Ulster Grocer April 2018 by Helen Wright

oven baked nuts snack sized for on the go Snacking nuts continues to grow with +6% to Â£466m in value vs 2016*

48% of adults who eat nuts buy them as a treat*

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*Source: Mintel Crisps, Savoury Snacks & Nuts Report - January 2018

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S 625701 TRADE PRESS BAKED NOT FRIED ART.indd 1

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N O. 1 M AG A Z I N E F O R T H E LO C A L G R O C E R Y S E C TO R

GROCER

APRIL 2018

ULSTER

Over 45 years at the heart of the Northern Ireland food industry

TEAM IRELAND NAMED BEST BUTCHERS IN THE WORLD

eam Ireland has been named the best in the world at the 2018 World Butchers’ Challenge, held during Meat@IFEX held at the Titanic Exhibition Centre in Belfast last month. Members of Team Ireland from Northern Ireland included Vice-Captain Ian McKernaghan from Lisdergan Meats, Fintona, Colly Donnelly from MacMahons Butchers, Cookstown, Stephen Millar from Millar’s Meats, Irvinestown and Eamon Etherson from Etherson’s Butchers, Portrush, who was also one of six butchers subsequently named as the World Team. During Meat@IFEX, a new companion event to the biennial IFEX exhibition, Team Ireland was announced as the winner at a Gala event in Titanic Belfast on March 21, having competed in a visually impressive cutting showdown against teams from 11 other nations, Australia, Brazil, Bulgaria, France, Great

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Britain, Germany, Greece, Italy, New Zealand, South Africa and the USA. Each team of six had just three hours and 15 minutes to turn a side of beef, side of pork, whole lamb and five chickens into a themed display of valueadded cuts. Team Ireland Captain Garrett Landers, from Garrett’s Butchers in Limerick, said the win will add to Ireland and Northern Ireland’s reputation for the quality of its meat and craftsmanship, delivering

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additional promotion for the entire island of Ireland on the global stage. Prior to the main event, a World Champion Young Butcher and Apprentice competition was also held with Bryan McNamee from B&M Meats in Newry named as runner-up in the World’s Best Apprentice Butcher. This is the first year that the World Butchers’ Challenge has taken place in Belfast, attracting hundreds of international visitors to the event. Prior to the World Butchers’ Challenge, a delegation of 150 international visitors were welcomed by the Lord Mayor of Belfast, visited CAFRE, Loughry Campus, and sought out inspiration from some of Northern Ireland’s best butcher shops. Pictured are, front row from left, Pamela Ballantine, Sean Owens, Garret Landers, Rhonda Montgomery, Denis McMahon. Back row, from left, are Ian McKernaghan, Mark Williams, Liam Walsh, Eamon Etherson, Colly Donnelly, Stephen Cooke and Stephen Millar.

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UG MARKETING AWARDS:

CRISPS, NUTS & SNACKS:

SMOKING HOT:

IN THE HOT SEAT:

THE SHORTLIST IS UNVEILED AHEAD OF THE GROCERYAID ULSTER GROCERS’ BALL ON APRIL 27

SHOWCASING THE LATEST CATEGORY TRENDS, NEW PRODUCT DEVELOPMENT AND MARKETING ACTIVITY

IMPERIAL TOBACCO LOOKS AT THE LATEST OPPORTUNITIES, CHALLENGES AND LEGISLATIVE CHANGES

AHEAD OF BALMORAL, RUAS OPERATIONS DIRECTOR RHONDA GEARY REVEALS ALL IN THE Q&A

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EDITORIAL COMMENTARY Volume 53, Number 4 April 2018 Editor: Alyson Magee E: a.magee@independentmagazinesni.co.uk Tel: 028 9026 4175 Contributors: Michele Shirlow, Jason Winstanley Sales Manager: Chris Keenan E: c.keenan@independentmagazinesni.co.uk Tel: 028 9026 4266 Art Editor: Helen Wright Production Manager: Irene Fitzsimmons Ulster Grocer c/o Independent News & Media Ltd, Belfast Telegraph House 33 Clarendon Road Clarendon Dock Belfast BT1 3BG www.ulstergrocer.com @ulstergrocer www.facebook.com/ulstergrocer Subscriptions: £27.50 per annum £37.50 per annum (outside UK) Designed & Produced by: Independent News & Media Ltd Tel: 028 9026 4000 Printed by: W&G Baird, Antrim Tel: 028 9446 3911

ABC CIRCULATION: 4,420 YEAR TO JUNE 2017 (6,100-PLUS SINCE JUNE 2017) Independent News & Media Ltd ©2017. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or stransmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior permission of Independent News & Media Ltd.

EVENTS SEASON GETS UNDERWAY I n perhaps the busiest period of the local grocery sector’s annual calendar, another successful IFEX exhibition has come and gone and the countdown is on for 150th Balmoral Show (May 16-19). IFEX was bustling this year with buoyant visitor numbers, Jean-Christophe Novelli buzzing about and the excitement of the Salon Culinaire – congratulations to all the winners. Held for the first time in Ireland, meanwhile, the World Butchers’ Challenge added a bit of theatre to the inaugural Meat@IFEX sister event next door with visitors able to watch the international teams battling it out. As covered on p3, Team Ireland - wellrepresented by butchers from Northern Ireland - triumphed. Exhibitors will have barely taken down their stands (which they had to do rather speedily due to an official visit by Prince Harry and Megan Markle to the neighbouring Titanic Belfast the next day) before it will be time to get them out again for the Balmoral Show next month. As highlighted on p47, the 150th Show

David Henderson welcomed William Dunlop and his bike to Henderson Food Machinery’s stand in the Meat@IFEX exhibition.

promises to be a good one, building on the success of last year’s addition of an extra day to allow more families to attend on the Saturday. No word on whether Harry and Megan will be returning for the Show but, given the timing, perhaps 4

not… Before the Balmoral Show gets underway, however, is one of the annual highlights of the local grocery industry, the GroceryAid Ulster Grocers’ Ball at the Culloden on April 27. The Ball is primarily a fundraiser for the Northern Ireland committee of GroceryAid, a UK charity helping people who have worked, or are working, in all areas of the grocery industry and are in need of assistance; be it financial or medical, including mental health issues. A worthy and pertinent cause to support, GroceryAid is looking for your support but also your nominations of people in need. For more information, visit www. groceryaid.org.uk or call the GroceryAid helpline on 08088 021 122. The Ulster Grocers’ Ball has of course been home to the Ulster Grocer Marketing Awards for many years now, and this year is no exception with our 30th annual Awards to be held on the night. See ps13-26 for this year’s shortlisted entries, representing Ulster Grocer’s Chris Keenan bonds with Jean-Christophe another Novelli at IFEX 2018. impressive year for our competitors spanning independent, symbol and multiple retailers and from small artisans to internationally-successful brands. Many thanks again to our 2018 Awards sponsors, Aqua Twist, Derry Refrigerated Transport, Food NI, Forest Feast, Henderson Food Machinery, Hunky Dory’s McGowans, mxb and NI Trucks, and we look forward to see you all at the Ulster Grocers’ Ball…

NEWS

BUSINESS LEADERS PUSH BORDER ISSUE

Pictured are, from left, Stephen Kelly, CEO of Manufacturing NI; Helen McEntee TD, the Irish Minister of State; and Glyn Roberts, CEO of Retail NI.

epresentatives from Northern Ireland’s retail and manufacturing industries have met with Helen McEntee TD, the Irish Minister of State for European Affairs, to voice their opposition to any

land or sea border around Northern Ireland. Manufacturing NI and Retail NI have called for Michel Barnier, European chief negotiator for the UK, to meet with a delegation of the broader business community to hear concerns over the negative impact any border could have on local businesses. “Our retail industry takes supply from across these islands and cannot afford to add any additional costs onto consumers who are already dealing with a steep rise in prices since the EU Referendum,” said Glyn Roberts, CEO of Retail NI. “Additionally, there is a risk that cross-border shoppers could fall victim

to customs rules on their purchases unless the UK and the EU agree a new relationship.” Retail NI has, meanwhile, expressed concerns over the impact a plastic bottle return scheme proposed by the UK government could have on its members and overall recycling rates. “The deposit return scheme will have a significant negative impact on our members who do not have the space in store to install expensive reverse vending machines, and for those who would have to collect the bottles manually, this would cause significant queues and potential flashpoints in store,” said Roberts.

McCOOL’S, LUSTY’S & MCCAUGHAN’S SCOOP TOP STORE TITLES

hree local SuperValu, Centra and Mace stores clinched the coveted title of Store of the Year at Musgrave’s annual awards event at the Culloden Estate & Spa last month. SuperValu Store of the Year McCool’s SuperValu in Ballymoney, Centra Store of the Year Lusty’s Centra in Larne and Mace Store of the Year McCaughan’s Mace in Armoy were greeted on stage by Musgrave Managing Director Michael McCormack and SuperValu and Centra Sales Director Nigel Maxwell. The evening, hosted by TV presenter Claire McCollum, also saw Mace Sion Mills announced as Newcomer of the Year. SuperValu Limavady was crowned winner of Fundraiser of the Year for

Action Cancer and Campbell’s Mace, Ahoghill won Fundraiser of the Year for NI Chest Heart and Stroke; both Musgrave charity partners. Store of the Year Mace under 1,800 square feet

Richard Lusty, Lusty’s Centra Larne; Michael McCormack, managing director, Musgrave; Peter McCool, McCool’s SuperValu, Ballymoney and Malachy McCaughan, McCaughan’s Mace, Armoy at the annual Store of the Year Awards at the Culloden Estate & Spa.

went to Boyd’s Mace, Toomebridge, while the Centra High Convenience award went Martin’s Centra Great Victoria Street; SuperValu Company Owned Store to SuperValu Comber; and Centra Company Owned Store to Centra Draperstown. Twenty-eight finalists were recognised as retailers competed in 13 categories. “The Musgrave Store of the Year Awards are a part of a continuous drive to maintain the highest possible retail standards across the company, and it is a great opportunity to recognise, reward and celebrate all of our retailers that are the true pioneers of our profession, going above and beyond on a daily basis,” said McCormack.

UK FARMING UNIONS SET OUT PRIORITIES FOR NEXT PHASE OF BREXIT

he four UK farming unions have agreed a set of priorities for achieving the best Brexit outcome for UK farming. Presidents Barclay Bell from the Ulster Farmers’ Union, Minette Batters from the National Farmers’ Union, Andrew McCornick from NFU Scotland and John Davies from NFU Cymru (pictured right) are calling on the UK government to get behind farmers and the high quality, safe and affordable food they produce. The UK presidents said: ‘Brexit is going to bring fundamental change to our sector. A sector that has been driven by European farm and environmental

regulation for over 40 years. While we are leaving the political union, we must retain frictionless access to European markets. ‘We want to see policy changes that are fair to all farms irrespective of size or system, with sufficient time for farm businesses to adapt. Alongside better regulation with support and promotion of UK farming standards that protect the single UK market from competitive distortions. ‘Replacing the CAP with domestic farm policy measures alone will be insufficient to see farming thrive. We also need a comprehensive approach with all parts of

Government across the UK contributing, including delivering fair trade deals, continued access to labour and improved application of new technology. In particular, farmers need to be equal partners in the supply chain.’ 5

NEWS

LIDL OFFERS LOCAL SUPPLIERS A KICK START

idl has rolled out its Kick Start Supplier Development Programme, aimed at giving local food and drink companies the chance to have their products stocked in 190-plus all-Ireland stores, to Northern Ireland. Designed specifically to provide small and medium-sized suppliers with the support they need to grow their brand and build their supply network, it was successfully trialled in the Republic of Ireland in 2017, providing a valuable ‘kick-start’ for over 50 suppliers. This year, up to 80 new products, sourced from Northern Ireland and Ireland, will be selected to feature in a limited-edition Kick Start in-store food promotion on sale in September 2018. From these, three products will go on to be showcased to some 150 global buyers at Lidl’s International Food Expo opening the door to potential listings in 29 Lidl countries across the world,

Liam Casey, commercial director for Lidl Ireland and Northern Ireland.

including the US. “We are extremely proud of our Northern Ireland supplier portfolio, and see Kick Start as an opportunity to support more local companies, particularly those who are keen to enhance and expand their distribution capabilities,” said Liam Casey, commercial director for Lidl Ireland and Northern

Ireland. “Lidl recognises that moving into higher-volume markets, and gaining national, international and indeed global reach, is a challenge for many SMEs and Kick Start is aimed precisely at equipping local companies to meet that challenge head on.” The Kick Start programme, which represents an investment of almost £180,000 by Lidl, will also see all entrants benefit from a series of free business development seminars delivered by a panel of Lidl and wider industry experts and covering such topics as quality control, packaging, marketing and brand building. Interested suppliers can enter online at https://www.lidl-ni.co.uk/en/kick-start. htm, completing a short questionnaire and attaching an image of the product. The deadline for entries is April 15.

TODAY’S NAMES GAME ON TO FIND DELICIOUS FOOD CHAMPIONS S&W RETAIL OPERATOR OF L THE YEAR

S&W’s Mark Windebank, second left, picks up the award.

ver 550 Today’s Group members and supplier partners were in attendance to see Savage & Whitten pick up Retail Operator of the Year at the Today’s Group Annual Member Awards Dinner last month. The event, held at the Exhibition centre in Liverpool, was dedicated to celebrating the achievements and success of Group members and their retailers following a successful day of negotiating deals and networking. Other local businesses picking up awards included Business Initiative of the Year, which went to Musgrave NI. 6

ocal food heroes from across Northern Ireland are being challenged to step up to the plate by entering the national Delicious Produce Awards which annually honour the best in small-tomedium scale, artisanproduced food and drink. This year, top chefs, food and drink writers and culinary experts will judge nine categories in nine regional heats right across the UK. Organisers have revealed that the Northern Ireland heat is set to delight food fans at the annual Irish Game Fair at Shanes Castle, Antrim, over June 23-24. This regional heat will be overseen by chef, broadcaster, cookery teacher and champion of small producers, Valentina Harris. Albert Titterington, director of Great Game Fairs of Ireland, sees the new partnership as an important, and potentially profitable, ‘shop window’ for Northern Ireland businesses. “We have always championed great

Cathy Chauhan, product development & marketing manager of Lough Neagh Fishermen’s Co-operative Society, is looking forward to the Northern Ireland heats of the Delicious Produce Awards.

local food producers at the Irish Game Fair at Shanes Castle,” he said. “This year, we will be marking our 40th Fair anniversary with the largest Irish Game Fair ever as, for this very special year only, we have combined our RoI and NI fairs into one potentially huge allIreland extravaganza, and we will be putting land and larder centre-stage. “Our ambitious Fine Foods element, led by celebrity chef Emmett McCourt, will be massively enhanced and the public at Shanes Castle can expect some terrific new tastes and sensational sampling. “Our focus on home grown and home-produced excellence sits very happily with the ethos of the fair; that of promoting and defending the best of Irish rural life.”

Entries are open until April 16 at deliciousmagazine.co.uk/produceawards.

A NEW ERA IN PRINT & PACKAGING With production facilities in both Belfast and Dublin, McGowans are already market leaders in the production of award winning retail display point-of-sale materials for an array of national and international brands. Our recent £2M investment in a Nozomi printer and associated gluing equipment means we are now able to produce full colour high quality corrugated packaging in affordable, practical quantities. Brian Crawford, MD for NI explains, “using our high quality digital printers there is no need for costly plates and film and no minimum quantity. Customers are able to order to their requirements as we in effect become a virtual warehouse with shortened lead-times. Further benefits include the ability to personalise and customise packaging delivering more targeted campaigns. All our printed packaging is fully recyclable and given that it is produced here on the Island means a reduced carbon footprint. This new string to our bow enables us to offer shelf ready packaging to complement our existing Point-of-Sale solutions.”

