The ShelfLife August Issue by Mediateam

Greatness through resilience

Rise and dine

Exploring the evolving breakfast trends in Ireland

Morgan Lee, Market Manager, Imperial Brands John Player Ireland discusses how despite the challenges of a dark market and a high excise environment the company has managed to grow

Generational classification

Does your candidate fall into a Gen X, Millennial or Gen Z category?

ShelfLife August 2024 Vol. 31 No.8

Editor DONNA AHERN donnaahern@mediateam.ie

Staff journalist

SHAUNA BERNARD shauna.bernard@mediateam.ie

Contributors

CAROLINE REIDY

NIKKI MURRAN

COLIN GORDON

BENNY GILSENAN

Head of business

IAN MULVANEY (087) 2208486

ian.mulvaney@mediateam.ie

Account manager

MARK MORGAN (086) 8854930 mark.morgan@mediateam.ie

Circulation subs@mediateam.ie

Publisher JOHN McDONALD (01) 294 7744

john.mcdonald@mediateam.ie

Printing W & G Baird Ltd

ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control. For those outside these terms, annual subscription is €98.00 including postage & packing.

Reeling in the years

I started my tenure as ShelfLife’s editor in May 2024. My time working at the magazine has flown by and it is an honour to be at the helm of the magazine as we approach a significant milestone.

I am excited to announce that the September issue of ShelfLife marks our 30th anniversary. Over the past three decades, ShelfLife has been dedicated to providing insightful and comprehensive coverage of the grocery retail trade in Ireland.

To commemorate this occasion, I am reaching out to you a valued reader, to share your perspective. I would love to hear your thoughts on the following question:

In your opinion, in the past 30 years, what has been the most stand-out moment in the grocery retail trade in Ireland? Your insights will enrich our anniversary edition and contribute to a broader understanding of the pivotal moments that have shaped our industry.

Please feel free to share your opinions, anecdotes, or reflections with me at donnahern@mediateam.ie

Donna Ahern, editor, ShelfLifemagazine

Contents August

Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD

Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18. A94 RP22

Telephone (01) 294 7776

Fax (01) 294 7799 ISSN: 1393 0753

STORY

22 ‘Growth through quality and innovation’: Morgan Lee, Market Manager, Imperial Brands John Player Ireland talks to Donna Ahern about how the business needs to constantly innovate to react to its consumer’s needs. On top of launching JPS Cool Fusion, in mid-June, Imperial Brands John Player is set to introduce Rizla Classic Combi to the market

NEWS&ANALYSIS

a complicated decision, encompassing a range of factors influenced by the needs of their local community, Donna Ahern looks at Ireland’s leading symbol group brands

62 20 Quick Questions: Hilary Hughes: marketing manager, Premium Spirits at Coca-Cola HBC

FEATURES&REPORTS

12 Nearby Store Profile: Amar Faraz, owner, Nearby Harmonstown talks to Shauna

18 SPAR Store Profile: Aisling

Leacy, owner and manager of SPAR Kilmuckridge talks to Donna Ahern

25 Status symbol: For retailers, deciding which symbol group to partner up with can be

ADVISOR

16 Recruitment: Noting your candidate's generation and whether they fall into a Gen X, Millennial or Gen Z category and not just their age, maybe a helpful tool when choosing a candidate for a role, writes Nikki Murran

20 HR: In 2023 the Gender Pay Gap Information Act 2021

introduced the legislative basis for gender pay gap reporting in Ireland. The Gender Pay Gap is the difference between the average hourly wage between men and women in the workforce, writes Caroline Reidy

24 Marketing: Implementing the 4’Ps (product, price, place, and promotion) into your marketing strategy is key to running a successful campaign, Colin Gordon reports

NEWSGRID

The top news stories in FMCG and retail from across Ireland

Tesco donates €6,794 to Cappagh Kids

The Cappagh Hospital Foundation and Cappagh Kids, has announced that it has received a €6,794 donation from Tesco Ireland. The National Orthopaedic Hospital Cappagh, noted that the sum, donated from the Tesco Community Fund, will ‘undoubtedly make a significant difference to the hospital’s ongoing efforts to ensure a positive hospital experience and exceptional care for its young patients.

Mayor of Limerick John Moran turns the sod at Lidl Ireland’s Ballysimon development

Mayor of Limerick John Moran today turned the sod at Lidl ireland’s latest development in Towlerton, Ballysimon, paving the way for the construction of a new state-of-the-art concept store.

Turning the sod at Lidl’s new site in Ballysimon, Mayor Moran, said: “Lidl Ireland’s commitment to the Limerick and Mid-West region is warmly welcomed and I am honoured to turn the first sod at what is the latest large-scale development being delivered on the new access road off the City East Roundabout.”

Coca-Cola HBC delivers ‘strong’ ﬁrst half

Coca-Cola HBC has delivered a ‘strong’ first half of the year, as it ‘navigated challenging environments in several markets’, its financial results for the six months ended 28 June 2024 show. According to the bottler organic volume increased by 3.1%, with its strategic priority categories all driving growth, during the period.

Mace retailers present €444,448 to

Down Syndrome Ireland

Keith Crawford, sales director, Mace recently presented a cheque for €444,448 to Down Syndrome Irelandon behalf of Ireland’s nationwide network of Mace retailers.

As well as holding a number of fundraising events in their stores, over the lifetime of the Charity Partnership, monies were raised by Mace and its shoppers through collection boxes in stores and a donation on selected Mace Own Brand products.

Aldi Süd Holding appoints Marcus Almeling as new CFO

Longford welcomes opening of new Lidl store

Longford Ladies Gaelic Football captain Caoimhe McCormack and vice captains Niamh Brady and Grace Kenny joined the team at Lidl Longford to cut the ribbon and officially open the retailer’s brand-new store on Dublin Road this morning. Lidl has created an additional 14 retail jobs to accommodate the larger store, which brings the existing Longford team to 31 employees.

Molson Coors reaffirms 2024 full-year guidance

Marcus Almeling will join Aldi Süd Holding as Group chief financial officer on 1 November, 2024, bringing 23 years of experience in finance management. In this position, Almeling will become part of the executive board of Aldi Süd KG serving alongside Tom Daunt and Thomas Ziegler who remain as co-ceo’s and operational leads for the business.

Primark to advance its circular design training among colleagues with new partner

Coors Beverage Company has announced that its core brands led the way as the company reaffirmed its full-year guidance in its latest financial results. In a statement, the brewer noted that it grew its bottom line and held its top line essentially flat against difficult prior-year comparisons. According to the drinks giant its European portfolio of core power brands saw strong results in the second quarter

Una Curran Crowned Nearby Ireland Local Legend 2024

Nearby Ireland has crowned Una Curran as Nearby Ireland Local Legend. The retail group has been on the lookout over the past few months for their Local Legend or Legends in the local community Customers of Nearby Ireland have been visiting stores to ensure their local community group or person gets nominated for all the great work they do within their own community ■

Primark (which trades as Penneys in Ireland) is partnering with the Circular Textiles Foundation, to deliver an advanced training programme for its Design and Product teams. The new training will cover advanced circular design principles, with recyclability at its centre, which supports Primark’s commitment to make more of its clothes recyclable by design by 2027

A opical taste OF FRESHNESS

LIMITED EDITION

‘Are you that fella who was cooking on RTÉ last night?’

TV chef and M&S food ambassador Mark Moriarty, talks to Donna Ahern about fronting the ‘Farm to Foodhall’ campaign and the inspiration behind his cuisine

Can you tell me about your role as a brand ambassador for M&S?

