If quality is the bedrock of the modern Irish food and drink industry then adding value is one its fundamental
pillars. Over the last decade, innovative, consumer-focused products have won signiicant markets for Irish
companies at home, in Europe and in the wider world. Products which sometimes began with modest
aspirations have since gone on to gain international reputations for excellence. The award for repositioning,
recognises products that have adapted to changing consumer demands through new approaches and smart
market adaptation. The award invites entries for established Irish products that have been strategically
repositioned in 2008/09.
The judging panel will look for entries that set benchmarks of excellence in the Irish food and drink industry,
products which may have originally entered the market at a commodity level but which, through strategic
development, demonstrate the transformative power of branding and other value-adding processes and
techniques.
Entry criteria:
- Entries should be established products which enjoy an enhanced market position as a result of innovation or
developments made in 2008/2009
- Demonstrable thought process and/or research for the strategy of repositioning and differentiation
- Demonstrable success of the strategy in terms of revenue generation/growth
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