· Award Winning PoS · Corrugated Packaging · No Minimum Quantity · Virtual Warehousing · Personalisation / Versioning · Reduced Carbon Footprint For further details please contact Brian at bcrawford@mcgowansprint.com

Proud sponsors of the 2018 Ulster Grocer Best Food Export Marketing Award

Unit A1, 17 Heron Rd, Belfast, BT3 9LE T: 028 9073 0960 www.mcgowansprint.com

STORE FOCUS

THE GREEN ROOM, ARMOY, BALLYMONEY

GAINING A REPUTATION THROUGH WORD OF MOUTH AND SOCIAL MEDIA FOR ITS HIGHQUALITY PRODUCE AND PERSONAL TOUCH, THE FLEDGLING FARM SHOP IS RAPIDLY EXPANDING TO MEET DEMAND, MARIE-LOUISE O’DONNELL, CO-OWNER OF THE BUSINESS, TELLS NIAMH WALLACE

s a new contender on the farm shop scene in North Antrim, The Green Room is quickly gaining recognition for its range of products and quality of service. Opened in June 2017, Marie-Louise O’Donnell and Michael McDaid have built the business from scratch to fulfil their dream of providing wholesome food to families in the rural area of Armoy and beyond. “Trying to feed three kids on a budget is difficult enough,” says MarieLouise, “never mind trying to make sure the food they’re eating is good and filling. That’s what we want to provide to others, good dinners that aren’t too expensive.” 8

The range sold by The Green Room is not only wide, but also unique, ranging from traditional products such as locally-grown fresh fruit and vegetables, potatoes and flower arrangements to more unusual lines including buffalo sirloin steak, artisan breads, health drinks and skincare products. This aspect of the business gives it the competitive edge needed to navigate the market, allowing the O’Donnells to keep up with current trends and introduce new flavours and products to traditional farming communities. The landscaping aspect of the shop also attracts a wide range of customers, providing garden furniture, decorative gravel, soil products and much more that is listed on its website - http://www. thegreenroomni.com/. Plans are underway, meanwhile, to extend the site to offer a tearoom for locals to try the products instore while creating a greater sense of community around the shop. One of the demands faced by any farm shop is seasonality and the changeable weather of Northern Ireland. The Green

Room navigates this by always staying on top of the seasonal needs of its customers. “Christmas was a busy time for us,” says Marie-Louise. “We had a great season, providing locally-sourced turkey, Brussel sprouts, potatoes and much more to our customers.” The business provided a delivery service for customers afraid to venture out in the bad weather, while also providing them with gritting ice. And The Green Room supplies seasonal flower arrangements, including beautiful bouquets for occasions such as Valentine’s Day and Mother’s Day. Easter will see the product range extended yet again. “We live between the seasons,” says Marie-Louise. “It’s all very poetic, there’s always something to look forward to.” Very much a family-run business, Marie-Louise, Michael and their children staff the shop, with a few helpers during busy periods, sharing the workload between them. The work can sometimes involve long hours, from going to markets to source produce in the early hours of the morning to staying late at night to complete

STORE FOCUS

building repairs. The dedication the Oâ&#x20AC;&#x2122;Donnells show towards their business is incredible, and likely to result in the success they deserve. There is no such thing as a typical customer in The Green Room. Its demographic includes an older generation of customers who visit farm shops as the population become aware of the health and environmental benefits of eating locally-sourced food. However, young couples are also among some of the most regular customers, trying to feed their children as healthily as they can, as Marie-Louise herself once was. As the business grows, its catchment area is quickly expanding beyond the rural communities of Armoy and Ballymoney, with customers coming from as far as Cushendall, based on recommendations, to obtain the highquality products sold in the shop. As Marie-Louise previously worked

in marketing, she is well versed in how to successfully promote a business and has put her skills to good use for The Green Room. Noting the importance of word of mouth in farming communities, she has used it successfully to the advantage of the business, with customers buying products for friends and family while also recommending the shop to others

with a confidence that cannot be achieved elsewhere. Marie-Louise also notes the importance of a facebook page to market her business, and regularly updates the page with photos of new products, shop opening times and promotional competitions offering free products to successful entrants. She has learnt a lot from other farm shops and is trying to emulate their successes but also learn from their failures; notably Market Yard, which used to be active in the area but has since closed. With MarieLouiseâ&#x20AC;&#x2122;s knowledge of the marketing sector and Michaelâ&#x20AC;&#x2122;s knowledge of the local area, the two are a force to be reckoned with. The shop operates on a strict sourcing policy ensuring the products they sell to their customers are only the best. Marie-Louise believes firmly in physically going to see and try the products the team will sell in person, and making sure they are 100% happy with everything they stock before selling it. The artisan bread sold by the store is one example of a product that was obtained by the couple going to local markets and asking for recommendations, allowing them to stock the best possible product on offer and allow their customers to avail of it. Marie-Louise and Michael are extremely optimistic about what the future holds for The Green Room. They want to continue giving business to local suppliers, and supporting businesses in their area, while also expanding their reach. They want to create employment in the local area and, one day, stock their own products produced inhouse alongside other diverse lines. With an outstanding 39 five-star reviews and growing on facebook, and a rich local reputation, The Green Room is a business to watch, as there is no doubt Marie-Louise and Michael will continue working hard to reach the heights they dream of. 9

RETAIL NEWS - INDEPENDENTS

NEW RETAIL CRIME FIGURES EXPOSE THE GROWING THREAT OF VIOLENCE

he Northern Ireland Retail Consortium has called for stronger partnership working following the launch of the British Retail Consortium’s (BRC) annual Retail Crime Survey. The Survey revealed a concerning spike in violence against staff causing injury, with the number of incidents happening at twice the rate of last year’s survey, the previous record. Overall, this year’s survey is a mixed picture. There has been a noticeable improvement in areas such as fraud, where the cost to retailers has fallen by nearly £30m across the UK, as a result of retailers’ significant investment in prevention. Despite that spending, the total direct financial cost of retail crime has climbed to £700m - an increase of 6% from the previous year. ‘Customer theft’ remains the largest element, now over half a billion pounds per year, a 15% increase on the previous results. The biggest concern comes from the growth in severe violent incidents against staff. BRC and NIRC members report that career criminals use violence and abuse when challenged over stealing. The increasingly common requirements for retail colleagues to age-check and refuse sales, is also triggering increasing violence and threats. The rate of these incidents of violence with injury has more than doubled since the previous year to six per 1,000 members of staff. “Retail directly employs nearly one in every 10 workers in NI and thousands more indirectly,” said Aodhán Connolly, director of the NIRC. “In Northern Ireland we are fortunate to have the Northern Ireland Business Crime partnership which is highlighted in the survey. This partnership has not only changed the view that business crime is a victimless crime but produced an action plan that allows the business and justice communities to work together for a more competitive and safer Northern Ireland to do business. However, we need more sectors to participate and make their voice heard.”

KAISER CHIEFS AND SIGMA TO HEADLINE INDUSTRY’S SUMMER FUNDRAISER G roceryAid, the charity for the grocery industry, has revealed headline acts ahead of the first ever Barcode Festival on June 28. Following artists and house bands from the grocery industry, the headline acts begin with DJ act Sigma whose upbeat tunes have seen them win millions of admirers across the planet. Taking the top spot in the line-up are one of the nation’s favourite festival bands Kaiser Chiefs, with well-loved front man Ricky Wilson sure to set Hawker House on fire. Taking guests into the night, Radio 1 favourite, Greg James, will follow Kaiser Chiefs with one of his legendary DJ sets. During the day guests with a culinary passion can visit the Demo Stage where Levi Roots, Ainsley Harriott (in association

with Symingtons) and Aldo Zilli (in association with Sacla) will be treating guests to a live cook-up! Mixology sessions and World Cup games will also entertain the guests. Barcode Festival is a fundraising event for the entire grocery industry, from CEO to factory floor. With major brands and industry newcomers already signed as sponsors, the festival offers unprecedented networking opportunities in a relaxed environment. All proceeds will go to GroceryAid. Tickets are £250 per ticket, with all funds raised going to GroceryAid. For more information, contact events@groceryaid. org.uk, visit www.barcodefestival.co.uk or call 01252 875925.

KERRY FOODS LAUNCHES NEW DELI EXPERTS WEBSITE

erry Foods has launched a new website, deliexperts.ie, specifically for the island of Ireland to showcase Kerry Foods’ expertise in deli counters and allow retailers to capitalise on the deli opportunity and grow sales with leading brands. The website aims to offer retailers support to become deli experts and in turn, enjoy more shoppers as a result, highlighting statistics such as one in four people don’t buy deli meat because they don’t know the price while 88% of deli

counter visitors only decide to buy from there once they arrive at the store. A ‘rate your counter’ feature involves a two-minute test to rate retailers’ ‘deli expert level’, and provides tips to grow and progress to the next level. Those who want to explore the deli opportunity further can also ‘consult an expert’ by leaving their details on an online form on the website for a representative to contact them. Detailed descriptions and images of Kerry Foods’ deli products are also listed to provide inspiration on the best deli products to stock. Launched in March, Deli Experts is offering a bespoke deli retailer competition to celebrate, with the chance to win a deli counter makeover and around £450 worth of Kerry Foods stock at http:// www.deliexperts.ie/.

RETAIL NEWS - SYMBOLS

BIG-HEARTED MACE RAISES £88,400 FOR LOCAL CHARITY M

ace has been raising funds for Northern Ireland Chest, Heart & Stroke since 2016, totalling over £88,400 to date. Since forging the partnership with leading local health charity NICHS a little over 18 months ago, Mace has played a significant part in helping to fund the charity’s Northern Ireland-wide care and prevention programme. The money raised helps to support and improve the lives of over 5,500 local people currently living with chest, heart and stroke-related conditions. It also helps to fund the delivery of a wide range of health promotion projects and initiatives in local schools and communities that are focused on preventing these illnesses in the first place.

Pictured are, from left, Alastair Patterson, regional sales manager; Declan Cunnane, NICHS chief executive; Sinead Lynch, corporate fundraising manager; and Jenny Ervine, assistant brand manager, Mace.

the important role they play within the communities our stores are located,” said Tom Kinnier, sales manager, Mace. With the support of the NICHS fundraising team, MACE has organised a variety of creative community-based fundraising events and initiatives, which have included coffee mornings and static cycles across their network of stores, a sponsored cycle from Killough to Italy and both corporate sponsorship of and staff participation in the annual NICHS flagship event, ‘the Wake-up PJ Walk’ at Stormont.

“We have not only raised essential funds but, via our store network, we’ve been instrumental in helping to raise awareness of the charity and

For more information on Northern Ireland Chest Heart and Stroke, visit www.nichs. org.uk or www.facebook.com/Belfast. nichs.

SUBWAY TO OPEN FIRST DRIVETHRU IN NORTHERN IRELAND

andwich chain Subway is to open a new 2,000-square-foot drive-thru restaurant on the Boucher Road in Belfast. The purpose-built unit is situated on the existing KFC site, which is owned by local property company Kirk Bryson and Co, and is expected to be completed and open by summer 2018. “We are delighted to have secured a letting to Subway and particularly pleased they have chosen this site to operate their first drive-thru restaurant in Northern Ireland,” said Stephen Smith at Osborne King, which negotiated the letting on behalf of the landlord. Subway currently has over 2,500 stores in the UK and Ireland and expects to create up to 13 full- and part-time jobs at the Boucher Road site. The sandwich chain also recently announced it is supporting the Food Standards Agency Northern Ireland’s Know Your Calories campaign. The campaign flags the average calorie intake for men and women; no more than 2,500 calories each day for a man, 2,000 for a woman. “All Subway Subs, flatbreads and salads are less than 600 calories helping our customers keep within their daily calorie recommendation,” said Sacha Clark, marketing director Subway UK and Ireland. “It is really important that customers looking to make healthier meal choices know their daily recommended intake of calories.”

QUORN FOODS SECURES NEW LISTINGS

uorn Foods, the market leading meat-free brand, is rolling out a range of chilled products across Ireland, making the brand available to more retailers than ever before. The new listing with Henderson Wholesale follows Quorn Food’s record sales growth in the last 12 months, and will be backed by their highest level of brand investment in 2018. “This is really good news for Irish retailers, particularly those who have been quick to recognise the rapid growth in shopper demand for chilled meat free products and are giving more space to market-leading, meat-free brands,” said Julian Cooke, head of Category Management at Quorn.

The new range includes Quorn Lasagne and Quorn Cottage Pie ready meals, together with Cauldron Marinade Tofu and Cauldron Persian Falafel, offering a meat-free alternative for consumers looking to reduce their meat consumption and adopt a healthier lifestyle. “Quorn Foods is consistently one of the biggest media-spending brands which, alongside our significant increase in distribution, is a driver of record growth in the last 12 months. Retailers should stock up to take advantage of growing consumer demand for meat-free.” For retailers seeking more information about Quorn Food’s chilled range, contact customer.services@quornfoods. com.

RETAIL NEWS – MULTIPLES

TESCO LISTS WHITE’S NEW 100% ORGANIC OAT, SEED & NUT MUESLIS

ward-winning local porridge oats and oat-based breakfast cereals brand White’s Oats has secured further business with Tesco Northern Ireland through the development of its ready-to-eat breakfast cereals. The Tandragee-based oat miller, which has been trading with Tesco since 1996, has exceeded sales of £800,000 across its traditional and instant porridge oats and ready-to-eat oat cereals. Its new range of Organic Oat Mueslis, which will be listed in 26 stores across Northern Ireland, comes on the back of a strong performance from sales of its Granola and Toasted Oats cereals which now feature in the retailer’s top 10 products within the granola, muesli and cluster category. The two new 100% Organic Oat Mueslis – Four Seed Goodness and Fruit & Nut Goodness – feature more than 30% of White’s Oats and are made from allnatural ingredients with nothing artificial. “As active lifestyles become more

Pictured are, from left, Stuart Best, business development manager at White’s Oats; Johnny Hamilton, personal trainer and CMPR Model; and Jonathan McWhinney, packaged food buying manager at Tesco Northern Ireland.

mainstream, our customers are increasingly looking for new products that help them maintain a healthy diet or increase their intake of plant based alternatives,” said Jonathan McWhinney, packaged food buying manager at Tesco Northern Ireland. “ “White’s Oats products have long

been a favourite among Tesco shoppers in Northern Ireland and we’re delighted to add their Organic Oat Mueslis to the existing range. This is the latest in our offering of local products which cater for vegans or even those shoppers just wishing to make healthier additions to their weekly shop.”

TOURISM IRELAND AND PAUL RANKIN JOIN FORCES FOR GB PROMOTION

ourism Ireland has teamed up with celebrity chef Paul Rankin in a Rankin Selection promotion to highlight Northern Ireland across GB. A special Visit Belfast and the Causeway Coast message features on over 1.25 million packs of Rankin Selection Irish Brown Soda and Rankin Selection Irish Potato Slims, distributed in Asda, Morrisons, Sainsbury’s, Tesco, and Waitrose supermarkets. The on-pack promotion will run for 10 weeks, encouraging people across GB to come and visit Northern Ireland and experience its superb food and famous hospitality. It includes a competition to win a five-day trip for two people. A Northern Ireland promotion is running on Rankin Selection Irish Brown Soda and Rankin Selection Irish Potato Slims distributed across GB.

CONSULTATION INDICATES SUPPORT FOR WESTWOOD EXPANSION

sda has said the local community overwhelmingly supports proposals to expand its Westwood Superstore, recently submitted to Belfast City Council. Around 250 local residents attended an in-store community consultation event on the proposals, with 100% of those completing a feedback card said to be supporting the plans. The plans would see Asda’s Westwood Superstore extended into the neighbouring retail unit, delivering an additional 7,000 square feet of floor space. There would also be external improvements including a new store entrance, new covered trolley shelters and new ‘click and collect’ parking bays and lockers. 12

ULSTER GROCER MARKETING AWARDS

RECORD ENTRIES FOR THE 30TH ANNUAL ULSTER GROCER MARKETING AWARDS

udging is now completed for the 30th annual Ulster Grocer Marketing Awards, with winners and highly commended entries to be announced at the GroceryAid Ulster Grocers’ Ball on April 27 at the Culloden Estate & Spa. As illustrated by the diverse range of shortlisted entries showcased on the following pages, the 2018 Awards have been particularly well supported with the number of competitors up substantially on last year. Judges Michael Maguire (Quintus), Marian Norwood (North West School

of Marketing) and Emma Cowan (Summerisland), all of whom bring years of expertise in marketing to the selection process, were impressed by the breadth of many entries and found it challenging to select winners in some of the harder fought categories. All will be revealed at the Ulster Grocers’ Ball, and in the May edition of Ulster Grocer. Many thanks to our sponsors of the 2018 Awards: Aqua Twist, Derry Refrigerated Transport, Food NI, Forest Feast, Henderson Food Machinery, Hunky Dory’s, McGowans, mxb and NI

Trucks. Limited ticket numbers are still available from GroceryAid for the Ulster Grocers’ Ball - contact Jim McAlea at jim.mcalea@yahoo.co.uk or on 07714 850550. The Ball is a fundraiser for industry charity GroceryAid, and each couple attending receives the famous Grocers’ Ball hamper, while enjoying a drinks reception, multicourse meal showcasing local produce, entertainment throughout the evening and of course the Ulster Grocer Marketing Awards.

• BEST MARKETING CAMPAIGN 2017

SPONSORED BY HENDERSON FOOD MACHINERY

BOOST DRINKS Boost Energy was established in 2001 after founder and MD Simon Gray saw the opportunity to offer consumers a great quality energy drink at a fraction of the price of other brands. Two years later in 2003, Boost Energy was launched in NI and now, 15 years later, is the Province’s largest soft drink within the independent convenience channel. (IRI Market Place Data NI Convenience unit sales 52wks to 31.12.17). 2017 was an excellent year for Boost in terms of brand-building activity, engaging with consumers, driving awareness and encouraging brand loyalty. Kicking off the year with a high-profile campaign based on April Fools and an ‘Ulster Fry’ flavoured Boost, the brand achieved a high level of impact and visibility. Each campaign was supported through a range of PR and marketing initiatives which ensured engagement with both local media and consumers, elevating the brand’s profile in Northern Ireland. The year-long programme of events included a credible hoax, on pack promotion, limited-edition launch and brand awareness campaign. A mix of media channels including OOH advertising, programmatic digital media based on consumer profiles, social media takeovers, press releases and sampling/experiential activity were all used to communicate and engage with their audience. Throughout 2017, social media was a key platform to communicate and engage with Boost’s target audience and has proved its value with three million consumers in NI being touched by Boost content. PR has underpinned all activity and has given the brand the opportunity to be seen by a further seven million consumers. HOVIS IRELAND - HOVIS – THE BEST BAKER Baked fresh in Belfast since 1974, the Hovis brand has gone from strength to strength over the last 40 years, and is now Northern Ireland’s favourite bread brand. (Source: Kantar Sept 2017). Hovis however continues to build the brand in NI, looking at ways to combat trends, and take advantage of changing shopping behaviours. Hovis developed a strategic plan for 2017, planning for future growth and to take advantage of shopper trends. Its plan included: 1. Continue to communicate the Hovis ‘Softer’ Loaf message, supporting with in-store PoS and price activity. In 2017 Hovis Soft White grew its share of large white loaves by 28%, became the fastest selling white bread variant, grew frequency by 30%, grew penetration by 7%, was voted Product of the Year and grew by £1.2m, while the white segment grew by £910,000. 2. Champion Seeded by driving Shopper Engagement and consumer trial. An additional £153,000 added to the Seeded Bread segment in 2017, with Hovis remaining as No.1 Seeded Bread moving from 49% share to 53% share. Hovis Seeded grew by £284,000 and 112,000 units in 2017, cementing their place as the brand that adds value. 3. Innovation – to exploit new shopper trends in ‘Big’ Dietary breads and to introduce Hovis to a new set of shoppers. Since the introduction of Hovis Live Good Bread, Hovis has seen a 36% decline in Brennans Be Good, a growth in dietary share for Hovis, from 17% to almost 30%, a 20% distribution increase in Live Good and profit contributions of £250,000. IRWIN’S BAKERY Irwin’s Bakery celebrated 100 years baking in Northern Ireland in 2012. WD Irwin started in business in 1912 in Woodhouse Street, Portadown, Co Armagh as a grocer and was baking cakes and breads to sell in his shop. By 1932, to meet an increasing demand for their products, distribution was expanded with a fleet of horse drawn and motor vehicles to deliver fresh bread daily on a wider basis. Business continued to prosper and, with it, employment; in 1995 when current premises were outgrown, W.D. Irwin and Sons moved to new purpose built 100,000-square-foot premises at Carn. Now, the bakery employs over 450 staff and operates 24 hours a day, 363 days a year. Irwin’s manufactures a full portfolio of breads encompassing five brands: Irwin’s, Nutty Krust, Softee, Rankin Selection, and Howell’s Handmade. The company core values are reflected in every aspect of the business, from the bakery floor to marketing and advertising to the sales force – Quality, Integrity, Service, Energy, Wealth Creation, Family, Reduction of Waste and Community. The bakery sector is very much price-led within Northern Ireland and dominated by both national and multi-national brands. Irwin’s has been baking since 1912; this wealth of knowledge and experience gives Northern Ireland consumers’ confidence in the range and has encouraged a loyalty across all brands under the Irwin’s umbrella. The strength of the Irwin’s brand provides a fantastic platform on which to launch new products. 16