About three or four years ago M&S and I started doing a few small few bits together The relationship had been slowly building over the years and that has culminated, in the last two years to the Farm to Foodhall campaign which started last summer and ran again this year. The whole focus really for M&S was moving towards the very best of Irish suppliers, bearing in mind they are known for high quality food and always have been, to the point when I was working at a restaurant in Dublin, if we were stuck for a few bits, we would run invariably over to M&S on Grafton Street Since COVID I moved out of the restaurant environment to bring high end home cookery and to work on my books and then my TV shows It started to become a perfect fit, as my food is accessible; delicious food that is also high quality using good ingredients and that is what M&S do

What inspired you to become a chef?

Do you know what I was big into fishing when I was a kid. My first actual love was catching fish. As well as that I enjoyed growing vegetables and herbs in the back garden in fish boxes. There was a couple of houses up here in Dublin that would have had small veg gardens in their back garden. And I used to sort of jump in and help out in return for some of whatever was harvested. So, looking back my initial love really was in ingredients. It was during a generation when Gordon Ramsey, Jamie Oliver and Heston Blumenthal were coming on TV, which gave birth to that celebrity chef idea, so I had access then to learn how to cook all of these ingredients that I was really interested in. It took off from there.

As a TV chef, who would you consider to be your biggest inspiration?

Since my TV shows have aired, I obviously have received a lot of feedback every year on what people like about them. The thing that people

seem to like most about my TV shows is that it is simple food but there is an explanation as to why. My favourite programme was ’In Search of Perfection’ by Heston Blumenthal which ran on the BBC in probably 2006. And what I loved about him was that he had three Michelin stars at the time and had the number one restaurant in the world, yet he was cooking these extremely simple dishes but going into the whole background of where they came from, and the best way to treat the produce to create a plate of the best spaghetti bolognaise or the best steak and chips.

As a fan of Blumenthal have you ever tried to recreate his infamous Snail Porriage?

No, I don’t think that would fly now on RTÉ (he laughs).

What stood out to you about him?

What I did love about him on his TV shows is that he was a great communicator. So, he was able to explain these cheffy techniques and the science behind food, for a wide variety of audiences. My parents would listen and watch, and I was struck by how someone who was so well regarded in the restaurant industry was also becoming so well regarded to the public.

The last restaurant that worked at was the Greenhouse restaurant. Did you enjoy your time being apart of team that was awarded two Michelin stars?

Yeah, we won two Michelin stars, the last in 2019 so it was brilliant to be a part of it. I loved the long days and the team atmosphere and of working at that exceptionally high level. For me it’s the TV and books that people have really taken to which is also great.

How did winning the the San Pellegrino young chef of the year, and of course, being listed on the Forbes 30 under 30, change your career?

It certainly opened up a lot more doors, I don’t know if it sort of changed my career from a path that it was already on. What it did was it accelerated us. And it gave me a lot more sort of opportunities. Like when I won San Pellegrino, I was doing pop ups around Dublin on my days off and in the Greenhouse on Sunday and when I won that I partnered with them to bring my pop up restaurant around the world. And then from the Forbes Under 30 perspective, it’s been great. Having that on the CV certainly opens up

avenues to all sorts of new work.

Are there any upcoming projects or goals that you are excited about?

The whole point of the ‘From Farm to Foodhall’ campaign is to showcase the Irish families, the Irish people that are fourth generation who work hard every week, every month, every year to produce the food, and it gives him a lot more respect for what they’re actually buying.

Can you tell me something about yourself that people might not know about you?

I got so bored of running and obviously you must keep in good shape when you’re doing TV work and whatnot, I’ve gone back this year to play Gaelic football after 16 years away in division 10 South Dublin league It’s funny because of course I was doing the TV shows at the time I play centre half forward and there were times when the referees would be looking at me kind of funny throughout the match. After the match they would come up to me and say: “Are you that fella who was cooking on RTÉ last night?” ■

M&S food ambassador Mark Moriarty

meanz mealz donated

to barnardos

breakfast clubs

M&S launches new phase of Farm to Foodhall campaign

Marks and Spencer has recently launched the latest phase of the Farm to Foodhall campaign, with a new ad featuring one of M&S producers, a Co Dublin based Bakery, featuring head of New Product Development, Susie Hill, and M&S food ambassador Mark Moriarty

This campaign captures Moriarty meeting Hill to explore the Dublin product development kitchen and find out just why M&S’ San Francisco Sourdough is a cut above the rest

The San Francisco Sourdough takes over 30 hours to make.

Hill credits the live starter as the key to the bread’s unique tangy flavour as well as creating the delicious open texture and golden-brown crust. Susie and her team of expert bakers understand the time required to create the perfect dough and so are committed to spend 30 hours on each individual loaf before it is baked fresh in store every day – a process which is exclusive to M&S stores across Ireland.

The Farm to Foodhall campaign highlights just a few of the farmers and producers across Ireland who supply trusted quality Irish food to M&S customers as well as the ongoing work at M&S in expanding upon its existing range of

products sourced from Ireland.

Whether it’s top-quality premium meats from Irish farms, dairy products like artisan cheeses, or fresh fruits and vegetables grown on Irish soil, customers can enjoy the very best of what Ireland has to offer, sourced to the highest quality standards of M&S.

“We are following on from previous editions,

Vogue Williams returns as campaign ambassador for Heinz and Barnardos partnership

Heinz and Barnardos have recently teamed up for the third consecutive year to support vulnerable families in Ireland with the launch of limited-edition ‘Heinz Meanz Mealz’ Beanz three-packs. TV presenter and podcaster, Vogue Williams, returns as campaign ambassador for this partnership

The iconic Beanz packaging has been given a special makeover, and fans of this mealtime staple can pick up a pack from stores nationwide

For every pack purchased, Heinz will donate to Barnardos Breakfast Clubs. The children’s charity provides nutritious foods, such as Heinz No Added Sugar Beanznaturally high in protein and fibre - at selected Barnardos centres across Ireland.

This year’s initiative centres around bringing families together around the table and recognising the importance of family mealtimes.

Elaine McCague, head of commercial & marketing, Heinz, said: “We’re very proud to be continuing to support the incredible work of Barnardos in Ireland, and are so excited to relaunch our limited-edition ‘Heinz Meanz Mealz’ three-packs for the third year in a row. Each year our work together deepens as we make long term strides to support thousands of vulnerable families in Ireland.”

Speaking about the ambassadorship, Vogue Williams, said: “I’m so pleased to be working with Heinz and Barnardos once again. It’s so important to bring awareness to the incredible work they deliver in supporting vulnerable families across Ireland. Together, I hope we can not only raise awareness, but also highlight that a small, tangible act - such as buying a pack of Heinz Beanz – can have a big impact and help support those most vulnerable in our communities. I encourage everyone to get involved and help us make a lasting impact in the lives of these families.”

NEW three-packs of ‘Heinz Meanz Mealz’ Beanz will be available throughout August and September from major retailers such as Dunnes, Tesco, SuperValu and Aldi from today, as well as convenience stores. RRP €3.59. Prices are at the sole discretion of the retailer

where we visited our Dublin based berry supplier, where we source our Irish stem-picked Strawberries as well as our brilliant lamb farmers in County Mayo,” said Eddie Murphy, country director, M&S Ireland and Northern Ireland.

“In this next phase, we’re heading to our sourdough supplier in Co Dublin as we want to offer our customers quality Irish products, sourced locally.”

This San Francisco Sourdough takes more than 30 hours to make, fermented slowly, and with no artificial ingredients such as commercial yeast providing the very best in freshness and quality for their customers.

“I really enjoyed my time heading down to Susie and the team in the development kitchen,” said Moriarty

According to Moriarty, seeing firsthand the passion and dedication that goes into producing such high-quality Irish bread gave him so much inspiration to cook at home

“The M&S San Francisco sourdough is absolutely delicious, and it’s even better knowing that we’re supporting local producers when we shop in store,” he concludes.

CPM’s unique data and insights model boosts sales for clients by up to 25%

CPM Ireland uses a sophisticated data and insights model to boost sales, increase market share and margin for clients, doing so with maximum efficiencies and effectiveness.

