The ShelfLife May Issue

Ambitious strategy driving growth in MACE

MACE sales director Keith Crawford talks about the convenience retail network’s ambitious future expansion plans

TWIG twoo!

Agree to referee

Who you choose as a reference could put your job offer in jeopardy

The top players of the grocery and retail sector turned out in force for this year’s networking lunch

ShelfLife May 2024 Vol. 31 No.5

Editor DONNA AHERN donnaahern@mediateam.ie

Staff journalist

SHAUNA BERNARD shauna.bernard@mediateam.ie

Contributors

FIONNUALA CAROLAN

CAROLINE REIDY

NIKKI MURRAN

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.

Winning formula

Ireland’s grocery retail industry recently gathered at Dublin’s Royal Marine Hotel, 9 May, for the 2024 ShelfLife Grocery Management Awards, recognising individual management excellence in the sector.

With 360 guests in attendance, 22 awards were presented, honouring the best in the many departments that make up local convenience stores and supermarkets, culminating in the grand prize of ShelfLife National Grocery Retail Manager of the Year.

Led by MC Shay Byrne of RTÉ Radio One, the prestigious, independently judged awards ceremony is supported by platinum sponsor Bank of Ireland and carried out in association with Excel Recruitment.

I would like to congratulate Michael Walsh, Scally's SuperValu, Clonakilty, Cork who was named National Grocery Retail Manager of the Year 2024. He was presented the award by Owen Clifford, head of retail at Bank of Ireland, the ShelfLife Grocery Management Awards’ platinum sponsor.

The judges deemed Michael Walsh an outstanding winner on account of the true dedication and passion he has demonstrated for the retail industry.

Commenting on this award, Walsh, said: “I was absolutely delighted and humbled to win the National Grocery Retail Manager of the Year 2024. I’ve been working in retail, and with Scally’s for many years, and thankfully still have that same love and passion for retail as when I started out. It’s also important to acknowledge the great team that I’m part of at Scally’s, as without them what I do wouldn’t be possible. Together we’ve created something very special and something that I’m very proud of. I’d like to thank ShelfLife and the sponsors and am looking forward to celebrating with the team over the coming weeks.”

Contents May

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

22 Ambitious strategy driving growth in MACE: Donna Ahern met with MACE sales director Keith Crawford at BWG House to talk about the convenience retail network’s ambitious future expansion plans

NEWS&ANALYSIS

&REPORTS

24 Unlocking the potential of branded podcasts: Alan Bennett, CEO of The Podcast Studios, shares insights with Shauna Bernard about its role in modern marketing and brand engagement

38 When it comes to the reputation of your brand, employing

company

break it: Good PR representation will elevate your brand, add value to it and maybe most importantly, protect it in a crisis. Fionnula Carolan has compiled profiles of the top Irish PR companies that are already taking care of many of the leading FMCG products we know and love

67 20 questions with: Joanne Byrne, co-founder, Presence PR

70 Social diary: Check out who’s been out and about this month!

ADVISOR

20 Recruitment: Who you choose as a reference could put your job offer in jeopardy. Excel Recruitment’s Nikki Murran, outlines the Do’s and Don’ts to take into consideration before you give your prospective employer contact information of who

you decide on to speak on your behalf

30 HR: The Work Life Balance and Miscellaneous Provisions Act 2023 was recently enacted. The aim of the 2023 Act is to aid in the balance between the personal and professional lives of employees. Caroline Reidy explains how employees now have the right to request remote and flexible working

NEWSGRID

The top news stories in FMCG and retail from across Ireland

ShelfLife GMAs 2024 honour the grocery retail industry’s finest managers and more

Ireland’s grocery retail industry gathered at Dublin’s Royal Marine Hotel on 9 May, for the 2024 ShelfLife Grocery Management Awards, recognising individual management excellence in the sector

With 360 guests in attendance, 22 awards were presented, honouring the best in the many departments that make up local convenience stores and supermarkets.

Nomadic & BUMBLEance launch €5k initiative for children’s medical support

Nomadic and BUMBLEance want to give children across Ireland the medical transportation and support they need, and have announced a new initiative, aiming to raise €5,000 for the charity

For each pot of Nomadic Honeycomb Yogurt and Oat Clusters sold between May and August, five cents from each sale will go to BUMBLEance.

Legislation proposes raising tobacco buying age to 21

According to Tánaiste Micheál Martin, the proposed legislation aiming to raise the legal age for buying tobacco products from 18 to 21, is a move considered “significant”. The legislation will not affect those aged between 18 and 21 who are currently legally allowed to purchase tobacco

There will be a transitional period where this cohort can still buy tobacco products.

Holland & Barrett’s €7m investment reveals new Dublin store

Holland & Barrett is launching a first of its kind store within the Jervis Shopping Centre, in Dublin’s busy north city shopping district. Holland & Barrett has invested €7 million into the Republic of Ireland within the past two years. This has included refitting all its Irish stores and new store openings in Cork, Tullamore, and Dublin Jervis Street.

BWG’s Elaine Clohosey appointed to safefood Advisory Board

Elaine Clohosey, BWG Foods technical manager, has been appointed by the North South Ministerial Council to safefood’s Advisory Board.

Clohosey has worked for BWG Foods since 2004 and as technical manager on the Food Solutions’ team, she advises on food safety matters to more than 1,000 independent retailers across BWG’s nationwide network of Spar, Eurospar, Mace and Londis retailers.

Almost €100,000 raised at TWIG 2024 networking lunch

A sum of approximately €100,000 was raised at this year’s TWIG (Today’s Women in Grocery) networking lunch. With an attendance of 624 it was the largest – and arguably most successful – TWIG event to date

TWIG has consistently been a key part of the fundraising efforts of the Irish Grocers Benevolent Fund (IGBF) charity, which helps those in the sector going through testing times.

Lidl launches new sustainable beef programme

Lidl has announced that it has become the first supermarket retailer in Ireland to launch an innovative new sustainability support programme for Irish beef farmers. The Lidl Sustainable Beef Programme has been developed by the retailer in partnership with Lidl’s beef supplier Liffey Meats, Bord Bia and more than 20 beef farmers from across Ireland.

Madrí Excepcional Hosts LVA delegation at La Sagra Brewery

Twenty-six members of the Licensed Vintners Association (LVA) council members attended a three-day trip to Madrí Excepcional’s famous La Sagra Brewery in Toledo Spain on 23 April 2024

The tour aimed to share with the LVA council members a unique and immersive Madrí Excepcional experience and one that embodies the innovative journey of the La Sagra Brewery

Powerscourt Distillery triumphs with double gold and gold wins at SFWSC

Powerscourt

Distillery’s 21 Year old Fercullen Single Malt earned the coveted double gold, while its flagship blended whiskey, Fercullen Falls, secured a gold medal at this year’s San Francisco World Spirits Competition (SFWSC). Additionally the distillery received two silver medals for the Fercullen 15 Year old Grain and Fercullen Single Malt at the event. n

REAL FAST

We listened to what our customers want and designed a completely new shopping experience.

This is about surprising and delighting shoppers with a fresher, healthier, more innovative offer. It’s also about bringing independent retailers a dynamic, cost effective retail offer, that delivers above average returns.

Succulent rotisseriespun chicken, served in delicious signature sandwiches

salad bowls.

M&S launches ‘Farm to Foodhall’ campaign with chef Mark Moriarty

M&S has launched its 2024 ‘Farm to Foodhall’ campaign, fronted by chef and M&S food ambassador Mark Moriarty The campaign is the second iteration of Farm to Foodhall following its success in 2023.

The campaign will run across Irish broadcast, digital and OOH channels from April to September and will feature five Irish suppliers as Moriarty visits them to explore the lengths they go to, to deliver the highest quality M&S Irish produce, all the way from farm to Foodhall. According to M&S, the campaign aims to highlight what makes its produce special in terms of quality and value, offering the very best of Irish food to customers. Throughout the multimedia campaign, TV, digital and OOH ads will showcase Moriarty meeting with the M&S Irish producers behind the retailer’s top quality,

100% traceable Irish beef and Lamb, delicious fresh strawberries, in store freshly baked San Francisco Sourdough and enriched vitamin D and B6 Chestnut mushrooms.

The campaign kicks off the first phase with Mark visiting M&S’ Irish berries supplier to learn how that great quality, fresh strawberries are specially picked using a specific technique that involves twisting them from the stem. The team on the farm look at the deep red colour and size before deciding whether or not the produce is M&S ready The farm encourages a natural ecosystem in their greenhouses and uses bees to pollinate the fruit for extra freshness and great taste Customers will see the Farm to Foodhall campaign across TV, social, OOH, emails and in store. Laura Harper, trading director, M&S Ireland, said: “At M&S, we pride ourselves on delivering

Centra releases heartwarming ‘Dinner Made Easy’ campaign

Love truly in the aisles with Centra’s first ‘Dinner Made Easy’ campaign, created by Boys + Girls to launch Centra’s Freshly Prepared Meals range Breaking stereotypes and redefining the ready meal dinner experience, this campaign tells the story of an unexpected romance at the ‘Dinner Made Easy’ section of a Centra.

At the heart of the campaign are two charming golden oldies who fall in love at first sight over a Centra freshly prepared Chicken Tikka meal. The heart-warming story unfolds as our two shoppers share a moment of connection that challenges the conventional romance story

Centra’s meal range are freshly prepared by Dublin based food producer Ballymaguire Foods. Made by experts to make dinner easy, the product range has something for everyone; customers can explore new tastes with the chicken tikka and chilli beef, or opt for comfort classics such as beef lasagne, cottage pie and carvery options.

Niamh Ryan, senior copywriter, Boys + Girls, said: “Creatively our story was inspired by the outdated idea of ready meals being a lonely meal for single people But what if ‘a meal for one, could become an unexpected dinner for two?”

Niamh Skally, marketing manager, Centra, added: “The introduction of the ‘Dinner Made Easy’ range underscores our commitment to providing customers with delicious, high-quality meal solutions that are competitively priced and continuously evolving to meet changing preferences.”

Centra’s meal range are freshly prepared by Dublin based food producer Ballymaguire Foods. Made by experts to make dinner easy, the product range has something for everyone; customers can explore new tastes with the chicken tikka and chilli beef, or opt for comfort classics such as beef lasagne, cottage pie and carvery options.

The campaign invites consumers to discover the ‘Dinner Made Easy’ aisle for themselves, and while they may not find love in the aisles, they will fall in love with Centra’s new range of great tasting meals. Visit www.centra.ie to find out more.

Chef and M&S food ambassador

Mark Moriarty

exceptional quality and value to our customers and for years, we’ve worked with a diverse family of outstanding farmers and producers across Ireland, with shared values of quality, sustainability, and community.” Moriarty, added: “By prioritising sustainability and responsible sourcing, we can make a positive impact on our communities and the environment. I look forward to working with Marks & Spencer to promote these values and inspire customers to embrace high-quality Irish ingredients.” For more information about Farm to Foodhall, visit: www.marksandspencer.com/ie

A

twin triumph for the IGBF fun run

This year, the Irish Grocers Benevolent Fund (IGBF) achieved remarkable success with its annual Fun Run events held at Leopardstown Racecourse on 13 April and, for the first time, at Mallow Racecourse on 20 April. The Dublin event saw 525 runners lace up their shoes, while the inaugural Cork event welcomed 170 participants.

The beautiful weather on both days contributed to a perfect setting for a family outing, and together, the events raised an impressive €35,500 for the IGBF

The Fun Runs at both Leopardstown and Mallow were not only about competition but also about community and charity Runners of all ages and abilities came together under sunny skies to support the invaluable work of the IGBF Their enthusiasm and participation turned what could have been just another fundraising event into a vibrant celebration of community spirit and family fun.

The events in Dublin and Cork highlighted the healthy competition among participants, with families and corporate teams alike joining in.

The Aldi team emerged victorious in the corporate category The shared experience of pushing personal limits for a good cause forged lasting memories and set the stage for future events, further strengthening community ties.

The inclusive nature of the IGBF Fun Run was on full display, with the youngest of runners alongside seasoned athletes, illustrating the event’s broad appeal. These gatherings were not just races but a testament to the bonds of families and communities coming together to support one another and those in need.

“The success of the IGBF Fun Run at both locations would not have been possible without the generous support of our sponsors.

IGBF would like to offer a heartfelt thanks to Barry Group, Keeling’s, National Lottery, Yoplait and FMI, whose contributions have been crucial in making these events successful and impactful,” a spokesperson for the group said.

IGBF would like to say thank you to all the runners, volunteers, and sponsors who participated in the Dublin and Cork events. With the momentum of this year’s successes, the group noted that it is eagerly looking forward to the IGBF Fun Run 2025, as it continues to build on these achievements and create an even more memorable experience for everyone involved. For further information, visit: www.igbf.ie

Stills from Centra’s first ‘Dinner Made Easy’ campaign

Runners at the IGBF Fun Run

Musgrave MarketPlace invests ¤2.5m in Ballymun Food Emporium upgrade

Musgrave MarketPlace has launched its new ‘Next Generation Food Emporium’ in Ballymun, Dublin, following a €2.5 million investment. The upgrade is part of an ongoing Musgrave MarketPlace commitment to redefine Irish food & beverage wholesaling and to deliver a best-inclass experience for customers.

Committed to making business easy for foodservice and wholesale customers, the Musgrave MarketPlace Ballymun Food Emporium now boasts more than 1,000 additional products, upgraded food and beverage zones, alongside an enhanced Food Theatre, led by head development chef Clément Pavie This enables product demonstrations, menu planning and training services for customers, as well as facilitating leading industry events.

“We are focused on providing the most extensive food and beverage range at the best value possible with a market leading service proposition. Our Ballymun Food Emporium

embodies all of these commitments.”

Upgrades at the Ballymun site, which serves more than 3,000 food outlets and retail customers every week, include a revamped and extended butchery offering. The butchery counter and walk-in chill room expands on previous service levels, now ready to hand pick and custom-cut meat to specifications. More than 60 Irish Beef, Pork and Lamb cuts have been added to the range including an exclusive range of 30 Butcher Prime Certified Irish Angus Beef cuts and Irish Hampshire Pork.

Customers can enjoy an enhanced beverage zone with 1,400 products on offer across premium spirits, wines, champagne, soft drinks and more, as well as the Foods of the World Zone which sources the best of Irish and authentic foods, but also including dedicated areas for authentic Italian food range, Italicatessen, and an extensive range of Asian lines.

Meanwhile, Click & Collect has been improved

Gala Retail marks a decade of supporting Special Olympics Ireland

Gala Retail recently celebrated a decade of partnership with Special Olympics Ireland.

As a platinum sponsor the past ten years, Gala Retail has supported thousands of Special Olympics athletes, providing resources and helping to foster inclusion and celebration within its stores, local sports clubs and communities.

The launch of the ‘Gala Gifts for Clubs Initiative’ has seen clubs across Ireland receive funding, enabling them to thrive both on and off the field, and in 2021, Gala became the main sponsor of Special Olympics Polar Plunge, which calls on supporters to ‘Get Freezin for a Reason’ and has raised over €65,000 since Gala Retail became the title sponsor

Gary Desmond, chief executive, Gala Retail, said: “Special Olympics Ireland is a truly special organisation that does incredible work on behalf of its athletes. With clubs in locations across Ireland, Special Olympics has a place in the heart of many communities and with almost 230 group stores in towns and villages throughout Ireland, there’s a real synergy with this partnership.”

Matt English, chief executive officer, Special Olympics Ireland, said: “For 10 years now, Gala Retail has remained a steadfast and superb partner to Special Olympics. Their community values go hand in hand with the grassroots nature of Special Olympics. Both organisations play a huge part in communities across the country This partnership especially comes to life during the World Games, seeing thousands of family members decked out in the Team Ireland green thanks to Gala Retail as they cheer on their loved ones is an incredible spectacle.”

Supporters can donate at www.specialolympics.ie

Martha

Power, Brian McSweeney

and Mary Kate Drake McPartlan with Gary Desmond

alongside a prioritisation on digital transformation and sustainability across the branch. As part of these upgrades, and in line with it’s “Growing Sustainably Every Day” strategy, Musgrave MarketPlace is reusing all existing equipment including the chill freeze structure. In addition, LED lighting has been incorporated throughout the branch, as well as introducing a recycle station and upgrading electric vehicle chargers on site.

The Ballymun site has also enrolled in the AllIreland Pollinator Plan, run by the National Biodiversity Centre, which will see the site facilitate changes to enhance biodiversity on site supporting the local environment and wildlife.

Cashel Farmhouse Cheesemakers Celebrate 40 Years with Recent Win at Prestigious British Cheese Awards

Cashel Farmhouse Cheesemakers proudly marked its 40th anniversary as an independent, family-owned business with a big win for their Cashel Blue cheese at the prestigious British Cheese Awards. The awards took place recently at the premier Cheese competition took place in March 2024, at The Bath and West Cheese and Dairy Show.

For four decades, Cashel Farmhouse Cheesemakers has been at the forefront of the Irish artisan cheese-making industry and to win Reserve Champion at the British Cheese Awards against stiff competition is a significant boost for the business as it looks ahead to many more years of producing awardwinning cheese

Out of 620 cheeses entered into the competition, Cashel Blue was awarded the much-coveted title of Reserve Champion and Best Blue Cheese, a testament to its exceptional quality and craftsmanship This recognition marks a historic moment for Irish cheese, as it is only the second time in the history of the competition that an Irish cheese has achieved such prestigious recognition.

With 80% of Irish consumers enjoying cheese more than once a week* and 15% purchasing blue cheese in the last six months*, Cashel Blue is one of the most recognisable brands in this space. The win at the British Cheese Awards means a great deal as Sarah Furno who is general manager explains: “It is a tremendous honour to be recognised as Reserve Champion and Best Blue Cheese among such esteemed company,” said Furno “This award is a testament to the dedication and passion of our team, who work tirelessly to uphold our commitment to excellence Moreover, it serves as an opportunity to introduce generations of first-timers to the world of blue cheese, expanding our reach and sharing our passion for quality dairy products.”

In celebration of its 40th anniversary, fans can participate in exciting social media competitions for a chance to win exclusive prizes. Plus, Cashel Farmhouse Cheesemakers will share new recipes on its website, showcasing creative ways to enjoy Cashel Blue cheese

Join Cashel as it celebrates 40 years of tradition, quality, and authenticity, and look out for the 40th-anniversary celebration packs of Cashel Blue in your local retailer

For more information about Cashel Farmhouse Cheesemakers and its 40th anniversary celebrations, please visit www.cashelblue.com

Cashel Blue 40 cheese board

Pictured: Thomas Williams of Musgrave MarketPlace; Cassie Stokes, social media influencer; Jacqui Hurley, MC and tv presenter and Thomas Morrison of head of Musgrave MarketPlace

NEW INTENSE+ FLAVOURS

Refreshed DISCOVER NORDIC SPIRIT,

Almost three-quarters of Irish people show loyalty to local producers

Almost three-quarters (72%) of Irish people feel a greater sense of loyalty to local food products, according to a new survey carried out by SuperValu.

SuperValu noted that this sentiment is particularly timely with the launch of this year’s Food Academy producers, emphasising the profound connection Irish people have with locally sourced food.

The Food Academy programme, ‘a unique and tailored business development initiative for start-up and early-stage food and drink producers’, was developed by SuperValu over a decade ago, in collaboration with the Local Enterprise Office.

Since its inception, 11 years ago, more than 1,000 producers from all 26 counties of Ireland have successfully completed the Food Academy programme

21 new Food Academy producers will be debuting their products on the shelves of their local SuperValu store for the first time

Recent findings reveal that access to locally sourced and produced food holds significant importance for nearly three-quarters (73%) of Irish people

These findings further highlight the significance of initiatives like Food Academy, which focuses on offering the best of local and Irish products to consumers, throughout Ireland.

This year’s product lineup encompasses a diverse array of products, ranging from adaptogenic powders, 72-hour fermented sourdough bread to indulgent cheesecakes, savoury Latin snacks, hot honey’s, lactation cookies, Korean sauces, and even plant-based dog treats.

Speaking about the launch of this year’s Food Academy producers, Ciara

Kelsius announces ¤5m expansion plan

Kelsius has announced a €5 million plan to expand its manufacturing and R&D facility

This is in response to a significant increase in global demand for Kelsius solutions which has driven significant employment growth in the company and has now resulted in a workforce that has outgrown the current facility, the company said.