ULSTER GROCER MARKETING AWARDS LIDL NORTHERN IRELAND, A BETTER TOMORROW Lidl’s vision and mission states it wants to ‘work with business partners in sustainable relationships, contributing positively to local communities’ and, to demonstrate its commitment, the retailer developed a comprehensive strategy, A better tomorrow, comprising five core pillars: Responsible Sourcing, Protecting the Environment, Business Partnerships, Team Lidl and Lidl in the Community. Its Lidl Community Works initiative is designed to support community groups and worthy causes across Northern Ireland with shoppers annually invited to nominate local groups that deserve a helping hand. Since launching in 2014, it has supported over 700 groups in the region. In May 2017, Community Works was launched at Lidl’s headquarters at Nutt’s Corner in Antrim, with Belfast boxer Carl Frampton invited to front the campaign. Since then, food redistribution programme Lidl Feed It Back has donated over 56 tonnes of surplus food to partner charities, from breakfast clubs to homeless hostels and family support services. For Community Works, Lidl has generated over 2,000 nominations for projects in the region, aided by campaigns across popular NI radio stations, Cool FM and Q Radio, on social media, and newspaper advertorial. A total of £228,000 has been invested back into the community. The campaign collated 82 pieces of print, broadcast and online coverage through three press releases with supporting pictures, and reached over 3,200,000 people; helping to profile the fantastic work of these groups within their communities and share the message that Lidl is committed to community. MUSGRAVE - CENTRA LIVE EVERY DAY In January 2017, Centra Northern Ireland launched its new brand positioning - Live Every Day. The ethos behind the new positioning was to not only inject life back into this modern, fun and energetic brand which had become tired and outdated, but to reinvigorate the customers’ shopping experience by offering a healthier and more innovative offer. Over the past few years, the Centra brand has been on a journey of discovery, carrying out extensive research, and taking learnings from key insights to help build a new strategy. If Centra could provide ‘choice’ and position itself predominantly within health, then the brand would become more appealing in satisfying an important customer need and in turn grow new sales in health products, leading to the creation of the new positioning for Centra – Live Every Day. For Centra, Live Every Day is much more than a strapline or even a campaign, it’s about helping their customers live in the moment and make the most out of every single day by enabling them to Live Well, Live It Up and Live Smart. Live Every Day was launched with an exciting, bold and expressive heavy weight marketing campaign, which encompassed a mix of both traditional and digital media platforms including; TV, outdoor which included - transit, six sheets, inflatable 48s and bespoke light projection, radio, digital advertising and partnerships, promotional leaflets and a media launch event. Total like-for-like sales increased by 4%, with sales within the health range increasing by 28%. PREP HOUSE Prep House is an award-winning sauce business, previously known as ‘Sauce Works.’ Based in Crossgar, Co Down, the business is a rapidly growing entity, placing its family values at the forefront of their unique brand. In 2017, Prep House embarked on a rebranding exercise with leading global design agency, Marks Design Belfast. With over 10 years of experience within the catering and hospitality sector, Prep House decided it was time to shake things up within the sauce sector. Behind every amazing plate of food is hour after hour of preparation, sourcing, experimenting and tasting. Prep House is the proud home of hardworking flavour. A business that has continually showcased all that is good about Northern Irish produce. Dressing each plate with excellence and exposing ‘food hero’ ingredients has helped to place NI on the map for a vibrant and colourful food destination. Prep House welcomes you to their home of hardworking, authentic and the finest cuisine. THOMPSON’S FAMILY TEAS – PUNJANA It may come as a surprise to some, but the Punjana brand, whilst enjoying significant success in the Northern Ireland market since its launch on UTV in 1959 was nonetheless seen by many folk in NI as being a large multinational brand. Numerous tea talks given by the company in recent years to avid tea consumers throughout the Province bore this out, with a significant number believing the company was based overseas or didn’t have an opinion on its location. The facts, however, could not be further from the truth given its origins in Belfast docks in 1896, with founder Robert Thompson, four generations ago. With an ever-increasing interest in the integrity of brands, their origins and indeed their owners, the Thompson family decided to take action on a future trend identified with the food and beverage industry, namely, Meet the Maker, Love local, and Provenance. The company therefore embarked on a marketing mission to tell the story of the Thompson’s love of tea, their roots in Northern Ireland over four generations and their passion for their hero brand, Punjana. The result was a campaign communicated with charm, honesty, and with an emotional attachment befitting this all-important Northern Ireland tipple… tea. Punjana is now Northern Ireland’s best-selling tea with its market share standing some 13% above its nearest rival. From their tea factory in Belfast, they now produce over one million Punjana tea bags to satisfy the market in NI every single day. 17

ULSTER GROCER MARKETING AWARDS

• BEST IN-STORE CONSUMER SALES PROMOTION SPONSORED BY AQUA TWIST

SPAR NORTHERN IRELAND - SPAR SHOP & WIN CAMPAIGN SPAR Northern Ireland has implemented three very effective Shop & Win campaigns, each phase building upon the success of the previous campaign. Shop & Win 2017 was a highly engaging and interactive in-store promotion, designed to increase shopper frequency and loyalty to SPAR stores across Northern Ireland, whilst rewarding shoppers with £60,000 worth of instant prizes and daily money off vouchers. The 2017 Shop & Win promotion has allowed SPAR NI to shift the needle against strong competition in the convenience channel and deliver on four marketing objectives: increase average basket spend amongst shoppers; appeal to younger shoppers, encouraging them to shop with SPAR; increase engagement across all SPAR NI digital channels for the duration of the promotion; and SPAR NI to outperform against all SPAR UK regions. Building upon previous years’ success, Shop & Win 2017 grew beyond traditional retailer-led shopper marketing techniques. The campaign demonstrated examples of digital innovation to engage the core tech-savvy target market, whilst increasing basket spend through the deployment of frequency driving mobile vouchers that could be redeemed in SPAR stores. The campaign proved to be SPAR NI’s most successful consumer sales promotion. Over the nine-week period from June 2017, there was an increase in basket spend across the SPAR NI estate of 14%. SPAR NI outperformed all other SPAR UK regions achieving a staggering 38% share of all 83,000 participants across the UK. Digitally, the campaign excelled across all channels and successfully gained over 500 organic brand ambassadors, who actively engaged with SPAR NI social media channels throughout the campaign. MUSGRAVE - SUPERVALU LET’S COOK As part of on-going customer qualitative research, SuperValu recognised an opportunity to influence its target markets through new inspirational cooking content. While customers were broadly positive about the current offering, they knew this could be working harder for the brand and building sales by creating content which would directly appeal to their target customer segments. Using these insights, they set themselves the objective to inspire people to cook at least one more meal from scratch every week whilst delivering an additional £200,000 sales across their stores. In May 2017, SuperValu launched Let’s Cook. The campaign was about having fun with food and getting everyone in Northern Ireland to fall in love with cooking. With simple recipes, hints and tips, the aim was to help everyone to change the way they eat and cook up fresh, wholesome food from scratch. To help inspire, SuperValu enlisted the help of their Lead Ambassador Chef Noel McMeel and a new team of NI foodies. Together, they shared their simple recipes for cooking up tasty and healthy breakfasts, lunches, dinners and fun weekend treats. The campaign was supported by over 70 inspirational cooking videos, recipe features in over 1.8m SuperValu leaflets, merchandised spider fridges and in-store displays, the Let’s Cook Road Show, a digital first strategy alongside a sustained advertising and PR campaign and headline sponsorship at the BBC Good Food Show. The campaign reached over 1.6m, resulting in an increase in sales of £250,000 post-marketing investment.

• BEST NEW PRODUCT LAUNCH/RELAUNCH SPONSORED BY MXB

BOOST DRINKS – RELEASE THE BOOST The Boost brand has three clear and simple beliefs - Taste, Energy, Price. The brand’s loyalty to its customers now clearly places Boost as the number one soft drink in Northern Ireland within independent convenience for two consecutive years running. (IRI Market Place Data NI Convenience unit sales 52wks to 31.12.17). The Release the Boost campaign was developed by Boost to enhance its vision to Energise, Everybody, Everyday. Although the company already had a strong brand identity, it was important to keep evolving packaging and communications aligned with the trends in the market and the energy sector. To do this effectively, Boost launched various marketing initiatives supported by PR activity to showcase the new brand. In doing so, they would also acquire a better understanding of who their NI consumers were and what they wanted from the Boost brand. The series of campaigns were launched initially via an April Fool’s Day hoax, in which Boost introduced its newest flavour to the NI market – Ulster Fry. The Release the Boost campaign went on to explore a bespoke media plan for NI. The campaign was pushed through NI social media channels and a microsite, a partnership with a local comedian influencer, radio competitions, outdoor marketing activity and sampling, all of which was supported by PR activity directed at local NI media. HOVIS IRELAND - NOW IT’S EVEN EASIER TO… LIVE GOOD Hovis recognised growth in dietary brought on by a shopping behavioural move initiated by Brennans in Ireland – a big slice dietary bread. A project to develop a Hovis ‘Big Slice’ diet bread was initiated and took on four strands. The first, looking at consumer trends which could be developed into a bread product, recognised NI is second only to RoI in the fastest growing over-85 population; +37% YOY / NI shoppers have a developing flavour requirement; 28% of the food we eat is chosen because of health reasons; and busy lives. A second strand, to develop a product that is sub 70 calories per slice, resulted in development of the Live Good low cal bread with added fibre/Vitamin D and a low fat content, allowing consumers to choose their health hook. Thirdly, support for the new Live Good range focused on trade shows; sponsorship; in-store convenience and grocery PoS; and digital and print PR. A fourth strand looked at the development of range extensions including Hovis Live Good Rolls. Since the introduction of Live Good, Hovis reports a 36% decline in Brennans ROS; 20% increase in distribution for Live Good; a £250,000 contribution to profit from Live Good; and a dietary share of 17% in Jan 2017 and growing to almost 30% in Dec 2017. 18

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ULSTER GROCER MARKETING AWARDS KERRY FOODS – GOLDEN COW SOFTER Golden Cow is the number one butter brand in Northern Ireland, with 25% market share (Nielsen 2017). It has 100 years of history and expertise which is its greatest strength in delivering the best butter and dairy spreads to consumers. The butter spreads and margarine category is growing in both butter and spreadable butter subsectors. This information, coupled with consumer insight that ‘It’s all about the taste when it comes to butter but I need something that actually spreads from the fridge, and doesn’t lose quality over time,’ led the brand to develop Golden Cow Softer. There were tough targets set out for the first year. These included getting listed in the multiples in Northern Ireland, Tesco, Sainsbury’s, Musgraves, and Asda; setting out to win a Great Taste award to cement the brand belief and the consumers that Golden Cow Softer was a great tasting product; and bringing new shoppers into the Golden Cow brand. The launch was supported with awareness levers; outdoor media; partnerships, and influencer marketing; consumer consideration levers; proximity media; PoS material; secondary sites in store; and a sampling roadshow to drive product trial. Over 68 pieces of coverage were generated across press, online and TV, alongside £150,000 in retail sales value. This launch drove incremental sales for Golden Cow as a brand with the addition of Golden Cow Softer into the portfolio and new shoppers bought into Golden Cow with 9% of Golden Cow Softer sales coming from new shoppers (Dunnhumby, 2018). HENDERSON WHOLESALE - RESPONDING TO SHOPPER NEEDS: THE KITCHEN Responding to key consumer insights, a straight-to-oven range was developed and launched at the end of 2016. This range gave the Henderson Group brand a foothold in one of the most profitable shopper missions - ‘meal for tonight’ and an opportunity to delight their customer base further. Partnering with some of Northern Ireland’s finest local suppliers, 39 lines were launched under The Kitchen brand into the SPAR, EUROSPAR and VIVO estate. Since launch, the range has been continually supported through a comprehensive marketing plan including outdoor, radio, digital, direct mail, press and POS –delivering over £1.2m in retail sales in its first year alone. MACKLE PETFOODS - BRANDY GRAIN FREE Based in Co Armagh and operating for 45 years, Mackle Petfoods is a local family-owned company which is continuously developing its range of pet food products to meet the nutritional needs of dogs and cats of all shapes and sizes. Brandy is a name familiar to most dog owners and is a popular choice with customers, offering them a top-quality product at value for money prices. Brandy is made from 100% Irish meat, sourced from across the Island of Ireland and fully traceable from farm to can. Brandy continues to maintain its position as the number one Irish made dog food brand in the Irish market. Consumers are also becoming more health conscious and this in turn is reflected in their pet food purchasing decisions. In February 2017, after research and development, Brandy Grain Free dog food was launched in the Irish market. Mackle Petfoods identified an opportunity to meet demand and extend their popular Brandy dog food range with the introduction of a Grain Free 6 pack offering. Grain Free dog food has numerous health benefits for dogs, particularly those with an allergy to grain and sensitive digestion. The launch, working off a limited budget, was supported with an all-Ireland radio and social media campaign to inform and educate pet owners on the benefits of Grain Free dog food. The product has been well received by consumers and retailers alike and Brandy Grain Free remains an important part of Brandy’s marketing communications. MASH DIRECT - NOURISH BOWL LAUNCH Mash Direct has entered the food-to-go market with a bang. Having listened to customer feedback, the brand realised the huge demand out there for fresh and convenient lunch options, fresh from the farm. This was the start of a journey that would combine Mash Direct freshness with global recipes and US-style convenience to expand the food-to-go category in Ulster. Despite this being an entirely new concept in a new category for Mash Direct, over 30,000 units have already been sold. This has been down to the success of a great launch campaign which reached over 1,800,000 people in one month. The idea for Nourish Bowls came from a simple recipe: talking to customers at shows around the UK and Ireland, looking at concepts on shelves in the US and mixing these together with flavours from across the world. With the concept finalised, it was then up to the marketing team to get the message out that Mash Direct was heading into a new market – grab and go. Using a mixture of techniques and platforms such as OOH, digital/social media and PR to target specific media outlets brought the launch campaign to as many eyes as possible. The Nourish Bowls offer relief from the normal, boring sandwiches at the work desk and help consumers achieve their recommended daily portion of fruit and vegetables. Mash Direct developed a strategy to educate and encourage consumers to make healthier choices by offering the perfect sandwich substitute for a healthy nutritious lunch.

ULSTER GROCER MARKETING AWARDS MUSGRAVE - SUPERVALU & CENTRA MEAL SOLUTIONS Through extensive research with customers, SuperValu and Centra, owned by Musgrave, noticed a weakness in its offer, something which could have resulted in customers shopping elsewhere and missed sales for the brands. Customers were positive about the brand’s breakfast, lunch, snacking, coffee and grocery offer; however they weren’t convinced in the quality and range of the brand’s evening meal solutions. M&S was held up as ‘best in class’ and SuperValu & Centra’s nearest competitor, SPAR, had just launched a new Meal Inspirations range, focused on evening meals. Getting fast to market was a priority, so Musgrave looked to its sister brands in RoI, which had an extensive evening meals range which was approved by customers in blind taste tests, described as restaurant quality and delivering strong sales. With 60 new lines to promote, a sales target was set to achieve £1.09m per year in evening meal sales. SuperValu and Centra knew that marketing would be key to creating awareness of the range and proof-pointing its quality, and created a PR stunt with guests invited to a Belfast restaurant to eat from ‘Harlem’s new evening bistro menu’. The reveal of course showed otherwise, with diners’ reactions caught on camera and used on social media. Overall, the marketing was supported by 270 ads on buses, featured in over 200,000 promotional leaflets, was merchandised in the primary spider-fridge in-store, and included an in-store sampling road-show, store staff training, PR and digital targeting. The campaign reached over 746,000 people and resulted in an 8% improvement in ‘meal inspiration’ metrics, boosting sales by £21,000 per week. PREP HOUSE Prep House is an award-winning sauce business, previously known as ‘Sauce Works.’ Based in Crossgar, Co Down, the business is a rapidly growing entity, placing its family values at the forefront of its unique brand. In 2017, Prep House embarked on a rebranding exercise with leading global design agency, Marks Design Belfast. With over 10 years of experience within the catering and hospitality sector, Prep House decided it was time to shake things up within the sauce sector. Behind every amazing plate of food is hour after hour of preparation, sourcing, experimenting and tasting. Prep House is the proud home of hardworking flavour. A business that has continually showcased all that is good about Northern Irish produce. Dressing each plate with excellence and exposing ‘food hero’ ingredients has helped to place NI on the map for a vibrant and colourful food destination. Prep House welcomes you to their home of hardworking, authentic and the finest cuisine. TAYTO – THE TAYTO CRAFT Due to the continued expansion of the hand cooked market in Northern Ireland with progressively more brands appearing on shelf, particularly own label, the hand cooked crisp category had become a difficult area to compete in. Following 10 years of change, it became apparent that in order to survive and make an impact economically, Tayto’s hand cooked range had to evolve. Following extensive market research, the hand cooked range oversaw a major overhaul which lead to the subsequent changes to artwork, design and packaging. In June 2017, The Tayto Craft range was launched. The name was developed to emulate the 60 years of hard work, dedication and experience that Tayto has evolved through, perfected and refined. The range was created with the vision to appeal to the foodies of the world with a new artisanal brand identity, and was to future proof the range for years to come in a market that has been forecasted for continued growth. As Northern Irish as they get, The Craft range was hand crafted at Tandragee Castle using specially selected potatoes from local farmers from the Armagh countryside and flavoured with locally inspired flavours that epitomise Tayto by continuing to uphold the distinctive bold flavour Tayto is famous for. Varieties include: Causeway Sea Salt and Malt Vinegar, Sweet Chilli and Roasted Red Pepper, Vintage Irish Cheddar and Onion and Dry Aged Irish Beef and Peppercorn. In addition, Salt Aged Ham Hock was rolled out as the Limited Edition pack for the launch.

