaice; lemon sole; whiting; trout; seafood skewers; smoked haddock; and a seafood mix. Seasonally, Keohane Seafoods also trade in: tuna; sea bass; swordfish; tiger prawns; and shrimp.Keohane’s has over 30 years’ experience in the industry and says it is committed to excellence and creating a completely natural product range – free from preservatives, additives, chemicals, flavourings, stabilisers and GMO ingredients – and ensuring 100 per cent ‘tide-to-table’ traceability.

European expansion for Keohane Seafoods



Issue 3 2014 29


Origin Green is the nationwide sustainability objective, which aims to establish Ireland as a world leader in sustainably-

produced food and drink. Ireland is the fi rst country to have developed a voluntary sustainability programme that operates on a national level and encompasses all agri-food, fi sheries and drinks categories.

It is the goal of Origin Green to have 100 per cent of agri-food, fi sheries and drinks exports coming from Origin Green verifi ed members by the end of 2016. Just two years into the initiative, some 65 per cent of Ireland’s food and drink exports come from Origin Green verifi ed members, with over 85 per cent of exports coming from companies that are registered with the programme. By the end of 2014, it is Bord Bia’s intention

that over 75 per cent of Ireland’s food and drink exports will come from Origin Green verifi ed members.Karen Devereux, Seafood Sector Manager confi rms that there has been very strong support from Ireland’s seafood industry for the initiative. “Seafood companies have defi nitely embraced Origin Green and are very well represented, accounting for over 20 per cent of fully verifi ed members at present. Many more have

Irish seafood industry plans for sustainable future TALKS TO IRISH SEAFOOD COMPANIES ABOUT THEIR PARTICIPATION IN ORIGIN GREEN, BORD BIA’S (THE IRISH FOOD BOARD) VOLUNTARY SUSTAINABILITY DEVELOPMENT PROGRAMME, AND DISCUSSES THEIR OBJECTIVES.


Issue 3 201430

submitted their sustainability plans pending approval. Seafood companies have been committed to sustainability for a long time and being a member of Origin Green allows them to reinforce and communicate their sustainability credentials to their customer base, some of whom are among the largest retail and foodservice companies globally.”

Here, we discuss Origin Green with three verifi ed members.

Kush Shell� shKush Shellfi sh is a family-run seafood business, which is based in Kenmare, in the south west of Ireland. The company was established in 1987, and is a producer of organic rope mussels.The company is a verifi ed member of Origin Green and Marketing Manager, Jose Perez says the programme reinforces the company’s commitment to sustainability. “We are very conscious of the environment and what it means for our company.”Jose explains that Kush Shellfi sh has been working on making itself more sustainable over the last 10 years.“We have been mindful of sustainable work practices for many years prior to Origin Green, but the objective is important in reinforcing the steps that Kush has already taken, and is currently taking, towards using sustainable practices in the workplace.” In its sustainability plan for Origin Green, which the company developed in conjunction with Bord Bia, Kush Shellfi sh outlines its key focus on waste reduction. “Waste and recycling are two important areas that we are looking at, specifi cally at the ropes that we use to form the structure of the farm. We now have reusable ropes, which will last for around 15 years, instead of only two or three.“Our charter also sets out goals in terms of a ‘social’ perspective, which led us to create an internship programme for people to develop skills and learn about the business, as well as a

community aspect where people can visit the company and learn about its operations.”According to Jose, Ireland has a positive image internationally for green and clean production. He says Origin Green is important for the industry as it provides independent data that confi rms to people that the image they have of Ireland is the reality.“Origin Green helps to reinforce the message to our customers that we are a sustainably motivated company.”

Marine HarvestBased in Donegal on Ireland’s north west coast, Marine Harvest Ireland was one of the pioneering companies to sign up to Origin Green and is a verifi ed member.Operating for more than 30 years, Marine Harvest is the largest producer of farmed salmon in the world. Sustainability has always been important to the company and, over the years, it had introduced various sustainability measures. However, Marine Harvest believes Origin Green gives greater structure to its sustainability ambitions.Pat Connors, Managing Director of Marine Harvest believes Origin Green will impact customer buying and, he says, participation in the programme offers Irish exporters a point of differentiation in the market. “That puts us in a position where we are the preferred suppliers in the marketplace.”Pat says customers have responded positively to Marine Harvest’s involvement with Origin Green. In September 2013, Bord Bia’s inaugural Global Sustainability Conference welcomed 800 international delegates to witness, fi rst hand, Ireland’s sustainability agenda. This included a number of category-specifi c itineraries that gave buyers an opportunity to visit the farms, factories and processing facilities of verifi ed Origin Green members. Marine Harvest was one of the companies included in these itineraries.

submitted their sustainability plans pending approval. Seafood companies have been committed to sustainability for a long time and being a member of Origin Green allows them to reinforce and communicate their sustainability credentials to their customer base, some of whom are among the largest retail and g the largest retail and g

community aspect where people can visit the company and learn about its operations.”According to Jose, Ireland has a positive image internationally for green and clean production. He says Origin Green is important for the industry as it provides independent data that confi rms to



Issue 3 2014 31

“That was a major success. From our customers’ point-of-view, this was their fi rst face-to-face with experience of what Origin Green is trying to do. Being able to invite such a large number of buyers to take a look behind the sustainability charter and see the work we are doing, is very impressive.”

Shell� sh de la MerAlbert O’Sullivan Greene, Operations Manager at Shellfi sh de la Mer, believes Origin Green is an important development for Ireland’s food and drinks industry. “Origin Green is a fantastic initiative, which is of signifi cant importance in the marketing of Irish food. Ireland produces some of the world’s best and most naturally sustainable foods and Origin Green is the vehicle to allow us to communicate this.” Established in 1987, Shellfi sh de la Mer now supplies over 1,500 restaurants in Ireland and exports to the UK, Europe and the rest of the world. The company says it has always had sustainability at the forefront of its business ethos and says Origin Green bolsters those efforts. As part of the company’s sustainability charter Albert says that there is a focus on producing a signifi cant reduction in carbon footprint in the areas of energy, specifi cally water and diesel, as well as raw material, sourcing social sustainability and waste.“Shellfi sh de la Mer has been fi shing the same fi shing grounds for the past 25 years and, through sustainable fi shing methods, management and practices, we hope to still be fi shing from that same abundant raw material source for years to come.“The Origin Green programme offers Shellfi sh de la Mer the opportunity to further build on protecting this raw material source, as well as offering a vehicle of communicating this sustainability to our customers.”Albert believes the initiative will have a positive effect on the Irish export market overall and will position Ireland as a preferential supplier in the eyes of the customer.