McClafferty, trading director at SuperValu, said: “At SuperValu, we have supported the Food Academy programme for over a decade now, and it is wonderful to see that talent and innovation continues to grow in this industry

“We are always blown away by the level of applications each year and choosing the successful producers to come onto the programme is never an easy task – which in itself is a testament to the calibre of producers in our country

Speaking about starting her business and her experience so far with Food Academy, Jennifer Simpson, founder of Nancy’s Fancies based in Co Tipperary, said: “Being chosen for the Food Academy programme has truly been a career-defining moment for me!

“My innovative take on Nancy’s classic bakes, featuring delights like raspberry & white chocolate blondies and hazelnut cream brownies, are all about pure homemade goodness – no preservatives or chemicals, just deliciousness. Crafting these gems in small batches in Cahir, adds that extra touch of authenticity.”

CPM’S unique AI Driven technology approach

Kelsius noted that it processes over 80 terabytes of data each year to support the growing demands of customers who require a secure and reliable digital temperature monitoring system.

It manages billions of customer records, providing customers with a safe and secure environment for their data which they can easily access for reports and audits.

According to Kelsius, the expansion plan will allow the company to continue to serve current customers with the highest levels of support and to welcome new customers who are looking for a cost-effective digital solution that provides the most advanced technology and excellent customer service.

Commenting on the expansion, Karl Simmons, CEO, Kelsius, said, “Because the Kelsius system is so easy to install and use, we’re experiencing an ever-increasing demand for our advanced temperature monitoring and HACCP solutions.

“This is a testament to the quality and innovation that Kelsius brings to the food and life sciences sectors. From single-site to larger multisite operations, clients use our system as a time-saving and cost-effective way to protect food, medicines and laboratory stocks.

“Our expansion plans will allow us to build on this demand as we continue to provide our excellent service to existing customers and to welcome new clients globally

“We continue to work closely with Údarás na Gaeltachta who have been extremely supportive to Kelsius over the years and again now in helping us to make this expansion project happen.”

Today Kelsius exports its products and services to 47 countries.

AI has become the new buzzword everywhere, particularly on the back of ChatGPT

At CPM we have already devised a bespoke, sophisticated AI-driven technology, alongside our LIQUID methodology, which is used across CPM Ireland, running from our world-class datacentre, in conjunction with Microsoft, in the UK.

CPM, part of the international Omnicom Group, uses Salesforce technology across the globe which overlays our own CPM data, to gather really sophisticated, instant and accurate insights, ensuring we stay ahead of the competition.

John Healy general manager CPM Ireland, said: ‘Our sole objective is to give our clients the best return on their investment & help them increase sales, by ensuring that all sales approaches – be that physical, digital or by telephone – enable them to sell faster, smarter, and more efficiently.”

‘Our unique approach allows us to consistently evolve and predict our sales approach, to deliver optimum outcomes for our clients. What that means is we are deploying resources in the right place, at the right time, in the right manner, that we know delivers the best outcomes for both our clients and the customer.”

Noted that Healy CPM use this approach in Ireland for clients such as Diageo, Suntory, Kraft Heinz, Haleon, Samsung, Vodafone and Electric Ireland.

John Healy, general manager, CPM Ireland

Kelsius architectural drawing Kelsius has announced a ¤5 million plan to expand its manufacturing and R&D facility

Food Academy producers

Does your business buy agri-food products and does it have an annual aggregate turnover greater than €50m?

If so, then you need to contact the Agri-Food Regulator by 13th June 2024.

Under the new unfair trading (UT) Regulations, any agri-food buyer whose annual turnover exceeds €50 million is required to designate a suitably qualified staff member to liaise with the Regulator in relation to the UT Regulations including the submission of an annual compliance report.

These reports will be used by the Regulator to monitor compliance with the provisions of the UT Regulations and will inform the conducting of risk-based inspection visits of agri-food buyer businesses.

For further information on the UT Regulations, please go to www.agrifoodregulator.ie or follow us on our social channels.

Designate your liaison officer BEFORE 13th June by emailing: info@agrifoodregulator.ie

Holland & Barrett’s ¤7m investment reveals new Dublin store

Holland & Barrett is launching a first of its kind store within the Jervis Shopping Centre in Dublin’s busy north city shopping district as part of its continued investment in the Irish market.

Holland & Barrett has invested €7 million into the Republic of Ireland within the past two years. This has included refitting all its Irish stores and new store openings in Cork, Tullamore, and Dublin Jervis Street after customer volumes have grown year on year within the last four years. The company now operates 66 stores across the ROI. Holland & Barrett has opened 13 new stores since 2023 and created just under 70 new jobs in the past year

The latest opening in Dublin is the brand’s first kiosk store designed to support customers on the go The kiosk will offer cashless purchases on a range of wellness solutions, with the new format curated to showcase the top 1000 products. It is also the first H&B store in Ireland to trial digital shelf-edge labelling. The business is also trialling new delivery and stock maximisation solutions supported by a new remote storage solution.

Additionally, Holland & Barrett have also launched their new food range of more than 500 products into their Irish stores, taking the lead as the first major high-street retailer to introduce ‘Plant Points’ on food labelling, encouraging customers to incorporate a diverse range of different plants into their diets for comprehensive well-being.

Adam Moore, director of Stores, Holland & Barrett ROI, said: “By assembling a team of nutritionists, chefs, ingredient specialists, and in-house scientific experts, along with forming partnerships with ten new

White’s Oats launch new ActivOat range in Tesco NI

Benjamin Mc Fadden, Tesco trading manager for Grocery, Household & Pet and Colin Ferguson, head of sales, White’s Oats. Pic by Philip Magowan, Press Eye

Co Armagh based White’s Oats has launched its new ActivOat high in protein range in Tesco Northern Ireland in a deal which will represent a 10% growth in its business with the retailer

The duo range which is initially listed in 29 stores follows the recent launch of two new additions to White’s Oat Based breakfast cereal range -Toasted Oats Triple Chocolate and Salted Caramel & Pecan Granola.

Speaking about the announcement, Benjamin Mc Fadden, Tesco trading

manager for Grocery, Household & Pet, said: ‘’We are really proud to champion Northern Ireland’s brilliant food and drink industry and Whites is a great example of a business helping bring Tesco customers exciting new and local products.”

Made from 100% natural Wholegrain Oats with milk protein, White’s ActivOat high in in protein contains over 8.5g of protein per 50g serving, is low in saturated fat and high in fibre.

Danielle Mc Bride, marketing manager at White’s Oats, said: “We’re delighted to launch our new range of ActivOat porridge as we seek to support consumers of all ages and life-stages in having a wellbalanced diet and healthy lifestyle

“Protein continues to rank highly among consumer’s priorities when choosing what breakfast foods to eat with 36% purporting to seek foods high in protein and fibre.

“Despite this, it can be challenging to get sufficient protein into your diet in the morning. White’s ActivOat high in protein contains over 8.5g of protein per 50g serving and is also high in fibre to help keep you fuller for longer.’’

“The new launch is an important extension to our instant porridge product portfolio and demonstrates our commitment to the development of innovative products that support the increasing demand for healthy, nutritious and convenient breakfast solutions.”

ActivOat high in protein is available now at selected Tesco stores across Northern Ireland, RRP £1.35.

artisan and small-scale food suppliers across Ireland, we’ve curated a truly innovative range that caters to a variety of dietary needs. Our primary goal has been to create delicious food options that also offer significant health benefits. Additionally, with our substantial investment of over €7 million in the Republic of Ireland, we’re reaffirming our commitment to serving Irish consumers.”

Nomadic & BUMBLEance launch ¤5k initiative for children’s medical support

Donegal brand Nomadic and BUMBLEance want to give children across Ireland the medical transportation and support they need, and have announced a new initiative with the aim of raising €5,000 for the charity

For each pot of Nomadic Honeycomb Yogurt and Oat Clusters sold between May and August, five cents from each sale will go to BUMBLEance, helping the charity to fuel smiles across the country

BUMBLEance provides 2,000 trips each year, travelling more than half a million kilometres across Ireland. Their services are available free of charge to any child in need of medical attention, transporting them in a fun environment from their homes to various treatment centres. The aim of BUMBLEance is to make every trip a positive experience for the child.

Anna Earley, corporate partnership manager, BUMBLEance, said: “Any funds raised will always get quickly to work, supporting the provision of fuel, maintenance of our vehicles and operating costs of our trips. On average, a single BUMBLEance trip costs us €500 All support will allow us to achieve our aim of 2,300 trips completed in 2024.”

Emma Gregory, sales manager Ireland, Nomadic, said: “Nomadic provides nourishing, convenient food for hard working people who need to get the job done So who better to team up with than BUMBLEance, who work tirelessly to give children the best possible experience in their time of need.”

The team from BUMBLEance will also be at the Nomadic stand at Bloom in the Park (Friday 31 May), where proceeds from the sale of the Honeycomb Yogurt and Oat Cluster Pot will be donated to

BUMBLEance. Nomadic is available in supermarkets and convenience stores nationwide See www.nomadic.ie n

Zoe

Holland & Barrett, Jervis Shopping Centre, Dublin city

(L-R)

Egan of Nomadic; Eimear Hallahan, Anna Earley and Paul Stanley of BUMBLEance

‘Roll

with the punches and setbacks but enjoy it all’

Insomnia Coffee ambassador and Dublin Footballer, Paddy Small talks to Donna Ahern about his GAA career and his role as Insomnia’s brand ambassador

How did you first get involved with Gaelic football?

I got involved through my dad bringing me up to my local GAA club & got involved with the nursery I really loved playing, so I continued to play. Both my dad and brother played for the club, so I had little choice!

Can you share a memorable moment from your GAA career that has had a significant impact on you?

Being a part of my first senior All-Ireland victory in 2018. It was something I always wanted to do and be a part of as a young age. Being able to do it alongside my friends was also very special.

How do you prepare mentally and physically before a big match?

I try to chill out as best I can in the days leading up to a game, go for a swim and get as much sleep as I can. A coffee or two with my friends the day before is something I usually do

What do you think are the key attributes that make a successful Gaelic football player? Making sure you work at the basic skills, especially as a kid. Kicking off both feet and staying fit and healthy are key.

What advice would you give to young Gaelic football players who dream of playing at the highest level?

Enjoy it as best you can. Some players develop later than others, but sticking at it gives you the best chance of reaching the highest level. Roll with the punches and the setbacks but enjoy it all.

Who is the strongest opponent you’ve ever faced in your Gaelic football career? Dublin’s Eoin Murchan.

Insomnia announced you, Limerick’s Cian Lynch, Kilkenny’s Katie Power, Galway’s Conor Whelan, Dublin’s and Meath’s Emma Duggan as its new brand ambassadors. Can you tell me about your role?

I’m thrilled to be involved as a brand ambassador and I’m in good company too! Insomnia coffee have similar values to GAA like community, inclusivity, and respect. My go to order is a flat white.

The five-year investment Insomnia are making will help support players both in terms of their welfare and their development. Can you tell me about this partnership?

As Official Coffee Partner, Insomnia Coffee committed to working with the GAA/GPA in providing the extra resources needed to help players reach their full potential, both on and off the pitch. As an Irish business, it’s nice to see Insomnia Coffee investing in the players and the GAA community over the next few years.

Can you tell me something about yourself that I don’t already know?

I’m a massive Arsenal FC fan! n

Insomnia Coffee ambassadors, (LR) Kilkenny’s Katie Power, Dublin’s Paddy Small, Limerick’s Cian Lynch, Meath’s Emma Duggan and Galway’s Conor Whelan, Dublin’s

Insomnia Coffee ambassador and Dublin Footballer, Paddy Small is pictured at Croke Park as part of Insomnia’s recently announced fiveyear partnership with the GAA/GPA

Shauna

Bernard talks to Laurence O’Brien of Nearby Ennis to discuss the transformation of the Nearby store, its history, recent renovations, and the crucial support provided by S&W Wholesale

Laurence O’Brien, owner of Nearby store in Ennis, Co Clare shares the backstory of the establishment’s journey. O’Brien notes that“the store would have been opened in the late 70s, in the middle of a housing scheme at that time It’s been a store since 1978 and it’s been the centre of the community ever since.”

That store has recently been extended, O’Brien says: “We’ve owned it for about 15 years now and have expanded the store. It currently spans around 800 square feet, forming a neat square shape. We’ve recently renovated it in collaboration with Nearby.”

Rebranding with Nearby

In O’Brien’s pursuit of renovating the store, he turned to S&W Wholesale, his new wholesale partner. Upon entering the store, they tackled every challenge and completed a full rebranding process with minimal disruption for customers.

The interior surroundings of the store were revamped, accompanied by the introduction of new refrigeration units. The entire layout of the store underwent a complete reimagining, resulting in a fresh arrangement.

New fixtures such as bakery stands and hot and cold counters were installed. O’Brien notes the reconfiguration not only impressed but also satisfied customers, as the space now feels more expansive and accessible Additionally, S&W Wholesale’s support extends beyond physical changes, encompassing full marketing assistance, including managing O’Briens Facebook page presence to support the store’s social media efforts in driving footfall and awareness in the local area.

A tale of resilience and renewal

Supportive representative

According to O’Brien, a quality aspect of S&W Wholesale is their team’s background in retail: “Stephen Vincent is my business development manager (BDM), and an ex store manager. When the refit went ahead, it was extremely fast and very professional. There was a lot of money spent on it The outside signage is amazing, with customer’s commenting on the new look store. O’Brien notes that Stephen is readily available for any questions, queries

or quotes and that it’s‘like a dream’

O’Brien’s son, Alex, is currently doing work experience with him in the store, as this is a part transition year in secondary school Alex is heavily involved in all the comings and goings of the store, including meetings and has expressed real interest in the business. O’Brien says:“Alex’s question was to me “what’s the catch?”And you know what, that is the absolute ideal way of describing S&W Wholesale. But I can tell you, there is no catch.”

Cooking up a storm at Nearby Ennis

Nearby Ennis, store interior

The Nearby Ennis staff along with the Sales & Marketing team at the store opening

Official launch

Following the renovation, there was a brief interval before the official launch. In the initial week postrenovation, O’Brien observed a notable 13% surge in sales, which then continued to rise steadily The launch event itself was a tremendous success, with S&W Wholesale taking charge of the arrangements. They organised goodie bags for both adults and children, arranged for Clare FM’s presence, and managed provisions such as food, balloons and handling approximately 90% of the event logistics.

The launch took place on 5 April this year, coinciding with the celebration of the brands third anniversary. Since then, the store has experienced a remarkable 22% increase in trading compared to the previous year

Staff harmony

O’Brien’s store, along with its six local staff members, is renowned for its welcoming atmosphere and personal touch extended to every customer who enters

Serving a diverse clientele, O’Brien ensures that every individual is treated with dignity and care, fostering an environment where everyone feels valued and attended to.“Our customers are looked after and they know that they can get whatever they need here We have a very good range, both in grocery and household. Whatever a customer needs and they ask us for it, we will get it for them” says O’Brien

When asked about the relationship with his staff, O’Brien notes:“We function like a family, which I believe is essential.Taking care of each other is paramount. I handle staff schedules; if someone needs a day off, I’ll grant it If it’s too late and the roster’s already up, the team pitches in to help out. It’s crucial that they work and get along together.”

Community engagement

In O’Brien’s commitment to community engagement and supporting local businesses, his store in Ennis

actively collaborates with nearby suppliers. With a focus on fostering connections within the community, the store sources its fruits and vegetables from local suppliers.

Despite the challenges posed by the closure of some local suppliers, the store continues to maintain relationships with companies like Meeres, ensuring a steady supply of quality products including pork, sausages, and bacon. O’Brien buys from local sources when he can, reflecting his belief in the importance of supporting neighbouring businesses.

Store offers

Regarding store value, O’Brien highlights that his store indeed provides value, especially during challenging economic times like the current cost of living crisis He emphasises that S&W Wholesale employs a strategic three-week marketing plan. Within

this plan, there are two types of promotions:‘Bring Home The Value,’ which spotlights four carefully chosen products offered at highly competitive prices, and‘Always On,’ which guarantees a consistent flow of value-oriented offers for their customers.

Economic shifts

O’Brien delves into the recent energy crisis and its ripple effects, including wage increases. He acknowledges the necessity of these increases to support staff in navigating the rising cost of living However, he also expresses concern about the sustainability of this trend and where it might lead in the future. He highlights the reality of many small retailers in Clare shutting down, indicating a broader trend that independent retailers need to grapple with O’Brien says:“I think independent retailers need to really think about how they’re spending money. And if they’re spending money on fees, they need to make sure they are getting value for money. ”

O’Brien has mentioned he thinks Nearby is‘going to be a symbol to watch’, he says“I can see the brand growing extremely fast in the Republic of Ireland, because it’s this type of wholesaler that independent retailers need.”

Supporting small retailers

In his final remarks, O’Brien expresses a sincere hope for the survival of small retailers amidst the challenges they face:“ I just hope that small retailers will survive this and that they will get the support that they need.” He reflects on the profound changes in consumer behaviour brought about by the COVID-19 pandemic, noting how people’s shopping habits have shifted dramatically

Looking ahead, he anticipates continued evolution in the retail landscape. Despite these uncertainties, O’Brien’s primary concern remains the well-being of small retailers. He emphasises the importance of providing them with the support they need to navigate these changes successfully and emerge stronger on the other side. n

Congratulations to the lucky winners who celebrated their new look store

If you’re not in, you can’t win. Local shoppers spinning the wheel to win on the spot prizes

Food investment for thought

BiaVest is Ireland’s only dedicated food investment vehicle, the company was formed in 2021 by two of Ireland’s leading food executives Hilliard Lombard and David McKernan. Both are highly experienced, successful professionals, driven by a desire to help quality food businesses maximise their potential.

David built the Java Republic coffee brand, while Hilliard previously ran the Irish operation of The Valeo Foods Group and was also a senior executive with the international bakery giant ARYZTA How did Hilliard and David meet and how was the company established?

Speaking with ShelfLife, Hilliard Lombard, co-founder, says: “We knew each other from being in the same industry but actually met for first time at a food innovation conference in Zurich, Switzerland in 2019 and joined forces in BiaVest. The idea behind the business, is that we saw a gap in the market. There are other food investment companies, some are very successful, and some are not so successful. I guess our logic is that it is important, to be laser focused on an opportunity,” he notes. “So, we look at a number of opportunities, ones that we feel we can add value to and that we can work in tandem with the management or the founders.”

ShelfLife met up with BiaVest’s co-founder, Hilliard Lombard to talk about the company’s ability to grow organically and recent acquisitions

Aside from Hilliard and David, the team at BiaVest also includes Warren Codd, CFO and Alan Gilson, Development Director

“We at BiaVest are a small concentrated team, all from the food industry,” Hilliard notes.

“But a team that has the focus and ability to create options for food businesses that they would not have ordinarily had.”

Upscaling

How can BiaVest help that company scale to the next level?

“Sometimes the answer comes from within the company,” he says “Often the management themselves have a vision and a perspective, or maybe shareholder advise in terms of access to capital that previously had not been an available option.

“Ultimately consumer habits are ever evolving. This can be around what consumers eat but can also be around when they consume and where they purchase Therefore, it is very important to be very agile as a business to respond to these changes,” he notes.

Established brands

BiaVest has several established businesses in its portfolio such as Nomadic and Riesa Nudeln. When it comes to choosing established brands to invest in Hilliard says

that the company looks for businesses that BiaVest can add value to and can work in tandem with the management or the founders.

“In Nomadic, we have a growing snacking business which we intend to continue to grow both organically and by acquisition. In the case of Riesa Nudeln we have a growing branded, private label and contract manufacturing business focused on the grocery sector,” Hilliard highlights.

“Again we intend to grow this platform organically and by acquisition. The ability to grow organically and by acquisition and strong management teams is what led us to acquire these businesses.”

So what does the company look for in an emerging brand?

“We are very focused on expanding and developing Offbeat donuts and Nobó Underpinning our approach and attraction to these businesses is a strong alignment with the founders about their strategic development,” he concludes. In terms of future acquisition

BiaVest is focused on building around their two platforms being Nomadic for snacking and Riesa Nudeln in dry grocery in Europe BiaVest is also very focussed on scaling the opportunity for Nobó and Offbeat Donuts with their founders.

Hilliard Lombard, co-founder, BiaVest

Offbeat Donuts

Offbeat Donuts is Ireland‘s leading premium fresh donut brand. It has eight own store locations across Dublin and Cork and has a number of partnership with leading retailers and forecourt operators where it is present across multiple locations. The business is focused on continuing to develop its partnership model to expand its presence in the marketplace. It is also developing international partnerships. See www.offbeatdonuts.com

Nobó is a health-focused Irish food brand founded by Brian and Rachel Nolan in 2012.