Part of the international Omnicom Group, CPM analyses their data produced overnight from its world-class datacentre, measuring every aspect of their client sales campaigns – enabling them to intervene adapt, or change activity to optimise outcomes. Embracing this bespoke approach, clients have enjoyed sales growth, up to 25%.

John Healy, general manager, CPM, said: “Our primary objective is to deliver optimum ROI for our clients by increasing sales. Our data-driven insights enable us to be agile and focused; unlocking potential by ensuring that we are adopting the optimum approach. We know, for example, for one client that 50% of visits make up 80% of the sales – but which 50%? Our intelligence gives us the answers to deploy our teams to sell the right product, to the right person, at the right time, in the right way,” he added.

“Also, by comparing activity and performance across stores we can clearly identify where intervention is needed, what’s working and what can be improved. Then the real strength of CPM is we have the best people; an experienced, diverse and expert team who work seamlessly across all our services - be that on the phone, face to face or digitally - enabling them to sell faster, smarter, and more efficiently.”

(L-R) Susie Hill featuring head of New Product Development and Mark Moriarty, celebrity chef and M&S food ambassador, Mark Moriarty

John Healy, general manager, CPM

SuperValu and Centra win 116 awards at the Great Taste Awards

The success is a testament to both brands commitment to supporting local Irish producers.

SuperValu and Centra excelled at this year’s Great Taste Awards, winning a total of 116 awards – the highest number of award wins among Irish retailers.

The wins mark a significant achievement for both brands with SuperValu receiving 113 awards, while Centra earned 52

The success is a testament to both brands commitment to supporting local Irish producers, whose dedication, innovation and craftsmanship contribute to the exceptional quality of their products.

Of the 116 winning awards, 74 are proudly Irish, highlighting SuperValu and Centra’s continued commitment to promoting and celebrating local and Irish.

SuperValu’s premium Signature Tastes range picked up 60 awards.

This range is carefully selected for its exceptional quality and all sourced from SuperValu’s trusted partners across the island of Ireland, while the Inspired by Centra range garnered 17 awards, including accolades for Inspired by Centra Cold Pressed Ginger Shot, Inspired by Centra Irish Maple & Honey Bacon Loin and Inspired by Centra Angus Striploin Steak,

SOS

Cookies launches a pop-up at Dundrum Town Centre

SOS Cookies recently launched a pop-up at Dundrum Town Centre as part of its 2024 growth strategy The business is making serious ‘dough’ and is currently on track to achieve a 100% growth in annual turnover.

According to the cookie company, the €1 million turnover target for 2024 is firmly in sight with the business outperforming expectations having generated a loyal audience through online marketing tools such as TikTok.

Last year the business made 300,000 cookies, which were snapped up online, through stockists and at the brand’s concession in Arnotts.

This year, with a growing desire for personalised corporate orders, the Dundrum Town Centre pop-up and continual consumer engagement, the brand will make 700,000 cookies.

The pop-up at Dundrum Town Centre launched in July and can be found on Level 1 of the mall until the end of summer Since launching the demand has been unprecedented with sales achieving 50% more than anticipated.

Sarah O’Sullivan, founder of SOS Cookies, said: “Launching in Dundrum Town Centre has been our biggest exercise to date and it has far exceeded our expectations. The customer engagement has been integral, we have been baking cookies around the clock to meet the demand, which has been so exciting! For more information about SOS Cookies, visit: www.soscookies.ie For the latest news, new product, stockist and pop-up announcements, follow on Instagram, Facebook and TikTok.

solidifying its status as Ireland’s leading convenience retailer

Commening on the 116 awards, Luke Hanlon, interim managing director of SuperValu and Centra, said: “This achievement is a testament to the hard work and dedication of everyone involved with both brands, including our retailers and suppliers, who consistently strive to deliver quality food to our customers nationwide

“This incredible result of 116 awards celebrates that dedication. A special thank you to our brilliant Irish producers, whose well-deserved recognition from these awards sets SuperValu and Centra apart as two of Ireland’s leading retailers.

For more information of SuperValu and Centra’s awards at the Great Taste Awards visit www.supervalu.ie and www.centra.ie

Aldi commemorates

a quartercentury of success in Ireland with 10 fun facts

In 1999 Aldi opened its first stores in Ireland. Now, 25 years and 161 stores later, Aldi is celebrating a quarter of a century in business in Ireland.

To mark the occasion, here are 10 facts to celebrate Aldi’s journey:

1. In 1999, Aldi opened its doors for the first time with stores on Parnell Street, Co Dublin and Westside Retail Park, Co Cork.

2. On the day Aldi opened its first two stores in Ireland, Westlife’s Flying Without Wings was number one in the Irish singles chart.

3. There is an Aldi store in every country in the Republic of Ireland.

4. In 2005, Aldi launched its award-winning Specially Selected range and partnered with supplier ABP Cahir to bring premium 100% Irish Bord Bia Quality Assured steak to shoppers at affordable prices.

5. Since Aldi first opened in Ireland, the country has had six different Taoisigh – Bertie Ahern, Brian Cowen, Enda Kenny, Leo Varadkar, Micheál Martin and Simon Harris.

6. Aldi employs more than 4,650 people across Ireland.

7. Aldi first sold avocados in April 2012.

8. Since 1999, between sponsorships and charitable donations, Aldi has given back more than €25 million to more than 1,000 charities and local organisations.

9. Aldi opened its 100th store in Ireland in 2013 in Callan, Co Kilkenny. Hurling legend Henry Shefflin was on hand to cut the ribbon and mark the momentous milestone

10 Five of the top eight selling products in Aldi’s Kilkenny stores are milk or butter products, a testament to the storied tradition of milk, cheese, butter and cream production in the Marble City and county ■

SOS Cookies Sarah O’Sullivan, founder, SOS Cookies

Smash Hits on stage at Aldi’s 25-year celebration

Since 2016, Amar Faraz has revitalised Nearby Harmonstown, driving sales growth and strengthening community ties through strategic rebranding, writes

Shauna Bernard

Rebrand sparks business boom

Nearby Harmonstown boasts a rich history, serving the local community for more than half a century.

Amar Faraz, the current owner, took the reins in 2016 and has since guided the store through significant changes and saw an opportunity for growth and improvement

In June 2022, Faraz made a strategic decision to transition the store to the Nearby brand, part of S&W Wholesale. This change was more than just a rebranding effort; it was a comprehensive transformation aimed at better meeting the needs of the community and enhancing the store’s operations.

The store covers an area of around 150 square

metres and under Faraz’s leadership, he has maximised its space efficiently to offer a wide range of products and services

Renovations and investments

When it comes to the physical changes at Nearby Harmonstown, Faraz has focused on strategic updates rather than major renovations. Since taking over the store, he has preserved much of its original structure This shift required some renovations to meet the new brand standards.

Faraz notes:“The only renovation or changes to the store were done in June 2022 when we changed to the Nearby brand.”

These updates, though not extensive, were essential for the rebranding effort and involved a significant investment to do so This expenditure ensured that the store’s appearance and operations aligned with Nearby’s requirements, ultimately enhancing the overall shopping experience for customers.

Sales performance

Since transitioning to the Nearby brand, Nearby Harmonstown has experienced substantial growth in sales across various categories.

Faraz notes a marked improvement in the store’s overall performance,“The performance and the growth of the store has improved a lot since we changed to Nearby Harmonstown.”

Total sales have surged by approximately 25%, a testament to the positive impact of the brand change Breaking down the growth by category, confectionery and drinks have seen an impressive increase of around 30%. The grocery section has also performed well, with sales rising by about 20%.

Additionally, there has been a significant boost in the sales of E-liquid and vapes, which have increased by a remarkable 50%.