“The result of the boost to the Irish export market is that we will further strengthen our relationships with both existing and potential new customers.”

“That was a major success. From our customers’ point-of-view, this was their fi rst face-to-face with experience of what Origin Green is trying to do. Being able to invite such a large number of buyers to take a look behind the sustainability charter and see the work we are doing, is very impressive.”

“The result of the boost to the Irish export market is that we will further strengthen our relationships with both existing and potential new customers.”



Issue 3 2014


32

Value-added solutionsIRISH FISH CANNERS IS EXPLORING NEW PRODUCT SOLUTIONS TO ADD VALUE TO ITS BUSINESS AND GENERATE UNIQUE OFFERINGS FOR CLIENTS.

Research and development is a key focus for Irish Fish Canners (IFC). The company, which supplies well-known seafood

brands, such as John West, recently developed a new range of canned products that are ready for market.

The new range of tinned herring and mackerel infused in flavoured oils, are designed to give consumers an added-value end product with very little waste. Karl Bonner, Director, IFC, explains that the range was developed in response to a need to generate better value from the oil it uses in its products. “The concept behind this is that consumers can use the oil in the tin rather than pouring it off.”The new herring and mackerel infused oil range is available in a variety of flavours including: sun-dried tomato and basil; ginger and chilli; basil pesto; mango, ginger and chilli; lemon and black pepper; and, a roasted garlic, peppers and chilli.As well as new product formulations, the company is also exploring opportunities with new fish species. “The most recent new species we have introduced is pilchards. They are presented in a 400g round can.” The company is also working on creating added-value blue whiting products, similar to its tinned herring and mackerel offering.Karl estimates that the annual investment at the company into R&D activities is €180,000.

International marketsKarl explains that IFC’s customers have been very loyal, with relationships lasting over 12 years or more. IFC has predominantly focused

on export trade. The UK is currently IFC’s largest market and it hopes to extend its foothold in that region. “It is very much a balancing act because you’re trying to nurture existing relationships and grow as well.”Jamaica represents IFC’s second largest market where it supplies a headed and gutted mackerel in 200g and 400g round cans. “Again, this is quite a long-standing customer. It’s a very price-sensitive market and, of late, because the raw material prices have gone against us, it has been a difficult market. Now we had capital investment planned for next year to try and not only stabilise the market but also to grow the market.”Other important markets include Greece, Australia, Lybia, and mainland Europe, such as Holland and Germany.

Private labelIFC’s core business is in the private label category. Karl believes private label is quite an aggressive sector and says the company is committed to increasing its market share in the sector. “Over the

past three or four years we have been trying to position the business properly.” IFC will, once again, be attending Seafood Expo Global 2014. Karl says it has been a successful networking opportunity for the company in previous years. “This is our third year exhibiting and it has proved beneficial. We secured two new customers out of it, which is obviously good.”He will also be attending Private Label Manufacturers Association (PLMA) in Amsterdam in 204 where he believes there will be further opportunities to develop private label opportunities. IFC’s ability to offer bespoke solutions to its private label clients is an important element of its operations. “There are ways of creating a point of difference for each client and giving them exclusivity over things.”Karl also believes there an opportunity for the IFC brand in the market. “I have two potential customers, one in China and one in Japan, who are interested in taking a product under an IFC brand.” He says these markets are particularly attracted to imported food products, which consumers view as higher-quality.


In the two years since it emerged from the Food Works programme, Iasc Irish Shellfi sh Butter has gone on to secure listings with international

clients including: Fullers UK; Peach UK; and the Mercure and Accor Hotel groups. “We have done a lot in two years,” says James Grimes, co-founder of Iasc Irish Shellfi sh Butter.

The company, which produces a seafood butter that combines Irish butter with Irish mussels, brown crab and Irish seaweed, is also on trial in high-end hotels and restaurants in the Middle East and Asia. Furthermore, Iasc has been to the US on a reconnaissance mission to identify key geographies for its product in that market. It is currently going through the FDA approval process for export to that market and has met with customers in San Diego that are ready to distribute the product on the Californian coast and another interested in distributing it in Colorado.

Launch padFood Works is a training and development programme, jointly run by Bord Bia, Enterprise Ireland and Teagasc, which aims to support Ireland’s next generation food entrepreneurs. James says the Food Works environment was a great motivator for the company and helped drive its success. “The whole programme made us think about things differently. It sets you up for the business environment and focuses your mind on the direction you’re going and your market.”James explains that Iasc is one of the early success stories from the Food Works programme. “We are the fi rst out of the blocks from Food Works. We are the fi rst to get an iHPSU [Innovative High Potential Start Up] funding and we are the fi rst to bring the product to market.”

The Umami factorIasc’s butter product is designed for use in cooking to enhance the fl avours of the main ingredients. “The whole idea of the product is that it drives intense layers of fl avours,” explains James. “We are harnessing the Umami factor. The Umami factor is that overall ‘mouthfeel’ that you get with a really good red wine or the liquorice taste that you get from tarragon. It’s the almost sensuous taste

Irish shellfi shbutter spreadsmarket shareUSING 100 PER CENT IRISH INGREDIENTS, IASC IRISH SHELLFISH BUTTER IS GOING FROM STRENGTH TO STRENGTH.


Issue 3 2014 33


Issue 3 201434

that you get from a really rich chocolate. What we have is a product that, once you incorporate it with a risotto or potato, cod, langoustines, lobster, scallops, peas, or as a filling, it brings out all of the layers of flavour.” Iasc is currently availing of facilities at Teagasc’s food centre in Ashtown where it processes the seafood ingredients for the final product. “Teagasc has the only commercially available freeze-dryer process facility in the country that we can use. There are others in the country that are privately owned, but Teagasc allows us the flexibility to book in and rent the facility for a day to process and dry store the product.” James says the company’s long-term plan is to purchase its own freeze-dryer and to locate processing closer to the source of its seafood. “The idea is that if we are at source if reduces the mileage of the product, which is very important to us. It means we would be within a few miles of where our seaweed comes from. The provenance and sustainability of the product is key.”The freeze-drying process removes all of the water content from the seafood, mussels and crab, creating a powder that is then added to a soft butter. Processing takes place in Mr Crumb’s facility in Monaghan, using Town of Monaghan butter in the process. “It is a very innovative company, very

forward thinking and has strong capacity, with BRC double-A grade facilities. The very fact that we are operating at that level allows us to work with the multiples.”