• BEST CSR INITIATIVE/CHARITY PARTNERSHIP SPONSORED BY HUNKY DORY’S

HENDERSON WHOLESALE - TOMORROW MATTERS One of Northern Ireland’s largest companies, the Henderson Group and associated SPAR, EUROSPAR, ViVO and ViVOXTRA brands, have an inimitable presence in the Northern Ireland grocery market. A network of over 440 stores stretching from Castlerock to Crossmaglen, and employee numbers in excess of 3,400, illustrate the requirement for a sound and robust CSR strategy. The strategy in place, Tomorrow Matters, covers many issues under three key headings – People, Place and Planet. A number of charity partnerships, corporate sponsorships and community defibrillator projects were completed throughout 2017. Ambitious fundraising targets were set out at the beginning of 2017 for three existing charity partners along with the additional objective of appointing a charity partner for the ViVO brand. All targets were well exceeded and Age NI has since been appointed as the ViVO charity partner. A highlight of the Henderson Group corporate sponsorship calendar for 2017 was the SPAR Balmoral Show platinum sponsorship. The SPAR marquee was used as a medium to communicate the brand’s local credentials and commitment to empowering shoppers to make healthier lifestyle choices through the inclusion of interactive, educational zones facilitated by industry experts. This was complemented by the Henderson Group Local Supplier Awards held at the show. These awards celebrated NI’s agri-food industry and the companies within it that supply over 75% of the Henderson Group’s fresh food offering. 21

ULSTER GROCER MARKETING AWARDS IRWIN’S BAKERY - IRWIN’S CSR PARTNERSHIPS Irwin’s Bakery has been at the centre of baking tasty breads for Northern Ireland in Co Armagh since 1912. The long-standing relationship Irwin’s Bakery has with its customer base and in engaging with its home-market not only in terms of supplying healthy wholesome bakery products but also as a responsible local employer ‘giving back’ comes in many forms. Supporting the home market through selected local charities as well as supporting cross-community sporting programmes has always been at the heart of the key values and ambitions of Irwin’s Bakery. Biannually, Irwin’s Bakery selects a local charity to support and fundraise for. This is a process that sets out to promote positive family values within the Irwin’s family business by keeping barriers broken down during fun fundraising events as well as supporting a local charity that should benefit Irwin’s’ home-market customers. The charity is chosen carefully to reflect Irwin’s own values, good governance and commitment. All Irwin’s’ staff are encouraged to nominate a charity at the selection stage, these nominations then being shortlisted by the Charity committee (made up of all levels of employees). The short-listed charities are then screened to optimise the fit between Irwin’s and the chosen charity. M&S NORTHERN IRELAND – IN TOUCH WITH THE LOCAL COMMUNITY M&S has a robust governance framework in place for Plan A 2025 which helps the business to build a sustainable future by enabling colleagues and customers to have a positive impact on wellbeing, communities and the planet through all that they do. M&S Northern Ireland’s aim is to help play a transformative role: enabling local economies to thrive, building socially connected communities, and improving local environments. The local M&S team has been supporting local communities throughout its 50-year history here. In 2017, as M&S Northern Ireland prepared to celebrate 50 years of trading in Northern Ireland, having opened its first store in Donegall Place on September 7, 1967, it was timely to mark this significant milestone by highlighting the company’s enthusiasm and commitment within local communities. The aim was to make a progressive approach to community engagement and work closely with local partners such as Business in the Community NI and Action Cancer to truly understand local opportunities to utilise M&S’s resources to support and enhance local communities. M&S listened to its stakeholders and identified shared objectives for their programmes and assessed the mutual social, environmental and business value collaboration could bring. Throughout the campaign, external partners provided solutions, improved the company’s understanding of issues, and helped M&S to inspire its colleagues and customers. This award entry will outline some of the outstanding results that have been delivered and highlight that there is so much to celebrate in this, Marks & Spencer’s 50th year of trading in Northern Ireland. MUSGRAVE - SUPERVALU & CENTRA Where most companies change charity partners every few years, based on current trends or ‘what’s hot’, Musgrave’s SuperValu and Centra brands have continued supporting Action Cancer for the last 12 years and achieved some incredible results in 2017. Their fundraising target was £150,000 but they exceeded it, raising a staggering £160,000. SuperValu and Centra wanted to reward their customers in rural areas by making vital services and professional advice available to them. The SuperValu Big Bus spent 75% of its time in rural locations and 75% of those visiting the Big Bus were because of a community booking. To maximise fundraising potential and drive footfall, SuperValu and Centra joined forces to deliver Fundraising Week. Stores held events and competitions, and Action Cancer supported with a massive outdoor marketing campaign. The top three stores raised a combined total of £10,826, in one week. In 2017, SuperValu wanted 5,000 people to visit the SuperValu Big Bus; however, a total of 3,541 breast screenings and 1,671 health checks were done providing life-saving services and professional advice for 5,212 men and women – many in rural locations. The Centra Health Action Programme, designed to reflect the Northern Ireland curriculum for nursery, primary and secondary children with fun and interactive ways of learning about health and wellbeing, has been delivered to over 500,000 kids. Both brands wanted to generate coverage in print/online press with a PR value of £50,000 in 2017. Via a robust PR plan, they were able to generate £70,000 worth of coverage. PLADIS GLOBAL - MCVITIE’S JAFFA MUD MADNESS & MARIE CURIE 10,000 participants, 14 races, 5 kms of mud equals 8,500 hours of nursing and £170,000 raised for Marie Curie. That kind of sums up this amazing event! What starts as a fun-filled muddy day for adults, children and families, ends up as a brilliant fund raiser for one of Northern Ireland’s most cherished charities. Careful planning and collaborative work between the McVities team and Marie Curie ensures that the 5km race through our ever so slightly mucky countryside, is safe and enjoyable for all those involved. Although not essential, everyone is encouraged to raise sponsorship for the charity. Fund raising is an emotional and passionate activity and many of the participants have their own personal stories to share. Many just want to say a huge thank you to Marie Curie for the empathy and care shown during the darkest times in people’s lives. McVities Jaffa Cakes are the perfect partner in this event as it holds true to its’ core value of ‘giving happiness with every bite’ by putting families, friends and fun at the heart of everything they do. 22

ULSTER GROCER MARKETING AWARDS

• BEST ARTISAN FOOD & DRINK CAMPAIGN SPONSORED BY FOOD NI

IRISH BLACK BUTTER COMPANY - IRISH BLACK BUTTER Irish Black Butter commenced in business at the start of November 2017. Awareness of this innovative new local product has been generated through distribution of free samples, sampling at events and a vibrant social media campaign with inclusiveness at its’ core. Retail and food distribution channels for Irish Black Butter have grown. The business has three food distribution connections in Northern and Southern Ireland and two in England. Point of sale leaflets have been produced and supplied to retailers and distributors. A website has been launched with information and online selling capability. The business joined Food NI and has engaged at a number of events including a speaking engagement at the Food Heartland Forum. The business has featured in Ulster Grocer, Fine Food Digest, Farm Week and Farming Life. Irish Black Butter has been sampled at local Christmas markets, Borough Market in London, in store at The Meat Merchant and at farm related events. The business has one existing collaboration with local ice cream manufacturer Morelli’s Ices and a further collaboration due to be announced in April. Further collaborations are being explored. These will also help to build brand awareness of Irish Black Butter with an anticipated increase in sales. Given the current level of local awareness in Irish Black Butter in the short time since launch in November 2017, there is real potential for increased lasting growth in sales of Irish Black Butter - ‘ a great new taste of Ireland’. MANGE TOUT ARTISAN FOODS - FRENCH PATISSERIE Mange Tout Artisan Foods are well known producers of high quality French patisserie, pies and quiches. They are a favourite at farmers’ markets up and down the country with savoury offerings such as game pie and desserts including pear and almond tarte or raspberry and almond to name but a few. The award-winning Downpatrick based company, which is owned by French native Franck Breteche and his Irish wife Tina, has been trading for nearly eight years. Franck, an experienced patissier and baker from Nantes, is the chef in their 32-seater cafe but has recently decided to expand into the wholesale market. Following a direct marketing campaign, he has had considerable success in Northern Ireland with independent retailers who are now stocking a good selection of Mange Tout’s pies, quiches and French patisserie. The company has also recently won business in the afternoon tea market from several leading hotels in Northern Ireland after investing in marketing its products and expertise to select wholesale operations. “We have an extensive and successful portfolio of authentic French patisserie and desserts handmade by Franck as well as other treats, including Belgian chocolate brownies. These are ideal for hotels and other caterers either already offering or planning to harness the business potential of the growing interest in afternoon teas. We are also keen to work with caterers and wholesalers in creating specific, delicious products just for them,” said Tina Breteche. PEPPUP - PEPPUP PASTA SAUCE PEPPUP’s marketing campaign for 2017 continues to grow with the development of a new product, PEPPUP Pasta sauce. PEPPUP pasta sauce won Silver Merit in the Free From Food Awards in Ireland. Training in photography and social media helped with the production of shelf talkers, recipe flyers and posting recipes on social media. The attendance at 10 events and over 30 other tastings at independents and stores helped with marketing PEPPUP products and doubling turnover for 2017. CHOICE PIZZA - PIZZADO Karen Boyd has been involved with retail pizza for over 25 years and it was after the horsemeat scandal and chefs like Jamie Oliver trying to ignite the lost art of cooking in people that a change of direction into supplying and producing was sought. The initial Pizzado kit contained 2 x dough balls, 2 x packs of sauce and 2 x packs of 100% mozzarella cheese, enough to make two complete pizzas, and won many awards and listings with major retailers. However, the small business lacked a good marketing strategy and budget. It was realised that Pizzado was well branded and beautifully packaged and more importantly a fantastic product; they just needed to find their niche. With a bit of luck, listening to the customer and keeping an open mind, a new Pizzado product has emerged. The artisan, hand finished, stone baked pizza bases enable the customer to provide a restaurant-quality pizza without the time, effort and knowledge involved. Pizzado bases are convenient and bespoke to each customer’s need. The deli can top and cook a pizza in less than two minutes while not compromising on a superior pizza experience. Pizzado has now secured sales with Nisa, Centra and restaurants and has exhibited with Martin Food Equipment, Dundalk. Pizzado is quickly establishing as the go-to company for authentic, quality and delicious pizza bases. The company has also secured new business with a large online retailer, and this should lead to sales across the UK and into UAE. 23

ULSTER GROCER MARKETING AWARDS

• BEST FOOD EXPORT MARKETING SPONSORED BY MCGOWAN’S

CAVANAGH FREE RANGE EGGS - EXPORTING QUALITY EGGS TO THE WORLD Cavanagh Free Range Eggs is focused on producing the best quality eggs in the industry and plans to sell them across the globe. Outside of Northern Ireland, they are already in Dublin, London, Liverpool, Glasgow and Edinburgh. Subject to export licenses, they plan to conquer the Middle East and Asia with the help of Invest NI. They have been increasing production steadily since starting with their first flock of 5,100 birds in 2002, launching their award-winning brand in 2012 with 31,000 birds in response to consumer demand for a quality artisan free range egg with provenance. Cavanagh Eggs now has 59,000 birds in six separate flocks across three sites, with further expansion planned for later in 2018 on a fourth site nearby. Flocks are rotated to ensure a supply of great quality eggs of the various sizes all year round. John and Eileen have full control of the supply chain, from farm to fork, to ensure consistency in the quality of eggs supplied to their customers. Attending shows, networking, sponsoring and advertising through papers, magazines, an airport billboard in Belfast International Airport and social media are a big part of what the Halls do to promote their brand. In-store sampling is great to get people to taste the eggs. Once they try them, they realise that ‘an egg is not just an egg’. The re-brand was a huge success in 2016. The eggs are to be on the shelves of one of the major multiples in GB very soon. CRUST & CRUMB BAKERY - BRITISH AIRWAYS & DELTA Crust & Crumb began its export journey with its first customer British Airways, supplying a Margherita Twist and later a Pepperoni Twist. Once the product had increased popularity and gained interest among airlines, Crust & Crumb began to receive interest from other airlines. In December 2017, Crust & Crumb began producing a Goats Cheese and Caramelised Onion Vegetarian Friendly Snack to DELTA airlines. The success rate of the product is second to nothing. Initially starting with small volumes, exports have increased significantly across all three products. Twists are currently running almost 24 hours a day, with a dedicated team of 18 full time employees. Twists have become a large percentage of the business and, without the building of the important relationships between these successful airlines, that would not have been possible. Crust & Crumb is currently a market leader in both Ireland and the UK but having the opportunity to export the products provided them with a significant advantage. Crust & Crumb is no longer dependent on one market; greater production has led to larger economies of scale and better margins. A major reason behind this development, Crust & Crumb is a specialist in pizzas and flatbreads for retail and foodservice, and not all countries have the resources and skills required to produce these products so having the opportunity to fulfil a gap in the market is a huge achievement for Crust & Crumb. HEAVENLY TASTY ORGANICS Heavenly Tasty Organics is a Northern Ireland-based organic baby snacking company and is currently exporting to 13 countries across Europe, Asia and the Middle East. In 2017, the company assessed and entered the retail market in Greece with four products from their organic baby snacking range. The company entered the market via a local distributor which has excellent links with larger retailer outlets. The distributor maintains the social media pages, assesses marketing opportunities in line with Heavenly brand guidelines, and reports to Heavenly’s international sales manager on all aspects of sales and marketing. Heavenly HQ provides support on all areas of export marketing and brand guidance. Four key objectives were set out before entering the market and all four objectives have been achieved since launching in November 2017. The goals of the marketing campaign included: successful launch of the brand into Greece; a social media launch for Heavenly in Greece; a TV campaign; and successful brand adaptation to the local market. MACKLE PETFOODS – NATURO: MAKING AN IMPACT IN THE MARKETPLACE In 2017, Naturo Pet foods invested €100,000 into marketing its products into the Dutch market. The beginning of the marketing campaign was attending The Huishoudbeurs Expo, Amsterdam’s largest household expo, and Naturo decided this would be the best place to not only begin the 2017 marketing campaign but also speak to potential customers first hand. Over the course of nine days, over 8,000 150g samples of Naturo pet food were handed out, and 870 testimonials were left on a dedicated campaign landing page. The next phase of the campaign included a series of ‘FeelGood’ signs introduced to online followers, who were asked to send in a video of their pets showing these FeelGood signs with the best submissions to be used in commercials for cats and dogs. Naturo then partnered up with one of the country’s largest magazines for animal lovers, Hart voor Dieren and its very active facebook community to highlight the campaign. It worked with influencers within the lifestyle/pet domain while, on facebook, the Naturo Dutch facebook page achieved a reach of 1,114,912. Naturo is continuing to advertise on social media at a smaller scale and to communicate its key marketing message. Mackle Petfoods has exciting plans to support its ambition to make high quality, natural pet food accessible to as many pet owners as possible. It has recently completed a £3m investment into plastic tray manufacturing facility in Moy, Northern Ireland enabling the company to more than double production of quality, natural dog and cat food.

CONGRATULATIONS TO ALL THOSE SHORTLISTED FOR ULSTER GROCER MARKETING AWARDS 2018

A year of passion, dedication and talent distilled into four simple words on one important night. As Ireland’s only award-winning shopper marketing agency we’ve picked up a gong or two ourselves along the way, so we know the big difference those four words make. And our clients see the winning results, time after time. Let’s start planning your next winning brand campaign today.

PANI GOLD AWARD

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DNA AWARDS

MARKETING AWARDS

PURPLE APPLE NOMINATED

IRELAND’S AWARD WINNING SHOPPER MARKETING AGENCY PROUD SPONSORS OF BEST NEW PRODUCT LAUNCH/RELAUNCH, ULSTER GROCER MARKETING AWARDS 2018. 25

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ULSTER GROCER MARKETING AWARDS

• GREEN RETAILER OF THE YEAR SPONSORED BY NI TRUCKS

MUSGRAVE NI In 2017, Musgrave began implementing a robust new three-year sustainability strategy reaching right across all of the company’s retail brands, with a primary focus on SuperValu and Centra. Musgrave’s ambition is to be the most trusted and most sustainable brand in Northern Ireland; making a real difference to people’s lives and creating a positive impact on the planet by working with partners to make every community a sustainable community. The three core elements of sustainability are Social, Environmental & Economic ‘well-being’ or as defined at Musgrave, People, Planet and Prosperity. Within this strategy, Musgrave has given consideration to the impact of their business across a diverse range of green issues, ranging from local sourcing through to in-store green and energy saving initiatives, green management systems and how they communicate their eco-friendly activity to customers. As a significant employer, with over 220 stores employing directly and indirectly almost 5,000 people across Northern Ireland, Musgrave takes its responsibility to reducing their carbon footprint seriously. Through implementing these changes, Musgrave will leave a positive and lasting legacy for future generations. The four core pillars of the strategy set out to: inspire healthier lives; improve the health of consumers across Northern Ireland building sustainable communities; make a positive impact on the planet by enabling its partners to make every local community in Ireland a sustainable community; source responsibly’; be the most trusted food operator across Northern Ireland, known for the integrity of supply chain from farm to fork; care for our world; and minimise the impact of operations on the world and use networks to influence others to do likewise.