All nobó products are made with 100% real ingredients, nothing artificial and way less sugar This month sees the launch of their first snack product ‘Chewy Protein Bites’ protein-rich, gut-friendly energy bites, made from real ingredients. Each pack contains 8g protein, 7g fibre and 0g refined sugar to fuel the gaps in your day, fuel your recovery and naturally fuel life. In 2022 Nobó opened their award-winning Cafe and Flagship store in Ranelagh, now a popular destination for their handmade açaí bowls, superfood smoothies, coffees and healthier baked goods. See www.nobo.ie n

Riesa Nudeln

The Riesa Nudeln Brand has strong retail presence across key retailers including Lidl, Aldi, Rewe, Edeka, Kaufland, Penny and Netto. The company is known for pasta specialties including egg pasta, spatzle, pasta nests and laminated pasta. It also produces Italian style long and short cut pasta varieties. It has 35k tonnes of pasta capacity and in addition to it’s brand business, it has a growing private label business. See www.teigwaren-riesa.de

Nomadic

Nomadic is led by Alan Cunningham, CEO, who has successfully built Nomadic into the number one brand in the UK and Irish convenience in terms of sales value Nomadic continues to grow and establish strong relationships across all major UK and Irish based grocery and convenience retailers due to their strategic focus on providing real food for people on the frontline, with further plans to grow internationally

See www.nomadic.ie

Nomadic Good To Go pouches

OffBeat Donuts store

Alan Gilson, Development Director and investor, BiaVest

Nobó

Nobó Chewy Protein Bites

Agree to referee

Who you choose as a reference could put your job offer in jeopardy. Excel Recruitment’s

Nikki Murran, outlines the Do’s and Don’ts to take into consideration before you give your prospective employer contact information of who you decide on to speak on your behalf

Before my life as a recruiter, I worked in retail as an area manager for one of the large discounters for over five years. This week I received a phone call asking for a reference for a store manager who worked in my district 15 years ago. While I remember him well, and fondly, I did wonder if I was the best person to give this reference all this time later. I know I would not like to be measured now by the 15 years ago version of me. My management style has evolved, my emotional intelligence has been fine-tuned and I am a lot less easy to overwhelm. It got me thinking of some Dos and Don’ts when it comes to reference checking that I could share this month.

• Do be honest: Starting with your CV. Make sure your CV is accurate, including dates and titles. Don’t be tempted to exaggerate or overstate – it will come out, if not during the interview or reference stage then certainly when you start your new job. Most employers appreciate honesty and would much prefer to invest in training to cover any skills gaps rather than a candidate trying to blag their way through an interview for a role they are not ready for. Dishonesty is usually easy to detect and will lead to immediate rejection from an interview process.

• Don’t give referees whom you did not report to: I can’t count the number of times candidates have supplied a colleague’s details rather than their line manager – while this is usually done without malice it comes across as otherwise. Consider which of your references can best discuss the traits and qualities you possess that directly relate to the job you are applying for.

• Do make your ex-employer aware you are providing their details: Make sure that they are comfortable speaking on your behalf. For example, I remember talking to a referee who didn’t remember the candidate and another who was shocked to have been used as they had finished up on awful terms. Before you submit a reference list to a prospective employer, it’s a good idea to contact each and give them an update on your recent career and the role you are applying for. For example, if you are applying for a job that involves a strong focus on fresh foods you could highlight this and remind your reference of some relevant success you had in their business. This is likely to make for more engaged referees willing to speak on your behalf

• Do make sure your referees are contactable! It goes without saying, but if you haven’t flagged to your referee to expect a call they may not answer or return in a timely manner putting your job offer in jeopardy! Make it easy for an employer to speak to your references by providing clear contact information for everyone, including the person’s name, phone number and e-mail address.You might even note the best time of day to reach him or her.

• So, what about Dos and Don’ts when you are the one conducting references on a prospective employee? As a recruitment agency, we always carry out thorough reference checks on all our candidates, but what about when you are recruiting directly? Our advice here is to make sure when contacting a referee, you have a list of questions ready

that are relevant to the role the candidate is being considered for. For example, – are they reliable, trustworthy, good with customers etc.You should highlight the role the candidate is being considered for as well as a quick update of where they have worked since they left the referee’s employ This will give them a better framework to base the reference around. We also always ask if they would recommend them for re-employment. It requires a definite response, so it usually gives a direct assessment of their opinion of the candidate.

• Understanding demotivation: Finally, it’s also always worthwhile to determine why a candidate left their previous role as it can give some understanding of what motivates or demotivates them n

NIKKI MURRAN Director, Grocery Retail Recruitment, Excel Recruitment

You’ll be in good company at MACE

Line up with MACE brand ambassador Johnny Sexton and the rest of our winning team.

AtMACE, we’re looking for retailers who bring a smile to work every day to join our amazing team.

Our new stores are designed to be both bright and welcoming, to place you at the heart of the community in which you serve.

Speaking of service, our quality fresh foods and innovations meet the ever-changing needs of people and have been proven to drive profitable sales increases for MACE Retailers.

You will have the support of our experienced team around Ireland, along with award winning marketing to grow your business.

Take the first step and get in touch with Andrew or Liam who can give you a full introduction to what the MACE brand and MACE team can do for your business.

To find out more, contact:

Andrew McCann (Regional Manager North) amccann@bwg.ie / 086 041 4334

Liam Attridge (Regional Manager South) lattridge@bwg.ie / 086 852 1362

Ambitious strategy driving growth in MACE

Donna Ahern met with MACE sales director Keith Crawford at BWG House to talk about the convenience retail network’s ambitious future expansion plans

MACE is Ireland’s longest established convenience shopping brand,servicing local communities for more than 60 years. with approximately 160 stores located all around the country.

In March this year,MACE reported three years of accelerated growth for the business,driven by a €28.5 million investment by BWG Foods and MACE retailers from 2020 which delivered cumulative growth of 41% during the period MACE registered record sales of €400 million in 2023, marking a 6.5% increase on 2022,significantly outperforming the market and making MACE the fastest growing convenience retail group in Ireland.

The Group is now forecasting further growth of 5% for the MACE business in 2024 which would push retail sales to €420 million.

MACE is led by sales director Keith Crawford who was appointed to the role in 2023 to oversee the development and implementation of its new business strategy with responsibility for the retail advisory team to MACE retailers throughout the country.

Crawford says that he enjoys his new role as he is“very passionate about and committed to the brand.”

All MACE stores are locally owned and create employment opportunities in their local communities and the retailers are known for their exceptional customer service.

“We want to explore every opportunity we can to keep growing that awareness and to keep growing the brand with the support of the retailers,”he says

Crawford joined BWG in 2013 and prior to his current role held a number of positions including SPAR Regional Manager Before joining BWG Foods UC,Keith held positions in Glanbia Consumer Foods and Kerry Group.

‘Partners for Ambition’

Earlier this year,BWG Foods announced a new €35 million investment programme for MACE,which is aimed at supporting the convenience retail network’s ambitious growth and expansion plans over the coming years.

The new strategy entitled,‘Partners forAmbition,’aims to drive increased shopper footfall and spend,protect,and enhance retailer profitability,and reinforce MACE’s positioning as one of the country’s leading retail brands

To achieve these aims,Crawford,tells ShelfLife:“It's all about working in partnership with retailers to try and succeed together,thankfully,we have a good history of doing that.It’s

Keith Crawford, sales director, MACE

become increasingly more important for retailers to drive that value message in their stores to maintain their profitability, and to continue to drive footfall.

“I suppose there's a few different ways that we're going to try to do it Firstly,I'm very lucky in this role as we have a passionate,motivated group of retailers who are striving to drive their own stores,which in turn,obviously drives the MACE brand.So,working with them,makes it much easier. In terms of driving footfall,and retailer profitability,there's a significant investment that will go into the brand,in terms of our current stores,revamping and upgrading the look and feel of them to the latest MACE specification We are also helping to expand our store network,which is always something we're striving to do.”

Great expectations

In terms of MACE’s shoppers,Crawford highlighted that it is more important than ever to meet customer’s needs.

“Customers’expectations are probably on the rise.And they expect a lot from any sort of service industry that they go to nowadays,”he adds “MACE is a brand that has always prided itself on its high level of customer service.So,what we’re going to do is focus on continually improving our store standards.It’s a major priority for us and all our retailers. Together,we are enthusiastic about continually improving and growing in that area.”

For the retailers,Crawford said that MACE is planning to do a store analysis whereby it will look at individual stores, maximising every opportunity the brand can in order to drive footfall and profitability.

“One of the ways we do that is what's called a macro space allocation template.Without getting into the minor detail of it,what it does is it makes sure that the offering you have in store is tailored to the type of shopper that uses your store,”he says.It is clear throughout our interview that Crawford has genuine admiration for MACE retailers.“The MACE retailers are passionate about their stores They have a lot of heritageintheircommunities,afterbeingintheircommunities for a long time.They're independently owned and operated. Some of them are generational,which is fantastic.We’re determined to try and amplify that even further.”

Supporting local communities

It is clear throughout the interview that supporting the local community is of the utmost importance to the brand.

In October 2018,MACE teamed up with retired Ireland rugby captain Johnny Sexton to promote the brand’s role at the heart of the communities it serves.

Crawford tells me that MACE chose Sexton as its brand ambassador as he“aligns well with the brand’s value.”

Last year MACE announced that it has extended its

On location: Keith Crawford, MACE sales director and Johnny Sexton shooting

‘Going the Extra Smile’ TV advert

official partnership with Sexton into 2025.

This year alone,over €1 million is to be invested in a new marketing campaign,with the long-time MACE brand ambassador,to support 2024 growth ambitions.

“Johnny Sexton has proved to be an incredible leader,a sporting legend,and a tremendous role-model for the Irish public and he’s a great ambassador for this campaign,” Crawford says

The campaign entitled MACE Right Options campaign was designed to help promote healthy eating,physical exercise, and positive mental health in Irish communities around the country.

Speaking about theTV and social media campaign featuring Sexton,Crawford explains,“It's all about service with a smile from a customer's perspective,because that kind of fits with the MACE DNA.”

The Irish rugby legend’s new position as the MACE Right Options coach will involve a series of initiatives aimed at encouraging members of the public to make the best choices for them and their family,including advice on the importance of a balanced diet,fuelling in advance or after exercise,and staying active in whatever way possible

The campaign was launched to help as many people as possible to set new goals for the year ahead and assess the choices they make when it comes to leading active and healthy lifestyles This programme for 2024 also involves a comprehensive awareness campaign in stores and online to highlight the healthier food and drink options available to MACE customers in local communities across the country, with more than 150 stores nationwide within the brand’s network.

Commenting on the campaign,Crawford,says“MACE Right Options is answering the call from our customers in terms of supporting them to make healthier decisions

underpinned by great value and convenience Our customers will soon see the new Right Options guidance in their local MACE store highlighting the healthier food and drink options available,and I think they’ll really enjoy the series of video features with Johnny,including advice on choosing the rightoptionsforthebenefitof ourphysicalandmentalhealth.”

Aside from MACE Right Options,the brand recently announced its partnership with Debra Ireland,which is a charity that Crawford points out,“everyone has empathy for.”

Debra Ireland is a charity that supports those with Epidermolysis Bullosa (EB),which is an incredibly painful genetic blistering condition that affects the body’s largest organ; the skin People living with EB are missing the essential proteins that bind the skin’s layers together,so any minor friction,movement or trauma causes it to break and blister.

The charity has a number of initiatives in place to raise vital funds for the organisation in the coming year.

Supreme Champion

Looking ahead,revamping the investment programme for MACE will incorporate key areas such as the in-store deli, off-licences and chill convenience departments.

“MACE is really strong,on the impulse side of things such as confectionery and soft drinks.We will continue to keep elevating and improving our chill convenience,with fresh take home meals as people are now using convenience stores more than they did years ago, he says

Prime examples of the new look store renovations that the brand has been rolling out across its store network,Crawford tells me,can be in MACE Beaumont.This new-look MACE store was relaunched recently and is the next generation of the store fitout of MACE Bettystown,which was the store crowned the Supreme Champion at the ShelfLife C Store Awards 2023.MACE Bettystown,owned by entrepreneur JewelAkber,has rapidly become one of MACE’s top five most successful openings Situated in East Meath’s fastgrowing housing estate,the store’s success is attributed to its diverse offerings,including a full of-licence,For Food Sake Deli,and an extensive fresh food section.In relation to MACEs eco-friendly credentials,Crawford highlights that MACE Beaumont as the brand’s“most sustainable”store yet.

Bright future

“MACE is in a great place and we are very passionate about continuing to support and grow our retailers’businesses.We are also excited about the compelling offering that we have built for independent retailers who want to join the MACE family and become part of our success story, ”concludes Crawford To be a part of the MACE success story,visit: www.mace.ie n

MACE Beaumont, Dublin store exterior

Forfood’ssakedeli is popular in MACE Beaumont

MACE Beaumont, Dublin, groceries aisle

Unlocking the potential of branded podcasts

Alan Bennett, CEO of The Podcast

Studios,

shares insights with Shauna Bernard about its role in modern marketing and brand

engagement

Alan Bennett is a prominent figure in the podcasting industry having been involved in the development of more than 100 podcasts. He founded HeadStuff.org in 2014, which later led to the creation of The HeadStuff Podcast in 2015 and the HeadStuff Podcast Network in 2016.

In addition to these accomplishments, Alan launched the Dublin Podcast Festival in 2017 and opened The Podcast Studios in 2019, where he currently holds the position of chief executive officer.

The Podcast Studios, located in the heart of Dublin city, provides state-of-the-art audio and video production facilities. Featuring five modern studios, they specialise in podcast creation, voice-over services, audio book recordings, and multi-camera video recording with live streaming capabilities. Catering to a diverse range of clients, from individuals to large organisations, The Podcast Studios offers tailored solutions including studio time, editing, and marketing support.

According to Alan, companies that allocate a part of their marketing budget to branded podcasts tend to reap the most rewards. He notes: “It’s an easy marketing win in that you get a professionally made podcast, which can be listened to by anyone in the world, as well as a mixture of valuable related content: video clips for social media, audiograms, quotes, photos, transcripts to repurpose for blog posts, and more.”

Branded podcasts offer an effective avenue for sharing a brand’s story, amplifying ongoing campaigns, or communicating their goals.

Brands with captivating narratives, those seeking to build a community and connect with their audience, or those interested in fostering in-depth conversations and discussing significant ideas are the ones that stand to gain the most from a branded podcast.

Success stories

Some examples of successful branded podcasts produced by The Podcast Studios are ‘The Mamia and Me’ podcast. This is Aldi’s podcast that promotes their babycare range (Mamia).

On the podcast, hosts Amy Huberman and Jen Hogan chat with well-known parents about parenting experiences. Though it’s not directly about the Mamia range, the podcast has connected with many parents across Ireland, increasing brand awareness and boosting sales for Mamia products.

Under Construction with Chadwicks is now in its fourth season and it continues to go from strength to strength with host Donncha O’Callaghan. Alan notes: “Not only has the podcast been extremely successful in audio and video form, but it has amassed millions of social media views for Chadwicks, and they have used clips from the show extensively to grow their social following and get their message out.”

Alan mentions that they have made hundreds of other podcasts, often for very niche audiences, “Many of these have been with Ogilvy/Wilson Hartnell with healthcare podcasts on, for example, Colitis & Crohn’s, Migraines, and MS. Gutcast, for example, has

been extremely successful within the Colitis & Crohn’s community, with several podcast seasons and live events.

Marketing benefits

Content marketing has become essential for any company’s marketing strategy, and podcasts provide versatile content that can be adapted for various channels and stages of the buyer’s journey.

“Marketers should always consider using podcasts, but they are a relatively cheaper method of getting your message across, and much more flexible and self-determined. You can say exactly what you want to say, and you won’t be cut off mid-sentence because “we have to go to an ad break”. You put out exactly what you want to put out, you own the content, and you can reuse and repurpose it for many different platforms and outlets.”

Why branded podcasts?

When ShelfLife Magazine asked Alan why branded podcasts are effective for building brand loyalty and community engagement, he mentions that podcasts offer a more intimate media experience. Most people listen using earphones, creating a feeling of a private, cosy conversation with the podcast hosts.

“Podcasts can go deeper, spend more time on details and not get interrupted, each topic can get the amount of time it deserves, all of this makes the listener feel closer to the podcaster and the subject than they would from traditional media which is a much more “talking at you” method,” says Alan.

Additionally, listeners have the opportunity to comment, share episodes, and clips on social media platforms. Hosts frequently showcase emails and feedback from the community As a podcast listener, you feel more engaged and part of a community

Audience engagement

Alan highlights that branded podcasts diverge from traditional advertising methods by offering a more immersive and engaging storytelling experience. Instead of brief 30-second radio ads that tease a story and direct listeners to a website for more details, branded podcasts draw audiences in with wellcrafted, long-form narratives. He notes: “Podcasts also greatly boost positive brand association among listeners. The audience associates a brand with a celebrity guest, good conversation and relatability that a short-form media is unable to provide Unlike traditional forms of advertising, podcasts hold an audience’s

Alan Bennett, CEO of The Podcast Studios

Lights, camera, action

attention for a prolonged period of time, engaging the audience on a much deeper level.”

Marketing metrics

When it comes to metrics and tracking the success of a branded podcast campaign, Alan suggests that marketers should focus on specific metrics to gauge the success of their branded podcast campaigns. “Podcast analytics are very precise and granular You can tell how many people listened to your episode, for how long, at which point most people dropped off, as well as where they listened, what device they listened on, what time of the day they are mostly listening,” he notes.

Monitoring trends allows marketers to determine if the podcast audience is growing week by week and whether listeners are engaging with older episodes or solely focusing on new ones. With this comprehensive data, marketers can adapt their podcasting strategy, refine their content, or introduce new elements to enhance engagement and overall campaign effectiveness.

Maintaining authenticity

Alan emphasises the importance of authenticity in branded podcasts, noting that audiences can easily discern inauthentic content in today’s digital age “Podcasts are an opportunity to engage your audience with in-depth, well-thought-out audio and video If it’s inauthentic they will be less likely to keep listening or be looking for more,” he notes.

Authentic stories, emotions, and personalities resonate with audiences, drawing them in and fostering genuine connections. Alan advises that a branded podcast should not merely serve as an advertisement but should focus on topics of mutual interest between the brand and its customers or clients, creating a meaningful and engaging listening experience.

Key insights

For those considering venturing into this medium, Alan offers valuable insights to ensure your branded podcast effectively connects with your target audience.

Marketers should start by gaining a clear understanding of both their target audience and the podcast’s objectives. Success varies for each company, making early collaboration with The Podcast Studios crucial for aligning

25 FEATURE

strategies and achieving desired outcomes.

Additionally, monitoring podcast analytics is essential. By tracking what resonates with listeners and what doesn’t, marketers can refine their content strategy

Engaging with the audience on social media post-episode release provides valuable insights and feedback. Implementing tags and other data collection methods can help determine if listeners are clicking on recommended links or making purchases related to the promoted product or service.

Lastly, continuous evaluation and adaptation based on these insights enable marketers to optimise their branded podcasts for better resonance and goal achievement.

Marketers looking to start their branded podcasts can find resources and guidance at www.thepodcaststudios.ie or by contacting the studio directly at 01 516 8513 n

The control room

CSNA NEWS

Defamation: More lucrative than shoplifting

Many retailers will be aware and may even have fallen foul of the traps set for their staff by unscrupulous chancers who allege that they have been “wronged” by an alleged defamation uttered by the owner or their staff According to CSNA, these shakedowns are frequently “earning” the hustlers up to €5,000 by way of settlement, aided and abetted by a small coterie of solicitors willing to act on behalf of them.

Save jobs in Irish SMEs

Join CSNAs campaign to have Government listen to the voice of small & medium business owners. The increased cost of doing business will lead to a tidal wave of business closures and job losses unless government act now!

CSNA highlights that you are the most important part in this campaign. We will enable you to get your message across to your local Ministers, TDs, Senators and Councillors.

The key to this is informing those politicians of the local impact your business makes in their constituency. Until they understand this, they place no value in what you do in their locality.

The Savejobs.ie campaign will require you to contact these politicians with the following information:

WHO your business is. WHERE your business operates. WHAT your business does. HOW MANY PEOPLE your business employs.

Now is the time to register interest with your local politicians, and to see how committed they are to “the people who get up early in the morning.”

You can sign the pledge on www.savejobs.ie

Minister for Justice Helen Mc Entee has published the ‘Heads of a Bill’ that aims to reform the Defamation Act and remove these shakedowns from being actionable unless it can be proven by the complainant that they suffered serious harm.