International attentionCurrently, Iasc is being sold into the foodservice industry as a frozen product in 1kg containers. Each portion is a 15g oval piece that can be used in cooking or on salads. “Because our background is in foodservice we are pushing that. We know the arena, we know the game and we know the players and we have an awful lot of contacts that we’ve built up over the years that we can call on. We got excellent tutoring and support from Enterprise Ireland and Bord Bia and the message was to focus on who you know.”Iasc has built up its base in Ireland through Pallas foods. In the UK it has established a solid working relationship with Direct Seafoods UK, part of the BIDVEST group, and it has secured a listing with Braehead Foods Scotland to manage its Scottish and Scottish clients.The product is also on trial in a number of locations and James says he is very excited about the growing interest in the butter. “We are currently on trial with Tesco and Waitrose. We approached a company that manufactures filled-pasta products aimed at the airline industry but they are also doing filled products for Waitrose. So, they trialled our products in a stuffed ravioli and tortellini and it is now undergoing second-stage trials. We are very excited about the fact that we could be featured in first-class dining on British Airways.” The company will be attending Seafood Expo Global this year where, James says, they have a number of important meetings lined up with prospective customers. “We made a lot of contacts at last year’s show but last year we were selling a concept, this year we are selling a product.”

Retail marketWhile the company’s initial focus was on the foodservice sector, James says consumer feedback and demand is driving the development of its consumer-facing products sooner than expected. Following more than 600 live tastings at Blas na hÉireann (the Taste of Ireland Food Awards), where Iasc won the BIM (Bord Iascaigh Mhara – the State agency charged with developing the Irish seafood industry) Seafood Innovation of the Year title for 2013, customers were keen to know where they could buy the product. Irishfood was given a sneak peak at the proposed packaging for the consumer products, which will be in bright green, pink and orange packs. The sleeves of butter will include individual portions, cooking instructions and the Iasc story and, James says, it will have a shelf life of 60-90 days. James says the company is also working on innovative branding and advertising campaigns to engage with consumers and to tell the Iasc story.



Issue 3 2014


35


Confidence in Ireland’s seafood industry was strong at the BIM seafood conference: Capturing Ireland’s Share of the Global

Seafood Opportunity. Kieran Calnan, Chairman of BIM said there were grounds for optimism and pointed to growing international demand for seafood protein.

According to Kiearan, Ireland’s seafood industry should be inspired by Ireland’s dairy and beef industries, which have grown to become world leaders in their respective categories in the past 20 years. He said these industries had grown through innovation and enterprise; consolidations and mergers; and inward investment and that that is a model from which the industry could take guidance.

InvestmentSpeaking at the conference, Minister for Agriculture, Food and the Marine, Simon Coveney, announced plans by the Killybegs Fishermen’s Organisation (KFO) and a Norwegian partner, to build

the largest marine food ingredients plant in the world in Co. Donegal. The plant, due to become fully operational by the January 2017, will produce valuable high-end marine protein for human consumption. The Minister said the new facility would position Killybegs and Ireland as a global leader in supply and research around new products. “This new processing facility arises from the new boarfish fishery, which was developed by Irish fishermen over the past few years. In 2012, the EU introduced quota shares for the stock, Ireland secured 70 per cent share of the fishery and has a quota of 88,000 tonnes in 2014. I am delighted that the new food ingredients project will maximise the value of a significant part of this fishery and centre the associated economic activity and jobs in the heartland of Ireland’s fishing community.” Discussions are currently underway to finalise the full funding of the project. “I look forward to the successful conclusion of these negotiations and to a formal announcement of this project in Donegal.”

Capturing Ireland’s shareIRELAND’S SEAFOOD INDUSTRY HAS THE POTENTIAL TO BECOME A BILLION-EURO INDUSTRY, A RECENT BORD IASCAIGH MHARA (BIM) CONFERENCE HEARD.

A game changerDonal Buckley, Director of Business and Innovation, BIM described the new initiative as a “game changer” for the seafood industry. “Look at the Kerry Group as an example. Kerry is a world-leader in ingredients and this has the potential to be the Kerry of seafood. We have a huge, underutilised resource. We have 88,000 tonnes of boarfish. That’s about 25 per cent of our overall quota.” He continues: “We have designed is an ingredients opportunity for that. It tracks what Kerry is doing with its dairy ingredients business.”

Scaling-upA key topic at the conference was the ambition of the Irish seafood industry to scale up its operations. “Scale gives the ability for continuity of supply; access to distribution channels; and, most importantly, branding.”Donal says examples of progress in this area include a growing focus on value-added products. “A good example of a new company differentiating and really making an impression is Keohane Seafoods in Cork. They have nice brand, a point of differentiation in their brand. They have gone from a standing start to approximately €12 million, employing 50 people in three years and now expanding into the UK.”Donal points to three joint ventures between Irish companies in China as another example of the industry’s efforts to build scale. He concludes: “There is a serious amount of confidence and opportunity in the industry. We have a good pipeline, good seafood joint ventures, and we need to look more at consolidation on the domestic side and pulling together and looking as a group for opportunities.”

Pictured at the BIM Conference titled ‘Capturing Ireland’s Share of the Global Seafood Opportunity’ are: Ian Smith, CEO, Clearwater Seafoods, Canada; Caroline Keeling, CEO, Keelings Ireland; Minister for Agriculture, Food and the Marine, Simon Coveney; and, Jason Whooley, BIM Chief Executive.


Issue 3 201436


Confidence in Ireland’s seafood industry is high. Between 2009 and 2012 the sector witnessed a 65 per cent growth in

exports. According to Teri Smith, Enterprise Ireland*, Irish seafood companies are responding to the rising global demand for high-quality seafood products by scaling up their businesses. “There is a stronger focus on investing in R&D, lean operations and capital investment to create more added-value, consumer-ready products.”

Added valueIreland is well positioned to take advantage of a growing demand for seafood protein. Its location on Europe’s western periphery in the Atlantic Ocean means its 1,448km coastline is surrounded by some of the freshest waters and as an island, Ireland has a long history in the seafood industry. Today, Teri explains, there is a shift in the industry, which is moving away from traditional, commodity products and

increasing the focus on creating value-added, consumer-ready products to drive profitability, generate economies of scale and create employment. “Companies are moving up the spectrum in terms of focusing on innovation in product formulations and processes. For example, shelf-life is one of the critical things for chilled products for export – and that may be driving innovation. Furthermore, an ongoing demand for healthy products is evident generally in the market and, as seafood is such a high-value product in terms of protein and nutritional content, there is a trend in the market for easy-to-use, healthy, premium, seafood products.”As the category makes this move, Enterprise Ireland, along with other State agencies – Bord Bia (the Irish Food Board); Bord Iascaigh Mhara (BIM – the State agency with responsibility for developing the Irish sea fishing and aquaculture industries); Teagasc (the Irish Agricultural and Food Development Authority); and Údarás na Gaeltachta (the regional State agency responsible for the economic, social and

cultural development of Irish-speaking regions) – are providing support to Irish seafood companies in their scaling-up activities. “There is more to be gained by developing something new or different for the marketplace and that is what is driving a lot of companies who, traditionally, wouldn’t have had a formal R&D structure,” says Teri.In the seafood-processing sector, Enterprise Ireland can provide support for management development, competitiveness and R&D activities; BIM is focused on supporting capital investment and innovation activities; and Bord Bia supports companies in market development. “So, the agencies work collaboratively to support the industry,” explains Teri.

