In Pathways for Growth David Bell and Mary Shelman described their vision using the working title “Come See Us”, “we’re open for inspection”, in which the creation of an umbrella brand for Irish food and drink would play a central part.
We need research to find out what matters, moves, motivates…and why people outside of Ireland might prefer our products to someone else’s. The purpose of this review was to dig up hidden gems: ideas, pictures, feelings that we as a brand can own; to deliver insights that help to define Irishness in the 21st century.
We have been talking in particular to the ultimate decision makers who decide if we should succeed or fail – consumers –while recognising the fact that much of our exports are business to business, ingredients or private label – yet ironically because they are unbranded may have the greatest potential to benefit from an umbrella brand. Our study spanned six countries and covered six phases.