We are all in agreement that everyone has a right to their good name and we accept that there will always be instances that may need

Sunday premium

Many members are of the mistaken belief that because the Joint Labour Committee (JLC) that set rates of pay for those in the Retail Grocery and Allied Trades was forced to discontinue, due to a successful High Court action, that there is no longer a Statutory obligation to pay Sunday Premiums - there is.

The obligation is contained in the Organisation of Working Time Act (Section 14) 1997.

The premium can be in the form of

• An allowance

• Increased rate of pay

• Paid time off

The “bottom line” is that an employee is generally entitled to paid time off in lieu or a premium for Sunday working.

The Act states that the amount of the premium must be “reasonable”, having regard to all the circumstances, which gives employers some leeway when deciding the amount, they pay staff working on Sundays.

Ultimately it may be the Labour Court that may be called upon to consider what is “reasonable having

the Courts to adjudicate on the rights and wrongs of certain instances but it is not reasonable to suggest that asking for proof of purchase or checking that a banknote is authentic are circumstances that should give rise to legal proceedings.

The association accompanied The Irish SME Association (ISME) to a pre-legislative discussion with the Civil Legislation Section of the Department of Justice in the presence of the Minister for State with responsibility for Civil Justice and Law Reform Mr James Browne TD.

CSNA stressed its approval of the Heads of Bill to address “transient retail defamation” which is defined as having arisen from a statement made in a non-permanent form, in the course of providing or refusing retail services.

It will not be defamatory for a

retailer to ask for a receipt or other evidence of payment for merchandise of the retailer that is in the possession of the customer or has been consumed or is being consumed by the customer.

It will not be deemed defamatory to tell a customer they are unable to accept a payment proffered by a customer (either cash or otherwise) where the retailer has a reasonable doubt surrounding the validity of the payment type being offered. This amendment is attempting to restore proportionality in the relationship between retailers and customers. There have been far too many instances of retailers feeling obliged to instruct their staff not to challenge anyone acting suspiciously on the premises for fear of being caught in this trap of what will be alleged to be a false accusation and defamatory to their character.

regard to all the circumstances” and there is little doubt that these considerations will have numerous layers of circumstances pleaded. In the past, the Labour Court pronounced that a 5 cents per hour was “not reasonable” and a leisure club paying a premium of 25% was reasonable. From a cost perspective, if an employer is not going to employ a composite rate(see below) then our advice would be to strike a value in euro/ cent terms rather than a percentage as it will not increase over time.

The next bit is really important; It should be clearly discernible as to how much of the rate is attributable to the Sunday premium. If you don’t clearly state this, WRC will deem the higher composite rate as the employees’ normal rate an demand that the employer pay an additional Sunday Premium on top of it!

If you are paying National

Minimum Wage (NMW) rates, it is acceptable for you to state that the salary is fixed at the NMW rate as prevailing and if you are paying a €2 per hour premium for Sunday work you should state that.

If and when a WRC inspection takes place, it’s really important to have documentation available that demonstrates your understanding of the employers’ obligations to these entitlements. As the failure to pay the correct wages is the most common finding by the WRC it’s obvious that this is where they will focus their attention initially. If you get through that particular hurdle, you will find the other parts of the visit to be much smoother and less problematic.

CSNA NEWS

CSNA NEWS

CSNA NEWS

GUS O’HARA National President, CSNA

Employers liability claims: JDM insurance tip

CSNA noted that it is disappointed to note the number of incidents of claims from staff alleging injury seem to be increasing.

As ever it will say that many of these incidents can indeed be genuine but regrettably many seem more likely to be suspect yet often difficult to disprove. For example, within areas not covered by CCTV.

It’s clear that retailers right across the country are in desperate need for staff to a point where recruitment processes are more relaxed than they should be.

Good, honest, trustworthy, hardworking staff are extremely hard to come by when they are in such high demand. In the circumstances you simply must make every effort to retain them.

It’s also vitally important to obtain references from job seekers where the referees can at least be spoken with over the phone if not met in person.

Remember also to provide all staff members with formal training which must be confirmed by them by signing a statement that they have

received and understood the training.

Above all else do everything within your power to create and encourage a happy work environment where your staff will consider you as their friend – thus discouraging them against making claims.

Always remember – call to discuss any/every incident. CSNA will advise and guide you. Call JDM Insurance on(01) 298 8266

CSNA workshops & AGM, 28 May

This year the CSNA are delighted to be hosting two informative workshops in advance of our 2024 Annual General Meeting. These events will be held on 28 May in Fitzpatrick Castle Hotel, Killiney, Co. Dublin.

Our event brings together members from all over the country to meet and discuss issues that are facing our Sector. Join CSNA on 28 May to meet with likeminded retailers discussing issues and opportunities for our stores.

This year CSNA will be hosting two informative workshops covering WRC inspections and retail security. These workshops are free of charge for CSNA members to attend, but registration is required. CSNA would encourage any members interested in attending to register today as places are limited.

Please contact Laura in the CSNA office to register on (045) 535050. n

CSNA SAVE THE DATE

Shauna Bernard sits down with Joe Conway, store manager of XL Enfield, to deep dive into the journey of the store’s transformation and its impact on the local community

Joe Conway, store manager of XL Enfield Service Station, shares the backstory of the establishment’s journey,“So we took over the business in 2013. It was a small independent store, a Topaz forecourt and service station. We have a store in Navan as well, branded with XL We teamed up with XL again and we built a fantastic relationship with them and BWG. So with the XL brand, we created a convenience store offering a range of products in each category.”

Conway explains that as the business grew, he recognised the potential for expansion into an adjacent storage area,“Over the years, the business was growing and getting busier We had discussed the idea of extending the shop into the existing, large storage area, to the side of the shop We could see that there was a lot of potential there.”

After revisiting the idea and conducting thorough research into costs and logistics, they received approval to proceed with the expansion project,“In 2021 the idea was brought up again in conversation and we decided to do our research into the cost of the building works and electrical works, new equipment, fixtures and fittings, etc. After much planning, we got the green light and we started the building works in December 2021.”

Ready for renovation

Conway details the extensive renovations made to the store,“We started off by putting new floors in the existing storage area, this happened behind the scenes, nobody could see really what was going on We put in

From small store to local staple

brand new ceilings,tiles and then we had to break through the existing wall from the old shop into the new area.”

A significant investment was made in a new glass shop front and various building, plumbing, and electrical works. Throughout the process, the store remained open on a smaller scale.

Despite the challenges and long hours, the result was a brand-new, state-of-the-art store,“The renovations cost a lot of money. We never had a deli in the old store

as it was too small. Now we have a large and extensive fresh foods area, hot and cold deli, bakery and seating area Everything’s brand new, including energy efficient refrigeration, lighting and energy efficient pumps on the forecourt.”

The total investment amounted to €500,000, reflecting the commitment to creating a modern and efficient retail environment.

“There were a lot of late nights, sweat and tears! Finally in February 2022, we were then ready to open a brand new state of the art store. It was the best thing we ever did,” Conway notes

Sales performance

Conway highlights the growth of the store after its expansion, from 400 to 1,700 square feet Within the first 12 months post-expansion, sales increased fourfold, primarily attributed to the larger space and new off licence.

In the subsequent 12 months, excluding agency sales, there was a notable overall sales increase of about 30%. Conway notes key departments such as“Fresh Foods and bakery which is up 40%, coffee is up 20%, confectionery is up 25%, soft drinks are up 28% and till convenience is up 25%.”

Staffing up

Conway discusses the significant increase in staff following the store expansion, rising from seven to 20 employees. This includes a balanced mix of full-time and part-time positions, with ten staff members in each

XL Enfield, store interior

Joe Conway, store manager of XL Enfield

department, encompassing both the deli and the shop

The deli employs three full-time and two part-time workers, while the shop has seven full-time and eight part-time employees.

They are all local staff, apart from myself, I’m originally from Cavan,” says Conway

Emphasising the strong bond he shares with his team, Conway says:“I have a great relationship with all of the team, we all work really well together That has really been proven as well, in 2022 we won‘Best Delicatessen of The Year’. Last year we won‘Best Delicatessen’,‘Best Forecourt’ and we won the overall ‘Store of The Year’ at the XL Retailing Standards Awards.”

Additionally, Conway lists key team members, including deli manager Caroline Sheridan, office manager Carol McDonald, stores manager Martin Coakley, and shift supervisor Maria Coakley.

Community connection

Conway highlights the store’s commitment to supporting the local community through various initiatives. He prioritises sourcing products from regional producers such as Brady Family Ham, Boyne Valley Foods and Clarke Strawberries through BWG’s chill distribution facility.

Conway emphasises keeping it local:“We tried to have strong local connections even when we were doing the renovations.We had local builders,electricians, plumbers,even our CCTV.We try to keep it as local as possible.”

Additionally, the store actively sponsors local clubs like Enfield Celtic, providing support through jersey sponsorship, refreshments for training and matches, and fundraising for schools.

XL Enfield’s community-centric approach was further exemplified by hosting a celebratory event for winning‘The Store of The Year’, inviting the entire community to partake in the festivities, which included media coverage from LMFM and entertainment such as Irish dancing on the forecourt.

Conway notes“We invited all the community to

come and celebrate with us because without their support it wouldn’t be possible.”

Deli experience

Conway believes that what sets their store apart is the unique offering from their deli, particularly their fresh chicken range.“We make all our own fresh chicken fillets. The chicken fillet baguette is the most popular! It’s exceptional quality, once you’ve tried our fresh chicken, you’d never eat frozen again,” notes Conway Additionally, Conway takes pride in the exceptional customer service provided by his team, with customers often complimenting their friendliness and helpfulness. This positive feedback reinforces his pride in the team and their efforts to create a welcoming atmosphere for customers.

Store brand support

Conway expresses gratitude for the exceptional support received from BWG and XL Ireland, particularly from

Sandra Tyler, the XL development manager.“She’s always on hand, being supportive, to any queries we have Whether it’s about new products or new legislation that’s going to affect us or she’s always on the other end of the phone and she visits the store regularly,” says Conway

Value offering

Conway affirms the store’s dedication to providing value to customers, especially amidst the current cost of living crisis,“We try to run promotions in each department in the store. We listen to the customers and what their feedback is and what they would like to see on promotion.”

Additionally, he mentions the regular promotion cycle established by XL every three to four weeks, complemented by the store’s own local promotions.

Sustainable operations

Conway recognises that increasing business costs, especially for energy, are a real challenge, something many businesses are dealing with However, he highlights their fortunate position in availing of the BWG affinity deal with Flogas energy, resulting in thousands worth of savings for the store.

Conway considers himself fortunate not to have had to implement any cutbacks,“It also comes back to having all the energy efficient equipment, we were able to operate as normal. We didn’t have to impose any cutbacks, there were no adjustments to our operations.”

Looking ahead

Conway expresses optimism for the future of the store, citing positive growth trends and their ongoing expansion,“Within the Enfield area, there’s a new secondary school after being built There’s new housing developments, and it has a growing population.”

Despite facing competition in the area, Conway remains confident about the store’s prospects moving forward,“The area has a mix of commuters and a lot of people working from home now as well Although there is plenty of competition in the area, I am very optimistic about the future.” n

XL store interior

XL Enfield, deli counter

Know your rights

The Work Life Balance and Miscellaneous Provisions Act 2023 was recently enacted. The aim of the 2023 Act is to aid in the balance between the personal and professional lives of employees. Caroline Reidy explains how employees now have the right to request remote and flexible working

The Work Life Balance and Miscellaneous Provisions Act 2023 was enacted on 4 April 2023 with provisions set out for employees to request flexible working and remote working options for employees to support a better balance of family life, work life, and caring responsibilities On the 6 March 2024 these rights came into effect. While the employee can make a Flexible Working or Remote Working request from the first day of employment, they must have six months’ service before the arrangement commences.

What is flexible and remote working

• Flexible working arrangements available for parents and carers who provide care to a child under 12 years or under 16 years, where the child has a disability or longterm illness or providing in cases where care must be provided to a spouse/civil partner, cohabitant, parent or grandparent, sibling or co-occupant of the same household.

• Remote working refers to some, or all, of an employee’s work being carried out at a place other than the employer’s place of business, without change to the employee’s working hours or duties. Remote working allows employees to work from home, a shared hub or other location, with management agreement for part or all of their contracted working hours.

Key considerations for flexible working arrangements

• Eligibility: A flexible working arrangement may be requested by qualifying employees who are a relevant parent of a child up to the age of 12 years or the age of 16 years where the child has a disability or long-term illness, and who is, or will be, providing care to that child. This policy may also be applicable for employees who will be providing personal care or support to a relevant person

• Confirming a request for flexible working arrangements: Following an employee’s request for flexible working, an Employer is required to confirm the decision of this request, in writing, within four weeks of the request being made.

• Refusing a request for flexible working arrangements: Employees should be aware that the employer can refuse or postpone such a request if it cannot be accommodated on reasonable grounds, which will be provided in writing.

• Changes to flexible working arrangements: Both the employer and the employee can agree to changes, early return to work or postponement of any approved flexible working arrangement through consultation.

• Termination of flexible working arrangements: The employer can terminate an approved flexible working arrangement in certain

circumstances, before or after it has started if the employer is satisfied that the flexible working arrangement would have, or is having, a substantial adverse effect on the operation of their business. The termination will be communicated to the employee by the employer giving as much notice as reasonably possible.

Types of flexible working which may be considered

• Part-time work: Where an employee works fewer hours than a full-time employee

• Term-time work: Where an employee takes unpaid leave for a certain period of the year.

• Job-Sharing: Where a full-time job is split into two part-time roles and both employees share duties and responsibilities for the role

• Flexi-time: Where an employee can vary their start and finish time outside of core working hours, while still ensuring they work their contracted hours each week/month

• Compressed working hours: Where an employee works their full-time hours in fewer days by extending their working day and working less days, for example working five days over four days.

• Remote working: Where an employee works all or part of their working week at a remote location which may be the employee’s home

With regards to remote working, even where a business is largely workplace based, it is important for employers to be mindful that some staff who are in administrative roles may request remote working and therefore it is important that employers are aware of an employee’s entitlement to request remote working.

Key considerations for remote working arrangements

• Considering a request for remote working arrangements: The Employer will assess each remote working request on a case-by-case basis depending on the practicalities of the request, if the Employer is having difficulty assessing the viability of the request for a remote working

CAROLINE REIDY

arrangement, the Employer may extend the four-week period referred to above by a further period not exceeding eight weeks.

• Confirming a request for remote working arrangements: The Employer has four weeks to respond to a request for remote working.

• Refusing a request for remote working arrangements: A request for remote working may be refused, only where due consideration of the Employee’s request has been carried out, where it is, subjectively, satisfied that the proposed arrangement is not suitable based upon business needs.

• Changes to remote working arrangements: If an Employee decides to withdraw or change a request, this must be made in writing detailing the reasons for the withdrawal or change.

• Termination of remote working arrangements - If the Employer is satisfied that any agreed remote working arrangement (whether commenced or not) would have or is having a substantial adverse effect on the operation of the business and having regard to the needs of the Employee and the requirements of the Code of Practice, the Employer may terminate this agreement by giving notice in writing.

Records of approved arrangements must be kept for three years. n

Good things come in green packages

A large majority of Irish business believe that introducing sustainability practices within the workplaces has tangible benefits. ShelfLife reports

Sustainability measures are at the fore front of Irish food businesses, research shows According to the 2023 SME Food Barometer, over half (57%) of the respondents said that they have embedded sustainability into their overall business strategy For example, the top areas for investment to deliver better sustainability outcomes are energy consumption (45%), packaging reduction (37%) and plastics reduction (37%).

A large majority (72%) reported that embedding sustainability has tangible benefits with 45% believing it is the right thing to do from a societal viewpoint. The benefits include that it leads to greater brand trust (42%), and enhanced reputation (37%). It is clear that the key areas of focus (i.e., energy, packaging and plastics) have environmental benefits but they also help the business manage costs in a period of high inflation.

Despite commitments to sustainability efforts, only 15% of companies have made a

Kerrygold announces new cream cheese range

Ireland’s favourite butter brand, Kerrygold will be entering a new category in the Irish market for the first time with the exciting introduction of Kerrygold Cream Cheese this Summer

Made in Ireland from the milk of Irish grass-fed cows, Kerrygold Cream Cheese comes as a

carbon-neutral commitment in the last year However, half are working towards making this commitment with the majority (73%) having pledged to be carbon neutral by 2030

Deposit Return Scheme

Re-turn, Ireland’s Deposit Return Scheme went live on 1 February 2024, for which retailers had been preparing for months, prior to the launch.

When consumers purchase a drink in a plastic bottle or aluminium can that features the Re-turn logo from a shop or supermarket they will pay a fully refundable deposit in addition to the price of the drink.

Ahead of the roll-out of the much-discussed scheme, Amarach research revealed that 82% of consumers support the introduction of the deposit return scheme and 95% of consumers plan to engage with the circular economy initiative. 94% of those surveyed consider the impact their recycling behaviour will have on future generations at some level and 82% state

versatile, high-quality addition to the brand’s range, promising to delight the appetites of all who prioritise great taste and unrivalled quality

Launching with three main flavour profilesNatural, Garlic & Herb, and Sweet Pepper & Chilli - the range is curated to match an abundance of consumer taste preferences, while staying true to the rich and creamy taste that Kerrygold is known for.

The arrival of Kerrygold Cream Cheese on Irish supermarket shelves will give food-lovers choice in the category from a brand they know and trust. Kerrygold’s synonymity with natural, wholesome, and great-tasting dairy products, brings familiar qualities to the category, while each flavour ensures there’s something for all to enjoy, especially those seeking inspiration when it comes to snacking and spreading.

To support the launch of Kerrygold Cream Cheese in the Irish market, a fully integrated marketing campaign including

that the deposit placed on drink containers will incentivise them to return empty drinks containers to participating retailers nationwide

Over three-quarters of consumers (76%) believe as individuals they can make a difference to the environment by recycling drinks containers, and they mainly believe they can do this by recycling and reusing more.

Commenting on the scheme, Ciaran Foley, CEO of Re-turn, said: “The positive feedback on the introduction of deposit return has been really encouraging. We appreciate that this is a big behavioural change and are delighted to see that we have such support. It is also very interesting to note how many of those surveyed are concerned about the impact of their recycling behaviour on future generations. We have no doubt that Ireland will embrace this change and support our efforts to achieve EU recycling targets and reduce litter and waste.”

out-of-home, social, and sampling will run for six weeks this summer so consumers can taste the new gold standard in cream cheese

The Kerrygold Cream Cheese range comes in a convenient 150g recyclable tub format, which will boast a fresh new brand look that will appear across the full Kerrygold product portfolio in the coming months.

Its arrival follows the launch of the Kerrygold 100g Butter Stick last year

Kerrygold has a rich pipeline of new product innovations planned for the Irish market including the new Kerrygold Garlic and Herb Stick which will also launch this year

Incentivising Irish businesses to stay on top of recycling their packaging properly

In Ireland, why do our valuable resources end up in the wrong bin?

• There has always been a legal obligation for businesses to separate and segregate their waste. Most businesses aren’t aware of this obligation, and enforcement of these regulations is light touch.

• The cost savings to businesses by having a segregation system are not understood or are not regarded as financially impactful enough to consider

• The provision of a three-bin waste segregation service to businesses is not in the interest of the profitability of the waste industry

With the introduction of enhanced commercial waste regulations in July 2023, recovery operators in the commercial sector must provide three bins to all customers: (1) residual, (2) mixed dry recyclable and (3) compost.

The legislation mandates all commercial

Creating a greener Ireland

customers to be on a pricing plan where their expenses for mixed dry recyclable and compost are lower than those for disposing of residual waste. Slow adoption of the enhanced regulations since July 2023, continues to hamper sustainability efforts for Irish businesses. They must remind recovery operators of their obligation to provide a three-bin system.

With proper sorting of packaging for recycling, businesses can cut costs. Recovery operators must provide detailed breakdowns of their recycling processes and disposal methods along with the associated costs. This can empower businesses to track their performance and identify improvements.

Therefore, all businesses should opt for pricing plans where food and mixed dry recycling costs are less than the general one This is essential and imperative to meet Ireland’s EU packaging recycling targets for 2025 and 2030 Individual efforts

ShelfLife talks to Zoe Kavanagh, CEO about how Repak is in the business of packaging for recycling, to help meet Ireland’s EU packaging recycling targets for 2025 and 2030

Zoe Kavanagh, CEO of Repak tells ShelfLife that she is delighted to join Repak and continue the important work this organisation has done in transforming Ireland’s recycling landscape “I look forward to building on this foundation, working alongside our members, stakeholders, and the community to further our impact and contribute to a more sustainable future,” she says

Repak is aiming to create a greener Ireland to help meet future packaging recycling targets. How can business and members of the public support you in accomplishing this?