Staff and management

Nearby Harmonstown employs a dedicated team of five staff members, comprising three full-time and two part-time employees This staffing structure ensures that the store operates smoothly and efficiently, catering to the needs of its customers at all times.

Faraz emphasises the importance of maintaining a positive and friendly relationship with his staff

He explains,“I have a very friendly relationship with all our staff members. When I am working on the

Confectionery and Snacks display, Nearby Harmonstown

Nearby Harmonstown owner, Amar Faraz

13 STORE PROFILE

shop floor they don’t feel as though I am their boss, instead the relationship is peer-to-peer and friendly which lessens the pressures of work.”

This approach welcomes a collaborative and supportive work environment, where employees feel valued and motivated.

Faraz ensures that his staff are not only productive but also happy and engaged in their roles.

Community involvement

Nearby Harmonstown is deeply rooted in its residential community, playing an active role in supporting local events and initiatives.

Faraz highlights the store’s dedication to community engagement, stating,“Our store is in a residential area and it’s a very local community. We always help and sponsor any events that happen in the local area.”

This involvement includes sponsoring local events and activities, which helps to build a strong bond between the store and its customers.

Customer support

“We pride ourselves on providing very good customer service to everyone in Nearby Harmonstown,” notes Faraz.

In these challenging times of high inflation, the store goes above and beyond to support its customers

Faraz explains,“In these difficult times with rising inflation we go above and beyond to help our customers through our in-store value offerings from‘Bring Home The Value’, which is four key offers that change on a three week cycle, to our‘Always On’deals which promotes your everyday household essentials and more. ”

This approach allows Faraz to build a lasting loyalty and good-will within the community. Ensuring that when the locals visit, they will not only get a friendly smile, but also will leave with big value for less.

Nearby’s support

Faraz appreciates the valuable support provided by the Nearby brand. He notes,“The team at Nearby and S&W are very helpful, in particular our BDM who regularly visits the store to ensure we are operating well

and have the lastest deals communicated to our customers effectively This coupled with the make-up of our agreement with S&W Wholesale which includes no fees, ongoing support from their sales & marketing departments amongst others in the business justifies to us why we are right where we need to be with the Nearby brand overhead and the backing of the S&W Wholesale team as we move forward in years to come.” This support ensures that Nearby Harmonstown can offer competitive pricing and attractive deals to its customers.

Offering value

Confidently, Faraz notes that Nearby Harmonstown provides excellent value, especially during the current cost of living crisis “We always have loads of offers on different products and these offers change after every three weeks,” he explains.

Additionally, the store features a“Bring Home The Value” offer, where four selected products are priced competitively promoting lasting value throughout the year.“The four offers are always competitive throughout the industry, rivalling that of any of the big-chain

supermarkets, he adds.

This rotating value offer, updated every three weeks, ensures that customers continuously benefit from competitive pricing and savings on household items and big brand products

Rising business costs

Faraz acknowledges that Nearby Harmonstown has faced increased business and energy costs in recent years. Despite these rising expenses, he notes that the store’s financial performance has remained strong

“The business running costs and energy costs have increased in the last few years, ” he explains.

However, this challenge has been mitigated by a corresponding rise in both sales figures and customer numbers.

“Our sales figures and number of customers coming to the store have increased as well,” he adds

As a result, the impact of these higher costs has been less significant, allowing the store to continue thriving amidst economic pressures.

Current challenges

Despite the ongoing economic pressures, Nearby Harmonstown is navigating its challenges effectively.

The support from the Nearby brand has been a key factor in the store’s current performance growth and success. Faraz describes the Business Development Team from Nearby as“very helpful and cooperative,” which has been crucial in maintaining smooth operations and addressing any issues that arise.

Looking ahead

Faraz acknowledges the progress of Nearby Harmonstown with a sense of accomplishment “The only thing I will say is I am very happy with my store’s growth and continued support through Nearby & S&W Wholesale.” he notes.

He also highlights the importance of his team and customers in this success, stating,“I have amazing staff and my customers are very nice too. ” These remarks emphasise the value of the strong relationships that support the store’s continued success and its role in Harmonstown community

Amar Faraz, owner, busy at work in Nearby Harmonstown

Costa Coffee at Nearby Harmonstown

CSNA NEWS

How to report a crime

We would like to remind members the procedures for the most efficient process for reporting a crime or theft within your store. It is very important that you always report a crime no matter how small to ensure that the Gardai have a report of each crime that has happened in your store.

Stop being a punchbag

Surely the time has passed for retailers to reject the constant and ever-increasing demands on their time, resources and money from suppliers, State and Regulatory Bodies?

The Department of Health will presently provide a suggested licence fee (and a separate administration fee) that will accompany the Annual Tobacco and Nicotine inhaling Products licensing system.

It is being suggested that retailers, rather than Re-Turn, or the Department who were authors of the DRS, or even the RVM manufacturers had a responsibility to ensure that disabled, incapacitated and infirm persons wishing to avail of the service would be accommodated by the retailer.

The “take it or leave it” attitude from our legislators who fail to accept the enormous difference between the legal and practical capacities of a 17-year-old working in our stores and an adult employee, yet still recommending that they be paid the same!

The Oireachtas has risen for the summer period, but all elected officials are still working in their constituencies; let them know that your life matters, that your service to the community needs to be respected and that you want them to act as your advocate.

Department Of Justice to publish amendments to Defamation Act 2009

Retailers will be allowed to claim ‘Qualified privilege’ as a defence

The association was invited to attend a briefing in the Department of Justice offices this week to hear in advance of the publication by the Minister for State James Browne TD of amendments to the Defamation Act which have been drawn up to remedy a few ‘gaps’ in the Act.

The Association and ISME had previously been involved in discussions with both the Minister and Department officials on the issue of ‘transient retailer defamation’ and were advised that a complainant would need to prove that Serious Harm had occurred from the actions of the retailer, his servants or his agents.

Although the Joint Oireachtas Committee that carried out a PreLegislative Scrutiny of the Heads of

Bill had heard from some civil liberty bodies and from some of the representatives of the legal profession that the insertion of a need to prove Serious Harm may cause a disproportionate impact on citizens, the Minister and his officials were reasonably confident that the Attorney General would approve the insertion.

We recently learned that the Attorney General is not satisfied that the ‘Serious Harm’ test would be constitutional as it may be seen as a barrier to access to the Courts for a plaintiff and informed the Department that the defence of ‘Qualified privilege’ was available, once the words spoken were without malice and delivered in a respectful manner.

We advised the Department officials that we would need to consider this change and would revert once we had seen the published Bill this week.

We have asked our insurers to assist us in creating a series of phrases and statements that retailers, their staff and those working as security in the store may use to enjoy the Qualified privilege defence.

Both the HSE’s Environmental Health Service and the Office of the Regulator for the National Lottery, in addition to several Garda Divisions have finalised their plans to carry out “test purchases” using 15, 16 - and 17-year-old minors. These minors have been instructed that they cannot lie or attempt to deceive the person behind the counter, that if they are asked for I.D. they must say that they don’t have it. If asked their age, they must be truthful, if they are challenged as to whether they are 18, they must say that they are not.

It really isn’t hard to avoid a prosecution if you insist to all of your staff, especially casual, part-time and weekend staff, that they must seek photo I.D. for all Age-restricted products. This is a very serious matter.

Department of Finance host ‘Risk roundtable’ meeting

The meeting hosted by Minister of State Neale Richmond TD was one of a number he intends to host with various stakeholders that are affected by Insurance matters.

This Government, particularly the lead given by Leo Varadkar when he was Minister for Enterprise, saw a lot of reforms and systemic changes - yet despite these very substantial changes, most policyholders in the Liability (Public and Employers) sector are not

seeing reductions in their insurance premiums.

A survey carried out by the Association, by the Alliance for Insurance Reform and by the Licenced Vintners recently found that more than three-quarters of policy holders had not seen a reduction in their premiums, even though a similar figure had not had a claim in the previous five years.