• LORRAINE HALL YOUNG MARKETEER AWARD SPONSORED BY FOREST FEAST

CONOR TOLAND, RETAIL MARKETING MANAGER AT HENDERSON WHOLESALE Conor has successfully moved through the ranks in Henderson Wholesale from marketing assistant to brand manager to retail marketing manager. Previously, Conor worked as an events and marketing assistant for Belfast City Marathon. He graduated with honours (Advertising & Media) from Northumbria University in 2012 before completing his Master’s Degree (Communication, Advertising & PR) at the University of Ulster. His marketing role has a number of challenging objectives - driving footfall, basket spend, and like-for-like retail sales. He has been responsible for delivering numerous tailored marketing campaigns for the EUROSPAR and ViVOXTRA brands in Northern Ireland and in his current role, has overseen the successful launch of a raft of new and refurbished company owned SPAR and EUROSPAR stores. Over the past two years Conor has: spearheaded the successful rebranding of EUROSPAR and ViVOXTRA in NI; launched numerous through the line marketing tactics within supermarket stores; overseen increased like for like footfall (+5.6%), retail sales (+6.7%) and basket spend (+2.5%) in EUROSPAR stores across NI; devised fundraising initiatives contributing to £100,000 raised for charity partner Cancer Fund for Children; increased content marketing views and social engagements by +200%; managed a television advertising campaign – from devising the concept to delivery: EUROSPAR - Your Community Supermarket; and implemented an online feedback system allowing customers to engage with stores directly and rate their experience in real time (Tellusfirst). Conor is passionate about retail, motivating others, fun and hard-working. EMMA RICE, SOCIAL MEDIA MARKETING COORDINATOR AT SPRINGISLAND SUPERMARKET Emma is from the third generation of a family business in Coalisland, Co Tyrone – Springisland Supermarket. She is 21 and a full-time student in Liverpool, studying for a degree in Business Management. She has worked in the family business for the past five years and, through a combination of work and studies, has developed an aptitude for marketing. She created Springisland Supermarket’s social media profile using a number of different platforms and is responsible for its ongoing management – she regularly posts details of new product launches and restocks, employee and business success stories and in-store and online competitions. She also makes lighthearted videos of in-store activities to highlight the store’s pride in its homemade products and to give customers a glimpse behind the scenes. Springisland Supermarket celebrated 20 years in business in September 2017 and Emma designed and ran a marketing campaign to celebrate. She scheduled hugely successful events on four weekends in the run up to the big day – three in-store charity fundraisers (a barbecue, a bun sale and a GAA event) and culminating in a big birthday party. FRANCINE MATTHEWS, CONSUMER MARKETING MANAGER AT BOOST DRINKS Francine Matthews has worked for Boost Drinks for the last 18 months, in which time she has made a significant impact on both the company and the industry. With a ‘can do’ attitude she has been an integral part of Boost’s success in supporting the growth of its numbers to be the number one selling soft drink in NI convenience. After starting her career at an advertising agency in Leeds in 2010, Francine has been responsible for delivery of many high-profile campaigns for well-known brands, including Asda, Adidas, East Coast Mainline and most recently Boost Drinks. Each of these campaigns have been fully integrated using key channels including, print, radio, outdoor media and on the ground activations to support the brand’s message and encourage engagement with their target consumers. These campaigns received phenomenal results from increasing sales by a minimum of 118% to touching approximately 84% of all 16-34-year olds in the UK with branded content. Francine’s drive and commitment to her latest role at Boost Drinks has taken the predominantly traded brand to a new level within the consumer world and has pushed the boundaries by trying never-seen-before tactics in the market, to deliver their message to over 42 million people nationwide. 26

FOOD & DRINKS NEWS

ALL TIME KIDS FAVOURITE MR FREEZE GETS BRAND REFRESH

r Freeze, the UK’s favourite freezepop*, has launched a contemporary new look and feel for its Freezepop and Jubbly range. With a long-standing heritage for providing children with a tasty and healthy treat, the Mr Freeze brand redesign brings together the desire for parents to choose a healthier everyday snack solution, with a cool and educational pack to grab younger consumers’ attention. The new packaging includes a refreshed look for the central ‘Mr Freeze’ character, and fun features, including new character-based ‘Frosty Facts’, which are designed to be cheerful, interactive and educational. The launch will be supported with a new interactive online presence to engage with younger consumers - who will be able to learn and get creative with downloadable pdfs - and a social media campaign, which will include

competitions and content featuring the new characters during peak warm weather time. Michelle Pytlakowska, assistant brand manager, commented: “Mr Freeze has a long history of providing children with tasty, healthy treats to keep them happy. “As a brand, we are particularly focused on helping parents find a balance between health and happiness, including the fact that Mr Freeze is full of natural flavours. This brand redesign demonstrates our commitment to responding to consumer demand for products that are healthier, whilst being fun and educational. “The key new area is the interactive nature of the new design. Frosty Facts have been incorporated into various elements of the packaging to encourage learning and engagement with our younger consumers.”

Mr Freeze is available in a number of formats including packs of 20x45ml, 30x20ml, super-size and mega size freezepops, and 8x62ml boxes of Mr Freeze Jubbly. Flavours include strawberry, orange, cherry, cola, lemonade and raspberry, and are made with natural flavours. To find out more about Mr Freeze, simply visit www.mr-freezepops.co.uk. * Source: IRI, Total Market 52 week ending 16th July 2016. For further information, please contact Marketing Manager Joanne Beattie at Valeo Foods Northern Ireland on 028 9267 3316.

FOOD & DRINKS NEWS

GREATER COLLABORATION WOULD BOOST SALES IN BRITAIN BY MICHELE SHIRLOW, CHIEF EXECUTIVE, FOOD NI

pwards of 14 smaller companies joined Food NI for a unique presentation of Northern Ireland food and drink at the iconic Borough Market in London’s Southwark district over St Patrick’s week. And it proved to be an outstanding success for all the companies involved over one of the busiest weekends in the capital. We had a very broad range of high quality products for shoppers, including oysters, butter, cheese, balsamic vinegar, mash vegetables and bean to bar chocolate, to sample over the four days of what is one of the most iconic food markets in London. The companies engaged enthusiastically with shoppers and visitors from many parts of the world and especially those over for the England– Ireland rugby match. We were also warmly received by the management team at Borough Market and especially by local shoppers. Our showcase at Borough was the latest in a series of presentations organised by Food NI in the hugely important GB marketplace. We have taken smaller producers to key business

opportunities such as the Speciality and Fine Food Show in London and BBC Good Food Show in Birmingham, both events being successful for all those participating from here. We’d certainly be very keen to do much more there but our current resources are limited. It’s essential that Northern Ireland continues to develop initiatives that will increase awareness of the quality and excellence of our food and drink in our most important marketplace. One way we could achieve this is through a collaborative approach involving all the local councils in the presentation of our food and drink. Such co-operation would enable us to arrange a much more impactful showcase at important shows in Britain. Our experience in arranging and hosting the hugely successful Food NI Food Pavilion at the annual Royal Ulster Agricultural Show at Balmoral Park enables us to stage the best possible showcase of our superb food and drink. Britain is, after all, our most accessible market and one that’s very easy for smaller companies in particular to service. We need to see more shippers and foodservice organisations identifying with

the range of food and drink that Northern Ireland now offers. What such presentations also offer is support to local supermarkets keen to list our products there. It makes it so much easier if shoppers there are aware of our food and drink and seek out the products in their own stores. We really do need one major showcase at these important events. Food NI certainly has the expertise, industry knowledge and dedication to market our food and drink in Britain very professionally and successfully. And we have working relationships with other bodies working in food and drink and on tourism. For instance, Food NI is currently supporting and advising Mid and East Antrim on the development of a new food and drink network that covers processors and the hospitality sector throughout this important region. This role includes helping smaller food and drink processors across the region to explore business opportunities with major supermarkets here as a stepping stone to business in Britain. With our ambition to have Northern Ireland recognised as one of the top food regions in the UK, increased collaboration is the watch word.

GM MARKETING SPICES UP ITS PORTFOLIO WITH NEW RANGE

Pictured are, from left, Clair Horan, senior brand account manager, All About Food, with Gerard McAdorey, managing director, GM Marketing and Matthew Davison, senior national account manager, All About Food.

ales and distribution company GM Marketing has formed a new partnership with All About Food, an innovative company specialising in making restaurant brands famous in retail. GM Marketing will distribute the Nando’s range of PERI-PERI sauces, rubs, salts and houmous to retailers across Ireland. Other brands within the All About Foods range include Pizza Express/Milano’s, Wahaca, Cranks and Red’s barbeque sauces, which GM will also distribute. “We are delighted to add All About Food to our portfolio, they are a real foodie company, so there is a great synergy between the two companies and they will complement the other foodie brands in our portfolio,” said Gerard McAdorey, managing director of GM Marketing. “We see good opportunities for growth, particularly with the Nando’s brand, which has some exciting new products that will appeal to the growing cult following the brand has in Ireland.” To help develop the range of All About Food brands in Ireland, GM has upweighted their sales team. For more information, visit www.gmmarketing.co.uk.

ADVERTORIAL

HOVIS EXHIBITS AT THE 2018 BALMORAL SHOW ®

WHILST HOVIS® IS A WELL ESTABLISHED, HOUSEHOLD BRAND IN THE UNITED KINGDOM WITH THE LAUNCH OF THE HOVIS ORIGINAL WHEATGERM PRODUCT AS FAR BACK AS 1856, A STRONG CONNECTION BETWEEN HOVIS AND NORTHERN IRELAND EXISTS. HOVIS BREAD HAS BEEN BAKED IN BELFAST SINCE 1974 AND NOW EMPLOYS OVER TWO HUNDRED AND FIFTY PEOPLE IN ITS BELFAST BAKERY.

ovis’s recent success across the Province has been based upon its continual focus on quality, great tasting products and innovation that has enabled the brand to remain relevant to both consumers and retailers alike and this strategy will continue across 2018. All Hovis innovation and product improvement is based upon robust 30

consumer validation. The team regularly undertakes independent consumer benchmarking of all its products against the key competitive set. Hovis® Soft White is enjoyed by households young and old across Northern Ireland whether for breakfast having hot, buttery toast and jam or for the lunchtime ham and cheese sandwich. However, in 2016,

the White bread segment was in decline (-3% unit decline Vs the previous year)* with consumers reporting that the most important attribute when choosing White bread was softness - (Optimisation Report 2016). As a result, Hovis introduced a new Soft White bread in May 2016 and within six months of being launched the product had increased sales in units

ADVERTORIAL and share and giving a better quality product to the consumer. Today, Hovis Soft White is Northern Ireland’s fastest growing major white bread brand.** In 2018, a key part of the marketing programme is to aim to get as many people as possible to sample our great Hovis products. In order for us to fulfil this objective, we will be participating in the 2018 Balmoral Show that takes place at the Balmoral Park, Lisburn between 16th and 19th May 2018. The Balmoral Show is one of Ireland’s leading agri-food event annually attracting over one hundred thousand men, women and children over the four days and is a perfect fit for the Hovis brand. Hovis at the 2018 Balmoral Show will be an exciting, interactive affair and for the very first time we will be introducing the HOVIS® AIRSTREAM Unit to Northern Ireland. The airstream unit is an impactfully branded sampling unit that features a sampling booth, seating area for consumers and some of Hovis’s most iconic brand assets... like the well-loved bike! This year we will be sampling across the Hovis® range including Hovis® Soft White, Hovis® Granary Original, Hovis® Seed Sensations and Hovis® Live Good. So please come and visit us at our stand - A24 during the 150th Balmoral Show. Trevor McCrum, Commercial Director, Hovis Ireland, comments: “We are delighted to be able to bring the Hovis Airstream Unit to the 2018 Balmoral Show. The show is an important event in the Northern Ireland Agri-Food calendar, attracting visitors from all around the Province. It provides a brilliant opportunity for us to sample our quality, great tasting range across what will be a funpacked four days.” Hovis‘s presence at the 2018 Balmoral Show kicks off an exciting year for the brand. It will be a year that features new impactful, integrated marketing campaigns, new product launches and more sampling events. Hovis®, an iconic bread brand baked in Belfast everyday will definitely be making an impact this summer!

*Source: Nielsen NI Jan 2016 **Source: Scantrack, Epos, Total Northern Ireland Pre Packed White Bread: Value & Units YOY, 52 weeks to 24th May 2018, Major Bread Brand defined as greater than 3% of Pre Packed White Bread Category Units % Share for same period. 31

ADVERTORIAL

MASTERFULLY CRAFTED, MARVELLOUSLY TASTY MOY PARK RELAUNCHES BREADED RANGE IN 75TH YEAR

018 will see Ireland’s number one poultry brand, Moy Park, relaunch its breaded range to coincide with the company’s 75th anniversary. The relaunch will include a packaging refresh, featuring a new Moy Park brand logo, and the roll out of an Ireland-wide marketing campaign, to support the relaunch and core breaded product range in the Northern Ireland and Republic of Ireland markets. “We are delighted to relaunch the breaded range and unveil our new look and feel for 2018,” said Briege Finnegan, brand marketing manager for Moy Park. “Given it’s our 75th anniversary this year, the timing couldn’t be better. “Our new Moy Park brand logo centres on the company’s heritage and expertise – with the use of an image of a chicken alongside the home of tasty chicken since 1943. Further, our campaign strapline Masterfully Crafted, Marvellously Tasty, which will appear

on pack and underpin our marketing communications, really represents what consumers have come to expect from the brand – expertise, quality and taste – as well as the passion that goes into the development and creation of each product.” The core Moy Park breaded product range will include Hot & Spicy and Southern Fried Mini-Fillets, and Cheese & Bacon Sensations – as well as Moy Park’s signature Garlic Kievs and Goujons. All products in the range are made with 100% chicken breast and characterised by a distinctive savoury crumb. “We will support the relaunch with an 32

integrated marketing campaign, which will be a real celebration of Moy Park’s heritage in our 75th year - and activated across Northern Ireland and the Republic of Ireland,” said Finnegan. “Our brand marketing strategy is three-fold. First up, a focus on product marketing and raising consumer awareness through outdoor and digital advertising. Secondly, really elevating our engagement with shoppers via experiential marketing. “We will embark on a sustained consumer sampling programme – both instore and at key events, to encourage product trial, loyalty and drive repeat

purchase. The third area is shopper marketing to really make the brand stand out, through retailer leaflet features and instore PoS to support product launches and listings. “We’re looking forward to unveiling the new look for the breaded range and roll out of the Masterfully Crafted, Marvellously Tasty campaign – it’s a very exciting time for the brand and Moy Park.” The Moy Park breaded range is available instore from April 23. For more information on products and distribution, please contact Moy Park on 028 38 352 233.

What keeps customers coming back for more? Taste. It’s as simple as that. Moy Park’s new breaded chicken range has been crafted with taste front-and-centre. These are scrumptious, ‘more please’ morsels of crispy goodness. Each bite is a flavourful explosion, surpassed only by the next. Our master chefs have poured all their expertise into creating

gastronomic, full-on, feel-good flavour, wrapped in crunch-a-licious coatings. The new packaging shouts good taste – bright, clean, and boasting 75 years of perfecting phenomenal chicken.

Get them on your shelves.

Masterfully crafted. Marvellously tasty. moyparkchicken.com

Contact our commercial team now:

+44 (0) 28 3835 2233

SUCCESS AT THE HOME OF HARDWORKING FLAVOUR Prephouse, Crossgar Co. Down For more information contact: 028 (048) 44 831 837

PREPHOUSE.CO.UK

PREP HOUSE SHORTLISTED FOR TWO CATEGORIES IN THE ULSTER GROCER MARKETING AWARDS Prep House, one of Northern Ireland’s finest sauce producers, are celebrating after being shortlisted in the Best Brand and New Product Launch/Relaunch categories in the upcoming Ulster Grocer Marketing Awards. Following their extensive rebrand in 2017, Prep House has been causing quite a stir in the local sauce market. The success of their new name, their vibrant new look and the opening of their state of the art factory, has given them the confidence to enter the awards for the very first time.

“BACK IN 2017 WHEN WE STARTED THE REBRAND, WE HAD NO IDEA HOW SUCCESSFUL IT WOULD BE. HEARING ALL THE POSITIVE FEEDBACK ON THE NEW NAME AND NEW INNOVATIONS MAKES US VERY EXCITED FOR THE FUTURE. BEING SHORTLISTED FOR THIS AWARD IS A BIG ACHIEVEMENT FOR US AND WE ARE LOOKING FORWARD TO ATTENDING THE EVENT.”

successfully with Musgrave Retail Partners and are about to go into their central distribution centre. Fiveways Supermarket in Newry increased its order from three lines to the full Prep House range, this contributed to a massive 37% sales increase in their chilled sauces category. Prep House are now proactively seeking listings with national multiples in both the UK and Ireland, and of course their home market.

“SINCE PREP HOUSE’S LAUNCH AT FIVEWAYS, WE HAVE WITNESSED A MASSIVE SALES INCREASE AS A RESULT OF THE MORE ATTRACTIVE PACKAGING, THAT’S ENTICING FOR SHOPPERS, AND A GREATER RANGE FROM PREP HOUSE. IN FACT, PREP HOUSE’S SIGNATURE CREAMY PEPPER SAUCE IS NOW THE BEST-SELLING CHILLED SAUCE IN OUR STORE, WHICH IS NO MEAN FEAT FOR A NEW NAME IN OUR CHILLED SAUCE RANGE.” Fiveways’ Fresh Food Buyer, Barry Cunningham

Sales Manager at Prep House, Barry Fitzpatrick

With a brand new name and fresh new flavours, Prep House needed a premises to match. So, in 2017 the team moved into their state of the art, BRC AA accredited factory in Crossgar. The new premises was equipped with everything they needed to grow their brand – plans for an impressive Innovation Kitchen due to open in May, the very best equipment and the introduction of a dedicated NPD team. The growth of the brand opened up ten new jobs in the local area and seen their employee numbers double. In the past six months, Prep House has introduced four new branded vans and new routes have been launched to cover NI and ROI.

“OUR 750K INVESTMENT IN THE VERY BEST MACHINERY, STAFF FACILITIES AND INNOVATION KITCHEN FOR OUR NEW PREMISES HAS PLAYED A HUGE PART IN THE SUCCESS OF PREP HOUSE TO DATE. THE INNOVATION KITCHEN WILL GIVE US THE OPPORTUNITY TO INVITE POTENTIAL CUSTOMERS TO TASTE, TALK AND EXPERIENCE THE HOME OF HARD WORKING FLAVOUR.” Sales Manager at Prep House, Barry Fitzpatrick

To relaunch their core range into SuperValu, Centra and Mace, Prep House carried out sampling activities in 21 stores across Northern Ireland. The rebrand quickly opened up doors to many new listings in independent butchers and convenience stores all across NI and ROI. For the last 12 months Prep House have been working

Within the Prep House core range the best sellers are Creamy Pepper Sauce, Roast Beef Gravy and Curry Sauce. Over half of this range is gluten free, low in salt and low in fat, these can be identified clearly on the front of each pack. This year will see Prep House adding a number of sauces to their core range including; Stroganoff Sauce, Whiskey Sauce, Porcini Mushroom and White Wine Sauce and a Fresh Pasta Sauce. With this core range firmly established in Northern Ireland, Prep House are now turning their focus to new product development. With their very own Innovation Kitchen and dedicated NPD team, they can continue to cook up innovative new sauces for the nation to enjoy. One such innovation was their limited edition Prosecco and Cranberry Gravy which they cooked up in time for Christmas 2017. This was sampled in stores across NI and was available through Primacy Butchers. Their next product launch will be a fresh new summer range, based on their Gold Blas na hEireann award winning French Dressing. With hundreds of stockists across NI and ROI, two Blas na hEireann Irish Food Awards and exciting new product lines to be announced later in the year, Prep House continue to bring new flavours to the table. They really are the Home of Hardworking Flavour.