The proper separation of materials for recycling are crucial for our environment. With the introduction of enhanced commercial waste regulations in July 2023, recovery operators in the commercial sector have to provide three bins to their business customers. Effective management of packaging for recycling not only reduces the burden on landfills it also conserves our natural

Zoe Kavanagh, CEO

demonstrated by sorting and separating packaging ‘Clean, Dry and Loose’ can contribute to Ireland’s shared journey towards sustainability

Since its foundation in 1997, Repak members have contributed over €633 million to supporting Ireland’s climate challenge in the development of collection and recycling infrastructure to deliver its members’ recycling targets, which all have been achieved.

For a list of Repak-approved recovery operator and to find out what your business can do to improve its recycling process, visit www.repak.ie

recourses and minimises pollution. In Ireland, as in many other places, separating our materials into categories to include residual, recycling and compost can significantly improve recycling rates and reduce the environmental impact. When business take the lead in proper management of their packaging for recycling, its sets a positive example for consumers and encourages responsible behaviour at home as well.

Can you tell me about your recently introduced Don’t Waste Earth Day campaign?

We asked the Irish public to not waste Earth Day. Our recent research revealed that 52% of the public say they always separate their recycling into the correct bins at home, which points to a solid foundation to build upon. 41% believe minor recycling efforts don’t affect the overall process which also highlights a crucial area for education and outreach. Individual actions do indeed play a significant role in the effectiveness of recycling efforts. Ensuring that recyclables are sorted correctly – Clean, Dry and Loose not only facilitates the recycling process but also contributes to achieving future recycling targets and fostering a greener Ireland for us all.

The Pakman Awards Ceremony is due to take place on the 24 October 2024. Can you tell me about the awards?

We will be celebrating the 10th year of the Pakman Awards this year Over the past 10 years we have celebrated organisations, communities and individuals both young and old, who have demonstrated excellence in waste management and recycling. Our call for entries will commence in June on www.pakman.ie and I would like to thank our continued sponsors who have supported the ceremony and help make it a huge success for our industry and our environment as a whole

What next for Repak, do you have any new initiatives in the pipeline that you can share with me?

We are in the business of packaging for recycling, to help meet Ireland’s EU packaging recycling targets for 2025 and 2030 Individual efforts demonstrated by sorting packaging ‘Clean, Dry and Loose’ are imperative and can contribute to Ireland’s shared journey towards sustainability Repak’s ambition is to grow our membership base, develop long-term strategic partnerships with operators who are committed to improving Ireland’s packaging recycling performance while providing expertise and leadership All efforts will be made to ensure we capture materials for recycling helping us move from a linear economy to a circular economy.

Supporting A Sustainable Future.

The enhancement to the legislation for the management of business waste at your premises means all waste collectors must now provide three bins to their business customers to allow for the separation of waste for recycling and place all customers on an incentivised price plan.

Repak will provide you with the support and advice to help ensure you are recycling correctly and help to reduce your waste management costs. Please contact our Membership Team and help Ireland remain one of Europe’s top recycling countries.

Visit repak.ie to find out more.

Bunzl Ireland - Providing tailored solutions

Continuing to lead the transition to alternative solutions

Plastic pollution is one of the defining environmental challenges of our time When plastic is used only once or is not properly recycled, it damages our environment, pollutes our oceans and can enter the food chain.

Bunzl Ireland recognises its responsibility to be part of the solution on designing out waste and ensuring less plastic ends up in nature.

Bunzl Ireland’s scale means it can drive change quickly and it is well placed to provide customers with trusted and objective advice on complex issues.

Bunzl Ireland’s commitments

• Taking further action on packaging and products

Today

• It will support its customers to remove, replace and reduce single use plastics.

Tomorrow

• It will significantly increase the amount of recyclable, compostable or reusable packaging supplied to its customers to help them meet their targets.

Beyond

• Every single packaging product and disposable in Bunzl Ireland’s range will be offered with an alternative that is recyclable, reusable, compostable or renewable

Bunzl Ireland has a strong record of helping its customers transition to alternatives successfully and it is well positioned to benefit from the transition to alternative products.

The

types of packaging and products

Bunzl Ireland supply

Consumable products facing regulation

Plastic products most commonly being addressed by legislation in its markets (e.g straws, stirrers, plates, bowls and cutlery). 55% of packaging made from alternative materials in 2023.

Consumable products likely to transition to alternative materials

Plastic products that have measures and legislation in place to control their usage, for example a charge for using plastic bags (e.g carrier and fresh produce bags, coffee cups, cold drink cups). 10% of the group’s revenue attributable to single-use plastic consumables which are likely to transition to products made from alternative materials.

Packaging and products made from alternative materials

Products that are widely recyclable or compostable (in line with national guidance), made from a renewable resource, for example palm leaf or sugar cane or reusable products such as ‘bags for life’ or refillable coffee cups.

Supporting a more circular economy

Supporting smart material choices

Bunzl Ireland develops new packaging strategies for customers and provide alternative products that meet customer targets and product requirements.

Designing for circularity not waste

Bunzl Ireland supports its customers to adapt to new legislation and transition to recyclable, compostable, renewable and reusable products.

Promoting responsible packaging usage and reusable options

The company is working with its customers to rationalise the products they use Partnering to support closed-loop solutions Bunzl Ireland supports its customers’ circular initiatives and recycling practices.

Meeting consumer demand for paper-based packaging

Minced meat in SEE® packaging

SEE® has developed a new paper-based bottom web to support food processors and retailers in reducing plastic usage and meeting consumer demand for paper packaging.

The new CRYOVAC® brand Barrier Formable Paper is made from 90% FSC® certified fibres and can enable 77% plastic reduction in bottom web packaging, when used in replacement of PET/PE webs*.

Aldo Galbusera, senior marketing manager, Europe at SEE®, said: “We’re seeing a trend of food businesses reviewing packaging materials to improve circularity, reduce plastic usage and to satisfy shopper expectations for using paper-based options. CRYOVAC® Brand Barrier Formable Paper delivers in all these areas and provides processors with a practical,

Essential nature of wine

The Masi story begins in 1772, when the Boscaini family carried out their first harvest in the prestigious vineyards in ‘Vajo dei Mas’i, a valley in the heart of the Valpolicella Classica region. After more than 200 years of passionate winemaking the company is still in family hands, run by the sixth, seventh and eighth generations.

In every phase of the production process, Masi noted that it bases its activities on social, ethical, and environmental values, with a positive outlook for the future. Care and respect for the environment are ‘integral’ to Masi’s culture and philosophy.

Masi’s Fresco di Masi – a wine which the renowned Venetian producer says offers a ‘renewed vision of sustainability’ was launched in the Irish market last year Fresco di Masi is a range of organic wines that interpret a ‘renewed vision of sustainability’, produced through a process called ‘by subtraction.’ According to Masi, this process minimises human intervention in nature and marks a return to the ‘essential nature of wine.’

The brand also underlined the importance of its use of 100% sustainable packaging. The wine is presented in a light, transparent bottle, with a natural cork stopper and no capsule, to ensure that it is plastic free

Sustainable Packaging CATEGORY

easy-to-integrate, sustainable packaging solution.”

The new paper-based packaging bottom web is compatible with both Vacuum Skin Packaging (VSP) and Modified Atmosphere Packaging (MAP) top webs. It has been designed to run on a range of rollstock, thermoforming and VSP equipment, and is ideal for packaging a range of products including fresh, smoked and processed meats, fish and seafood, cheese and alternative proteins.

Galbusera, added: “Our latest paper-based food packaging solution delivers the superior barrier protection that the CRYOVAC® brand range is well known for. It has exceptional oxygen and barrier performance to keep food fresher for longer and extend shelf life, helping further reduce environmental footprint through lower levels of spoilage and wastage “CRYOVAC® brand Barrier Formable Paper is

designed to help retailers drive sales. Its composition of 90% renewable fibres can appeal to sustainability-conscious shoppers, while virtually leak-proof seals help improve product presentation and deliver optimum taste, moisture, freshness and texture. The bottom-web is also easy-open to meet consumer demand for convenience.”

appeal shoppers, is

The paper-based bottom web is available white and kraft colours and is compatible with CRYOVAC® brand Darfresh® vacuum skin films to secure products in place and minimise any in-pack movement. CRYOVAC® brand Barrier Formable Paper is made from 90% paper and 10% plastic and can be recycled with paper (in accordance with Aticelca® 501 UNI 11743 pass levels) where such local recycling services are available

Learn more: www.sealedair.com

to adopt the new format. The new, paper outer bag is set to reduce use of virgin plastic by 65 tonnes per year

It can be recycled with other paper packaging in home recycling bins and reduces greenhouse gas emissions of the individual outer pack by 52%.**

*77% plastic reduction based on comparisons between using CRYOVAC® brand Barrier Formable Paper and a PET/PE bottom web.

Walkers rolls out new paper multibag packs for Snack A Jacks, set to eliminate 65 tonnes of virgin plastic each year*

Following successful rollout of paper outer packaging across Walkers Baked multipacks last year, Snack A Jacks is the second brand

This latest move forms part of PepsiCo Positive, the health and sustainability transformation plan from Walkers’ parent company, which includes an ambition of reaching net zero emissions by 2040

Across PepsiCo Europe, the company also plans to eliminate fossil-based plastic in crisp and snack bags by 2030 This ambition applies to UK brands including Snack A Jacks, Walkers, Doritos, Quavers, Wotsits, and Pipers, and will be delivered by using 100% recycled or renewable content. n

* Compared with previous plastic outer multibag pack annual volumes

**Compared with emissions produced by previous plastic outer multibag pack

Good things come in paper packets

Smoked Salmon in SEE® packaging

TLC for your brand

When it comes to the reputation of your brand, employing the right PR company can simply make or break it. Good PR representation will elevate your brand, add value to it and maybe most importantly, protect it in a crisis. ShelfLife has compiled profiles of the top Irish PR companies that are already taking care of many of the leading FMCG products we know and love

According to Lynn Hunter, founder, Hunter Media Group, a good PR strategy is extremely influential and allows you to build a strong relationship with your target audience, which is often the difference between a decision to purchase or a decision to ignore your advertising efforts. With this in mind, the question is can you actually afford not to have one? The thriving PR industry holds the key to a lot of brand success and is responsible for launching and saving the reputation of brands every day.

PRII have launched the second nationwide study of the Public Relations and Communication sector in Ireland. The nationwide study carried out for the PRII by Amárach Research has found a need for more gender and ethnic diversity to fill the jobs created by growth in recent years. The survey was carried out over 300 respondents including both PRII members and non-members.

According to Padraig McKeon, president of

Hunter Communications

Lynn Hunter, founder, Hunter Media Group

the PRII: “While it was reaffirming to see the profession thriving, the Census also highlighted the key challenges for leadership in developing the profile of the communications sector Knowing we need to broaden the appeal of the profession to attract talent is critical and, I thank the efforts of everyone involved in carrying out this Census.”

Among the key findings of the report were that 53% of communication professionals work in-house of which 31% work in the public sector including government bodies and semistates and 22% work in the private sector across a wide range of industries. 35% are working in agencies and 10% are selfemployed.

The data shows women are thriving in the sector There are more women than men in senior public relations roles both in agency and in-house, similar to the finding in 2019 Overall, 69% of the professionals are women

FACT FILE

Established: 2009

Contact name: Lynn Hunter

Phone: +353 (0)1 905 6350

Email: hello@huntercommunications.ie Website: www.huntercommunications.ie

which is consistent with the gender breakdown in the UK. This has prompted the PRII to encourage more men to consider public relations as a career option.

In terms of overall diversity, however, the profession is not as representative of Irish society as it could be The 8% who are not Irish contrasts with the 18.5% of the total workforce who are non-Irish. This is improving the percentage from outside the EU working in public relations has grown by 2% since 2019 to 3%.

For both agency and in-house practitioners, in terms of time allocated to tasks, communication strategy development and media relations continue to dominate Event management, however, shows it has not returned to 2019 levels of activity

Shelflife looks at the top PR agencies at work in Ireland today and outlines the bespoke services they offer to their wide variety of clients.

Social media: Instagram: @huntercomms

TikTok: @huntercomms. LinkedIn: HunterCommunications

Client list: Hunter’s FMCG Clients: Tayto, Kerrygold, Clonakilty, White Claw, Frank and Honest, Hunky Dorys, O’Donnells, Popchips, Huel, Bonne Maman, McDonnells Curry Sauce, Bread 41, The Happy Pear and Pitt Bros BBQ

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: The recent launch of our third agency, Social Content HQ, and with that, the foundation of Hunter Media Group as the parent organisation of Hunter Communications, The Collaborations Agency and Social Content HQ is helping us to deliver a one-stop-shop service to FMCG brands and deliver innovative and engaging campaigns.

Lynn Hunter, Founder, Hunter Media Group & withA

Q: What are the primary reasons companies should consider engaging a PR agency?

A: PR is an invaluable tool for companies who wish to grow their business and engage with their target audience. There are four key reasons why every business should be working with a PR agency:

Reach - by working with a PR agency you can leverage the agency’s relationships with journalists and content creators and utilise their valuable contact lists to maximise your reach. With the added benefit of working with skilled copywriters within the agency, your business can be pitched directly to top journalists and creators in order to secure valuable coverage In an age where everyone is competing for attention online, existing media relationships and targeted pitches are more important than ever in order to ensure your business stands out

and secures those ever sought-after features.

Value - by working with a PR agency you gain an extra team of workers who are committed to elevating above the line strategies and shouting about your company launches and achievements. With access to account managers, executives, copywriters, event managers and social media strategists, working with an agency is much more cost-effective than building an in-house PR team.

Profile - PR agencies are skilled at building a brand profile and can complement your established brand personality, tone of voice and values by crafting compelling campaigns that add credibility and authenticity to your claims.

decision to ignore your advertising efforts.

Crisis management - PR experts are skilled crisis managers. By utilising an agency, you can ensure your brand avoids crises where possible and reacts swiftly and effectively in the case of a crisis. Mitigating damage and reducing the likelihood of PR crises is essential, particularly in the age of instant communication on social media.

Q: Could you share a notable success story where you significantly impacted a client’s brand or reputation?

A: We have the pleasure of working with the iconic Irish brand, Clonakilty Food Co as a client at Hunter Media Group As makers of the globally renowned Clonakilty blackpudding, we were tasked with crafting a PR campaign that would shift the public’s perception of

A good PR strategy is extremely influential and allows you to build a strong relationship with your target audience, which is often the difference between a decision to purchase or a >>

THE PARENT COMPANY TO OUR 3 X AGENCIES:

TOGETHER WE PROVIDE EVERYTHING YOU NEED TO CREATE POWERFUL CAMPAIGNS FOR YOUR BRAND. GET IN TOUCH WITH US TODAY AT HELLO@HUNTERMEDIAGROUP.IE TO TRANSFORM HOW YOUR BRAND COMMUNICATES.

blackpudding in order to highlight that it is more than just a breakfast food.

In order to achieve this, we initiated an exciting collaboration between Clonakilty and Dublin’s famous smash burger joint, Dash Burger. Dash created a limited edition blackpudding burger that highlighted blackpudding as the perfect ingredient.

We supported the collaboration with a press release and gifting strategy, bringing top journalists and content creators in-store to try the burger for themselves. We created a lighthearted and engaging video for Clonakilty’s own socials and also partnered the brand with Éadaoin Fitzmaurice, Discover Dublin and The Gastro Gays for paid content collaborations, utilising their platforms to create maximum noise on social media.

The results were extremely successful, with coverage in print and digital media and across social media. We secured features for our client in The IrishTimes Online, TheDailyMail, The SundayIndependent,The IrishExaminer, TodayFMRadio, to name a few.

It was fantastic to achieve such positive results, transforming the perception of Clonakilty from the creator of breakfast foods to the creator of delicious foods that can be enjoyed at any mealtime or occasion.

Q: How does your agency approach reputation management and enhancement for clients?

A: When it comes to reputation management and enhancement for our clients, we first complete a comprehensive analysis of the brand’s key messaging, tone of voice, target audience and brand campaigns. Once we have a clear understanding of the starting point, we can map a strategic, long-term plan to enhance this reputation. This plan is always informed by our initial research and takes a different shape for every client. For example, if we are tasked with improving a client’s reputation or establishing a brand more prominently among young adults, the social media strategy will be key If we want to bolster our client’s reputation for positive social action, our focus will be on CSR strategies.

The key is understanding that each client is unique, we always listen to our clients’ needs and take the time to ensure we are aligned on the key goals we are trying to achieve A

“When you align a brand with a creator in a partnership, you can avail of the modern ‘word of mouth’ communication online”

one-size-fits-all approach is not going to be sufficient to cut through the noise and stand out in this industry

Q: Crisis management is a critical aspect of PR. How does your agency navigate and mitigate reputational risks during challenging situations?

A: When faced with a crisis, our response is always of course tailored to the individual situation and can vary depending on the factors at play. However, in general we would always advise our clients not to react hastily to a crisis. Particularly in the age of instant communication on social media, one misstep can make a crisis much worse.

We always recommend carefully navigating such situations by listening to the concerns of the media or your consumers and ensuring that your response addresses their concerns adequately Listening to the public is key in order to understand exactly what is needed from you in this situation.

Furthermore, we look to strengthen our client’s statements in times of crisis with tangible actions that showcase the company’s values and its commitment to the community.

Q: Reflecting on your career, what would you consider to be the most significant achievement or milestone so far?

A: I think that the recent launch of my third agency, Social Content HQ, and with that, the foundation of Hunter Media Group as the parent organisation of Hunter Communications, The Collaborations Agency and Social Content HQ is the standout achievement of my career to date When I first founded Hunter Communications in 2009, I never could have predicted the journey it would take me on and the iconic brands I would end up working with. Having grown my business from the ground up, I’m proud to now lead three agencies that, together, are a one-stop shop for a company’s social media and PR needs. As a results-driven person, I’m delighted to offer this comprehensive service to my clients as I know we can truly transform how each company communicates.

Q: With the influence of social media, how does your agency adapt its PR strategies to engage with audiences effectively?

Social media has undoubtedly transformed the PR industry What was once a nice addition to a PR campaign or strategy, now often forms the foundation of a brand’s communications. We see social media as a highly valuable tool that cannot be ignored at Hunter Media Group and we constantly monitor trends and developments across key platforms such as Instagram, TikTok, X and Threads to ensure we stay a step ahead of the rest and provide the most up-to-date and effective strategies for our clients.

A perfect example of this is the recent rise of User-Generated Content (UGC). It was in response to the rise of UGC, a more relatable and less polished style of content for a brand’s socials, that we created Social Content HQ This has allowed us to offer high quality UGC by content creators to our clients, a style of content that, surveys have shown, consumers prefer to the traditional style of branded content.

Another key way we have adapted our strategies to harness the power of social media, is to really utilise the platform of the content creator. Creators are highly valuable for a brand’s PR strategy as they have built a strong relationship with their audience. When you align a brand with a creator in a partnership, you can avail of the modern ‘word of mouth’ communication online A content creator’s recommendations are trusted by their viewers This is where my talent agency, The Collaborations Agency, is a huge asset for our PR clients, offering them unrivalled access to some of Ireland’s most influential content creators

Lynn Hunter, founder, Hunter Media Group

Walsh PR

FACT FILE

Established: 1984 Celebrating 40 years in buisness this year

Contact name: Maeve Governey

Phone: +353 (0)86 8057884

Email: maeve@walshpr.ie

Website: www.walshpr.ie

Social media: @walshpr LinkedIn

Client list: Flahavan’s, Linwoods, Tirlán, Golden Bake and Boyne Valley

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: This past year, we have demonstrated expertise in enabling FMCG brands to effectively communicate their message to their target audience by understanding and aligning with their unique brand personalities. We work closely with a variety of FMCG brands, including multi-generational family-owned and health-focused brands that cater to the main shopper in the household. For these brands, we focus on crafting messages that resonate with health-conscious consumers and emphasise the importance of quality ingredients and nutritional value

Additionally, we work with food brands that may not necessarily be considered healthy but offer high-quality, handcrafted products for those special indulgent moments that everyone deserves. For these brands, our strategy involves highlighting the artisanal craftsmanship and premium quality of the products, appealing to consumers looking for a treat or a special experience. A little bit of humour goes a long way in these circumstances where the brand personality allows it.

Regardless of the specific brand focus, innovative marketing strategies are always at the core of our approach. We help clients stay ahead of the curve by utilising communication tactics that ensure that their message stands out in a competitive market.