Enough is enough - the statistics clearly show that awards are

reducing significantly, that those going through the resolution process are getting the same level of awards in half the time it takes to go through the court process - the only difference is the fees paid to lawyers and barristers is a tiny fraction in the Resolution Vs Court scenario.

If you have any observations or comments about Insurance and how you are impacted, please let us know.

CSNA NEWS

NEWS

GUS O’HARA National President, CSNA

Burke advocating 9% VAT for hospitality sector

Mullingar Minister for Enterprise Peter Burke says he will be pushing strongly at cabinet for a reduction in VAT for hospitality businesses.

Following confirmation that Budget 2025 will be announced on 1 October, Minister Burke said it will be a firmly “pro-small business budget”.

The Mullingar TD reiterated previous comments made to the media after meeting representatives from the CSNA including Sara Orme, who was representing Delvin Daybreak at the meeting.

He said: “Since my appointment 13 weeks ago, there hasn’t been a week where I have not formally or informally sat down with a business owner, whether this be a local café manager, a publican, a hairdresser, a tech giant – as minister for

enterprise, it’s my job to engage with all members of the business community.

“And it’s clear to me that local hospitality businesses are in need of support. They have weathered increased costs now for several years, lower turnover during COVID, followed by inflation since 2022 and regulatory change including increases in minimum wage and employee benefits such as increased entitlements to sick pay. These changes benefit wider society but there is no doubt that they hit our smallest businesses the hardest.

“As minister, I have committed to stress test any further planned changes before they are implemented, to ensure that they do not damage the viability of SMEs.

“I have also introduced the ‘SME test’ – all government policies, legislation and guidelines must first go through a test to examine how they affect small businesses, before they are agreed by the government.

“A number of government memos containing legislation have already been sent back to their parent departments to assess negative consequences on business.

“We all know small businesses provide the backbone of our local economy and our communities. They provide 70% of all employment in this state.

Government must recognise that and give support when it is needed.

“My budget submission is almost complete after a number of weeks of work, and it will be shortly submitted to the Dept of Finance and will form the basis of negotiations later in the summer.

“While ultimately, it will be the decision of the minister for finance and the wider cabinet, I will be advocating for a number of changes, both in tax and expenditure, to ensure that Budget 2025 is a firmly pro-small business budget.” ■

Generational classification recruitment strategy

Noting your candidate’s generation and whether they fall into a Gen X, Millennial or Gen Z category and not just their age, maybe a helpful tool when choosing a candidate for a role, writes Nikki

Murran

The algorithm on my Instagram knows that I enjoy watching those little reels where they compare certain aspects of people’s lives depending on their Generational classification You know the ones –Millennials pick up the imaginary phone as though it’s an oldfashioned handset, whereas Gen Z’s swipe across their fictional smartphone screen?

Lately, though, I have been watching more and more skits about Gen X and Gen Z versus Millennials in the workplace and interview scenarios, and whilst some are hilarious – some ring a little too close for comfort.

Generational category

I’m not sure when I started noting my candidate’s generation – not their age you understand, but whether they fall into a Gen X, Millennial or Gen Z category, but it has certainly become another tool I use when gaining insights into a candidate’s motivations – a tool I have found particularly helpful in fact.

Now I am not one to cast blanket stereotypes, but I do see certain trends across each generation – each has their own set of values they use to determine if a new company or role is the right fit for them. Ultimately, everyone will have their own preferences, but by understanding more about candidates from 17 to

70 it allows us to understand how to better attract all of them to our retail roles.

Generation break-down

Baby Boomers (1946-1964) are generally the most experienced candidates on the market They bring a wealth of knowledge, experience and stability to any store. Boomers have a reputation for having an incredible work ethic and loyalty. I often notice on many of their CVs they have lovely longevity with their employers, but this can show me that they are slow to leave their current job, so may be harder to attract.

Boomers tend to value stability and tangible benefits like a steady salary, healthcare, and pension. They tend to look for roles where there is a clear structure, and often they prefer cultures with more formalized processes and where face-to-face communication is the most used channel.

If your candidate is a boomber, your best chance of securing them is an in-person meeting, where you go through the package, run through some of the company structure and processes, and perhaps a quick meet and greet with some of your long-standing store staff as they are leaving the interview. This process should line up well with their values.

Generation X (1965-1980) are

usually fantastically resilient and pragmatic. This generation tends to be known for their independence and ability to work independently. It usually follows so, that they lean into roles where they can have a level of autonomy and responsibility.

Gen X often presents as valuing career growth and development opportunities and will seek out roles where there are clear progression paths outlined for them They are happy working in a tech-savvy space and expect their role to be supported by modern technology. They also have a high value placed on work-life balance, flexibility and family-friendly supports.

If your candidate is a Gen X, your best approach is to spend some time-sharing success stories from your current staff and their career trajectory You should also

outline the level of responsibility in the role and how that responsibility could have the chance to grow with time I would also recommend highlighting any flexibility the contract offers, such as weekends or evenings off or going through the potential shift pattern.

Millennials (1981-1996) tend to prioritise meaningful work, and really seek out companies and cultures that align with their own values They are often classified as being highly ambitious, not just for their own career but for any project they are responsible for. They have also a reputation for working well collaboratively.

Millennials expect seamless digital experiences in their jobs, and support from their employer to avail of continuous learning and upskilling throughout their career

NIKKI MURRAN Director, Grocery Retail Recruitment, Excel Recruitment

www.excelrecruitment.com

Millennials usually expect their company to have a strong moral compass, a solid culture and be socially responsible. Millennials tend to appreciate feedback, recognition and acknowledgment on an ongoing basis.

When engaging with a Millennial candidate I would certainly look for opportunities to showcase your company’s culture, and ideally discuss any mentorship programmes where they would get ongoing feedback on their work Millennials, like Gen X, tend to appreciate flexibility, so it might be a good idea to touch on this in interview stage here also.

Generation Z (1996 – 2012) are our most recent entrants into the market. The tend to be more adaptable than other generations when it comes to new technology, new systems and new ways of work and are thought to be the most creative of the generations.

Gen Z candidates generally look for more freedom to allow them to

be innovative and like to be given the opportunity to multi-task. They often place enormous value on a company’s contribution to society, and their openness to diversity and inclusiveness. Gen Zs tend to lean into social media where possible and respond positively to companies with a positive social media presence. They also, often seek roles where rapid career progression is available and mentorship is offered.

For a Gen Z candidate, you might find success through a company introduction which outlines your company’s inclusiveness, diverseness and corporate responsibility When explain the role it would be worthwhile highlighting any opportunities for creativity such as displays, or perhaps links to social media, such as running the store’s Facebook or Instagram page

Some final pointers to note While some of this categorisation

“Millennials (1981-1996) tend to prioritise meaningful

work,

and really seek

out companies and cultures that align with their own values. They are often classified as being highly ambitious, not just for their own career but for any project they are responsible for. They have also a reputation for working well collaboratively.”

may prove useful, it is imperative not to allow stereotypes to determine your hiring process. Plenty of candidates I have met do not align at all with their generation as they are shaped, for example, by their parents’ values instead of their peers.

From assessing each of these generations, it’s clear that there are some common themes worth

outlining in all your interviews as they seem to cross all today’s candidates All groups placed a high value on flexibility, all cited continuous learning and career growth as an important value and, regardless of generation, a company’s inclusiveness and diversity has become more of a factor as candidates consider their options in today’s market ■

Sun, sea and SPAR

Following her busiest trading week to date Aisling Leacy, owner and manager of SPAR Kilmuckridge talks to Donna Ahern about why she felt that her partnership with “the iconic international brand” SPAR would be a great fit for the store’s location and customer base

Aisling Leacy, owner and manager, SPAR Kilmuckridge, took over the lease of the family’s premises, situated in the picturesque seacoast village in Co Wexford, just over two years ago.