Leadership 4 GrowthAs Ireland’s seafood industry evolves, Enterprise Ireland and its State agency counterparts are consciously building a framework to support industry leaders. Teri says growth and innovation in the sector has been led by many of the

IRISH SEAFOOD PROCESSING COMPANIES ARE RESPONDING TO A GROWING CONSUMER DEMAND FOR PREMIUM, ADDED-VALUE PRODUCTS BY INVESTING IN R&D AND INNOVATIVE TECHNOLOGY.

Irish seafood scales up


Issue 3 2014 37


bigger market players. However, she adds, many smaller companies that would have been traditionally focused on the domestic market are now looking to expand into export markets to deliver growth.Enterprise Ireland has developed a number of leadership and management development programmes that are designed to help drive the ambition of Irish food business leaders to grow internationally scalable businesses. Its Leadership 4 Growth programme aims to develop and enhance the leadership ambition, mindset and capability of company leadership teams and to encourage them to lead innovative and scalable companies to sustained international growth. Follow-on programmes to Leadership 4 Growth include Management 4 Growth and the CFO 4 International Growth – all targeted at progressive food client companies with an appetite for aggressive growth.

Research and developmentAs well as its focus on leadership, Enterprise Ireland also provides support for R&D, innovation, training, and management development. A growing number of seafood processing companies are investing in R&D activities and resources and Enterprise Ireland is the key State agency for supporting R&D activity in Irish companies. “Seafood processing companies are now encompassing R&D as a strategic focus in their growth plans, and the agencies are working collaboratively to support companies in realising these ambitions.” In addition, the BIM Seafood Development Centre in Clonakilty offers companies the opportunity to test and trial innovative product and process ideas before committing to full commercialisation costs.

Capital investment supportThe Irish Government supports

the drive for innovation in seafood processing companies through the Seafood Processing Business Investment Scheme, which is a capital investment scheme, funded through the Department of Agriculture, Food and the Marine and administered by the State agencies. The annual scheme supports seafood processing company capital investments, which are geared towards improving profitability and added value. Primary processing companies can avail of up to 20 per cent of the costs, while secondary processing companies can receive up to 30 per cent funding. Since 2010, almost €15 million has been invested as part of the scheme. This has led to the creation of 367 new jobs and generated approximately €150 million in new sales. According to Donal Buckley of BIM, Government supports have been critical in incentivising investment in new processing capabilities. An example of a successful capital investment through the Seafood Processing Business Investment Scheme is the recent scaling up of a blue-whiting processing facility in Killybegs. The investment is enabling a step change from processing commodity products to exporting value-added filleted blue whiting to China. Teri explains that, in terms of human consumption, blue-whiting was traditionally an underutilised species. This capital investment is an example of how State support has enabled a company to generate value and capitalise on market opportunities.

Processing pro�ciencyGenerating profitable growth is critical for long-term sustainability for Irish seafood companies. Teri says that, in tandem with investing in processing technologies, companies can also be

supported to undertake competitiveness initiatives, including Lean programmes. Teri adds that Irish seafood companies are exploring Lean projects with a view to managing costs and thereby enhancing their profit margins. Within the Enterprise Ireland offering, Lean programmes support companies’ competitive initiatives. Lean tools and techniques are helping companies across the globe to address competitiveness issues within their businesses by building the capability of their people to identify problems and improve operations. In addition, the BIM Green Seafood Business Programme can help processors reduce the operating costs associated with three major environmental inputs: energy, water, and solid waste and packaging. By availing of the supports for Lean initiatives from the State agencies, the seafood processors can position themselves to compete in international markets.Overall, says Teri, there is a positive market outlook and recognition of further potential for growth in the Irish seafood-processing sector. Enterprise Ireland and other State agencies are supporting the sector to realise the growth potential and to drive this generation of scalable operations through investment in innovation, technologies and management development.

*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.


Issue 3 2014

Xx

XxXx

Headline HeadlineSUBHEAD

38

Ireland is an international leader in responsible and organic seafood production. Over 83 per cent of total annual salmon production in Ireland is organic

and certified to quality labels such as AB Bio, Naturland, Irish Quality Organic and the European Organic standard. Furthermore, almost 50 per cent of annual mussel production is also organic.

Finnian O’Luasa, European Seafood Manager, Bord Bia, describes the two categories as pioneers in the area of organic seafood product. “In both salmon and mussels we are pioneers in organic aquaculture. Irish organic salmon was the first organic seafood to be recognised in the French market in 2001 by acheiving the official French Agriculture Biologique (AB) satus and organic mussels under the new EU commission standard that came out in 2009.” Journalist from France, Germany, Italy, Switzerland, and Sweden took part in a one-day event visiting Kush Shellfish and Marine Harvest on the south west coast of Ireland. Finnian explains that the two companies are examples to represent the organic salmon and organic mussel industries in Ireland in a limited timeframe. “Using these companies as examples of each sector allows us to talk about organic seafood on a national level and explain

the standards, what the constraints are, the fact that there is very little environmental impact from organic mussels and salmon.”

Organic salmonOrganic salmon farming in Ireland is unique, according to Finnian. Stocking densities are low, approximately two fish per 1,000 litres of pure seawater and, over an average of 18 months, salmon swim an equivalent of 13,000km before reaching market size, which Bord Bia says is comparable to the distance travelled in their natural migration.The visiting journalists had an opportunity to visit the farms by boat. “It is very transparent. They can see the salmon in the cage and that their stocking densities are very low. The salmon is farmed to minimise waste and they can see, for example, that there are no feed pellets going outside the cage. The whole farm management is on a very low environmental impact model.”

Organic mussels The group also had an opportunity to visit, by boat, organic mussel production. “They were able to ask questions to the producers, which is always very interesting and to physically see how you grow mussels. They could also see how clean and preserved the Irish coastline is,” says Finnian. He adds that, en route to the south west

coast, the journalists passed through the Irish countryside, which gave them an opportunity to observe “that there is no heavy industry, which is a very important aspect for Ireland because it means our coastlines aren’t polluted”.