FOOD & DRINKS NEWS

CONSUMER INSIGHT AND MARKET UPDATE BY JASON WINSTANLEY, SENIOR INSIGHT AND RESEARCH MANAGER, MOY PARK THE CASUAL DINING ‘CRISIS’ The start of 2018 has been marked by a ‘crisis’ on the High Street, which has seen several well-known brands fall into administration or scramble to restructure. Nowhere has this issue been more pronounced than within the casual dining sector, where brands such as Byron Burger have really struggled. So, does this mark the end of informal dining as we know it? The phrase ‘casual dining’ like many such phrases, is open to interpretation depending on whose definition is used. Typically, ‘casual dining’ refers to the many branded food service operators which have sprung up on high streets and retail parks in recent years, serving reasonably priced food from an extensive but set menu. And, in that definition, we capture one of the key issues which has led to a wave of restaurant closures, re-structuring and in some cases, bankruptcy. In our definition, we used the phrase ‘sprung up’, and that’s no exaggeration. MCA Insight report that, during 2015, the top 150 branded food service operators, which includes many casual

dining chains, saw a rate of outlet opening of over 7%, compared with just 0.6% for the industry as a whole. Even in the latest year, when the issues which have led to the current situation were beginning to bite, these branded chains saw a rate of opening outlets which was 18 times higher than for the rest of the sector1. So, put simply, the casual dining sector has over-reached itself and found itself with surplus capacity. That wouldn’t necessarily be so bad if other factors weren’t conspiring to conjure up a perfect storm but – unfortunately – they are. The saturation in outlet numbers has peaked just at a point when disposable income has dipped into mild decline. Whilst the dip in consumer spending power is by no means a crisis, it does mean that many households are taking a more frugal approach to spending on non-essentials, and casual dining, being neither too ‘special’ nor too ‘cheap’, has felt the squeeze. But by far the biggest issues for the sector have come from rising costs. A weakened pound has seen the cost of goods increase significantly,

operators continue to feel the effects of implementing the Living Wage and, for many, the biggest issue of all is business rates. There has been a huge and often eye-watering rise in the cost of business rates across the country, often adding double-digit costs to tenants. In many cases, this has been the straw that has broken the camel’s back for casual dining and, faced with inefficient estates, many have been forced to rebalance their portfolio. It is this triple whammy of cost increases which, more than anything, has led to the apparently incessant wave of issues for the sector. But, to answer the question we posed in the first paragraph, it is certainly not the end of informal dining – the sector is rebalancing and becoming more efficient. Growing brands like Nando’s demonstrate that a well-managed estate and offer can still be successful, so there is every prospect that casual dining will emerge from this turbulent time as a leaner, fitter and more robust part of the industry. [Source: 1 – MCA Insight, the Casual Dining market in 2018, February 2018]

TWO LOCAL COMPANIES ACHIEVE BRC ACCREDITATION

Crawford Ewing, Ewing’s Seafoods

oleraine-based Scott’s Crispy Onions has achieved BRC accreditation, while Ewing’s Seafoods in Belfast has secured the BRC Global Standards Double AA standard. Among the most recognised global standards applying quality, safety and operational criteria to retailers, manufacturers and foodservice 36

organisations, BRC Global Standards is used by over 26,000 certificated suppliers across 130 countries. In addition to the BRC accreditation, Ewing’s Seafoods, a leading supplier of organic fish and seafood to caterers and retailers, has organic accreditation from the Organic Food Federation. The business is owned and managed by Walter Ewing and sons Crawford and Warren, has its own smokery and much of its salmon is sourced from Glenarm Organic Salmon in Co Antrim. “Double AA from BRC Global Standards is a marvellous endorsement of our business and our supply chain,” said Crawford Ewing. “It means our customers can count on Ewing’s for transparent systems that guarantee consistently superb quality, wholesome and safe products.” Scott’s Crispy Onions, meanwhile, is a leading supplier of convenient crispy onions to retailers and caterers on the island of Ireland and has recently refreshed its branding to develop new

opportunities in the Republic of Ireland and Great Britain. “Achieving BRC accreditation for all our systems, processes and products is an immensely important stage in our development and will enhance our efforts to grow business with major retailers,” said Richard Scott, managing director.

Scott’s Crispy Onions Range

My Life in the Grocery Trade ALAN DORMAN, TRADING DIRECTOR, SAVAGE & WHITTEN WHOLESALE (TODAY’S GROUP NI) WHAT DOES YOUR ROLE INVOLVE? My role involves working closely with our sales team, trading team and suppliers for all ambient, chill freeze and fresh categories on a daily basis to ensure we deliver ‘the best in trade’ in terms of range, with more than 5,250 lines available, unrivalled value with more than 1,500 products on promotion every three weeks, and ensuring great service levels to our customers day in, day out. WHEN DID YOU TAKE UP THIS POST? I joined Savage & Whitten in 2010 and became trading director in 2012.

BRIEFLY OUTLINE YOUR EMPLOYMENT HISTORY I joined J&J Haslett (Mace & Holmes) within the buying department in the early 1980s, and worked within Haslett’s wholesale, retail and foodservice divisions as trading manager through all the various product categories over the years. In 2005, with the integration of Musgrave Group buying Haslett’s, I joined Musgrave as category manager for Northern Ireland. More recently, after nearly 30 years’ service, I joined Savage & Whitten Wholesale as trading director.

WHAT DO YOU MOST ENJOY ABOUT MOST YOUR JOB? I love the diversity of the role, the pace of our industry and, most important, meeting the people within our trade. Whilst we live in a digital age (we now, at S&W, have more than 70% of our orders coming in on-line daily) it’s our customers, suppliers and colleagues that make this industry what it is; they are the key inspirational drivers. The diversity of the role, meeting these people on a daily basis, is the most enjoyable part of my role. BRIEFLY OUTLINE A TYPICAL DAY No two days are the same. However, I always aim to get into the office for around 8am so, living 45 minutes away, I am usually on the road at 7.15am. Every morning, I will check my emails for anything urgent and plan the day ahead. I will divide my time between

internal meetings with our trading or sales teams alongside meetings with our suppliers, customers and trade events on an ongoing basis. WHAT HAS BEEN THE PROUDEST MOMENT OF YOUR CAREER TO DATE? The proudest moment of my career to date has been seeing our 100th Today’s store open in Northern Ireland. Having been part of the great team of retailers and colleagues from the start of this brand’s journey, to see its continued success is always a very proud moment. WHAT IS THE BEST THING ABOUT BEING INVOLVED WITH THE LOCAL RETAIL INDUSTRY? The greatest thing about our industry is its fast pace together with its great people. It’s full of inspirational entrepreneurial leaders, and these can be seen in our retailers and suppliers. Northern Ireland is punching well above its weight in store standards and product innovation. WHAT DO YOU LIKE TO DO TO UNWIND AWAY FROM WORK? For me, relaxation is nights out with family and friends over a meal or family time at our holiday home in the beautiful Mournes. TELL US SOMETHING ABOUT YOURSELF THAT NOT MANY PEOPLE MAY KNOW From the age of 21, I have held my full HGV.

ADVERTORIAL

BRITVIC PIONEERS IN NATURALLY BOOSTED ENERGY

ith consumers concerned about energy drink contents, Britvic Ireland is pioneering a New category of naturally boosted energy drinks. To address the concerns, Britvic is launching Purdeys which is naturally boosted by botanicals and vitamins into a 250ml bullet can, and launching a new brand called Café Spark. Extensive research was carried out and it was found that only one in 25 energy occasions is satisfied by a traditional 38

energy drink. Consumers often go to tea, coffee, fruit and even protein bars for that energy need. It also demonstrated that 40% of consumers outright reject traditional stimulant drinks with only one in nine people buying them regularly. With this, Britvic identified an opportunity for a more adult proposition to help drive category growth. Café Spark is an energy drink naturally boosted by coffee beans. It extracts the same amount of caffeine from coffee

beans as in an expresso, adds sparkling water and a dust of sugar. The product is below the sugar tax with only 4.7g per 100ml. The product is available in a distinct 250ml green can, demonstrating its natural and adult credentials. The Café Spark and Purdeys brands will be supported with an extensive TTL campaign which includes a new TVC for Café Spark coupled with outdoor, instore, digital and sampling campaign across both of the brands.

HELLO NEW ENERGY DRINK

CRISPS, NUTS & SNACKS

SNAPSHOT Crisps Snacks Nuts

....................................................................... TOP 3 FLAVOURS IN NORTHERN IRELAND SALT & VINEGAR

CHEESE & ONION CHILLI

32.3%

29.2%

16.9%

....................................................................... CHEESE & ONION IS THE MOST POPULAR FLAVOUR WITH PEOPLE AGED

45+

.......................................................................

57%

SITED FLAVOUR AS A KEY PURCHASE DRIVER

IMPULSE BUY CRISPS, SNACKS & NUTS FROM A DISPLAY STAND

72.3%

29%

BUY A CRISPS, SNACKS, OR NUTS PRODUCT AT LEAST ONCE A WEEK

WALK THE STORE ACTIVELY LOOKING FOR PROMOTIONS

20%

....................................................................... GO DIRECTLY TO A FIXTURE WHEN BUYING CRISPS, SNACKS, OR NUTS

51%

....................................................................... WHAT PRODUCT TYPE DO YOU PURCHASE MOST?

33.9% INDIVIDUAL

38.5%

27.7%

MULTIPACK

SHAREBAG

....................................................................... *Consumer data based on survey of 265 participants

Dublin Office: +353 1 257 1400 Belfast Office: +44 28 9077 0999 EXPERIENCE BRAND SUCCESS

KP SNACKS EXPANDS BIG HOOPS RANGE WITH NEW SPICY CHILLI FLAVOUR

P Snacks is launching Big Hoops Spicy Chilli, capitalising on the growing trend of spicy flavours which now rank as the fourth most popular flavour in Big Eat[1]. The new Spicy Chilli flavour follows a strong year of growth for the Hula Hoops brand. Following KP Snacks’ £4m investment into Hula Hoops in 2017, the brand has seen 14% growth, with the Big Hoops Range seeing phenomenal growth of +63% YoY hitting a total of £24m RSV in 2017[2]. Available from 4 March, the flavour will be available as a £1 PMP and a 50g grab bag, the perfect size for meal deal promotions. “Hula Hoops is one of the fastest growing brands in the UK, and offers retailers a range of products and formats that work for all occasions and that can be activated across all areas of the store,” said Jeff Swan, marketing director at KP Snacks. Crisps and snacks remain a vital category within the convenience sector, with 82% of shoppers buying them on impulse[3]. £1 PMP ranges are growing at +15.3% versus non-PMP formats at -2.9%[4]. The demand for PMP formats remaining strong as they provide shoppers with much needed value from the bigger eat they are looking for and offset any potential price perceptions. “We’re excited to introduce our new and exciting Big Hoops Spicy Chilli flavour, which will both capitalise on the rising trend of sharing as well as the preference for spicy flavours,” he said. “We’re confident this new flavour will help drive retailer and consumer interest in the brand.” [1] Him! 2017; [2] Nielsen MAT 07.10.17; [3] Him! 2016; [4] Nielsen MAT 04.11.17

CRISPS, NUTS & SNACKS

TAYTO TAKES FLAVOUR TO NEW DESTINATIONS

ayto, Northern Ireland’s number one crisp and snack manufacturer is taking flavour inspiration from further afield for the launch of its newest additions to the Rough Cuts range. Limited edition ‘Taste of Abroad’ packs are now on sale across the convenience sector and in supermarkets in three mouthwatering varieties; the Eastern-inspired Crispy Honey Chilli Chicken, Americaninfluenced Louisiana BBQ Steak and flavourful Arriba Arriba Mexicana. Priced at 69p for 47.5g, the ‘Taste of Abroad’ flavours deliver the authentic Rough Cuts ridged-cut crunch and taste sensation while complementing the core varieties of Salt & Vinegar, Cheese & Onion and Chargrilled Beef. Elly Hunter, marketing director of Tayto, comments: “Crinkle cut crisps are a growing segment of the overall crisps market and Tayto Rough Cuts are a popular choice for consumers seeking strong, punchy flavours and bigger eats. “Our research has shown that our consumers enjoy trying new flavours and innovation is at the heart of what we do at Tayto Castle. In response to a challenge to embrace global tastes and in acknowledgement of the trend towards international foods and ingredients, we developed the new limited edition ‘Taste of Abroad’ flavours for Rough Cuts. “In addition, since our target market love to travel, we are running a fantastic

on-pack promotion offering the chance to win the trip of a lifetime to Mexico, the US or China. For the chance to win this amazing holiday, worth £3,000, consumers can enter online at www.RoughCutsAbroad. com before 30th June. “The Rough Cuts range is extremely popular with students and males aged 18-25, who are usually up for trying new flavour experiences. Our three new varieties have been extensively researched and trialled and each captures the essence of the country that inspired it. For instance, Crispy Honey Chilli Chicken marries the best of sweet and spicy oriental fusion; Arriba Arriba Mexicana bursts with the tasty heat of Mexican cuisine and; Louisiana BBQ Steak is full of meaty US-style BBQ flavours blended with seasoning from the deep South.” The Rough Cuts launch is being supported with POS including impactful FSUs, consumer and trade PR, social media and digital advertising as well as a highprofile sampling event at Belfast’s Limelight. Elly adds: “The ‘Taste of Abroad’ flavours are available now and retailers are encouraged to order supplies now as they are a limited edition item and when

they’re gone, they’re gone.” Tayto has also recently launched new, innovative flavours across other crisp and snack ranges. Elly explains: “Tayto Small Fries are popular with consumers old and young and we have just added a Chip Shop Curry variety to the range, priced at 69p for 45g. We have also added a new Buffalo flavour to our flat crisp £1 Sharing range, perfect for consumers seeking a meaty mouthful. “Tayto’s handcooked range, Tayto Craft, which was launched last summer has had two new, gluten free flavours added to its 40g impulse range; Lightly Salted and Sweet Chilli & Roasted Red Pepper, which join Causeway Sea Salt & Malt Vinegar and Vintage Irish Cheddar & Onion varieties in the core range. These new additions will offer even more variety for retail outlets whose consumers are seeking an authentic artisan eat. In addition, we have added a limited edition flavour to the Tayto Craft Sharing range, Spatchcock Chicken & Thyme flavour, which we hope will become a popular choice for consumers seeking new bold, locally-inspired flavours.” All of Tayto’s new crisps and snacks are available now in stores across Northern Ireland.

EJ103 R

NEW LIMITED EDITION

TASTE OF ABROAD

To find out more about Tayto and our products visit our website at: www.tayto.com

EJ103 RC Flavours A4Ad.indd 2

16/03/2018 11:45

CRISPS, NUTS & SNACKS

McCOY’S NEW AND IMPROVED PAPRIKA FLAVOUR PREFERRED BY OVER HALF OF SHOPPERS

cCoy’s is continuing to deliver on its mission to deliver full-on flavour to the nation with the launch of a new and improved Paprika flavour, preferred by 57%[1] of consumers when compared to its closest competitor. The launch builds on the incredible performance of the McCoy’s brand in 2017 which saw 14.5%[2] growth, with McCoy’s the UK’s number one ridged brand at four times the size of its nearest competitor. McCoy’s is now turning its attention to accelerating category growth in Paprika, the fastest growing flavour in ridged crisps at +62%[3]. In store from the end of January 2018 in a Single Grab Bag (47.5g) format at 89p RRP, the new flavour will feature the ‘Find a Gold Crisp, Win £10,000’ on-pack competition from January to April and will be supported as part of the brand’s £1.5m TV and digital campaign in April 2018.

“Flavour is still the number one sales driver within crisps and snacks, with 65% of purchase decisions based on taste.”Matt Collins With flavour the number one purchase driver for crisps and snacks at 51%[4], the new pack design also includes a call-out to the New Preferred Flavour credential. Matt Collins, sales director for Convenience, Wholesale, Discounters & Foodservice at KP Snacks, comments: “Flavour is still the number one sales driver within crisps and snacks, with 65% of purchase decisions based on taste[5]. As the brand known for full-on flavour, McCoy’s is perfectly positioned to help retailers capitalise on this trend by offering consumers a delicious and improved Paprika flavour.”

2017 was a hugely successful year for McCoy’s, with stand-out activity including the continued When Flavour Calls campaign and the launch of McCoy’s Chips. McCoy’s Grab Bags Flame Grilled Steak, Salt & Vinegar, Cheddar & Onion continue to grow at +6.4%[6], five times bigger than the nearest competitor. Matt added:“With a pipeline of innovation scheduled for 2018, McCoy’s will be one to watch this year.” [1] Research conducted by Cambridge Market Research in October 2017. Sample size was 223 consumers, all buyers of bagged snacks in the last 3 months and 76% of these claimed to be ridged crisp buyers in the last 3 months; [2] The Grocer Top Products, December 2017; [3] AC Nielsen MAT 07.10.17; [4] Source AC Nielsen: MAT 17.06.17; [5] KWP Usage 52 w/e 03.12.17; [6] MAT 02.12.17

Stock Up Now! 44 KPS_McC_130x180mm_Ulster_Paprika_01.indd 1

16/02/2018 17:14

CRISPS, NUTS & SNACKS

BUTTERKIST MAKE THE MOMENT AD IN £1M CAMPAIGN TO PROMOTE SWEET & SALTED FOREST FEAST LAUNCHES NEW BAKED NOT FRIED RANGE OF NUT MIXES

F B

utterkist, the nation’s favourite popcorn brand, returned to TV screens in March with its popular Make the Moment advert. The advert which, aired from March 8, is set to promote Butterkist’s Sweet & Salted flavour which has been voted the best tasted branded Sweet & Salted popcorn product by consumers. With the Sweet and Salted flavour segment holding a 34% share of the popcorn market and experiencing 4.2% growth, the advert will remind audiences of the delicious flavour of Butterkist when it comes to their favourite popcorn flavour. Butterkist continues to maintain its position as the UK’s number one popcorn brand, with 33% market share and the top three performing branded skus in the popcorn category (Toffee Sharing, Cinema Sweet Sharing, Salted Microwave). The advert is airing in a 30, 20 and 10-second format. It features a typical living room with family members sharing the same space but not interacting with each other. The mum wants to create some ‘Us time’ and knows that opening a bag of Butterkist will transform the room from a group of disengaged individuals into one where everyone re-connects and comes together.

orest Feast, the award-winning dried fruit, nut and seed snack company, has launched a new Baked Not Fried range – slow baked premium nut mixes for a healthier choice of snack that still feels like a treat. The Baked Not Fried range consists of five mixes including: Slow Baked Sweet & Salty Fruit & Nuts blending twice baked apple, vanilla & cacao glazed cashew nuts with roasted pecan nuts and roasted & salted almonds, Great Taste award-winning, Slow Baked Roasted and Salted Mixed Nuts, and Seasoned Pistachios with a hint of salt and garlic – with all mixes seasoned and oven baked in small batches at Forest Feast headquarters. Each delicious new mix offers mouth-watering combinations, which appeal to consumers that like to try new flavours and want to experience a sense of indulgence. The Baked Not Fried stamp takes pride of place on the packaging to communicate the health benefits to consumers. Explaining the rationale behind the creation of the Baked Not Fried range, Ann Woods, product development manager at Forest Feast, said: “Snacking represents nearly a third of all food and drink occasions with 19.3bn occasions a year, and snacking nuts have a yoy growth of +6% to £466m in value. “While 72% of consumers recognise that nuts are a good source of healthy fats, they are still viewed as a treat by nearly half, so we wanted to provide consumers with healthier versions of their favourite snacks.”

