Michelle Butler, London Office, Bord Bia – Irish Food Board
On the 10th of April Selfridges Food Hall in London’s Oxford Street became home to over 50 of Ireland’s finest artisan producers. ‘Delicious Ireland’ a three week promotion sponsored by Selfridges, Bord Bia, Invest Northern Ireland and Tourism Ireland is a unique showcase of the very best Irish food and drink Ireland has to offer. Sixteen of Ireland’s most inspirational chefs showed their support by hosting culinary events including cooking master classes to drive awareness of the Irish artisan products. Chefs include Ross Lewis, Neven Maguire, Darina Allen, Clodagh McKenna, Catherine Fulvio, Kevin Thornton, Kevin Dundon, Richard Corrigan, Derry Clarke and Paul Flynn.
Sales to date have exceeded expectations with many suppliers such as Highbank Orchard Syrup (Ireland’s answer to maple syrup) selling out after three days. DP Connolly, bringing a tasteful blend of fine fruits and wild flowers fresh from Ireland along with the Organic Herb Company with their organic blended herbs and spices have also performed strongly.
The key success to this promotion has been the commitment shown by artisan producers, who dedicated time in the food hall meeting Selfridge’s shoppers and sharing their skills, knowledge and, above all, their love of good food.