Origin GreenFinnian says Irish seafood production enjoys a unique advantage as a result of its geography. During the trip, Bord Bia made a presentation on Origin Green, the Bord Bia sustainability initiative that is driving sustainability across the Irish agri-food industry. The nationwide, voluntary programme is designed, not as a one-size-fits-all solution, but instead allows companies to set individual targets specific to their business and industry. The programme is independently verified and is a first-of-its-kind initiative to operate on a national level. Both Kush Shellfish and Marine Harvest are verified members of Origin Green. Finnian says Origin Green demonstrates Ireland’s commitment to sustainability and maintaining Ireland’s existing environmental advantage. “We have some of the richest fishing waters in the world.” He adds: “Ireland has a very good starting point, from a seafood perspective. Because we have no heavy industry on the coastline, we don’t have any environmental contaminants and that is very unique.”

DURING A RECENT VISIT TO IRELAND, INTERNATIONAL JOURNALISTS HAD AN OPPORTUNITY TO VISIT TWO ORGANIC SEAFOOD COMPANIES TO WITNESS, FIRST HAND, IRISH ORGANIC SEAFOOD PRODUCTION.

Ireland – A ‘pioneer’ in organic seafood



Issue 3 2014 39

Ballygowan launches in Britain BALLYGOWAN ENTERS THE BRITISH MARKETS AS IT CELEBRATES ITS 30TH ANNIVERSARY.

Britvic Ireland has announced the launch of Ballygowan natural mineral water with export of the award-winning bottled

water brand on the British market. The launch will see the product stocked in the leisure and workplace channels and in selected convenience and grocery retail outlets. Bottled water represents 16.5 per cent of the soft drinks market in Great Britain, equating to a volume of 1.5 billion litres, and is worth €1 billion at retail sales value.

Kevin Donnelly, Country Director Britvic Ireland says the Ballygowan brand ranked highly in research carried out among consumers in Britain, with the brand’s packaging and unique heritage proving to be important factors in consumer sentiment. “They are particularly impressed with the fact that Ballygowan starts its life as Atlantic rain, brought to Ireland by the Gulf Stream, which is then filtered through mineral rich limestone in an underground well that dates back to 1184. The combination of contemporary packaging, Irish purity and heritage and its distinctive crisp taste, gives Ballygowan a compelling positioning for the Great Britain market.”In Britain, Ballygowan’s range will consist of still and sparkling variants in 50cl, 75cl and a new 1L bottle. Over the coming months, Ballygowan natural mineral water will become Britvic’s sole water brand in Britain

and Ireland, replacing Britvic’s existing British brands Drench and Pennine Spring Bottled Water. Kevin says: “Ballygowan is the strongest water brand in the Britvic plc organisation, and it is a considerable vote of confidence in the provenance of this brand, and its success in Ireland to date, that it will now represent Britvic plc as the sole water brand in Ireland and the UK. Ireland, and Irish exports enjoy a very positive image in the British market, and we are very confident that the brand will do well.”

Celebrating 30 yearsBallygowan is Ireland’s leading water brand, with a 20 per cent retail market share, 50 per cent licensed trade share and 40 per cent in the water cooler market.In 2014, Ballygowan celebrates its 30th anniversary as Ireland’s first bottled water brand.Ballygowan was established in Ireland in the early 1980s. It sources its water from St. David’s Well, close to the town of Newcastle West, Co. Limerick. The well was given its name by the Knights Templar who discovered it in the 12th century. The source became the exclusive property of Ballygowan in 1986.Ballygowan is bottled at source at a state-of-the-art facility in Limerick, where an automatic bottling line operates at speeds of up to 600 bottles per minute. The capacity of this plant on one eight-hour shift is approximately

600,000 bottles of Ballygowan products. Approximately 40 million litres of natural water are distributed from the plant each year.

Quality credentialsAs part of its move into the British market, Ballygowan, will run a summer advertising campaign to market the “purity, quality and health credentials of this iconic Irish brand to British consumers”. Britvic is a member of Origin Green, the voluntary sustainability programme that was introduced by Bord Bia. Kevin says participation in Origin Green demonstrates to the world the commitment of Ireland’s food and drink producers to sustainable practices. “It also makes very good business sense. The triple bottom line means that sustainability is no longer an option for companies but an imperative. Origin Green provides us with an excellent framework for sustainable development that fully aligns with the stated aims of our business. Our involvement with Origin Green will be hugely important as we begin the export journey with Ballygowan in Britain.”

Big brand endorsementIn 2012, the Ballygowan brand received a positive endorsement when it became the exclusive bottled water supplier to McDonald’s 81 restaurants across Ireland. McDonald’s annually sells over 1.25 million bottles water in Ireland.

Pictured at the Ballygowan bottling facility in Newcastle West, Co. Limerick are: Kevin Donnelly, Country Director Britvic Ireland and

Minister for Agriculture, Food and the Marine, Simon Coveney.

BEVERAGESwww.irishfoodmagazine.com


Issue 3 2014


40

DAIRY & DAIRY INGREDIENTS

Building strong routes to market is key to future success, according to Kevin Lane, CEO of the Irish Dairy Board (IDB). He was

speaking at the release of the IDB’s figures for 2013, which showed a turnover of €2.1 billion, a 5 per cent increase on 2012 figures.

Commenting on the results, Kevin said: “I am pleased to report a very strong business performance in 2013, combining solid earnings growth across all divisions and enhanced product returns to our members. Our continuing investment in brand growth, new product development (NPD) and in-market expansion is designed to ensure that our members and suppliers can expand on the basis of sustainable market demand.”The IDB, which is a commercial co-operative that markets and sells dairy products on behalf of its Irish dairy processor and dairy farmer members, is responsible for exporting almost 60 per cent of Ireland’s dairy products to international markets. It currently exports to over 100 countries and employs some 3,100 people globally.

InvestmentThe IDB also announced details of a €30 million investment in a new facility in Mitchelstown, Cork. The 50,000-tonne, fully integrated butter

production and packing facility will also serve as an innovation centre for the IDB’s flagship brand, Kerrygold. Serving all markets, Kevin says the facility will particularly support its operations in the UK and the US. He added that it would also include an exhibition centre for customers looking to visit Kerrygold’s operations. Kevin said the development of the new facility was timely and would support Kerrygold’s ambitious expansion plans in the wake of the abolition of European-wide dairy quotas in 2015. “The abolition of milk quotas in 2015 will present the Irish dairy industry with its first opportunity for meaningful expansion in the past 30 years. Our strategy is to ensure that IDB members and dairy farmers are optimally positioned to participate in this expansion opportunity through enhanced routes to market and sustainable, market-led products.”