With food, health and sustainability our core areas of focus, it quickly becomes apparent how all of these areas intertwine and impact on almost every campaign that we roll out.

By tailoring our approach to each brand’s personality and values, we have been able to effectively help FMCG brands connect with their target audience, drive engagement, and ultimately achieve their marketing objectives.

Mission PR & Communications Ltd

Sabrina Sheehan, managing director of Mission PR

FACT FILE

Established: 2012

Contact name: Sabrina Sheehan

Phone: +353 (0)86 2503751

Email: sabrinasheehean@missionpr.ie

Website: www.missionpr.ie

Social media: @HelloMissionPR

Client list: Mission works with top lifestyle and leisure brands, leading promoters and producers, world class talent and tours right through to government agencies and arts organisations. Mission clients include Failte Ireland, The Walt Disney Company (Disney+), MCD Productions (sample event campaigns include Billie Eilish, Pearl Jam, Pink, Sting, Nicki Minaj), Gaiety Theatre (Gaiety Panto and more), Dalkey Book Festival, Sea Sessions Festival, Poetry Day Ireland, Trocaire, E&J Gallo Winery (Barefoot Wine, Apothic Wine)

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Mission is an award-winning, powerhouse communications company. We are a proactive agency and provide results driven, highly successful PR and publicity campaigns on a national scale - making fans and building brands.

We specialise in audience development and profile raising campaigns in consumer PR across the lifestyle leisure and entertainment sectors. Mission operates with an in-house press office mindset with a proactive work ethic, this ensures they are ‘always on’. They use a hands on approach and coupled with an in-depth understanding and relationships with all media we can go the extra mile for our clients, resulting in maximum engagement and exposure through quality and far-reaching campaigns with key earned media and digital engagement - alongside influencer marketing campaigns and more. With decades of experience working in and within fast paced environments, Mission is at the top of its game for adapting and pivoting for fast moving environments.

Maeve Governey

O’Leary PR & Marketing

FACT FILE

Established: 1994

Contact name: Mari O’Leary

Phone: +353 (0)1 678 9888

Email: marioleary@olearypr.ie

Website: www.olearypr.ie

Social media: X: @OLPR Instagram: Olearypr Facebook:O’Leary PR

Client list: Hoson Brands, Something & Nothing, LemonAid, Roy Kombucha, Killashee Hotel & Spa, part of FBD Hotels & Resorts, EA Sports FC, Sostrene Grene

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: We proudly celebrate 30 years working as a full-service independent PR consultancy in the communications industry and continuing to offer extensive experience and expertise to our clients.

A boutique agency O’Leary PR has a strong foundation in strategic public relations and digital communications, representing both Irish and International clients in the consumer and corporate sectors. We work with businesses of varying sizes from start-ups to national and international brands that require a proactive and results-based PR function, and have collaborated with many leading household brands.

We position ourselves as an extension of the in-house marketing team. For many clients we are their marketing agency on the ground in Ireland, providing services including media relations across traditional and digital platforms, social media and community management, influencer marketing, sponsorship, B2B, event management and crisis management. The team continue to stay ahead of curve in terms of trends and technological advancements in order that our clients can benefit and be positioned as early adopters.

We tailor plans and activities to the client’s specific requirement and importantly budgets to deliver results driven campaigns and a strong return on investment. By offering bespoke solutions and the winning combination of strong relationships, industry knowledge, flexibility and strategic planning, we ensure that our clients make their mark through hardworking brand building campaigns across the consumer lifestyle, FMCG, entertainment, sport and hospitality sectors.

O’Leary PR is a member of the Public Relations Consultants Association and has been awarded the international quality accreditation Consultancy Management Standard (CMS).

Masonry PR

FACT FILE

Established: 2009

Contact name: Kathryn Mason

Phone: +353 (0)1 906 5331

Email: pr@masonry.ie

Website: www.MASONRY.ie

Social media: masonry_pr

Client list: The Powerscourt Distillery , MCD Productions, The Podcast Studios, IMRO Radio Awards, Irish Podcast Awards, The Oriel Gallery Dublin, Bresson & Mermaid restaurants, Designer Exhange

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: What we offer is clear We have decades deep media connections and have earned the trust of media.

Masonry PR’s specialism is delivering earned media – editorial with high-quality impactful stories - interviews, features, reviews, photographic excellence, tv and radio pieces, podcasts and authentic influencers.

Earned media is the holy grail of marketing because audiences more than ever before seek trusted sources. Earned editorial pieces go deeper than advertising and earn brands credibility, reputation and trust which lead to sales. And it’s this authenticity that builds a lifelong relationship with a brand. We create bespoke brand stories that media can believe in and utilise We never lose sight of your goals while keeping authenticity earned from media.

At Masonry PR, we’ve been building brands and bands, festivals, lifestyle launches, cultural and consumer cut-through and product publicity for three decades.

Experience and insight led, with expertise and know-how from sector-spanning media connections, Masonry PR ensures strategically driven campaigns.

Our role is to create compelling content based on implicit understanding forged over years. We have a clear sense of what media are looking for whether it’s national and local radio, television, traditional magazines and newspapers as well as media influencers. Our media connections are first rate We have a strong understanding of what will drive standout and deliver impactful lasting results that drive sales.

Kathryn Mason, founder Masonry PR

Mari O’Leary, founder O’Leary PR and Marketing

Legacy Communications

FACT FILE

Established: 2013

Contact name: Niamh Hopkins

Phone: +353 (0)86 877 6306

Email: niamh@legacycommunications.com

Website: www.legacycommunications.com

Social media: legacy_comms

Niamh Hopkins, head of Consumer, Legacy Communications

Client list: Aldi, PTSB, Energia, Laya, Amgen, Aviva, Pieta, Krispy Kreme, AIG, Insomnia, Staycity, Tony’s Chocolonely, Mater Private Network, Molson Coors, Life Style Sports, Molson Coors, Cash and Carry Kitchens, Screwfix, Stafford Lynch – Tabasco, Schwartz, Abbvie, Asics, Dog’s Trust, Naos, Breakthrough Cancer Research, One4All, Hidden Hearing, Dubarry, Nostra, Westport Estate

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Legacy Communications consists of a multidisciplinary team of storytellers now employed across five divisions – with a growing list of services from consumer and corporate communications to digital marketing, SEO and sponsorship. Each of the divisions has clients across FMGC, creating impactful campaigns for ambitious clients under our refreshed agency strategy of ‘Assume Nothing, Explore Everything’.

In the last year exploring our clients’ audiences under this brand refresh has been something we’ve applied additional focus to, along with deep-diving into insights to really shape our campaigns. Our director of Strategy works with each of our divisional heads to ensure this approach is alive throughout.

Legacy’s consumer division particularly has really thrived in the FMCG space, building a strong client portfolio that includes retailer Aldi, Krispy Kreme, Tony’s Chocolonely, Stafford Lynch (Tabasco, San Pellegrino), and Molson Coors. Our focus on traditional storytelling is enhanced with our creative output and expertise in influencer marketing and event management to ensure top-class results. The last year has seen us on a streak of delivering above KPIs– working with clients to deliver fantastic results that also help to drive fame and sales. A campaign that stands out from recent months is ‘Grow with Aldi’ – an effective comms strategy was used to propel this annual campaign to new heights, delivering a 300% year-on-year increase in PR coverage for the 2024 launch. We pride ourselves on our passion for FMCG across the business and look forward to working with new clients throughout 2024 and beyond.

Presence Communications

FACT FILE

Established: 2003

Contact name: Sinead Ryan

Phone: +353 (0)86 8594226

Email: sineadryan@presence.ie Website: presence.ie

Joanne Byrne, director, Presence Communications

Social media: presencepr

Client list: Emerald Park, NYX Hotel, Decathlon, Currys, Lindt, Green Isle, Wildlands, Cosentino, The Morrison Hotel, Flyefit, ODEON, Seabody, O’Driscolls Irish Whiskey, Jervis SC, Gino’s Gelato, Dublin Horse Show, Zipit, Avene, Klorane, Early Table

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: It’s been a busy year for the Presence PR team from a Christmas wreath making class for Lindt to on the street Valentines vox pops for Francis street. From innovative press drops for clients to securing brand ambassador roles for those represented by Presence People as well as matching brands to sponsorship opportunities. Joanne also worked as Unit publicist on the horror film Abigail and Small Things Like These which stars Cillian Murphy. The PR landscape continues to evolve and the team at Presence are always on the lookout for new ideas, venues, creative concepts and fresh faces.

Elevate PR

FACT FILE

Established: 2001

Contact name: Claire Feely

Phone: +353 (0)1 662 5652

Email: emma@elevate.ie

Website: www.elevate.ie

Claire Feely. director of Client Services and Emma Kelly, managing director of Elevate PR

Social media: @Elevatepr; https://www.linkedin.com/company/elevate-pr

Client list: Bumble, BSH, Charlotte Tilbury, Design & Crafts Council, Five Farms, Harcourt Hotel, Kildare Village, JYSK, Lily O’Brien’s, The Macallan, MoLI, Movember, Regatta, Visit Trinity, Vitabiotics, Valeo Foods.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: TWe are creative brand connectors and storytellers. We develop PR strategies with big ideas and creative concepts based on consumer insights. Over the past year, we have developed creative campaigns for FMCG brands including Odlums and Jacob’s for Valeo Foods, Lily O’Brien’s, Five Farms and Concho Y Toro. The strategy for each brand focuses on connecting the brand to their tribe to drive sales and awareness and by launching new products in innovative ways through creative media drops, paid content creation with on-brand influencers, media and consumer events, brand collaborations and consumer activations. We measure the success of campaigns by traditional PR methods, as well as reach, sales, impact and engagement.

Jailbird Communications

FACT FILE

Established: 2019

Contact name: Luke Reilly

Phone: +353 (0)87 9011736

Email: luke@hellojailbird.com

Website: https://jailbird.ie/

Julie Blakeney, founder of Jailbird Communications

Social media: https://www.instagram.com/hellojailbird/ Client list: HelloFresh, Bulmers, Corona Beer, Fleadh Cheoil na hEireann, Other Voices, Insomnia Coffee, Donegal Tourism, UNICEF

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Jailbird Communications is a dynamic PR and social communication agency. We’re dedicated to delivering creative, results-oriented solutions without the marketing jargon. Over the past year, we’ve assisted a diverse range of clients across various industries, helping them break free from boring marketing. We craft creative, attention-grabbing campaigns that resonate with audiences, using creativity and culture to solve business problems.

With a combined experience of 30 years, we’ve honed our skills in understanding a brand’s audience. We pinpoint their preferred media platforms and create content that feels native to these platforms. From securing features in The Irish Times to orchestrating strategic partnerships and sparking viral TikTok moments, we’ve proven our ability to make a splash where it counts.

In 2024, we’re expanding our offering with the Trends Block, a dedicated team focused on harnessing the power of online trends to amplify our partners’ voices. In a world where trends emerge and fade rapidly, understanding culture is key to creating moments that resonate We believe that to truly connect with audiences, brands need to be part of the conversation, not just observers.

Working collaboratively with brands to achieve this is what sets Jailbird apart from the competition. We’re excited to share more gamechanging work with clients over the next 12 months and partner with new brands to break free from boring.

& withA

Julie Blakeney, Jailbird Communications - Founder of Jailbird Communications

Q: Why engage a PR agency?

A: People don’t just buy brands, they buy into them. We believe PR can help brands craft a compelling narrative and identity that resonates with their target audience, establishing a connection that goes beyond the product or service. This connection can drive brand loyalty, increase customer retention, and ultimately contribute to the bottom line PR delivers advocacy, endorsement and influence in ways that other marketing disciplines can’t.

What is your approach to reputation management?

At Jailbird, we approach reputation management proactively We believe in building a strong, positive brand image from the outset, which can serve as a buffer during challenging times. We also monitor our clients’ online presence closely, allowing us to respond quickly to any potential issues. In the event of a crisis, we have a team ready to handle communications, ensuring the right message is delivered at the right time

How do you adapt PR strategies for social media?

Social media has fundamentally changed the PR landscape With people increasingly consuming their news via social media, agencies must adapt their strategies accordingly At Jailbird,

we evoke a digital-first mindset when creating communication solutions, identifying how an idea can seamlessly work across both traditional and digital channels. Our new digital trends division, Trends Block, enables us to identify and harness key topics in the fast-moving social landscape – meeting audiences where they are and engaging them in ways that feel authentic and resonate

How does a brand select the right PR agency?

We believe there are two types of agencies out there: The wildly creative yet insanely inconsistent or the old reliable, dependable but uninspired. Our advice for companies looking to work with the right PR agency? Find an agency that occupies a sweet spot and can deliver world-class creativity with rock-solid results. This is where the magic (and effectiveness!) happens.

Can you tell us a notable success story from the agency?

Winning the communications portfolio for both HelloFresh and C&C Group have been outstanding from an agency perspective, bolstering our credentials within two key FMCG sectors - food and beverages. Collaborating with both teams on high-impact campaigns for world-leading brands has been a truly inspiring experience. One of the most rewarding aspects

of our job is the collaborative process with our clients, where we get to create brilliant work together We’re excited to continue the trend in the coming year

What is a significant achievement in your career?

Without a doubt, it is founding Jailbird Communications. After spending over 15 years in the industry, it’s been so rewarding to take everything I’ve learned and create something fresh, new, and exciting for the Irish agency landscape. I truly believe that what we’ve built at Jailbird is unique Seeing the company grow over the past five years has been nothing short of inspiring. We’ve created amazing work and formed incredible partnerships, thanks to our collaborations with some of the biggest clients across FMCG categories. It’s been an incredible journey, and I’m excited to see where we go from here.

“In the event of a crisis, we have a team ready to handle communications, ensuring the right message is delivered at the right time”

Drury Communications

Breena Cooper, director, Drury Communications

FACT FILE

Established: 1989

Contact name: Breena Cooper

Phone: +353 (0)1 260 5000

Email: frontdesk@drury.ie

Website: www.drury.ie

Social media: @Drury_Comms

Client list: Lego Group, Nivea, Eucerin, Musgrave Group Natterjack Irish Whiskey Ballymaloe Mayo Connacht Gold, Fever Tree, Java Republic, Pop Chips, Vita Coco, Love Irish Food

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: In 2023, the Consumer, Digital and Influence team at Drury continued to excel in serving FMCG clients with innovative and impactful campaigns across Ireland. Harnessing our understanding of the fast-paced digital and consumer landscapes, Drury employs a ‘full circle’ approach to communications. This strategy integrates cutting-edge digital techniques across all touch-points to create comprehensive, multi-channel campaigns that resonate We excel in blending strategic insights, creative content, and digital prowess to not only meet, but anticipate the needs of our clients.

One highlight of the year was our award-winning work with the LEGO Group, where we orchestrated store launch comms, delivered priority product announcements, and facilitated an effective influencer gifting programme These efforts not only amplified the LEGO Group’s presence in the Irish market but also enhanced consumer engagement and brand affinity through strategic storytelling and event management.

For NIVEA, we successfully launched new skincare products, engaging a broad consumer base with targeted campaigns that emphasised product benefits and brand values. Similarly, for Eucerin, our campaigns focused on educating and engaging consumers about skin health, leveraging both traditional and digital media to maximise reach and impact. This activity underscores our ability to deliver comprehensive communications strategy for a number of different brands to a wide target audience. Our approach allows us to consistently deliver results that surpass our clients’ expectations, solidifying our position as a leader in the market.

Aspire PR & Marketing

FACT FILE

Established: 2006

Contact name: Ann-Marie Sheehan

Phone: +353 (0)87 2985569

Email: annmarie@aspire-pr.com

Website: www.aspire-pr.com

Social media: https://www.linkedin.com/in/annmarie-sheehan-4250415

Client list: Radio Nova Ireland’s Classic Hits Radio Dubco Ireland Credit Union Lawlor’s of Naas, OFS Limited, Business & FInance (Spider Awards, ESG Awards, Ireland INC, etc.) Clonmel Healthcare

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Aspire PR & Marketing expertise in enabling FMCG brands to effectively reach their target audience. We consistently demonstrate our proficiency in this area through a multifaceted approach tailored to the unique needs and objectives of each clients, having in the past worked on brands including Cully & Sully, Jacked Up, The Butler’s Pantry stores and launching Listoke Gin to name a few.

Through strategic media placements, engaging content creation and targeted promotional campaigns, we have successfully facilitated our clients’ endeavours in connecting with their target demographics, driving brand visibility, and fostering consumer engagement.

Leveraging our years of experience and deep understanding of the FMCG sector, we have effectively positioned food and drinks brands for success, leveraging innovative marketing strategies, influencer partnerships, and experiential activations to elevate brand awareness and drive consumer loyalty

At Aspire PR & Marketing we are committed to the delivery of measurable results and exceeding client expectations through our strategic insights, creative solutions and unwavering dedication to excellence.

2Way Communications

FACT FILE

Established: 2021

Contact name: Lia Stokes

Phone: +353 (0)85 7054444

Email: Lia@2waycommunications.ie

Website: www.2waycommunications.ie

Social media: @2waycomms

Client list: Heinz, Disaronno, Tia Maria, The Busker Irish Whiskey, South William Clinic, Human Collective, Rosalique, This Works, Manley, Patchology, Elysium Skincare Clinic, Sómas, Chemist Warehouse

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: At 2Way Comms, we understand that the key to creating successful campaigns lies in understanding your target audience. Since our inception, we’ve been dedicated to this approach, working with a range of clients in the FMCG space to hone in on their key audiences, find the right tone of voice, and generate real interest for them.

Getting product in the hands of your target audiences or those who represent them is crucial for getting your message across, whether via influencer marketing and PR drops or media sampling. People want to know what it tastes like, how it looks, what its uses are, etc., before they are motivated to buy it.

We approach every campaign differently but engaging and motivating the target audience remains the focus. Over the past year, we’ve adopted various tactics to demonstrate this, from collaborations to sampling and strategic interview placement to product drops, events, and more. For example, we ran a summer brunch series with Disaronno across the country last summer, highlighting the Disaronno Fizz cocktail as the spritz of the summer driving sales to critical retailers.

In the crowded FMCG marketplace, it’s important that your PR campaign is current, creative, and engaging to gain cut-through with media and consumers alike. Social media is paramount for getting eyes on brands, but traditional media avenues are highly valued and lend real credibility when it comes to embedding a brand in the consumer psyche We tend to adopt this dual approach to ensure all bases are covered.

Ann-Marie Sheehan, founder, Aspire PR

Lia Stokes, co-founder at 2Way Comms, along with Aisling Cooney

&Smyth | Creative Communications

FACT FILE

Established: 2013

Contact name: Gemma Smyth

Phone: +353 (0)87 2356900

Email: hello@andsmyth.ie

Website: https://www.andsmyth.ie/

Social media: https://www.instagram.com/andsmythpr/

Client list: Ahascragh Distillery, Ballymaloe Foods, Bord Bia, Bord Bia Bloom, Certified Irish Angus, Food Matters Live, Glenilen Farm, Loughnane’s of Galway, McCormack Family Farms, Rudds, Oriel Sea Salt & Magnesium, Sons of Butchers, RDS Foundation

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: We are proud to count some of Ireland’s leading food and drink brands among our clients and we work hard to identify unique and interesting stories to help bring their brands and products to life.

Our approach always involves placing the audience at the heart of every communications strategy and we work with our clients to present the best version of themselves so that they can connect with this audience in a purposeful way. Whether that’s as a category leader, thought leader or community leader – we help to join the dots.

Our strategies are rooted in insights, be that market or sector reports, communications trends or available client-specific data. We then assess every available opportunity for our clients to engage with their target audiences online (website, social media, partner organisations), offline (print, in-store or other) and in-person (event attendance and speaking opportunities) depending on what they are trying to achieve.

We are a lean, agile agency and we consider the environmental impact of all activations as standard. We look to introduce new mediums where suitable but also advise against fads, so that brands can cut through the noise and tell their stories in an authentic way.

We have offices in Dublin and Sligo, but represent clients from Cork to Louth and everywhere in between.

FACT FILE

Established: 2009

Contact name: Sonia Harris Pope Email: sonia@harrispr.ie

Phone: +353 (0)87 7979703 Website: www.harrispr.ie

Social media: @harris_pr on Instagram, X, Threads and TikTok Harris Public Relations on LinkedIn, Facebook and YouTube

Client list: Adam’s Cloud, Bealtaine Age & Opportunity Festival, bunq Neobank, Capitalflow, Dingle Distillery, Domino’s, Fáilte Ireland’s Púca Festival, Fever, FiXX Coffee, Ford Ireland, Holland & Barrett, Irish Haemochromatosis Association, Kärcher, Local Enterprise Office (LEO) Meath, Meubles, Petmania, Roscommon Bound, SoFFt Productions,The Yoga Picnic, Visit Roscommon

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: In this disinformation age, honesty and integrity in comms has never been more important. We integrate this into every client campaign, whether that’s supporting ESG (environmental social governance) campaigns, corporate strategies, stakeholder engagement or creative consumer comms.