HULA HOOPS’ HANDS FULL AD RETURNS TO TV SCREENS AS PART OF £1.5M MULTI-MEDIA CAMPAIGN

ula Hoops, the nation’s number one snack brand[1], returned to TV screens in February with its popular Hands Full advert. Hula Hoops was the fastest growing KP Snacks brand in 2017 with 14% growth, and has now hit £101m RSV. Sales grew by 31% while the Hands Full advert was on TV last year, and KP Snacks is looking to repeat this growth by bringing it back to screens once again. The advert, which first aired in February 2017, is a 20-second clip that uses the strap

line Sorry love... I’ve got my hands full to creatively remind adults of the delicious flavour of Hula Hoops and the fun of placing individual hoops on each finger. In a throwback to childhood games, slipping these ring-shaped snacks on your fingers offers the ideal excuse to avoid responsibilities. The advert is part of a £1.5m campaign encompassing TV, social media, digital platforms, OOH posters and shopper marketing. The campaign is set to reach 88% of adults and 81% of households with children. [1] AC Nielson JAN 45

AGRI-FOOD NEWS

COUNTY ARMAGH HAS MOST EXPENSIVE FARMLAND IN IRELAND C BY ANDREW MADDEN

o Armagh has the most expensive agricultural land in the island of Ireland, according to new research. A survey by the Irish Farmers Journal indicates the average land price in the county jumped by 19% last year to £13,341 per acre, which is significantly higher than the most expensive farm land in England. Real estate agent Savills says the north of England has the highest price tag for land at £9,809/acre - £3,537 less than Armagh’s average. And the Journal used 2017’s average exchange rate of 88p per euro to

find that Armagh’s average land price was £1,003 per acre higher than the second-most expensive county in Ireland, Kildare. According to the Journal, the average land price in Northern Ireland was down slightly by 0.7% last year to £9,750. Savills’ research also showed that, as of December 2017, the average price per acre across England was £7,515, while in Wales this figure was £5,349 and in Scotland it was £4,246. The best quality land in Britain is classified as ‘prime arable’ and, in the north of England, this type of land is

INDUSTRY STAKEHOLDERS LAUNCH NEW NIBL FQAS STANDARD

Pictured are Gillian Davis, LMC FQAS manager; Edward Adamson, NSA; Elliott Bell, UFU; Ian Stevenson, LMC chief executive; and Conall Donnelly, NIMEA.

fter an intense review process, the new Northern Ireland Beef and Lamb Farm Quality Assurance Scheme (NIBL FQAS) Standard and Rules for 2018 has officially launched. Reviewed in line with legislative and industry initiatives, the new FQAS standard was developed by the Livestock and Meat Commission for Northern Ireland (LMC) under the guidance of a Standard Setting Committee made up of stakeholders, and sees four main areas of enhancement which are designed to support scheme members in the marketing of their beef and lamb to the widest possible range of industry 46

customers: farm safety, animal health, responsible use of rodenticides to protect wildlife and the use of agrochemicals and plant protection products. “The FQAS Standard is reviewed every three years by a Standard Setting Committee made up of various stakeholders,” said Gillian Davis, LMC FQAS manager. “Although the new Standards don’t come into effect until June 1, 2018, we distributed them last month to allow FQAS participants time to familiarise themselves with the revised Standard.” For more information, contact the FQAS helpline on 028 9263 3024.

the most expensive at £9,809 - only just over £50/acre more than the NI average. Garry Best of Best Property Services, who has a background in farming and specialises in land valuation, said many successful business owners are now buying land, in some cases to avoid paying inheritance tax. One key factor driving land sales in Northern Ireland is a limited supply of land coming on the market. Less than 0.5% of NI’s total agricultural land was publicly advertised last year, according to the Journal.

STABLE MILK PRICES EXPECTED IN THE SPRING Despite a predicted slight weakening in milk base prices in early 2018, UFU Dairy Chairman William Irvine said prospects remained stable in March with peak production approaching. “Commodity prices in early 2018 are providing better returns than what was anticipated at the end of 2017, with butter seeing a €500/tonne increase in the Netherlands,” he said. “Only Skimmed Milk Powder (SMP) showed a downward trajectory, and some in the industry have indicated that this, along with the c.370,000 tonnes of SMP in Intervention stores are providing an ominous overhang on sentiments as we carry on into 2018.”

BIRD FLU DETECTED IN CO ANTRIM Ulster Farmers’ Union is encouraging poultry farmers to remain vigilant in light of the detection of Avian Influenza in a wild bird found in Co Antrim. “We strongly recommend that all poultry keepers, including backyard keepers, review their biosecurity measures and familiarise themselves with DAERA’s guidance on good biosecurity,” said Martyn Blair, UFU Poultry chairman. “If you have any suspicion of disease within your flock you should contact your vet or the local DVO immediately.” Advice from the Public Health Agency is that the risk to public health from the virus is very low.

BALMORAL SHOW PREVIEW

RUAS LAUNCHES LANDMARK 150TH BALMORAL SHOW

he Royal Ulster Agricultural Society (RUAS) launched the 150th Balmoral Show in partnership with Ulster Bank last month. The milestone anniversary Show promises all that is great about Balmoral, with an exciting mix of food, farming and family fun throughout the four days. Northern Ireland’s largest agri-food event will return to Balmoral Park from May 16-19 Mark Kearney from Erin Grove Preserves, Lindsay Curran from Food NI, and will once again extend to Rhonda Geary, RUAS and the Wilson’s Country Mascot showcase some of the fantastic local food produce to be at the 2018 Balmoral Show. four days, following on from the success of last year. The 2018 Show will also extend in size, as a new, permanent covered exhibition space which will complement the existing Eikon Exhibition Centre, will offer 4,000 square metres of additional exhibition space. The Dr E F Logan Hall will be operational in time for this year’s Show and will house the cattle throughout the 2018 event, replacing the former cattle marquee. “We are thrilled to launch our 150th Balmoral Show, this is a very special year as we celebrate this landmark anniversary and hope that visitors will enjoy commemorating with us,” said Alan Crowe, chief executive of RUAS. “Although there have been significant changes in the past 150 years, the essence of Balmoral Show has very much remained the same. Whether your interest is farming, local food, shopping or family fun, the Show continues to deliver a unique day out and that’s what continues to bring visitors back year on year and has allowed the event to reach this milestone. “Following the success of last year’s four-day event, which saw visitor numbers reach an all-time high, we are determined to continue and build on that success, in partnership with our principal sponsor, Ulster Bank. The 2018 Show will be bigger than ever, with an increase in both size and scale and our 150th anniversary plans to look forward to. We are also delighted to see an increase in many livestock sectors, new attractions, new stands and more than ever to see, do and enjoy. “We are as always indebted to our sponsors, especially our principal sponsor Ulster Bank as well as our six platinum sponsors Lidl, M&S, SPAR, Tesco, ABP and Fane Valley.” To commemorate the 150th Show, a visit to the special anniversary marquee is a must and will allow visitors to journey through the last 150 Shows. The exhibition will include archive photography, a timeline, artefacts and souvenirs detailing the history of the Show. The event offers a varied day out for the entire family. In addition to the numerous livestock classes, there are over 650 trade stands, which include everything from ladies clothing, tourism and skincare to Plant Machinery. Food is a major part of every Balmoral Show and, as always, the NI Food Pavilion will showcase the very best of local food and drink. The Agri Pavilion provides a platform for businesses to network over the four days and the impressive outdoor machinery trade stands will return with the Plant Machinery section moving to a new area to allow for expansion.

NORTHERN IRELAND AGRICULTURAL SHOWS 2018 May 5: Killyleagh Show - Downpatrick May 16-19: Balmoral Show – Lisburn June 1-2: Ballymoney Show – Dunloy June 2: Lurgan Show – Dungannon June 9: Armagh Show - Armagh June 15-16: Ballymena Show – Ballymena June 16: Saintfield District Show Saintfield June 30: Newry Show - Newry July 6-7: Omagh Show - Omagh July 14: Castlewellan Show - Hilltown, Newry July 21: Londonderry/Limavady Show - Limavady July 25: Clogher Valley Show – Augher July 28: Randox Antrim Show Maghaberry August 7-8: Fermanagh Show Enniskillen August 18: Maghera Agricultural Show & Country Fayre – Maghera September 1: Rare Breeds Survival Trust NI Support Group Annual Show & Sale - Glencoy, Ballymena December 13: Royal Ulster Winter Fair - Lisburn

For more information and to purchase tickets, visit balmoralshow.co.uk. 47

EXPORT NEWS

DOHERTY’S LAUNCH CONVENIENT MEATLOAF A new meatloaf has been launched by Doherty’s, a local producer of chilled and frozen meat products, for retail customers in the UK and Republic of Ireland. “Our business success is based on placing a sharp focus on all our markets and our contacts with customers,” said Brian McQuaid, sales manager. “We saw a gap in the market for a meatloaf that’s rich in beef and has a distinctive beef flavour. “The main ingredients of the new product are beef (60%) and pork (20%) with herbs and spices. The meat is sourced from longstanding suppliers and is fully traceable.”

IRISH BLACK BUTTER SECURES ROI BUSINESS A new distribution deal will enable Irish Black Butter to increase sales in the Republic of Ireland. The company has already developed business in the greater Dublin area. Established in November 2017 by entrepreneur Alastair Bell, the business has signed up with Soulbia, a specialist in artisan foods with an extensive network in the Republic of Ireland as well as Northern Ireland. The agreement with Soulbia follows an earlier deal with Centaur Foods of Bristol to distribute the unique butter spread to foodservice clients in Britain.

WAITROSE LISTS NEW LOW SUGAR GRANOLAS Just Live a Little, a local producer of luxury breakfast granola and snack bars, is launching new low sugar lines for Waitrose. Based at Portaferry, Just Live a Little has developed the granola in response to growing demand and will be supplying the new lines, which include coconut and chia with pumpkin seeds and quinoa, to 150 Waitrose stores in April. “Great Britain is an immensely important market for us, and it’s great for us to be working with such a respected retailer as Waitrose,” said Jill Crawford, founder of Just Live a Little with her husband David. 48

NI CHAMBER SUPPORTS HEATHROW EXPANSION AS GOOD FOR EXPORT GROWTH N

Pictured at the event are Joanna Robinson, partner at Pinsent Masons; Ian Henry, director at Henry Brothers; Maya Jani, head of Expansion Procurement at Heathrow; and Christopher Morrow, head of Policy at NI Chamber.

orthern Ireland Chamber of Commerce and Industry (NI Chamber) and Heathrow Airport hosted a joint roundtable last month examining the regional benefits of expanding Heathrow. The event in Belfast was part of a national programme of events which provide an opportunity for businesses to discuss the benefits of

Heathrow expansion across all areas of the UK. “Heathrow offers access to the British market and to a wide range of global destinations which are important for export growth, foreign direct investment and tourism,” said Christopher Morrow, head of Policy at NI Chamber. “Northern Ireland Chamber of Commerce and Industry specifically welcomes any expansion plans at airports which have relevance for Northern Ireland and boost the connectivity of the region with other areas in the UK and beyond, and ensure the UK is open for trade post-Brexit.

JAWBOX GIN TAKES OFF AT HEATHROW

awbox Small Batch Gin from Northern Ireland has landed at Heathrow International Airport. The unique ‘field to glass’ gin is now on sale at Heathrow’s Terminal 5. “It’s wonderful to see our Northern Irish gin represented amongst the current offering, delivering further choice to travellers wanting to sample a premium product, specific to Northern Ireland,” said Gerry White, founder and managing director of Jawbox. “We only launched two years ago but our gin already has a strong presence throughout airport retail including Dublin’s The Loop and Belfast International’s Aelia Duty Free. “To be featured across the bars and restaurants at Heathrow’s T5 is as motivating as it is rewarding, given it is such a competitive marketplace. Our presence shows us that our gin is of the best quality available, with a strong brand story and unique flavour profile too. “In Northern Ireland, our loyal fans enjoy The Perfect Swerve, Jawbox paired with ginger ale, originally made

Gerry White, founder of Jawbox Gin

in Belfast, with a wedge of lime. We hope to increase its visibility amongst Heathrow’s jet-setting set too. This latest collaboration will showcase our brand to a wider, domestic and international audience in-line with our growth strategy to develop a global brand.” Jawbox Small Batch Gin is already widely available across the UK, Republic of Ireland, Canada and Europe with reach soon to extend to Australia, South Africa and the US.

MARKETING NEWS

LMC RAMPS UP MARKETING ACTIVITY FOR 2018 A busy start to 2018 for the Livestock and Meat Commission (LMC) has included hosting over 100 delegates at its annual teachers’ conference and sponsoring the World Butchers’ Challenge. The teachers’ conference, held since 1999, is an opportunity for teachers to discuss nutrition in schools and receive updates from industry professionals on the upcoming HE skills agenda for 2018/19. Speakers from LMC, the British Nutrition Foundation, Food Standards Agency, CCEA, Ulster University and Queen’s University provided teachers with factual information on diet, health and nutrition. “The conference is a platform for teachers to continue their professional development, to gain additional information on topics relevant to the curriculum and to network with their peers and other industry professionals,” said Cherrie Kenny, education services manager at LMC. And LMC was, meanwhile, a main

Pictured at the Stormont Hotel, Belfast where LMC hosted its annual teachers’ conference are, from left, Colin Smith, LMC industry development manager; Dr Brian Green, Queen’s University, Belfast; Sharon Gilmore, Food Standards Agency; Laura Kelly, St Columbanus College; Mairead Davidson, Ulster University; Dorothee Wagner, CCEA; Frances Meek, British Nutrition Foundation; Glynis Henderson, British Nutrition Foundation governor; Roy Ballam, British Nutrition Foundation; and Ian Stevenson, LMC chief executive.

sponsor for the World Butchers’ Challenge held during IFEX at the Titanic Exhibition Centre, Belfast, from March 20-22. LMC showcased the best of Northern Ireland Farm Quality Assured beef and lamb, sponsoring the meat used during the Challenge. LMC is also helping to organise an International Study Tour for competition participants to give them an opportunity

PLADIS LAUNCHES NEW MCVITIE’S SWEETER TOGETHER CAMPAIGN

cVitie’s has launched a new Masterbrand campaign, Sweeter Together, exploring the importance of real human connections and showing how the simple act of sharing a biscuit has the power to bring people together. The £9.7m campaign launched last month on national television, bringing to life the significant role the humble biscuit plays in everyday lives. A second advert will air later this year. Social and in-store activity will also feature as part of this integrated campaign. The 60-second, animated advert titled Crane, shows a tower crane operator going about his work dozens of metres above the ground. Below him, he can see his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves but is not seen. As the day wears on, the operator becomes gloomy, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise – the steel beam he has lifted has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts. The advert ends with a simple message: Sometimes the little things are actually the really big things. As well as a consumer promotion, the campaign has been extended to convenience retailers for a chance to win £1,000. Retailers can request a Win Big Together POS kit from betterbiscuits@pladisglobal.com.

to learn about the meat and butcher trade throughout Ireland. “Events such as IFEX and the World Butchers’ Challenge offer great support to the industry and have the potential to boost Northern Ireland’s global market presence by promoting locally produced farm quality assured beef and lamb on an international platform,” said Ian Stevenson, chief executive of LMC.

GYMNASTICS IRELAND ANNOUNCES THREE-YEAR SPONSORSHIP DEAL WITH NESTLÉ CEREALS

uropean Medallist, Rhys McClenaghan from Bangor, Co Down and National Junior Gymnast, Meg Ryan from Douglas, Co Cork were on hand at the National Indoor Arena, Blanchardstown to announce Gymnastics Ireland three-year sponsorship deal with Nestlé Cereals. The sponsorship will help support the Gymnastics Ireland development programme which caters for all ages and levels of abilities. “We are very pleased to become the official sponsor of Gymnastics Ireland,” said Aisling Curran, associate marketing manager at Nestlé Cereals Ireland. “This sponsorship is further confirmation of our belief in supporting an active lifestyle.” Ciaran Gallagher, CEO of Gymnastics Ireland, said: “Gymnastics Ireland is proud to have Nestlé Cereals on board. This is a landmark deal for us and really demonstrates the ambition Gymnastics Ireland has to grow the sport throughout the country. “We believe that this investment will enable the further development of the sport and our organisation. We see gymnastics as having a key role to play in the athletic development of young Irish people.”

TOBACCO FEATURE

IMPERIAL TOBACCO LOOKS AT THE LATEST OPPORTUNITIES AND CHALLENGES IN THE TOBACCO MARKET ANDREW MILLER, HEAD OF FIELD SALES AT IMPERIAL TOBACCO UK, TALKS TO UG tax due and the amount collected) is estimated to be an all-time high £2.4bn, owing to a rise in the sales of non-duty paid contraband and counterfeit tobacco. The Government’s failure to address this growing issue continues to harm honest UK retailers.

