Over 30 of Ireland’s top food and drink brands – including Tayto, Ballygowan, Avonmore, Cadbury, Barry’s Tea and Batchelors – have come together to form Love Irish Food, an independent body that will promote Irish-manufactured food and drink products.
Economist Jim Power has been named chair of the organization.
According to the organization, consumers are currently confused as to what constitutes an Irish brand, and there is considerable support for a new logo to assist in identifying Irish products. As a result, it has developed a distinctive Love Irish Food logo, which, it says, provides “an absolute assurance to consumers that the brand carrying this symbol is above all else, a truly Irish brand with the hallmarks of quality, heritage, and values synonymous with trusted Irish brands.”
“A considerable body of research shows that Irish consumers have a strong sense of pride in Irish brands,” said Jim Power. “Our research demonstrates that consumers have a strong desire to support Irish brands and recognize the impact that this support can have. The aim of the Love Irish Food initiative is to harness this commitment to ultimately create a sustainable environment and future for food and drink manufacturing in Ireland.
“The food and drinks industry plays a key role in the Irish economy, and I believe that it will have a central role to play in its medium-term recovery. It is Ireland’s largest indigenous industry, and is responsible for the direct and indirect employment of over 230,000 workers and must be given as much support as possible. Love Irish Food looks forward to playing its part in helping to safeguard the future of this vital industry.”
Love Irish Food will kick off a multi-million euro public information campaign under the theme ‘One More Makes all the Difference’ to drive recognition of the new symbol and, it says, to achieve a change in consumer thinking and buying patterns.
According to the organization, this will be the largest campaign of its kind ever undertaken by the food and drinks industry and will involve the development of a Love Irish Food website, www.loveirishfood.ie, a dedicated PR campaign and heavyweight advertising / marketing support around the new brand.
To drive awareness, Love Irish Food will host a three-week nationwide retail promotion from 27 September to 17 October with value promotions on all member brands. Also, many participating brands will use Love Irish Food logo on their packaging.
Love Irish Food member brands are: Avonmore, Yoplait, Kilmeaden, Premier, Ballygowan, Miwadi, Club Orange, Cadbury Dairymilk, Cadbury Twirl, Cadbury Flake, Cadbury TimeOut, Flahavans, Barry’s Tea, Goodfellas, Batchelors, Sqeez, Tayto, Petits Filous, YOP, CMP, Snowcream, Glenisk, Odlums Flour and Baking Products, Cully & Sully, Follain, Shellfish de la Mer, Long Life Plants, Mileevan Fine Foods, Ballymaloe Country Relish, Celtic Chocolates and The Real Irish Food Company.