International markets“Investment in market is very important for us,” according to Kevin, who says the IDB is committed to communicating, internationally, the strengths of Irish dairy. Between 2013 and 2014, the IDB will invest €70 million in global operations. “We have found that the best way to do that is to place people in those markets.” Last year, the IDB opened new sales and marketing offices in Russia, China,

THE IDB SAYS INVESTMENT IN BRANDS, INNOVATION AND NEW ROUTES TO MARKET ARE KEY TO SUCCESS.

Investment on the IDB’s agenda


Issue 3 2014


41

DAIRY & DAIRY INGREDIENTS

Saudi Arabia and Africa. Commenting on the Chinese market, Kevin said: “We see it as a significant medium-term opportunity.” He added that the IDB had commenced investigations into potential acquisitions in China and that it would export Kerrygold products to high-end retailers, targeting the ex-pat community in the region.

Brand successKerrygold achieved record sales figures in 2013, with 350 million packs sold worldwide. Kerrygold is now the number one butter in Germany with 17 per cent of the overall market share and 55 per cent branded share of the market. In 2013, the IDB invested in a new production, packing and storage facility for the German market, which Kevin described as “fairly self-sufficient”. In the US, Kerrygold is the number one imported butter. Last year also saw the completion of a state-of-the art Dairy Innovation and Cheese Additives Centre at Adams Foods in the UK. Furthermore, a long-term strategic partnership between Adams Foods and First Milk was established, which the IDB says strengthens Adams Foods position as one of the leading suppliers of Irish and British cheese in the UK.In the Middle East, the IDB acquired a 75 per cent shareholding in Al Wazeen Trading LLC in Saudi Arabia. It invested €20 million in the market for the development of a cheese manufacturing facility in the region. The facility in Saudi Arabia will facilitate the manufacture of a new cheese product designed specifically for that market.

NPD The white cheese product is the first new product to emerge from collaboration between the IDB and Teagasc, which is exploring new cheese varieties.

Kevin says the IDB is very pleased with the success of that collaboration to date and expects more products to come to market shortly, with a new product launch for the German market expected in the last quarter of 2014.

USPKevin said the outlook for the IDB remains positive and it is concentrating its efforts on brand growth, product development innovation and market expansion. He explained that IDB products are positively received in international markets. “In Ireland, when we produce dairy it does have a point of difference to everybody else, whether that is colour, taste, texture or flavour. Consumers around the world tell us that it is different, mainly because of our grass-based production and so we have leveraged this in the UK, the US, Germany and all around the world in building that brand. We have invested €36 million in 2013 in building up our brand and the product development of the brand, which is essential for the future.”He added that, while Kerrygold is enjoying strong success, there are emerging brands from the IDB stable that will play an important role in the future of the business. “They are brands that we are selling around the world, depending on consumer preferences.”

Continued investmentThe IDB ended 2013 with €51.9 million in cash, which it says it will continue to invest the business in three ways:• continued investment in brands and

innovation agenda;• continue to invest in long-term

capital expenditure; and, • acquisitions.

“We will continue to acquire companies that will create new routes to market and a route to value for Irish dairy farmers,” said Kevin.


Issue 3 201442

Access 6 is a new EU-funded export development programme that aims to boost Irish food and drink exports to a six specific

international markets: the UK, France, Germany, Scandinavia, North America and Benelux.

The three-year initiative will support food and drink SMEs from border regions in Ireland, Northern Ireland and Scotland, to successfully supply and trade in these markets. In total, 90 companies will be involved in the initiative, with Irish companies from Cavan, Monaghan, Louth, Leitrim, Donegal and Sligo.“Exports are key to the growth of Irish companies and vital to the success of the Irish economy. The Access 6 programme is dedicated to providing SMEs in the food and drink industry with knowledge and expertise to help them access and trade in profitable new markets,” explains John Whelan, Access 6 Programme Director. Launches have already taken place

in three of the six markets, including Germany, France and, most recently, Stockholm. Dates for the UK, Benelux and the US launches are still to be confirmed.

SupportsThe Access 6 programme will support participating food and drink SMEs through:• Mentorship – companies will be

assigned a mentor who has extensive knowledge of their chosen export market. The mentor will work with a food and drink SME on a one-to-one basis over a 12-month duration to assist them in gaining potential listings by introducing them to a channel partner, who will be a major retailer, distributor or foodservice operator in their chosen target market.

• Training modules – participants be given a chance to up-skill on subjects such as sales, marketing, new product development and finding new routes to market.

• Study tours – A number of study tours, including retail visits, market orientation, gap analysis and networking opportunities, will be organised in the target markets.

• Improved logistics structure – a best practise logistics framework will be established for participating SMEs in border regions to provide ease of access to new markets and allow for economies of scale.

• Cross-border cooperation – this programme is the first of its type being led by tripartite partnership. Participants will be given a unique opportunity for cross-border networking with other food and drink companies to discuss common issues, challenges and solutions and well as possible joint ventures. A forum will be hosted on the Access 6 website, where companies can communicate online.

The Access 6 programme is an EU INTERREG IVA-funded programme delivered by the Irish Exporters Association (IEA), Northern Ireland Food & Drink (NIFDA) and Scotland Food & Drink (SFD).

www.irishfoodmagazine.comINDUSTRY

A TRIPARTITE PARTNERSHIP HAS BEEN LAUNCHED TO SUPPORT FOOD AND DRINK BUSINESSES IN BORDER REGIONS TO EXPAND ROUTES TO MARKET.

Supporting market access

Pictured at the Brandenburg Gate are Harry Hamilton and Michael Bell, NIFDA and John Whelan, Irish Exporters Association


TRENDSTRENDSwww.irishfoodmagazine.com

Issue 3 2014 43

Trends from the USMIKE WILSON REPORTS ON THE LATEST TRENDS FROM THE US.

Restaurant operators focus on costsA recent survey commissioned for Idahoan Foods and conducted by Nation’s Restaurant News found that 74 per cent of 549 responding restaurant operators involved in menu development say they are extremely or very concerned about controlling food costs, and only 5 per cent say they are minimally concerned or not concerned at all.The survey also found that 69 per cent of respondents say their food costs have increased in the past 12 months. Only 9 per cent say they have decreased, and 21 per cent say they have stayed about the same.US food commodity prices are expected to be lower this year, a trend that began last autumn and continues today; corn prices, for example, are 35 per cent off last year’s highs.Food costs, as a percentage of overall costs, varied widely for the respondents. A third put that fi gure between 30 per cent and 34 per cent; while 23 per cent reported food costs between 25 per cent and 29 per cent; 13 per cent said food costs were below 2 per cent; and 5 per cent admit to food costs account for more than 50 per cent of overall costs. Operators pointed to a dozen different strategies for managing food costs, which fi t broadly into four categories: adjusting pricing; reducing waste; developing strategic buying relationships; and paying closer attention to what’s on the plate.