Aisling, who has a degree in Accounting and Finance, originally cut her teeth in the industry by working as an area manager and, when combined with the experience of growing up with entrepreneurial parents, owning her own business was“definitely something that was going to happen eventually”.

Today Aisling proudly oversees the day to day running of the 4,200 sq ft store managing a loyal staff of 20, including her sister and assistant manager Melanie who manages the off licence, and is“brilliant at keeping up with trends and any new products.”

“Since we opened our doors in September 2022, we have been overwhelmed at the level of support from the local community.”

Local community

As a local store in the heart of the Wexford village of Kilmuckridge, this state-of-the-art SPAR store is an integral part of the local community

Speaking with ShelfLife she says,“Since we opened our doors in September 2022, we have been

overwhelmed at the level of support from the local community. We have seen steady growth throughout our first two years trading. Due to the seasonal nature of the village, the summer months are our most profitable due to the influx of tourists, both day trippers and holiday makers,” she says.

Kilmuckridge boasts number of historical sites that attract a regular influx of visitors. Also, the local beaches are a tourism attraction of the area, part of a long stretch of unbroken sandy beach that connects Cahore to Raven Point.

Morriscastle, the largest beach, is used by swimmers, walkers, horse riders and anglers, and is the focal point for a cluster of holiday home

Deli counter, SPAR Kilmuckridge

Aisling Leacy, owner and manager of SPAR Kilmuckridge pictured outside her store

developments, caravan parks and camp sites, to accommodate the influx of tourists during the busy summer months.

At the time of the interview, Aisling was coming off the busiest week of trading since she opened the store.

“The weeks surrounding the August Bank Holiday are proving to be the busiest weeks of the year due to the increased footfall This year we are delighted to have achieved double digit growth on same period last year,resulting in our best trading week so far,”she gushes

Renovations

The site on which SPAR Kilmuckridge sits had been vacant for the past number of years before Aisling took on the task of breathing new life into the premises.

With the change came a significant overhaul of the store’s infrastructure. Aisling says that she had to gut the entire building and start from scratch again, which entailed a full refurbishment, from floor to ceiling, fireproofing and the installation of new refrigeration units.

“We began renovations to the store in April 2022. As the premises had been vacant for quite some time, the extensive work took almost six months to complete In additional to personal investment, we received significant support from the BWG Development team to complete these works and bring our store up to the current SPAR spec and standard,” she explains.

“One of the main focuses of the renovations was to showcase our fresh food offering, in terms of our Deli and Butchery departments and our extensive off license area I am particularly proud of how these areas turned out and could not be happier with the overall finished look of the store. ”

Supporting local

In addition to supporting local clubs, schools and community groups through fund raising, donations and raffle prizes, Aisling also feels that it is very important to support the local community through stocking local produce.

“We stock potatoes and strawberries from local Wexford farmers One product I am particularly

proud to stock is Little Honey House Honey, which is made by Adrian and his nine-year-old son Noah only a few kilometers from our store and is a firm favourite amongst our customers,” she says.

BWG partnership

Support from the stores symbol group is integral to the business’ success.

“I decided to partner with BWG as I felt the iconic international SPAR brand would be a great fit for the store’s location and customer base.From my very first meeting,IknewIhadmadetherightchoice,”Aislingsays

“The level of support I have received from SPAR

and BWG, from our first on site meeting to right up until today, has been invaluable to both myself and the success of the business. Knowing my Retail Operations Advisor, John Dobbs, the fresh food department and the extended BWG team are always on the other end of the phone to answer any questions and queries I may have offers great peace of mind.

“I also find the Retailer Extranet to be a fantastic resource, where I can find get all the information, I need regarding staff training and HR as well as utilising the fresh food guides and builds to ensure we keep our offering fresh and up to date,”she concludes ■

“This year we are delighted to have achieved double digit growth on same period last year, resulting in our best trading week so far.”

‘At your service’, SPAR Kilmuckridge

Groceries, SPAR Kilmuckridge

Off-licence, SPAR Kilmuckridge

Gender Pay Gap reporting

In 2023 the Gender Pay Gap Information Act 2021 introduced the legislative basis for gender pay gap reporting in Ireland. The Gender Pay Gap is the difference between the average hourly wage between men and women in the workforce, writes Caroline Reidy

Where is it reported?

All required information relating to gender pay gap must be published on the employer’s website or in another way that is accessible to all its employees and to the public. Employers are required to ensure that their gender pay gap report remains available and accessible for not less than three years from the date of publication or on which they were made available. It is expected that an online portal will be available in the future

What are

the key points for employers to ensure they are fully

compliant?

It is important to note that‘Equal pay’ is a different issue which is about the prohibition of pay differences between men and women for“like work,”“work of equal value” or“work rated as equivalent.” Such differences are not permitted under Irish law and this requirement is something that Irish employers already must address. The issue of“Equal Pay” is connected to the Gender Pay Gap issue.

Therefore, it is possible that, even if an employer does not have an equal pay issue, a gender pay gap may still exist, for example if the majority of lower paid roles are filled by women. Gender Pay in Ireland is a crucial step towards addressing pay inequality between men and women.

Reporting requirements

At present, companies with 150 or more employees are asked to report on their gender pay gap. The Act widens the scope to employers with 50 or more employees by 2025. All relevant companies are required to select a‘snapshot’ date in the month of June Their reporting will be based on the employees they have on that date. The companies then have six months to prepare their calculations before reporting six months later, by the end of December. It is intended that from 2025 the reporting date will change to five months from the June snapshot date. This means that

CAROLINE REIDY Managing director

further information or advice relating to HR, please do not hesitate to contact The HR Suite’s office on (066)7102887 or email info@thehrsuite.com

mandated organisations will report on their Gender Pay Gap in November 2025.

What needs to be disclosed?

The Gender Pay Gap Reporting legislation requires employers to disclose statistics on pay differences between male and female employees across a range of elements, including hourly pay and bonus. Data must also be reported on differences between male and female employees across a range of working arrangements, including part-time employees and those on temporary contracts.

Disclosure is required on the following:

• The proportion of male and female employees who receive benefits in kind and bonuses.

• The number of male and female employees across four pay bands.

• A possible requirement to publish differences in pay by reference to job classification.

1. Understand what is required to be reported and ensure that systems are in place which can easily produce the statistical data for publication.

2. Calculate your gender pay gap now to identify any equal pay risks or other systemic issues giving rise to the gap before it must be published.

3. Identify additional numbers, initiatives and plans to address the gap which you would like to disclose that can provide supporting information.

4. Use the data and analytics to understand the root causes or why certain groups of staff are especially affected.

5. Begin to craft the narrative of your disclosure and develop your communication plan This could include sharing and discussing the data internally before going public.

How do I address Gender Pay Gap issues?

The company must set out in their reporting, its opinion as to the reasons why a gender pay gap exists and the measures that are being taken or that are proposed to be taken to eliminate or reduce the gender pay gap. It is important to understand that there may be varying factors that have influenced your figures such as historical changes, patterns of progression or industry sector. It is also important that your response to any gender pay gaps is proactive and demonstrates positive changes. In reviewing any gaps, companies may

need to revisit the organisations policies and practices in the relevant areas such as recruitment, retention, diversity & inclusion, and remuneration

Non-compliance

A company employee would have the option to take a case against their employer in the WRC in respect of noncompliance with the Act. It does not provide for compensation for the employee or for a fine to be imposed on the company however an order can be imposed on the employer to take a specified course of action to comply with the Act. All decisions are published and will include the names of the employer and the employee. If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact our office on (066)7102887 or email us at info@thehrsuite. com. For more information visit https://thehrsuite.com or read our blog ■

Growth through quality and innovation

Morgan Lee, Market Manager, Imperial Brands John Player Ireland talks to Donna Ahern about how the business needs to constantly innovate to react to its consumer’s needs. On top of launching JPS Cool Fusion, in mid-June, Imperial Brands John Player is set to introduce Rizla Classic Combi to the market

Morgan Lee,Market Manager,Imperial Brands John Player Ireland is the youngest of three brothers from a small village in the middle of County Offaly.His parents are farmers so he was“out working from morning to night on the farm from as far back”as he can remember Speaking with ShelfLife, Morgan Lee says that like all farmers’children he was no stranger to hard work!