Social media is often the first port of call for brands, presenting major opportunities to tell their story and get their messages across in an unedited way directly to their target audience. Through our innovative approach, we deliver really great, creative campaigns across multiple channels that deliver results. Our team are expert content creators, on all platforms, from TikTok to LinkedIn.

In the last year, we’ve expanded our offering to include full digital media and website services, ensuring client messages are delivered directly to their target audience through strategic Google Ads, SEO and PPC.

This expansion of services, combined with our award-winning PR campaigns, ensure we deliver a 360-approach for ambitious clients wanting to cut through the noise and really stand out. This year Harris PR also expanded its senior leadership team to include Sonia Harris Pope, founder & managing director, supported by Niamh McCarrick, senior strategy director, and Natalie Burke Donohue, client director. Together they are responsible for managing client relationships, new business development, team development and training, and ensuring adherence to the highest agency standards and industry best-practice.

As Harris PR marks 15 years in operation, these developments are in response to a buoyant market and growing demand, which sees Harris PR poised to continue to grow its client roster. n

Harris PR

Gemma Smyth, managing director, MD & Smyth Communications

Sonia Harris Pope

Summer sizzle!

An Irish summer wouldn’t be quite the same without the aroma of an impromptu BBQ drifting through the air. Given the unpredictability of our sunny days, it’s crucial to keep your shelves filled with all the best-selling essentials for the weeks ahead, ready to entice shoppers’ taste buds while the sun is shining, says Shauna Bernard

While the Irish summer remains unpredictable, one certainty is that once the sun emerges, barbecues across the nation will ignite. As summer approaches, consumers are gearing up to restock their barbecue essentials.

According to a Kantar 2023 report, spending on chilled burgers, grills, and ice cream increased by €3.6 million. Additionally, with children on break and shoppers enjoying summer holidays, sales of items for homemade lunches and picnics, like cooked meats, yoghourts, chilled prepared salads, and hot beverages, surged by €6.1 million compared to the previous year As outdoor summer celebrations continued throughout July, alcohol sales saw a notable 11.2% year-on-year increase, as Irish consumers raised a toast to the season.

Light the way!

Whether lighting candles for a special occasion, grilling at home or getting ready to warm up by the fireplace, BIC EZ Reach is there to light the way BIC EZ Reach is the Ultimate Lighter for all lighting needs all year round. Perfect for lighting candles, stoves, BBQ’s, grills, gas cookers and more! This convenient multi-purpose lighter features a 3.5 cm wand to light hard to reach places and helps keep fingers away from the flame BIC EZ Reach holds up to 900 lights and ignites at

American cuisine has firmly established itself in the preferences of consumers on this side of the Atlantic, according to Mintel research. The nuanced flavours of “fired” and “charred” BBQ dishes present new opportunities for brands. Additionally, these “fired” flavours can align with the current focus on health-conscious eating. For instance, charring vegetables is believed to enhance flavours that consumers may not have previously encountered.

According to (ifac), the salad and condiments categories enjoy popularity during summer, often marketed as accompaniments for barbecues and marinades. Salad pots are especially favoured, in line with the current trends of outdoor dining and picnicking.

the same height every time, so just press, light, repeat.

BIC EZ Reach provides the perfect opportunity to serve non-smoking occasions, and we’ll be supporting EZ Reach with a 360°communication plan to drive awareness and conversion, starring iconic duo Snoop Dogg and Martha Stewart.

Last year, BIC achieved significant results across TV, Video on Demand & Social Media, and strong distribution in Ireland has enabled them to support this launch with a number of high impact out-of-home sites across the country including the Luas tram in Dublin, making BIC EZ Reach the perfect opportunity to drive sales.

Research conducted by Bounce Insights for Tesco in 2023 revealed that many people prefer using the BBQ to cook their steak to perfection*. One standout tip said: “Dad barbecues the steak by adding rosemary and garlic, which is always the best way!” Others praised their partners’ or spouses’ BBQ skills, with comments like: “My husband’s BBQ steaks are the most succulent and mouth-watering on the planet,” and “My partner enjoys cooking steaks, he will always cook them on the BBQ. As he enjoys the process so much, seasoning, grilling, etc. I leave it up to him.”

*(Source: Research conducted by Bounce Insights, commissioned by Tesco Ireland between the 6– 7 February 2023, surveyed 1,012 adults)

Maximise this great campaign and key usage occasions by having EZ Reach in highly visible in-store locations throughout 2024 Get in contact with your local key account manager now to find out more about BIC EZ Reach, the ultimate lighter

Up your game!

Hellmann’s, Ireland’s favourite Mayonnaise brand is proud to be the Official BBQ Partner of UEFA EURO 2024™ and will be providing

BIC EZ Reach lighter

BIC EZ Reach lighter

(L-R) Hellmann’s real mayonnaise, Hellmann’s tomato ketchup and Hellmann’s chunky burger sauce

the essential ingredients to turn every ordinary BBQ into a mouthwatering game day celebration, for fans in stadia and at home

Hellmann’s wants to unite football fans this summer over a shared love of food, creating an amazing BBQ experience with its classic and specialty sauces for all to enjoy, in a campaign called “Up Your Game”.

Hellmann’s products – [from the classic creamy mayonnaise to specialty burger sauces] – are essential ingredients to turn every ordinary BBQ into an elevated food celebration this football season. When it comes to barbecuing, a spread can go from bang average to bangin’ BBQ with just a few special additions from Hellmann’s, helping people enjoy great tasting food for the simple pleasure that it is.

The partnership is supported by a largescale nationwide campaign called “Up Your Game” during UEFA EURO 2024TM, across TV, out-of-home billboards, in-store displays, and social channels. Hellmann’s will also offer a range of once-in-a-lifetime; money can’t buy experiences for fans.

Calor’s cylinders

With the weather getting warmer and the rain calming down, Summer is on the minds of people across the island! As thoughts move to spending more time outdoors, Calor has the patio gas cylinders ready to go! Calor has launched a summer BBQ campaign which includes showcasing the 6kg patio gas

Flogas fuels

Summer is the perfect time to enjoy the great outdoors, whether you’re planning a weekend getaway in a caravan or simply hosting a backyard barbecue with friends and family With Flogas, you can make the most of your time outside without worrying about running out of fuel.

Flogas offers a range of gaslight cylinders that are ideal for outdoor activities including boating, caravanning, and camping. These cylinders are designed to be lightweight and easy to transport so you can take them with you wherever you go They are incredibly easy to connect, and the semi translucent cylinder means that you can always see how much gas you have

Flogas Gaslight Cylinders are also a great choice for those who want to host outdoor gatherings at home With their compact, rustproof design and easy-to-use features, they are perfect for powering your barbecue, patio heater, or other outdoor appliances.

To get started with Flogas Gaslight Cylinders, simply visit their website

cylinder which sits alongside the 11kg patio cylinder

Available now, the patio gas cylinders contain a blend of BioLPG*, Calor’s renewable fuel with conventional LPG, ideal for consumers looking to make a more sustainable choice. The Patio Gas cylinder range, the only gas cylinder that contains renewable gas in the Irish market, strengthening Calor’s commitment to their sustainability journey.

Larry Smith, Regional sales manager, Calor Ireland, said: “The 6kg cylinder, which sits alongside the 11kg cylinder gives consumer added choice as an ideal solution for BBQs and patio heaters, either at home or on the move Our patio range was developed specifically for outdoor use and recently, a steady increase in demand has been seen with more home entertaining and barbequing.”

As the barbeque season blooms, the patio cylinder leisure range will be promoted with an extensive marketing campaign including seasonal point of sale, social media adverts, advertorials as well as influencer marketing.

For more information on Calor’s Patio Gas Cylinders please visit calorgas.ie and find out how to contact us.

*Calor’s renewable gas – BioLPG, is made from a mix of sustainably sourced vegetable oils and wastes and residues. Using the globally recognised, mass balance, supply chain approach for renewable energy, all Calor 6kg and 11kg propane patio gas cylinders include a blend of 20% BioLPG renewable energy

Gourmet buns

Since its debut in 1989, Cuisine de France has become a cherished in-store bakery brand in Ireland, renowned for its exceptional breads and pastries. Embarking on their 35th year celebrations, Cuisine de France’s commitment to innovation remains unwavering as they introduce exciting new products.

In anticipation of the bustling summer BBQ season, Cuisine de France are thrilled to unveil

www.flogas.ie and find a distributor using their handy ‘locate your nearest supplier’ function. You can also learn more about the benefits of using Flogas Gaslight Cylinders, including their high-performance, long-lasting design. Get ready to make the most of this summer outdoors with Flogas.

Make the most of outdoor living this summer with Flogas Gaslight Cylinders Power up the barbecue, pizza oven, patio

their latest creation: the Brioche

This exquisite bun boasts a golden hue, a delicate, tender crumb, and a lustrous, golden crust that is sure to elevate any occasion.

Crafted with an enriched dough, the Brioche Style Bun offers a subtly sweet flavour profile that distinguishes it from the standard bun, making it the perfect complement to any gourmet burger or sandwich.

Join in celebrating this milestone, with the taste of tradition and the promise of innovation that Cuisine de France continues to deliver

Sizzling sausages!

O’Flynn’s Gourmet Sausages is making significant strides in the national market through the Grow with Aldi programme The company’s Traditional BBQ pack, is designed with family barbecues in mind, featuring six sausages that ensure a delightful experience packed with flavour This offering caters to all family members, satisfying both children and adults. The business hailing from Cork City is also launching a high protein turkey sausage into Aldi from 23 May, which is on trend based on consumer tastes and the drive toward highprotein produce.

heater or gas fire pit and ensure your next party is one to remember Make this summer unforgettable - Power up your barbecue!

• Rustproof

• Lightweight

• Easy to carry & connect

• Visible gas level

• Works with all standard barbecue and patio heater models n

Style Bun.

Brioche style bun

Calor cylinder

Flogas Gaslight Cylinders in outdoor setting

Flogas Gaslight Cyclinders

That’s the spirit!

Get ready to embrace the spirit of summer with classic favourites to innovative concoctions, there’s something for every palate, writes Shauna Bernard

Summer days bring palpable excitement for the new, the refreshing, and the unexpected. This is reflected in the exciting offerings launched by drinks manufacturers just in time for the sunny season each year

Of course, that’s not to say people won’t be reaching for their usual fruit-focused beverages. The tried-and-true summer flavours will likely never fall out of favour with consumers. That’s why whether you’re heading to a picnic, a barbeque, or a back garden party, having the right selection of drinks on hand is a must.

A recent report released by Drinks Ireland reveals that white wine remains the most popular in Ireland with a 48% market share, with red wine holding a 45% share. Rosé has become increasingly popular in Ireland in recent years particularly during summer months.

At the mere mention of sunshine, Irish people are eager to plan outdoor gatherings

(L-R) Kopparberg Raspberry & Blackcurrent and Kopparberg Strawberry & Lime

Fruity delight

Bursting with blackcurrants and raspberries, Kopparberg Mixed Fruit spoils you. Rich and indulgent with an effervescent energy, it’s best served cold over mountains of ice. Refreshingly light, Kopparberg Mixed Fruit Cider is the taste of summer

Combining the taste of fresh strawberries and a hint of lime, Kopparberg Strawberry & Lime gives you the ultimate fruit refreshmentthe perfect drink for a summer day.

with friends and make the most of an Irish summer

Jessica Lynn, marketing director Ireland, Irish Distillers, said: “Consumers are now drinking less but better quality drinks, also imagine seeing an increase in low alcohol choices. So summer is usually where we see consumers choose long mixed drinks with plenty of ice and fresh lime or an alternative way to drinking premium flavoured gins like Malfy is to make a spritz as a longer refreshing alternative to mixing with Tonic, again usually served with plenty of ice and various fruit options.

“For those entertaining at home, if you have a blender sometimes creating frozen cocktails

Summer sips!

TIA MARIA

The Tia Espresso Martini has been the classic evening pick-me-up since its creation in the 1980s. Tia Maria is the must-have ingredient for this classic cocktail. It’s as delicious today as it’s always been. Tia Maria has been a favourite for coffee cocktail lovers the world over and it was even used in the very first

using your blender and plenty of ice is a fun, refreshing alternative to serve drinks in what I can only hope will be nice long and warm summer months.”

Considering this, exploring the latest offerings in the market presents an excellent opportunity to allure consumers into sampling new beverages during the summer season. BBQs and outdoor gatherings serve as ideal settings for homemade cocktails, making it imperative to stock up on a diverse array of spirits and mixers to captivate your customers. Dive into the spectrum of both novel and beloved drink options available as we gear up for the forthcoming summer season.

Espresso Martini recipe more than 40 years ago, by creator Dick Bradsell.

Multi Award winning, Tia Maria Cold Brew is designed for the Espresso Martini. It is a sweet liqueur with a strong coffee character and a complex aromatic structure. Perfectly balanced, Tia Maria is made with Madagascar vanilla, Jamaican rum, and 100% Arabica coffee beans. Tia Maria has a classic roasted, full-bodied, and rich taste An exclusive cold brew extraction process gives it its distinctive intense coffee aroma, which is followed by notes of chocolate and pipe tobacco, caramelised cane sugar and vanilla.

Learn how to make The Perfect Espresso Martini! All you need is: 25ml Tia Maria, 25ml Vodka, single or double shot of espresso and coffee beans to garnish. Fill a martini glass with ice and set aside to chill. Pour Tia Maria, vodka and espresso into a cocktail shaker Fill the rest of the shaker with ice. Shake the ingredients together Empty the martini glass of ice. Pour in the contents of the shaker using a strainer and sieve into the glass. Finish with three coffee beans.

DISARONNO

Disaronno is an Italian style icon: smooth taste, unmistakable aroma, unique and distinctive design of the bottle, original square

THE ULTIMATE SUMMER LINE-UP

54 CATEGORY FOCUS Summer Drinks

>> cap and the golden label that adds a sense of contemporary elegance and style

Disaronno is the proud ambassador of the endless Dolcevita, telling a story through the iconic postcards of the Italian beauty, thanks to a new world of reference.

Disaronno captures the senses with its amber colour, rich aroma and incomparable taste which has made it the world’s favourite Italian liqueur It has a sweet and fruity character, complemented by a warming sensation. The taste is intense, and has a persistent fragrance that remains unchanged even with the addition of ice.

Widely enjoyed with “Cola” over ice and a slice of lime Disaronno is versatile and has an unmistakable taste when used as a key ingredient in cocktails. This summer, enjoy a light and refreshing Disaronno Fizz, a refreshing, low-alcohol drink with a distinct character The original taste and unmistakable aroma of Disaronno are combined with fizzy soda bubbles and fresh lemon juice for a refreshing and thirst-quenching cocktail.

To make this simple cocktail at home, simply pour 45ml Disaronno over ice, add a squeeze of fresh lemon juice and top up with soda water. Stir and garnish with lemon zest

THE BUSKER

Fercullen Falls Refresher

Ingredients

1.2 oz / 35 ml Fercullen Falls Irish Whiskey

Dash Soda Water

2 x dashes Angostura Bitters

Slice Orange peel for garnish Ice cubes

Method

1. Pour one measure of Fercullen Falls Irish whiskey into a tall glass over ice

Flavour fusion

At the Home of Fercullen, they prioritise taste in their whiskeys, ensuring each sip is memorable Crafted for sharing, Fercullen Falls embodies perfect harmony, blending 50% single grain and 50% single malt, distilled at Powerscourt Distillery

This unique fusion showcases the distinct style of Powerscourt, with malt whiskey aged in first-fill ex-bourbon barrels and grain in a mix of ex-bourbon and new heavy char oak casks, resulting in a balanced 50/50 blend.

Bottled at 43% ABV, higher than standard, it’s ideal for savouring neat or as the base for your favourite summer cocktails. Recently awarded a gold medal at the San Francisco World Spirits Competition, Fercullen Falls is the ultimate choice for summer drinks. Try the refreshing Fercullen Falls Waterfall refresher and explore other thirst-quenching creations with this exceptional whiskey

2. Add 2 dashes of bitters and top with soda water. (Powerscourt Distillery uses Poachers from County Wexford)

3. Slice an orange rind and gently rim the glass with the rind before adding to the drink

Fercullen Falls Blended Irish Whiskey is available in-store now and has an RRP of €38.

For all inquiries contact trade@ powerscourtdistillery.com

Discover The Busker Small Batch double aged collection. The Busker Small Batch Whiskeys are double matured by using a limited number of casks accurately selected by the team in Royal Oak Distillery, Co Carlow. These exclusive releases are the best expression of what the Royal Oak Distillery has to offer within the Premium category

The first in this collection was released in late 2023, is the award-winning Single Pot Still Small Batch. Double aged in Bourbon and Oloroso Sherry Casks, and non-chill filtered to preserve the taste and aromas. Tasting Notes include fruit notes, raisins, sultanas, prunes

and figs, warming spice ginger & cinnamon. Long, smooth and mellow finish. On the nose, the Single Pot Still gives leathery, profoundly rich, complex, robust, fresh pipe tobacco, aromatic, rounded and perfectly balanced aromas. Best enjoyed neat, or on the rocks.

The Small Batch Single Pot Still has won gold at the San Francisco World Spirits Competition 2023, silver at the World Whiskey Awards 2024, and 93 points in the Ultimate Spirits Challenge 2023.

With a new take on the packaging side, the Small Batch Single Pot Still is corked, and has the Royal Oak Distillery embedded into the glass, this new look will be seen for the Busker Premium Single range later this year

The above brands are distributed by Barry & Fitzwilliam.

Bulmers beats

Bulmers, Ireland’s original cider, will be rolling out an exclusive off-trade competition this Summer From 28 May consumers will start to see Bulmers promotional packs* appearing in stores, nationwide This latest campaign by Bulmers will be offering consumers the chance

to win 100’s of music prizes, all summer long!

To be in with a chance to win one of the many prizes up for grabs, pick up one of the promo packs of Bulmers, scan the QR code and enter the unique code on promo packs. Entries close the 28 of August.

Bulmers original eight pack

Fercullen Falls cocktail

Disaronno fizz

taste of fresh fruit.

Obtained from grapes harvested during the coolest hours and immediately vinified, Fresco di Masi Bianco retains the pleasant hints of fresh fruit, from pineapple to citrus, and the delicate aromas of wild flowers. It is excellent as an aperitif and pairs well with your favourite summer recipes, including classic Mediterranean dishes based on pulses, vegetables, fish, chicken, and pork.

life is when nature and summer come together as one It’s why Glendalough Gin forages and distils year-round with Ireland’s only fulltime forager, Geraldine Kavanagh. Slowly, carefully, they create a gin from the wild plants Geraldine hand-picks each day from the Wicklow mountains around the distillery in Co Wicklow.

A bottle of Fresco di Masi Bianco 2022

Vine to wine!

Fresco di Masi is an organic wine, sincere and authentic, created with an essential process that goes from the vine to the glass for a simple, authentic taste experience.

The name ‘Fresco,’ or ‘fresh,’ highlights the concept of naturalness. Organic grapes are harvested during the coolest hours and are vinified immediately, without drying and without the wine aging in wood. The grapes are decanted and not filtered.

Minimising man’s intervention in nature, Fresco di Masi represents a return to the origins and a search for the essence of the wine The result? Wines created simply, like in the past, yet as good as we expect them to be today - with little processing, not overly alcoholic, and characterised by an immediate

Embrace the wild

This summer, Glendalough Gin encourages you to slow down, and savour how beautiful

This creates a gin that offers a flavour as fresh and vibrant as a summer day, yet deep and rich. It’s why every sip of Glendalough Gin invites you to Savour Summer Spirit. Freshly Foraged Botanical Irish Gin. Distributed with the same attention to detail by www.drinksgenius.ie

MADE SHARING FOR

Inspired by the Powerscourt Estate’s iconic waterfall and Irelands highest at 121 metres – Fercullen Falls is our flagship brand.

A blend of 50% malt and 50% grain whiskeys, its high malt content highlights the unique style of the Powerscourt Distillery and is positioned perfectly for enjoying straight or as the base for your favourite cocktail. Available in all good retail outlets.