Legal battle overegg lawCalifornia is about to embark on a legal battle with other egg-producing states over poultry cage standards.Recently, Missouri Attorney

General Chris Koster formally fi led a lawsuit in the US District Court for the Eastern District of California, arguing that a California farming law violates the Commerce Clause of the United States Constitution and encroaches on Missouri sovereignty. A few weeks later Nebraska, Alabama, Oklahoma, Iowa and Kentucky joined the suit against California.In 2008, California voters approved Proposition 2, a ballot initiative that prevents farmers from using conventional battery cages in broiler and egg production, a statute masterminded by HSUS (Humane Society of the United States). By 2015, California egg producers are required to comply with the new regulations requiring larger, group cages for egg-laying hens. Farmers who could not afford the millions of dollars to build new buildings were forced to leave the business. Those who committed have spent millions in upgrades.The new law implies fewer eggs will be produced in California, and at higher cost. In Europe, where cage-enhancement policies are in play, egg prices have skyrocketed. In London, a dozen eggs cost $4.50 compared to $2.38 in St. Louis.“California egg farmers said if we have to do this, then the guys in other states will run us off the playing fi eld,” says Gary Baise, an agri-food lawyer who has been tracking the case. To protect the remaining California farmers from out-of-state competition, in 2010 the California State Assembly passed more legislation requiring egg producers in other states to comply with Proposition 2 themselves if they want to continue selling their eggs in California.

To give the law any chance to succeed, public safety must be a factor. The California authorities allege the standard battery cages cause stress to the hen, and that a stressed hen is more likely to pick up salmonella, and that salmonella can be transferred to eggs, causing people to get sick. “The California animal rights folks think the stressed hen theory has merit,” says Baise. Attorney general Koster thinks otherwise. “At stake is whether elected offi cials in one state may regulate the practices of another state’s citizens who cannot vote them out of offi ce,” he says. “When California passes legislation that imposes new requirements or limits on Missouri businesses, it is my job to fi ght against it.” Missouri’s 7 million egg-laying hens produce about 1.7 billion eggs per year. Approximately 540 million of those eggs are sold to California consumers. If they comply with the law, Missouri’s egg producers face an estimated $120 million in capital improvement costs, plus a 20 per cent increase in ongoing production costs. If, instead, they choose to stop selling eggs in California, Missouri’s egg producers will face a surplus of a half billion eggs, which could depress prices in the state and force some Missouri farmers out of business. The Commerce Clause of the United States says states cannot put up barriers to commerce. In the past, the Supreme Court has not allowed any such barriers unless states can prove it is a public safety issue. The US Federal Drug Administration says there is no correlation between cage size and stress. The suit will take at least a year to settle.


In general, snacks contain less than 300 calories and are largely considered an ad hoc personal occasion, where no prior planning or preparation

is needed, as would be required for a regular meal.

Bord Bia’s report on snacking – Snacking In Ireland & UK – which examined the snacking patterns in Ireland and the UK, found there was broad scale consensus across markets and demographic segments as to snacks’ main characteristics. It defi ned snacking as: something, usually smaller than a meal that is eaten between, or outside of, regular meals for any reason.The report says consumers considered snacking a personal occasion, where they can decide what, where and when they eat.

What we’re snacking onThe report notes that drinks are not considered snacks but accompany some 42 per cent of snacks, with hot drinks being the most popular beverage of choice.Confectionary makes up one in fi ve of all adult snacking occasions in both Ireland and the UK, accounting for 21 per cent of snacks. Of this fi gure, two out of three confectionery occasions are for milk chocolate products. Crisps are the next most popular snack, and are seen as excellent choice due to their convenience, affordability and portability according to the report. The highest prevalence for crisps consumption is found in Northern Ireland, where 18 per cent of all snacking occasions include crisps. This compares to 12 per cent in Ireland and 16 per cent in Great Britain.

Mostly, crisps are consumed at home (81 per cent) and, if they are eaten out of home it will be while walking, playing sport or on transport.Fruit accounts for 12 per cent of all snacking in Ireland and the UK, the majority of which is fresh rather than dried. It is far less likely to be accompanied by a beverage and 72 per cent of all fruit consumption occurs at home –the majority of people choosing this option were in the ‘child free’ (40-59 years) or ‘silvers’ (over 60 years) consumer groups.

Snack timeEvidence suggests that people snack evenly throughout the week and slightly less at the weekend. This decline at the weekend is attributed to later rising

Issue 3 201444

TRENDS

Great expectations of snacksA RECENT BORD BIA REPORT HAS SHOWN THAT COSNUMERS EXPECT MORE BENEFITS FROM SNACKING THAN EVER BEFORE. YOUNGER CONSUMERS NOW VIEW SNACKS AS DIETARY ‘BOOSTS’ THAT HELP THEM GET THROUGH THE DAY RATHER THAN THE TRADITIONAL ‘TREAT’



TRENDS

times and longer meal times etc.The report shows that adult snack occasions largely take place at home, accounting for 78 per cent of adult snacking occasions. The report notes that more out-of-home snacking occurs in the earlier part of the day and earlier in the week; school and the workplace were identifi ed as key locations for snacking. Of all snacks consumed out of home, it was found that 84 per cent were eaten between 7am and 6pm, with 85 per cent occurring during the week.In general, there is a peak of snacking around mid-afternoon; almost a quarter of all snacking takes place in the 3pm to 6pm period.The report found that there are four key trends that affect snacking, and these came through in the research conducted by Coyne Research on behalf of Bord

Bia. They are: migration and broadening of tastes; recession and austerity; obesity epidemic; and busy lives.

Broadening tastes The rise in international travel has resulted in a surge of new tastes being discovered, which are then being brought home. This practice has resulted in an expanded selection of products and a rising number of ethnic products on display in stores.‘Super foods’ have also enjoyed increased popularity of late, with natural ingredients such as guarana, goji, green tea etc. offering new health benefi ts to consumers.