HOW HAS THE TOBACCO MARKET BEEN PERFORMING SINCE THE INTRODUCTION OF PLAIN PACKAGING AND THE DISPLAY BAN? HOW HAVE INDEPENDENT RETAILERS BEEN COPING? As price marked packs (PMPs) began to disappear from the market from May 2016, some independent retailers saw an opportunity to premium price for a quick short-term gain. In some instances, this resulted in the eroding of customer loyalty, as adult smokers began to look elsewhere for more affordable alternatives. In order to protect the independent channel, Imperial worked hard to educate retailers around the importance of competing with the multiples on price, as well as focusing on the long-term sustainability of their businesses post the implementation of EUTPD II and standardised packaging and the continuing importance of tobacco as 50

both a footfall driver and basket spend multiplier. As 2018 begins, a general trend towards downtrading continues across both FMC and RYO. Within the FMC sector, Sub Economy (the lower pricing tier) brands continue to enjoy the largest share. This was almost 50%(1) of the all FMC sales in November 2017. Some Imperial brands within this sector include JPS Player’s and Carlton, which represent Imperial’s lowest-priced FMC offerings. There are, however, some exceptions to the downgrading pattern; for instance, Golden Virginia, Imperial’s premium RYO brand, actually saw sales rise over 5% year-on-year between 2016 and 2017(5). Unfortunately, the new regulations also appear to have had a detrimental impact on the independent trade. We note HMRC statistics(6) suggesting that the most recent tobacco tax gap (the difference between the amount of

HOW HAS THE REMOVAL OF SMALL PACKS AFFECTED THE CATEGORY IN TERMS OF SALES? HAVE MANY ADULT SMOKERS SWITCHED OUT OF CIGARETTES AND INTO RYO, OR EVEN MINIATURE CIGARS AS A RESULT, OR ARE THE MAJORITY JUST BUYING LARGER PACKS LESS FREQUENTLY? It’s still rather early to make any definitive comments about changes in purchasing patterns post-standardised packaging. However, in addition to the continued down-trending mentioned earlier, there has been a small but noticeable shift in demand from factory made cigarette (FMC) to roll your own (RYO) during the past year or so – around 4%(1) across the UK. Our best value RYO offering is Gold Leaf JPS – currently the UK’s bestselling Economy brand and celebrating its 10th anniversary. RYO consumer trends suggest adult smokers appreciate all-inone products that combine papers, filters and tobacco and our Gold Leaf 30kg handy pack – with an RRP of £10.50(2) – has proved extremely popular in this regard. HOW SHOULD RETAILERS MERCHANDISE THEIR TOBACCO GANTRY? DO YOU HAVE TESTIMONIALS OF DIFFERENT INNOVATIVE SOLUTIONS SUCH AS MERCHANDISING PRODUCTS ALPHABETICALLY OR KEEPING THE TOBACCO BENEATH THE COUNTER OR IN A CEILING UNIT? Since the introduction of EUTPD II and standardised packaging, there is now markedly more responsibility on the part of convenience store owners to really understand their tobacco offering, from the broader category to the various sub-sectors and their relative pricing. Standardised packs have also increased pricing transparency. This has favoured key brands in Imperial’s portfolio, clearly highlighting the great value of – for

TOBACCO FEATURE instance – Gold Leaf JPS, which has in turn led to accelerated demand and sales growth. We’d encourage retailers to take further advantage of their already close relationships with their Imperial sales representatives to develop and refine their FMC and RYO offerings. By becoming category experts, stocking wide ranges, mechandising stock using our ‘one brand, one shelf’ method and pricing competitively(2), retailers will be well-positioned to advise adult smokers around new products and pack formats. To help achieve this, they should consider joining Imperial’s trade partner programme, ignite. To learn more, visit: https://www.imperial-ignite.co.uk. Delving a little more deeply into ranging, while Sub-Economy to MidPrice brands currently enjoy the largest shares of both the FMC and RYO sectors, retailers should also ensure they offer a wide range of products – including Premium – to ensure they meet consumer demand. As an example, Golden Virginia is a premium tier RYO brand but commands an overall RYO market share of 22%(1). In terms of gantries, Imperial believes behind-the-counter solutions still have an important role to play in the sale of tobacco, sundries and – moving forwards – e-vapour products. They clearly, legally signpost that tobacco is for sale, showcase retailers’ product range and availability, offer secure storage and – in the case of Imperial-supplied gantries – are provided and installed free-of-charge. HOW IS THE REMOVAL OF BRANDED PACKAGING AND RRPS AFFECTING BRAND LOYALTY AND BUYING BEHAVIOUR? 86%(4) of factory made cigarettes (FMC) and roll your own (RYO) packs bought in 2016 are now not sold post the introduction of EUTPD II and standardised packaging, meaning many adult smokers have had to re-evaluate their tobacco purchases. Since the transition to standardised packaging adult smokers have certainly become more brand reliant, either sticking with – or returning to – the tobacco brands they’ve traditionally relied on to provide a quality

smoking experience. Many consumers have also become more price conscious than ever, meaning an increased reliance on the expertise of retailers and their staff when it comes to recommending products that offer the best value for money. Pleasingly, an increasing number of retailers are resisting the temptation to premium price for a quick short term gain, and instead focusing on the long-term sustainability of their business. The savviest convenience store owners ensure their prices are pitched at RRP or below(2), allowing them to compete with the multiples and prevent their customers from beginning to look elsewhere for tobacco. WITH CONSUMER-FACING BRAND IMAGERY AND PACKAGING DEVELOPMENTS NOW AT AN END, HOW CAN UK MANUFACTURERS CONTINUE TO ENGAGE EXISTING ADULT SMOKERS? Retailer advocacy has become more important than ever in a dark market with standardised packs, with tobacco manufacturers now restricted in terms of traditional opportunities to market both new and existing brands and products. The crucial nature of developing strong rep relationships with retailers, whether it’s via a rep in-call or within wholesalers’ depots – and ensuing retailer advocacy of our tobacco products –has come to the fore as a result, as well as the importance of attractive retailer award programs like Imperial’s ignite. Continued innovation is also important to retaining customer engagement. Imperial recently announced three enhancements to our bestselling JPS factory made cigarette (FMC) range, which launched in January 2018. • JPS Real Blue Filter Upgrade Our new ‘Firm Filter’ technology is applied to all JPS Full Flavour variants. A premium feature in an economy sector brand, our upgraded filter enhances the smoking experience by retaining the perfect shape, a key feature requested by consumers. • JPS Silver becomes ‘JPS Silver Stream’ JPS Silver’s previous filter tip is superseded by our ‘Smooth Filter’, featuring

unique flow channels that deliver an exceptionally smooth taste experience. New JPS Silver Stream also features paper designed to create less smoke. • JPS Green becomes ‘JPS Green Edge’ JPS Green Edge features a menthol inner liner within the packaging that is more effective at transferring flavour to the cigarettes than traditional menthol tips, helping deliver the ultimate menthol smoking experience. Imperial Tobacco Brand Manager Tom Gully comments: “These innovations to the JPS portfolio demonstrate how Imperial is leading the way in the tobacco category, delivering sophisticated product innovation in a post-standardised packaging environment that meets the needs of our consumers and delivers continued profitability to our retailers.” JPS Real Blue, JPS Silver Stream and JPS Green Edge are available in both King Size and Superkings 20s at RRPs(2) of £8.30. We have also added Rizla Natura – a new, responsibly-sourced product – to our rolling papers and accessories portfolio. It’s a new approach to papers and tips crafted from hemp, designed to provide adult smokers with an authentic smoking experience. Rizla Natura papers are available now in both Regular and King Size variants containing 50 and 32 papers. They retail(2) for £0.27 and £0.75 per pack respectively. Meanwhile, Natura Tips retail(2) for £0.74 for a pack of 120. 1 ITUK Estimates, November 2017 2 For the avoidance of doubt, retailers are free at all times to determine the selling price of their products 3 http://www.imperialbrandsplc. com/content/dam/imperial-brands/ corporate/investors/results-centre/2017/171107%20Results%20 transcript.pdf.downloadasset.pdf 4 ITUK Estimates, September 2017. Note: this figure appears extremely high because 17s, 18s and 19s FMC packs (which are now ineligible) have also been taken into account. Without them, the figure across FMC/RYO is closer to 42. 5 Nielsen, data to April 2017 6 https://www.gov.uk/government/uploads/system/uploads/attachment_data/ file/654490/HMRC-tobacco-tax-gap-estimates-2017.pdf

BUSINESS NEWS

HAT TRICK FOR A&L GOODBODY AT THE INSIDE DEALMAKER AWARDS

Peter Stafford, chairman of A&L Goodbody and partner in the Corporate and M&A practice, is presented with the award for Corporate Law Firm of the Year by Ciaran Fitzpatrick from sponsor Maneely McCann.

oy Park’s sale to Pilgrim’s Pride was among 2017 deals contributing to the naming of A&L Goodbody as Corporate Law Firm of the Year for a third time at the Insider Dealmaker Awards, held in Belfast’s Waterfront Hall last month. “Receiving this prestigious accolade for the third time is a well-deserved recognition of our industry-leading team in Belfast and the key role they continue to play in advising on a wide portfolio of significant international and local deals in Northern Ireland,” said Mark Thompson, head of A&L Goodbody’s Belfast office. “Together with the firm’s offices in Dublin, London, New York, San Francisco and Palo Alto, we are proud of the value and impact everyone in the firm brings

to client service. We are committed to consistently developing the most innovative, commercial and strategic legal advice for our clients and their businesses.” Thompson said that the award seals what was a “stand out year” for A&L Goodbody in Northern Ireland. “In 2017 we marked our 10th birthday in Northern Ireland and invested in a major refurbishment and expansion of our Belfast office, as well as investing in 25 new hires, taking our team in Belfast to over 110 people,” he said. Headquartered in Dublin, A&L Goodbody is one of Ireland’s leading international law firms and provides a full range of Irish corporate legal services to domestic and international markets.

DELOITTE HANDLES PRIVATE EQUITY DEAL WITH LOCAL REFRIGERATION SPECIALIST D

eloitte has acted as lead corporate finance and debt advisor to the shareholders of Lowe Rental Limited on a c.£60m investment by Perwyn in the business; one of the largest private equity deals in Northern Ireland. Established in 1977, Lisburn-based Lowe Rental has grown to be the largest globallyrecognised refrigeration and catering

equipment rental service provider to food exhibitions, sporting events and retailers worldwide. In 2014, MML Growth Capital Partners Ireland backed the Lowe management team and the company has grown strongly since their investment. MML has now exited the business and this new partnership with Perwyn will support the

FTA’S TRANSPORT MANAGER CONFERENCE RETURNS TO BELFAST Fleet operators will be invited to hear the latest information, guidance and best practice advice on legislation and enforcement changes at Freight Transport Association’s annual Transport Manager Northern Ireland Conference on May 24. Sponsored by Iveco, the event will be held at the Culloden Estate and Spa, and this year’s keynote speaker will be John McGrath, deputy secretary of Transport and Resources at the Department for Infrastructure, whose responsibilities include road safety and vehicle regulation, development of transportation policy, and delivery of strategic transport planning, policy and legislation. “We are delighted that John McGrath is able to join us at our Transport Manager Conference in May,” said Seamus Leheny, FTA’s policy manager for Northern Ireland. “He will provide a valuable insight into some of the key transport issues for the Northern Ireland administration in the upcoming year. “I always look forward to the Transport Manager conference, it’s a great opportunity to keep up-todate with the most pressing industry issues and, of course, there’s plenty of chance to network, speak to the experts and meet a few old friends.” Other subjects to be covered at the event include: enforcement priorities and roadside stops; vehicle technology and in-cab cameras; city centre truck restrictions and the manufacturers’ perspective; using vehicles as a weapon – preventing vehicle use in terrorism activity; and apprenticeships and skills. Visit http://www.fta.co.uk/events/ tmni18 or call FTA Member Services on 03717 11 22 22. Lowe team in achieving the next phase of its international growth across all service lines. “This transaction represents one of the largest private equity deals to come out of Northern Ireland, a very successful growth journey and exit by MML in Ireland, and the first investment by Perwyn into the Irish market,” said Anya Cummins, lead partner at Deloitte. 53

APPOINTMENTS

People on the move... IN ASSOCIATION WITH...

BELL ELECTED VICE PRESIDENT OF INSTITUTE OF FOOD SCIENCE & TECHNOLOGY M ichael Bell, executive director of the Northern Ireland Food and Drink Association (NIFDA), has been elected as vice president of The Institute of Food Science & Technology (IFST). IFST is the UK’s leading professional body for those involved in all aspects of food science and technology. Bell was invested during the organisation’s Annual General Meeting, having received over 70% of the member vote. He will serve a two-year term in the position. This is the latest in a series of senior appointments for the NIFDA director, who is also chair of the Northern Ireland Agricultural Research and Development Council (AgriSearch).

Michael Bell

Jane Williams has been appointed to the new role of brand communications director at PR and content agency JComms. Williams takes on the position having been with the company for more than six years, and the past three as a senior consultant.

The Federation of Small Businesses has appointed Tina McKenzie as its new policy chair in Northern Ireland. McKenzie is managing director of Staffline Group.

Unit 2, 1 Edgewater Road, Belfast Harbour, Belfast BT3 9JQ Tel: +44 28 9077 0999 Fax: +44 28 9078 1172

“I am delighted to have been elected vice president of the IFST and very much look forward to supporting our members across the UK during my tenure,” he said. “The Institute’s core aim is the advancement of food science and technology based on impartial science and knowledge sharing. “We currently find ourselves in one of the most exciting, challenging times for the agrifood sector in recent history, where the need for information sharing and research has never been more urgent. As we plan for the changes ahead, the work of the Institute will be of paramount importance to the industry and I am committed to helping shape it during this pivotal time.”

Ryan Bell been appointed business development executive at Northern Ireland Chamber of Commerce and Industry. He is responsible for recruiting and retaining NI Chamber members and ensuring that members maximise NI Chamber’s services including events, business growth initiatives and marketing platforms.

SHELFLIFE

To see your product featured in Shelf Life, contact Mark Glover at m.glover@independentmagazinesni.co.uk or Tel: 028 9026 4267

KETTLE CHIPS LAUNCHES NEW ON-PACK PROMOTION

premium product for everyday indulgence, KETTLE Chips single serve bags are a great way for retailers to up trade consumers at lunch time or when snacking on the go. This spring there will be even more reasons to purchase as KETTLE Chips runs the Upgrade your lunch on pack promotion on its full single serve and multipack ranges. This new on-pack promotion offers consumers the chance to win the lunch upgrade of a lifetime and every purchaser can also enjoy a digital film in full HD from CHILI Cinema (chilli.com) for just £1. Consumers simply need to go online and enter the promotional code printed on each pack to receive their CHILI film code and enter the Hollywood Trip prize draw.

The prize will enable one lucky winner and their guest to experience the life of a Hollywood ‘A’ lister and savour a poolside lunch at a top Beverley Hill’s hotel. During their stay in Los Angeles, the winners will also receive a behind the scenes

VIP tour at Universal Studios and a helicopter ride over Tinseltown. Regularly purchased as a treat, KETTLE Chips is aiming to increase sales of its 40g singles and multi-pack ranges even further – currently up by 12.9% and 4.8% respectively year on year, way ahead of the categories which grew by 4.8% and 1.7%.* In store from the middle of March to the end of June, the promotion will run on a total of 17 million bags across the entire KETTLE Chips 40g range, including Price Marked packs, and the four KETTLE Chips Multi-packs. The holiday prize draw is open until the end of July and the film offer runs until the end of the year. Source *Nielsen MAT to 30th December 2017

DONEGAL FISH SUPPLIER BOASTS A ‘SQUEAKY CLEAN CARBON FOOTPRINT’ I sland Seafoods, a Donegal-based business established in 1986, has repacked its range of added value fish products under the Atlantic Treasures brand. The range includes smoked mackerel with glazes such as ginger, chilli & lime, honey & mustard, mixed peppercorn and plain maple. Located in the popular fishing village of Killybegs, Co Donegal, the company’s fish is fully traceable from net to fork. For over 30 years, it been a bulk supplier in mackerel, horse mackerel, herring and blue whiting. The Atlantic Treasures brand was created in 2010, and also includes

marinated herring in mustard, dill, balsamic & star of the sea flavours. Retailers supplying the brand include Dunnes Stores, Supervalu, Centra, BWG and Tesco, with small amounts also exported to the UAE. Inspired by green ethics, Island Seafoods lays claim to a squeaky-clean carbon footprint, using its own hydroelectric plant to save over 350 tonnes of greenhouse gases a year. It sources sustainably as a member of MSC, and also the Irish Food Board Bord Bia’s Origin Green programme. Atlantic Treasures has also picked up a number of Great Taste, Blas na hEireann, Bord Bia and BIM awards.

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NI Truck

IN THE HOT SEAT TELL US ABOUT YOURSELF After university, I started my working life as an estate agent but, after a few years, I changed my career path and commenced my employment with the Royal Ulster Agricultural Society as a management trainee. I am still here after 26 years and now hold the position of operations director. This year we are celebrating the 150th Balmoral Show, a milestone we are all very proud to have reached.

IN THE HOT SEAT RHONDA GEARY, OPERATIONS DIRECTOR, ROYAL ULSTER AGRICULTURAL SOCIETY/EIKON EXHIBITON CENTRE

WHAT DOES A TYPICAL DAY INVOLVE? My day starts at 6.30am each morning and after the daily morning routine, I aim to leave the house at 7.30am. Reading and responding to emails is usually my first port of call and, after that, every day is different, there really is no ‘typical day’. I could be in a Show committee meeting planning their classes for the Show ahead or preparing a presentation for potential new Show sponsors or planning the various operational logistics of the Show. WHAT HAS BEEN THE HIGHLIGHT OF YOUR CAREER TO DATE? I would have to say that is was the first year that we delivered Balmoral Show at the new site at Balmoral Park, back in 2013. It was manic with a lot of very precise planning, but it was very satisfying to host a very successful Show which was very well supported by both exhibitors and visitors. WHAT DO YOU ENJOY MOST ABOUT YOUR JOB? I love the variety of my job and the people I meet from many walks of life. WHAT IS YOUR MOST DIFFICULT TASK? Co-ordinating the internal car and lorry parking within the site during the Balmoral Show. It’s in such high demand from both livestock and trade exhibitors. WHAT IS THE BEST ADVICE YOU HAVE EVER RECEIVED? A previous chief executive of the RUAS once gave me sound advice that I always take on board… ‘By failing to prepare, you are preparing to fail’. WHAT IS YOUR BIGGEST GRIPE? People who complain just for the sake of it; glass half empty people. WHAT TALENT WOULD YOU LIKE TO HAVE? I love horses and enjoy watching show 58

jumping, it is my favourite part of Balmoral Show. I would love to have the confidence, ability and talent of those riders. WHAT ARE YOUR FUTURE PLANS/ AMBITIONS? I hope to finish my career here at the Royal Ulster Agricultural Society and be involved in the planning to grow and develop this site into a Centre of Rural Excellence. WHOM DO YOU MOST ADMIRE? Not really one particular person, but in general I admire people who have the motivation and determination to aim high and achieve their goals.

WHERE IS YOUR FAVOURITE PLACE? I’d have to say the North Coast, I love a good night out at the Port! Or, if it’s abroad, I love the Island of Ibiza with its lovely weather and beautiful beaches. WHAT IS YOUR FAVOURITE FOOD PRODUCT? I love fresh fish, especially sea bass. HOW DO YOU RELAX? I enjoy relaxing and spending time with my son either at home watching a movie or walking our dog in the local forest. I also enjoy a good night out with my friends and a few gins!

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