Details
Our second Brand Forum Event of 2011 looks at the lessons that can be learned for Irish food brands at home and also for companies who are exporting. Helen King will present research on “Retaining Loyalty to Irish Brands”, looking at insights into what engages retailers and consumers to purchase Irish brands.
Following this, we will look at an export case study from Kerry Foods. Phil Chapman of Kerry Foods along with Denis O’Riordan, will present on the Kerry Foods export experience and also their two year journey to launch Cheestrings in to the German market.
We will also have a panel discussion with Phil, Denis, Simon Walker and Pat Rigney, on their own experience in exporting and advice for companies.
This event is open to all Brand Forum members. If you are not a member, click here.
Please email deirdre.shannon@bordbia.ie if you are interested in attending this event
About Phil
Phil Chapman is Chief Marketing Officer for Kerry Foods. Phil has been with Kerry Foods for two years. Before Kerry, he was European SVP Marketing for T-Mobile and before that spent 24 years in Unilever.
Whilst at Unilever, Phil lead the Beverages Category and was Global Brand Director for Lipton Tea. He and his family have lived in Singapore, Egypt and Dubai. Lipton was the first Unilever food brand into new markets so he has spent a lot of time building export lead businesses.
During his time at Unilever he was Head of Marketing for Mattessons Walls Ltd, hence the historic link to Kerry Foods
About Denis
Denis worked in various R&D, production and sales roles with Golden Vale, prior to the acquisition by Kerry Foods in 2001. In 1998, Denis was awarded Marketer of the Year for his work in developing and launching Cheestrings into the marketplace, which was the result of an international technology deal, and some succinct insight work to position the brand in the market place .
In more recent years as Manager of Continental EU markets, Denis has added Carrefour, Monoprix , Match, Albert Heijn , Rewe and Edeka to the Kerry client list, while continuing to learn the insights that enable consumers to value and appreciate our products in their daily lives wherever they live.
About Helen
Helen King joined the Information Services Department in Bord Bia in January 2002. She is responsible for managing Bord Bia's consumer insight and innovation programmes. Helen holds an MA Economics and is a graduate of UCD and Trinity College Dublin, and holds a diploma in Strategic Marketing Management.
Prior to joining Bord Bia, Helen was with Cadbury Ireland for 9 years, before leaving her role was as Marketing Planning Manager, responsible for consumer research and marketing analysis and planning. Helen is a native of New York and has been living in Ireland for over 25 years.
About Pat
Pat Rigney is Managing Director of Fastnet Brands, a Brand & Business Development Company with its focus on European & International Markets. As well as developing its own Brands, Fastnet Brands assists a number of ambitious Irish & International companies develop & introduce brands to domestic and International Markets. It focuses on enhancing the overall strategic direction of businesses, raising finance & in a select number of cases Fastnet Brands has taken an equity stake in high potential companies such as Dalcassian Wines & Spirits Ltd & The Irishman Brands Ltd & others.
About Simon
Commercial Director with Kepak Convenience Foods (KCF). Simon has held various Marketing and Business Development roles with the company during a period of 20 years with the company. Simon was a driving force in the team that established the Rustlers brand in the UK , which is now clear market leader with a sales value of over £55m. He is currently responsible for all of KCF’s retail business in Ireland, and for the business development initiative to launch KCF’s portfolio of branded chilled snacking products into Mainland Europe.
In 2007 KCF embarked on the business development project to expand its geographic reach. To date KCF has already launched the Rustlers brand in Holland ,Belgium , Denmark and very recently into Germany. The brand is already brand leader in Belgium and Holland , and has transformed the growth of the category in both markets.
Agenda
16.30 Registration
17.00 Welcome by John Fanning, Chairman, Bord Bia Brand Forum
17.15 Helen King “Retaining Loyalty to Irish Brands”
17.45 Phil Chapman and Denis O’Riordan – The Kerry Export Story
18.30 Panel Discussion & Questions and Answers
19.15 Event close and finger food