Recession and austerityAusterity has placed greater emphasis on the cost of snacking, and discounts have opened up a world of choice for shoppers, according to the report. In the past, perceptions of snacks at home were such that once they were gone, there would be nothing left for the rest of the week. Now, it is more affordable to have snacks in the house on an ongoing basis.In particular, the report found that older consumers anticipate snacking occasions and purchase in advance to forestall any impulse snacking. Advance buying means that consumers are able to stock up on healthier options, achieve cost effi ciencies through buying bulk and going through more cost-effective shopping channels (e.g. the supermarket). Younger people spend the most on snacks in both Ireland and the UK.Across all segments, half of all snacks came in at an average price of €2.13/£1.57.

Obesity epidemicHealth is generally considered a key consideration today, according to the report, and there is a perceived need to fi ght against the obesity epidemic. In

particular, the younger demographic shows an informed understanding of nutrition and healthy eating. The media is credited with playing a signifi cant role in infl uencing consumers about what they should and should not eat and cook, through celebrity chefs and magazines.Snacking on the basis of health and wellness accounted for 13 per cent of all snacking occasions. This type of snacking was defi ned as snacking “to nourish and care for the body”. Rejuvenation makes up 8 per cent of all snacking and has associations with older generations looking to boost physical and emotional health and wellbeing. Some 5 per cent of people snack for healthy stamina. The report also found snacking is largely being driven by image and, as such, is most relevant to younger consumers.

Busy livesPressure in the day-to-day lives of consumers has a signifi cant role in how they feed themselves and their families. People crave convenience whether it means eating on the go or having solutions readily available at home.Younger people have less routine in their lives today, according to the report, consequently they snack on impulse for two main reasons: when caught by unexpected situations; and giving into the temptation more easily than older generations.The key reason that people snack is attributed to the need to energise, and young adults, followed by young families, are the most prolifi c in snacking for energy needs with 44 per cent wanting snacks that will get them through the day, and 33 per cent preferring to snack during the day to avoid overeating later on.Younger segments are moving towards a more constant grazing activity over the course of the day, and have a growing reliance on snacks to perform a broader, nutritive function than in the past.

Issue 3 2014 45


WHAT DO WE SNACK ON?Over a third of all snacks consumed in Ireland and the UK are confectionery products (two thirds of this is made up of milk chocolate) and crisps.

The top � ve snacks in Ireland and the UK are:

• 21% Confectionary• 15% Crisps• 12% Fruit and nuts• 11% Bread and rolls• 9% Sweet buns

of tastes; recession and austerity; obesity epidemic; and busy lives.

Broadening tastes The rise in resulted in a surge of new tastes being

WHAT DO WE SNACK ON?Over a third of all snacks consumed in Ireland and the UK


Issue 3 2014


46

SPOTLIGHT ON

The UK is Ireland’s biggest customer for food and drink exports, accounting for 42 per cent of total food and drink exports. The

importance of the UK market for the sector was highlighted when President Michael D. Higgins visited a farm in Oxford during his historic State visit to the UK recently.

Bord Bia was consulted in choosing a suitable farm venue to illustrate Ireland’s strong food and farming links with the UK. The Food Animal Initiative (FAI) farm in Wythen just outside Oxford was chosen for its concentration on sustainable research. This 1,800-acre farm is a R&D operation, linked to the famed local university, concentrating on sustainability and animal welfare. Cattle, pigs, sheep and poultry are farmed here and FAI works with businesses and governments in advising them on ethical and environmental efficiencies. Its goal is to use research results from the farm to inform the food supply chain on the benefits of good animal husbandry and sustainable farming.FAI, is in conjunction with McDonald’s, has devised and developed the McDonald’s Europe Flagship Farms project. This project promotes ethical, environmental and economic good

practice on the 0.5 million European farms, including many Irish farms, which supply McDonald’s with the raw material for their European network of restaurants.President Higgins was met at the farm in Wythen by the Mark Gooding, CEO, FAI, and Aidan Cotter, CEO, Bord Bia, who made a presentation on the Bord Bia Origin Green initiative, which shares a lot of aims with the Food Animal Initiative.President Higgins and his wife, Sabena, were taken on a tour of the farm where they heard about, for example, an ongoing project to devise a model of pig farming that wouldn’t require pig farms to tail dock or teeth clip. This experiment involves a combination of changes to bedding, housing, feeding and herd management, which would change the behaviour of pigs who eat the tails of other pigs. The Presidential party also visited a free-range poultry site on the farm, which demonstrates the benefits, to the welfare of chickens, of growing trees in their environment. Practical research to eradicate lameness in sheep was also explained to the President. All of this research is then shared with the broader farming community in an effort to improve sustainability and ethics in farming.

Food and drinks exports to the UK in 2013 were valued at €4.2 billion. Beef exports account for a little over a quarter of that total. Furthermore, the UK accounts for 37 per cent of Ireland’s total dairy exports. But the artisan food industry is also growing with high-street retailer Selfridges stocking upwards on 30 different food brands from small Irish food companies.The UK’s population is projected to grow by 10 million over the next 25 years, twice the Irish population. This is a huge opportunity for Irish food and drink exports, which are already in a very strong position across all categories in the UK market.Ireland is also the UK’s number one destination for their food and drinks exports, strengthening the link between both countries in terms of agriculture and food. The sight of a Keenan feeder wagon at the FAI farm also highlighted the strong export industry of non-food related agricultural products and industry to the Irish economy.The Presidential visit to the FAI farm lasted a little over an hour before they set off for the Kingsclere racing stud, also highlighting another important trade link between Ireland and the UK, that of the thoroughbred industry.

President’s visit to the UK

Spotlight on...

PRESIDENTIAL VISIT TO THE UK FEATURES IMPORTANCE OF AGRI FOOD SECTOR


GREAT INGREDIENTS, GREAT FOOD

To us, innovative thinking is what makes a leader, not a follower. It’s what drives us to understand our customers and inspire them to create new products.

It’s why every Dawn Farms facility operates a best in class Meat Science & Innovation Centre to develop winning ideas.

It’s another ingredient that sets us apart.

Dawn Farm 210x280 page.indd 1 10/03/2014 09:37:30Irish_Food_SEAFOOD_2014.indd 47 28/04/2014 16:17

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 visit

www.origingreen.ie

BOR_12_9903832 OriginGreen 210x280.indd 1 01/10/2012 10:47Origin Green 210x280 page.indd 1 01/10/2012 14:26:43Irish_Food_SEAFOOD_2014.indd 48 28/04/2014 16:17

CEO OF DAWN FARMS DISCUSSES THE KEY TO SUCCESS IRISH ... · IRISH WHISKEY ASSOCIATION LAUNCHED...

Documents

Transcript of CEO OF DAWN FARMS DISCUSSES THE KEY TO SUCCESS IRISH ... · IRISH WHISKEY ASSOCIATION LAUNCHED...