Lee joined Imperial Brands John Player in 2005 after spending some time travelling and working inAustralia and New Zealand with his wife,Emma.When he returned to Ireland,he was appointed as a relief rep for Imperial Brands John Player covering various parts of Ireland.

He says:“This really gave me a taste for what our company values were all about.While I covered for numerous different sales reps ’territories throughout Ireland at the time,all areas held the same consistent high standards,”he adds

“In addition,I also got to know and understand retailers from all over Ireland and learned firsthand what their expectation is of a real trade partnership.This is something that I have carried forward throughout my career. ”

Vast experience

Over the past 19 years in Imperial Brands John Player Lee has held numerous commercial roles from rep to area sales manager to head of sales and key accounts,then ultimately being appointed as Ireland market manager in 2019.

“Each role was a learning path,and that constant learning continues for me every day.You can never learn too much particularly from other people and that is something I strongly encourage right throughout our business,”he explains.

Market share growth

Lee says that he is proud of how Imperial Brands John Player brands have grown over the past few years.Despite the challenges of a dark market and a high excise environment

Morgan Lee, Market Manager, Imperial Brands John Player

Despite the challenges of a dark market and a high excise environment Imperial Brands

John Player has managed to grow its total share of market by over 2.5% in recent years.

Imperial Brands John Player has managed to grow its total share of market by over 2.5% in recent years.

“We continue to grow JPS share year on year through quality and innovation but also with a trade engagement and advocacy programme to match.I am obviously very happy with how JPS has performed but we also have a couple of unsung heroes in our portfolio,”he notes.

“Rizla,for example,as one of our global flagship brands, has a total market share of 95% in Ireland and is a brand that we are constantly reviewing to ensure we are meeting the ever-changing needs of our customers and consumers. We are just now launching Rizla Classic Combi to again meet those evolving needs because we listen to what our consumers want from the portfolio,”he adds

EU Tobacco Products Directive

Lee noted that the company works in a highly regulated sector and there will be more regulation in the coming years as a new EUTobacco Products Directive is on its way.

“Part of what has made our business great is how resilient we have been over the years,and this has been driven through our determination to succeed but by also listening to our customers and consumers and bringing products to market that are relevant,”he says “This strategy will continue,and we will also look to see what other opportunities there are across several channels from tobacco,to vape,tobacco accessories like Rizla,etc.over the short,medium and longer term We can never stand still,by embracing all opportunities I see us continue to drive our business forward over the coming years.

Rizla Classic Combi

Lee highlights that Imperial Brands John Player is a “massively”ambitious business and new product development (NPD) is obviously part of that.

“I believe that this is what makes us the business we are today.We always try to‘Start with the Consumer’in mind and build from there.Any NPD [New product development] we launch in the Irish market is thoroughly researched to ensure that we are meeting the needs of our customer and consumer base.Rizla Classic Combi is no different,”he explains.

“We need to constantly innovate to react to our consumer’s needs.This is what we did with the launch of JPS Cool Fusion in June,to ensure the everchanging needs and to provide choice for the Irish adult tobacco consumer We are now launching Rizla Classic Combi,this exciting launch builds on the already hugely successful Rizla brand and with the launch we aim to meet the needs of a growing number of consumers that want unbleached brown paper. Rizla Classic Combi gives a more natural and authentic feel while offering the convenience of paper and tips together.”

Tobacco Free Ireland

Successive Irish Governments have been very clear that they have a target for aTobacco Free Ireland.In the past,they have used this day to announce a new tobacco restriction with this year being no different However,a balance must be struck between overregulating a sector so much that consumers are driven to the black market or only purchase their tobacco products abroad

“It is quite shocking that Revenue’s own figures for 2023 show that 34% of cigarettes smoked in Ireland were either smuggled or brought in from overseas - so-called NIDP (Non Irish Duty Paid),”Lee highlights.

“That makes NIDP the second biggest cigarette supplier in Ireland!We really need Government to consider the impact of their laws and taxes on tobacco I mean,in the last week of July alone,nearly five million cigarettes were seized by Revenue in Cork and a further 10 million were seized in Rosslare.”

Vaping

In relation to vaping Lee highlights that – what is urgently required is a step-up in enforcement rather than more regulation.

“There is no point in government passing laws and then not enforcing them There are far too many non-compliant vapes for sale in Ireland,”he says

“All vapes must have dual language health warnings but how many outlets sell English only health warnings?Why aren’t the authorities removing these products from stores? It is very frustrating as we will always comply with the regulations and then we see widespread flouting of the law by others.”

23 COVER INTERVIEW

Valuable lessons

“When I took over as market manager in 2019,I worked to remove any element of hierarchy in our business.I believe that this has allowed every one of my colleagues the freedom to grow and to be their best selves in their professional lives”

He highlights that he has learned so many valuable lessons over the past 19 years that it is difficult to pinpoint just one area.“I have mentioned already how we always try to‘Start with the Consumer’which,although sounding obvious,is often easy to overlook when bringing a new product to market At the end of the day,without consumers,we don’t have a business so the importance of staying on trend and meeting the consumers’needs is what drives us forward every day,”he says

“Another,and perhaps one of my main learnings,has been to surround myself with brilliant people No single individual can run a business like ours,it takes many,many people,working in collaboration,to really build a sustainable business.I am very lucky that our team here in Imperial Brands John Player are excellent at what they do and have a work ethic that is second to none,”Lee concludes.

Rizla Classic Combi Pack will launch on Monday 2 September 2024,selling at a recommended retail price of €2. ■

Part of what has made our business great is how resilient we have been over the years...

Morgan Lee, Market Manager, at the Imperial Brands John Player Ireland HQ

Packaging needs its day in the sun

Implementing the 4’Ps (product, price, place, and promotion) in to your marketing strategy is key to running a successful campaign. Colin Gordon reports

One of the most fundamental, complex and misunderstood elements of the marketing mixthe 4P’s - is the packaging element of product. For consumer goods companies, if it’s done right, packaging protects the product, communicates the products attributes, carries the brand, and prompts purchase. But environmental rules and production practices make the choice of materials used and the form of the package very convoluted and often give rise to a series of compromises or even contradictions - multi material packaging makes recycling difficult or hard to understand if you’re a consumer, some forms of the same brand/product come in different packaging with some capable (for instance) of being heated, some not.

The right thing?

Consumers don’t understand why certain things have to be done and others not. We now have tethered caps, deposit return schemes, carton packs (for beverages or soups for instance) that can’t be recycled as board, almost no recycling process capability in Ireland but we all use the‘Green bins’ and bottle bins where we carefully separate green, clear and brown glass (for it all to be dumped into the same ship and sent overseas). Research I’ve been involved in conducting in The Netherlands shows how confused consumers are about doing‘the right thing’ for sustainability, and they live in one of the most sophisticated countries in terms of environmental practices! What chance do we have?

And then you have primary and secondary packaging with shelfready requirements from the trade and litter cases. Does today’s marketer really understand the role each plays and the consumer/trade behaviour towards each? Or do they assume it is what is and just crack on?

