Following our recent Brand Forum on 25th May with Orla Kiely and Jameson, we are continuing with the theme of “Exporting Irish Brands” for our next event on:
Date: Wednesday, 16 June 2010
Time: 8am-10am
Venue: Bord Bia, Lower Mount Street, Dublin 2
Speakers: John Jordan, Marketing Director, Irish Dairy Board & Helen King, Senior Business Analyst, Bord Bia
Event Outline:
John Jordan will present on how they have secured export markets in Africa for Kerrygold. John will detail the journey, lessons learned and advice on how to launch brands overseas.
Helen King will present the following two pieces of research:
- Food Origin and the UK Shopper: Exploring the meaning and value of Irish Provenance in Great Britain.
In Britain, the current signalling of more local / British produce is just emerging as a mainstream activity and retailers are becoming the primary drivers of this trend. The key question is what could this mean for Irish suppliers in the GB marketplace; will it matter to the key consumers of Irish food and drink produce and could it see Irish foods excluded from shopping baskets?
- A large scale piece qualitative and quantitative research into 8 food and drinks categories - Tea, Fresh Soup, Water, Soft Drinks, Dairy Spreads, Cheese, Crisps and Yoghurt. The research explores key shopper typologies, shopper missions and purchase decision-making for each category. The focus of the presentation will be on understanding the challenges facing Irish brands in each of these categories and opportunities that exist for retailers and brand owners.
John Jordan - Presentation (2Mb)
To access Helen King's presentations on "Food Origin and the British Shopper" and "Irish attitudes to behaviour around shopping" click here