Ticking time bomb

But let’s back up a moment! I’ve thrown the 4P’s‘bomb’ into the discussion right from the outset and I’m not sure if today’s marketers fully accept the very concept of the balance between product (including packaging), place (including shelf positioning,

adjacencies, weighted distribution, etc), promotion (including not limited advertising) and price (that is strategic and tactical pricing, value propositioning and trade pricing): the 4P’s Experience tells me that in many grocery categories packaging developments can be much more powerful and long lasting than say promotions.Yet promotions are exciting and quick to implement; they gain talk ability and can have useful (albeit short term) results. But do marketers have the time and bandwidth to experiment with what the balance of the 4P’s should be for their business, their brand.

Packaging is as important as the other elements of the marketing mix. Good packaging helps instill a perception of value which can be an aid to price. It can help brand promotion through clever imagery on the primary pack. It can aid the product itself by for instance lengthening product quality and life If the trade pack is correctly sized it can aid trade purchasing (often a smaller outer can help a new product be sold in as it’s ‘cheaper’ on a per purchase basis)

This article points the sunlight on packaging and how intertwined it can be with the overall brand proposition and offering The point here is that we have to think about the whole proposition and we need to be comfortable with how that proposition is created and can be enhanced if we want to be the very best we can be as marketers. That means knowing how the factory, the distribution system, the sales order process and the consumer behaviour pieces all can be put to best effect to drive the brand’s potential. ■

COLIN GORDON

Marketing Expert

Status symbol

For retailers, deciding which symbol group to partner up with can be a complicated decision, encompassing a range of factors influenced by the needs of their local community, Donna Ahern looks at Ireland’s leading symbol group brands

Symbol groups are essential to the success of Ireland’s convenience sector, partnering with independent retailers to deliver high standards and innovative food concepts. Choosing the right symbol group involves considering location, wholesalers, suppliers & more.

Speaking with ShelfLife Tara Buckley, director general, RGDATA, noted that the advent of symbol groups has been one of the key factors in the ongoing success of the Ireland’s independent retail grocery sector

“We have a long tradition of highly successful and entrepreneurial families running food and convenience shops and supermarkets in every town and village in the country They are renowned throughout the world as top-class food retailers and take on and beat the best multiple retailers in the world every day,” she says

“Being a member of a symbol group allows the independent retailer to benefit from the group buying and marketing activities and still have a very hands-on approach to the running of their store. This ensures they have well stocked stores that are competitive on price and range The added bonus is that the stores are run by an individual or family that is actively invested in their community and focussed on running an amazing, locally focussed store with the best customer

attention and service,” she adds.

“The retail grocery and convenience sector is a fast moving, tough and extremely competitive marketplace so being part of a group is like being part of a trade association – its better together.”

Own label ranges

Retail symbol groups are renowned for the delivery of their high-quality own label brands at a fraction of the cost to grocery shoppers.

According to the latest data from Kantar, take-home grocery sales in Ireland increased by 6.6% in the four weeks to 7 July 2024

The research showed that grocery price inflation is driving value sales growth rather than increased purchasing. There was an increase in shopping frequency in July, up 3.2%.

Grocery inflation in the 12 weeks to 7 July 2024 stands at 2.6%, a small increase of 0.14 ppts over last month but the first time that inflation has risen after a consistent 15-month decline

“Although there has been a slight increase in inflation, it’s still the lowest level we’ve seen since March 2022 and down 11.8 ppts compared to July 2023,” said Emer Healy, business development director, Kantar

Healy explains that shoppers in Ireland

remain on the lookout for value deals in the market with more than 25% of value sales on promotion.

“With retailers keen to push their own label products, we’ve seen strong sales this period with shoppers spending an additional €67.8 million year-on-year and total market growth of 4.5% on these ranges.”

Premium own label ranges performed strongly as shoppers spent an additional €15.5 million on these lines, growth of 10.8% compared to this time last year

Grocery retailer managers dedication

In an increasingly competitive market, the role of the store manager has become key to a store’s success

Ireland’s grocery retail industry recently gathered at Dublin’s Royal Marine Hotel, for the 2024 ShelfLife Grocery Management Awards to honour the grocery retail industry’s finest management and more.

Addressing the attendees, John McDonald, publisher, ShelfLife, congratulated all the finalists and winners at this year’s awards.

“This national awards scheme has reaffirmed the quality and dedication of retail grocery managers across the country.”

SPAR

Fact file:

Number of stores nationwide: 400+

Typical store size: varies

Head office: BWG House Greenhills Road, Tallaght, Dublin 24, D24 Y722

Wholesale partner: BWG Foods

Type of distribution network: BWG National Distribution Centre (NDC) servicing fresh, ambient and alcohol to all SPAR stores nationwide Website: www.spar.ie

Social Media:

• @SPARIreland on Facebook

• @SPAR_Ireland on Instagram

• @SPARIreland on X

• @sparireland on TikTok

Tagline: ‘Under the Tree at SPAR’

Q&A with…

Industry trends

SPAR’s elevated position within the grocery convenience retail industry is one driven by a rich heritage in food and beverage innovation built up over many years. It is a brand renowned for innovation, as well as for exceptional customer choice, magnificent customer service and a nationwide network of independent and entrepreneurial retailers. The raison d’être of the wider SPAR team is to ensure our retailers are exposed to the newest trends and, in fact, stay ahead of those trends to better serve the needs and wants of their customers.

This is achieved by guaranteeing that all SPAR retailers have the most innovative retail foodservice offering in the market through a wide array of concepts to choose from. In this regard, the BWG Fresh Food Solutions team helps ensure that our retailers are trendsetters when it comes to Retail Foodservice. For example, SPAR Deli has consistently been a stand-out offering for customers who are used to purchasing only the finest quality fresh food, either food-to-go or food to buy and consume in-store Through the Food Solutions team SPAR retailers are able to constantly change to meet (and even pre-empt) consumer trends that help attract and retain customers.

SPAR also offers great Value through the SPAR Own Brand Range, which allows customers to save up to 33% versus branded equivalents in stores. SPAR is also adept at maintaining a strong presence at local and national level through our award-winning social media and advertising campaigns as well as our established record of working with relevant and influential Brand Ambassadors, such as Kellie Harrington, Rhasidat Adeleke and Israel Olatunde

Standing out

SPAR is a well-recognised and much-loved brand and is the face of many family businesses right around the country SPAR retailers are the lifeblood for many of the communities in which they are embedded, and, in turn, SPAR has always been committed to providing its retailers – and by definition their customers and those aforementioned communities – with the very best.

In essence, setting standards and driving innovation are pillars of the SPAR offering, which is why from a customer perspective, SPAR is a recognised leader and stands out from the crowd.

Public and brand awareness

A perfect example of how our campaigns resonate with the public is the wonderful year of celebrations for SPAR’s 60th anniversary

last year where we engaged with both retailers and consumers through various campaigns. We awarded a total of €60,000 to local groups via the SPAR Community Fund and this was complemented by outdoor advertising and shopper giveaways as well as retailer events such as hiking in the Comeragh mountains and tree planting in Balllymacarbery, Co Waterford with the Tree Council of Ireland.

Showing support

SPAR retailers really understand that we are in this together and that we (SPAR) are there to support them on their journey with whatever they need. True partnership can only be based on mutual respect and two-way communication, which is the foundation for our strong relationship

Sustainability credentials

BWG were the first FMCG group in Ireland to launch a fleet of CNG vehicles as part of our sustainability plan. Since then, SPAR and BWG now boast 30 biogas vehicles currently in operation across the network and in early 2023 we introduced three electric vehicles to the fleet. From an energy perspective, we continue to promote responsible energy consumption and encourage and support retailers in installing solar panels, purchase of electricity through our Affinity Programme and implementation of Next Generation Refrigeration. These initiatives aim to improve efficiency and reduce our overall carbon footprint associated with energy We now have 24 SPAR Stores signed up to Too Good To Good within Ireland.

Colin Donnelly

Colin Donnelly, SPAR sales director

SPAR store interior

SPAR store exterior