(L-R) Wild Botanical and Wild Rose Glendalough Gin

Pure Irish brew

Le Grá Premium Irish Craft Lager is a golden elixir that captures the pure spirit and enchantment of the Emerald Isle in every sip Brewed with an unwavering passion for Irish heritage and craftsmanship, this authentic

lager celebrates the magic surrounding ancient Irish traditions and symbolism.

At the heart of Le Grá’s iconic brand is the lucky four-leaf clover, representing the virtues of faith, hope, love, and the enchantment within that have guided the Irish people for generations. But this is more than just a logo – real shamrocks are infused into each batch during the brewing process, instilling a touch of ancient Irish fortune into every bottle

Crafted in Dublin using 100% Irish ingredients, Le Grá boasts a rich, smooth taste with subtle fruit notes and an incredibly crisp, refreshing finish at 4.5% ABV.

Much like the famed Irish pubs found at the farthest reaches of the world, Le Grá offers a refreshing taste of authentic Irish culture that can be shared no matter where your journey takes you. More than just a beer, it’s a celebration of warmth, camaraderie and the resilient spirit embodied by the Irish.

So go ahead, pour yourself a glass of Le Grá, and let the pure magic of the Emerald Isle come to life. As the saying goes, “Ó Éirinn Le Grá” - From Ireland, with love

AWARD WINNING IRISH COCKTAILS

Poitín potables

Little & Green is a flavorful expression of contemporary Irish culture! A celebration of what it is to be Irish, ready for a good time, any time Little & Green embraces the past to inform the future, providing the opportunity for a new generation to experience, to share and to love poitin.

A range of premium, ready to drink canned cocktails offering flavorful, modern twists on infamous Irish classics in a convenient format. Crafted with care by Ireland’s best bartenders to showcase the quality, flexibility & versatility of the original Irish spirit.

Made with two of Ireland’s leading poitín brands, Mad March Hare and Bán, with recipes created by the mixology team at Bar 1661Ireland’s 2023 Bar of the Year - the range launched in 2023 with a pair of delicious sparkling cocktails. Sneaky Orchard is a refreshing take on the Collins, a harvest festival of ripe pear, crisp apple, and elderflower. Shady Bramble is inspired by Ireland’s deep, dense hedgerows, bursting with flavours of wild juicy blackberry, raspberry, and violet.

Little & Green is proud to be blazing a trail with the world’s first poitín canned cocktails. They contain no artificial sweeteners and are vegan and gluten free with an ABV of 5%.

Distributed by Intrepid Spirits, Little & Green is available at select Independent retailers across Ireland, Carry Out Off Licences and launching in all Tesco Republic of Ireland stores this coming June

Little & Green’s Sneaky Orchard and Shady Bramble canned cocktails

Le Grá beer

Tanqueray tastemakers

Debuting a new look bottle, Tanqueray No.Ten shows off its position as the ultimate architect in cocktail artistry by partnering with leading bartenders at the pinnacle of cocktail culture.

Crafting Shortcross

The distillers of Shortcross Irish Whiskey & Gin have revealed the latest expressions of Shortcross Irish Whiskey These new Irish whiskeys were distilled, matured, and bottled at Rademon Estate Distillery, marking the first new distillery in Northern Ireland in over a century to unveil its own whiskey

The first new expression is the Shortcross 7 year old Cognac & Orange Liqueur Cask Single Malt Irish Whiskey The journey began in early 2016 when the distillery secured its first batch of peated malted barley. This malted barley was then mashed, brewed and double distilled on the distillery’s copper pot stills.

This expression is described as having tasting notes of orange blossom, fresh mint and tropical fruits. This expression is bottled at 70cl / 46%abv. RRP €75.00

The second new launch is the Shortcross 5 year old Distiller’s Duo Irish Whiskey Blending Shortcross Single Malt and Shortcross Single Pot Still Irish whiskey together

The Shortcross 5 Year Old Distiller’s Duo Irish Whiskey tasting notes are described as a rich and fruit nose that is reminiscent of caramelised toffee apples, the palate leads with milk chocolate and sweet cereal notes from the malt. This is a core expression and bottled at 70cl / 46% ABV. RRP: €55.

David Boyd-Armstrong, director of Distilling & Blending, Rademon Estate, said: “We always look to see how we can take our Irish Whiskey and create something truly unique With the launch of this new expression of Shortcross Irish Whiskey we believe we are showcasing this obsession and the quality of our whiskeys.”

Tanqueray No.Ten is collaborating with three tastemakers who are renowned for their skill within the cocktail industry Oisín Kelly, bar manager of The Sidecar at The Westbury, Adeline Valdivia, head mixologist of Glovebox at Allta and Andy Ferreria, co-founder of Cask Cork.

Actor Stanley Tucci and actress Amy Huberman met in Ireland to mark the launch of Tanqueray No.Ten’s celebration of cocktail artistry

Each bartender has created a Tanqueray No.Ten cocktail, inspired by the brand’s signature serve. Each cocktail will be available in each bartender’s venue to honour their craft and for guests to enjoy.

‘New Found’ by Oisín Kelly at The Sidecar, ‘Bloomsbury Heart’ by Adeline Valdivia at Glovebox, Allta and ‘Tunnel Vision’ by Andy Ferreira, Cask Cork.

Tanqueray No.Ten’s new bottle features a copper cap with a citrus grater texture and a light translucent green bottle with a citrus press-shaped glass structure at the base of the bottle

Stanley said: “Cocktail making is a unique craft that welcomes curious and inventive minds to push the boundaries of flavour

Roe & Co unveils Roe & Co Flor Single Grain Irish Whiskey

Roe & Co has recently unveiled its latest innovation – Roe & Co Flor Single Grain Irish Whiskey

This 14-year-old single grain expression is inspired by the age-old biological maturation of fortified wines from the Jerez region.

Roe & Co Flor marks the brand’s first permanent single grain release

Taking inspiration from Bodegas in the Jerez region Roe & Co have produced a whiskey that reimagines the possibilities of Irish Whiskey to marry our crafted 14-year-old single grain whiskey with the influence of select sherry casks that used a biological maturation process.

and bar cocktail culture. The new bottle is a beautiful homage to the brand’s heritage, craft and longstanding place in the world of bartending.”

Tanqueray No.Ten is available to purchase at major retailers and independent stores nationwide from €45.

gathering inspiration from the Jerez region, we’ve crafted a vibrantly bold whiskey infused with character The Veil de Flor’s protective qualities and natural aging process underlie this exceptional whiskey, providing a unique flavour profile that is both delicate and profound.’

The non-chill filtered Roe & Co Flor 14 YO Single Grain Irish Whiskey is a vibrantly bold Irish Whiskey and is bottled at 46% ABV. It will be available via Roe & Co Distillery and key outlets in Ireland, Northern Europe, and Global Travel markets late May/early June 2024, with a RRP of €95.

For more information, visit: www.roeandcowhiskey.com n

Roe & Co Flor is meticulously finished in Fino and Amontillado Sherry casks which used a biological aging process. Amontillado casks followed a dual aging process, biologically and oxidatively, while the Fino casks solely followed a biological aging process. The casks have been hand-selected to create a crafted whiskey with a light flavour profile and notes of nuts, citrus and orchard fruits.

Commenting on the launch, Roe & Co representative, Lora Hemy, states: “Roe & Co is excited to release the first Single Grain expression, Roe & Co Flor Irish Whiskey the latest innovation that will be a permanent addition to the Roe & Co family This expression allowed us to experiment with an innovative process that was extremely rewarding. By taking a different approach and

Distillers Duo Shortcross Irish Whiskey

Shortcross Single Malt 7 year Irish Whiskey

Pictured: (L-R) Amy Huberman and Stalney Tucci

National Off-licence of the Year awards 2025

Save the dates

The 31st Annual General Meeting will take place at the NOffLA offices on Wednesday, 22 May 2024.

The future development of the Association will depend on the involvement of the Council who will be elected at the AGM. It is from these members that the Association’s Executive (who do much of the legwork of the Association) is formed. In addition to shaping your organisation and having an impact on the future of this industry, your participation on Council has benefits too. As Council members gather to discuss and plan, they all gain from the exchange of ideas from members around the country Someone else has encountered the problems you’re trying to resolve. Another independent off-licensee has considered the plans you are weighing up presently In sharing that knowledge and experience, the trade improves and so too do the individuals involved. NOffLA is your Association. It can influence your future. Make your voice count - get involved!

Please note that no member of Council or Executive benefits financially from NOffLA. Financial accounts are prepared on an annual basis and are subject to an audit by a qualified accountant.

Last year’s winner Lorraine Cowming, manager, No 21 Dungarvan, 19 Crimes Best First Time Entrant 2024, said: “We were absolutely thrilled here in Dungarvan NO 21 to have won this award For all the staff here in the shop it was our first time entering anything like this so it was a new experience for us all but a good thing to keep us all on our toes and to learn new things. The NOffLA Awards was a fantastic night in which to have seen all the other shops and staff receive their Awards. It has made us keen to learn new things and how we can improve going forward. These competitions are a great boost to all staff in all shops involved as a lot of hard work and dedication goes into achieving these awards.”

Full details on how you can enter the 2025 competition will be sent to members in the coming weeks.

Blind tasting

The Blind tasting to select the Star award Finalists will take place on Wednesday 10th July

Selected by our members and their staff who hold the WSET Level 3 or Level 4 or Champagne Academy membership, the tasting panel is chaired by leading Irish Wine Writers.

SIP 2024 has been announced for 30 September 2024

SIP 2024 is an opportunity for you to explore the best selection of wines from NOffLA’s Associate Members as well as the craft beers, ciders and spirits. Plan for the 2024 Christmas season seeing product formats and gift packaging that will be available for you to retail over the holiday period. The Show will culminate with the announcement of The Irish Wine Show Star Awards 2024-2025.

RTC Training 2024

Trainees are made aware of their legal obligations, advised on how to avoid illegal sales and how to handle the difficult situations that may arise that could put your licence at risk. No staff member should be behind a till without training in the sale of alcohol.

To reserve a place call 01 296 2326 or email irene@noffla.ie with the student’s name and e-mail address. Students will be awarded an Responsible Trading Certificate (RTC) on successful completion of the course and are eligible to receive the Trainee of the Year Award at the Off-Licence of the Year Awards in January

Follow NOffLA on Twitter @noffla and on Instagram @noffla for all the latest news and information. n

Judith Boyle and Gary O’Donovan

QUICK QUESTIONS WITH

JOANNE BYRNE co-founder, Presence PR

Joanne

Byrne is one of the founders of Presence PR along with Sinead Ryan. Set up in 2003 Presence PR is a consumer PR agency with a sister agency Presence People

1. Best series you recently watched on a streaming platform?

Recently ‘The English’ – Emily Blunt is incredible in it. And the best ever – The West Wing – watch it this year (a presidential election year in the US) to get all the added nuances.

2. Best place for coffee?

Cool Hand, Merrion Street Upper, Dublin.

3. Top movie recommendation?

The Godfather trilogy. Which has resulted in one of the best Trivial Pursuit questions EVER …Name the horse found in the bed? Answer – Khartoum.

4. Top spot for a walk?

The coastal walk around Tralee Golf Club onto Barrow Beach which leads to Banna beach. Or basically any walk in Kerry! My company colours are green and gold for a reason!

5. Top book recommendation?

Too many – books are my thing!! ‘Wolf Hall’ by Hilary Mantel, ‘Bury My Heart at Wounded Knee’ by Dee Brown, ‘Birdsong’ by Sebastian Faulkes, ‘Pride & Prejudice’ by Jane Austen, ‘Say Nothing’ by Patrick Radden O’Keeffe… to name a few. Oh… ‘Foster’ by Claire Keegan.

6. Which social media platform do you use most?

Only Instagram (@joannebyrne11) and mainly for travel inspo but by the nature of the business I’m in, I keep an eye on all the platform.

7. Favourite influencer/content creator if you have one?

Any new hikes I’ve done are down to following @rozannapurcell.

8. Best ad on telly?

Paddy Power for Cheltenham with Colm Meaney.

9. Worst ad on telly?

Screwfix.

10. Favourite grocery shop?

As I worked with them for eight years am going to say Aldi as I know what they have done to support Irish suppliers.

11. Your favourite dish to make at home?

Roast chicken, roast potatoes and gravy with mashed carrot and parsnip and some Green Isle peas (yep

they’re a client!).

12. First thing you would do if you were Taoiseach? Sort out respite care for every family who needs it.

13. If you had to live in another country, where would you choose?

Botswana – it is truly magical.

14. Greatest achievement to date?

Evading a kidnap attempt in Africa (who would have thought a strategically placed kick could work so well) Or getting our business through Covid when in one day we lost over 50% of our clients.

15. Best website?

‘Conde Nast Traveller’ although when they used an image for Dunquin Pier to highlight the best UK roadtrips I did nearly lose my s**t. And whats worse they never edited the copy or image... just lazy.

16. Do you prefer working from home or in the office/ on-site?

In the office. All during Covid I worked from the office

on my own and basically was the intern 20 years after setting up the business! I am an expert hamper packer!

17. Best piece of advice you ever received?

From my Dad, “Don’t get caught behind the eight ball.”

18. City or beach break?

City, I always try and see three new cities a year so this year it’s about the T’s – Tallinn, Tromso and Tiblisi are on the list.

19. Top restaurant recommendation?

I am not a foodie, but I weep for the memory of the Meatball Linguine from Coppinger Row. If I had to recommend somewhere – ‘Dillingers’ in Ranelagh for its ‘All you can eat ribs’ on a Tuesday and Wednesday.

20. Who is the last artist/group you saw live?

I have been working with Westlife since the start of their career and to be with them at Radio City Hall in NYC over St. Patricks weekend was a great moment for them and their families and those of us who have been on the journey with them. n

Joanne Byrne, co-founder, Presence PR

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Market movers Hemp Heros lead to way in sustainability with new B Corp Certification

Irish Hemp company Hemp Heros was founded in 2018 by Irish entrepreneur David Hartigan. The company currently manufactures 27 different hemp-based products in its facility in Co Wicklow and is on a mission to educate people about the many benefits hemp can bring.

Hemp Heros proudly announces its groundbreaking achievement as the first food supplement company and Hemp company in Ireland to be awarded B Corp certification. This significant milestone underscores Hemp Heros’ unwavering commitment to sustainability, transparency, and social responsibility within the hemp industry

Achieving this prestigious designation places Hemp Heros among a select group of businesses worldwide that meet the highest standards of social and environmental performance, transparency, and legal accountability

Building a loyal customer base over the last half-decade, Hemp Heros products can be seen on the shelves of over 150 retailers throughout Ireland, including prominent names like Holland & Barrett.

To learn more about Hemp Heros and Its range of products. Visit: www.hempheros.ie

Stay safe in the sun this year with NIVEA

Harley & Marley unveils Ireland’s first sustainable fish pet food

The Irish petfood company, Harley & Marley’s produces healthy fish-based premium dog food and treats and two varieties of fishy cat treats, with cat food coming later this year

Owner of dog Marley, Portia Quinn from Dublin, researched how diet affects pets’ health. She found that as so many dogs suffer from obesity, arthritis and joint issues like hip dysplasia, they could all benefit greatly from high-quality protein and nutrients.

The healthy, 100% natural fish-based food contains high-quality protein, Omega oils and essential nutrients like Vitamin D and selenium. The range includes grain-free dry complete food recipes for puppies, adult dogs, small and large breeds, ‘seniors’ and dogs needing weight management.

The Irish range, formulated by animal nutritionists, provides a balanced and nourishing diet for optimal canine health and vitality The food is easily digestible and gentle on sensitive stomachs, for an alternative to traditional red meat diets.

The Harley & Marley freshly prepared fish content comes from Atlantis Seafoods, whose founder, John Kenny, is serious about sustainability, tracing fish stocks back to individual boats and skippers. Producing Harley & Marley reduces food waste and contributes to the circular economy.

Having established the very positive impacts of pet food produced from fish, the brand ambition for Harley & Marley is to be a global leader in marine-based food for pets, and an advocate for reducing surplus seafood waste.

Harley & Marley packaging can be resealed and recycled, and the range of a dozen varieties is available online and in stores countrywide

From May, the new Irish brand will be represented at international trade fairs, including Interzoo 2024, in Nuremberg, and later in the month at Ireland’s Dogitude Festival at Causey Farm in County Meath.

For further information visit: www.harleyandmarley.com/stockists

Sun safety is just as essential in Ireland as when you are abroad. The sun emits damaging UV rays all year-round, even on cloudy days As up to 80% of the sun’s harmful UV rays can penetrate the skin, it’s important that your skin is always protected from the sun’s UVA/UVB rays

Dermatologists recommend using sunscreen every day, even in cloudy Irish weather, yet 17% of school children** and 28% of adults*** do not use sun cream in Ireland.

Let NIVEA SUN, Ireland’s No.1 sun care brand*, look after you and your family with these top picks for essential sun protection for the whole family:

NIVEA SUN products are available in pharmacies and grocery stores nationwide For more information, please visit www.nivea.ie

Wholesome and great tasting granola

Flahavan’s best-selling wholesome and great tasting granola cereal range is hitting the supermarket shelves this month with bold, energetic and disruptive new packaging.

The range is available in five 450g flavours: Original Fruit & Nut, Toasted Nut, Red Berry, No Added Sugar Strawberry & Almond and No Added Sugar Raisin, Cashew & Almond.

Visit: www.flahavans.ie

Hemp Heros

Nivea

Harley & Marley

Flahavans

Harley & Marley’s Luxury Cat Nibbles

Harley & Marley’s Train & Rewards Dog Treats

TWIG twoo!

Over 600 attendees at largest event to date in Dublin Royal Convention Centre. Panel discussion on theme of ‘Defining You’ based on personal & professional success. Donna Ahern reports.

ShelfLife was honoured to be invited as a guest to TWIG (Today’s Women in Grocery) Networking lunch at the Dublin Royal Convention Centre, which took place at the Dublin Royal Convention Centre on Friday, 3 May.

With an attendance of 624 it was the largest – and arguably most successful – TWIG event to date

A sum of approximately €100,000 was raised this year, including €25,000 from the raffle on the day.

‘Defining You’

Those present also heard an insightful and inspiring panel discussion – with the theme of‘Defining You’ –which featured Michelle Vance, chief executive officer, Lily O’Brien’s; Charlene Flanagan, entrepreneur, and co-founder of Ella & Jo Cosmetics; Maeve McCleane, chief people officer, Lidl Ireland & Lidl Northern Ireland; Sinead Crowther of Soothing Solutions and Brendan Courtney, presenter, entrepreneur & co-founder Lennon Courtney

Sonya Lennon did a superb job as MC of the event and invited the panel to share their journey to success in the industry, diving into the experiences and decisions that contributed to their personal growth and professional success.

Vivid insights

From pivotal decisions to impactful relationships, the panel offered vivid insights into the experiences and attitudes that shaped their careers

Michelle Vance of Lily O’Brien’s told the audience that she had never really considered being a CEO until the opportunity unexpectedly presented itself several years ago, just as the pandemic hit, and she decided to embrace it because she wanted the“values and culture” to remain “We are now back to pre-Covid sales [with a 30% increase in retail sales last year] but the next huge hurdle we are facing is the cost of cocoa and other input materials – which are up to 130% higher,” she said Maeve McClean of Lidl said that family and relationships define her and that she takes all of herself to work “I’ve a hugely supportive team – there is no way I could do this job otherwise,” she said.“But I believe it’s really important to look after yourself first,

so that you can take care of others too. ”

Charlene Flanagan of Ella & Jo Cosmetics said her professional and personal lives are intertwined as she had a small baby, and another one on the way, when founding the business.“I am an action-oriented person… and I used to believe that kindness and empathy were weaknesses, but now I see them as strengths,”she noted. Sinead Crowther of Soothing Solutions – who is rearing four children herself – was eking out a living when her son suffered third degree burns in an accident and she decided that it was time to put her“Dragon’s Den” idea into motion. "So, I googled how to make a product from scratch and up came Enterprise Ireland,” she said “A few days after I applied to them, I got a call from DKIT (Dundalk IT) about the New Frontiers programme which would help me get my product off the ground.”

Brendan Courtney was the first Irish TV presenter to come out as gay in 1991, two years before homosexuality was decriminalised in Ireland:“I stand shoulder to shoulder with women, and I’ve got to work with so many of them I think authenticity is such an important value – being true to who you are can be tough – and saying no is a big gift I got that back coming out, so go back to your core values and they will guide you. ”

‘Must attend’ calendar event

Mary McBride, head of Retail at Bewley’s Coffee and chair of TWIG said she was proud to be standing in a huge room of attendees and remembered back to the first event that started with 160 guests, reflecting on how successful and popular the fundraiser had become:

“We are all very lucky to be here today; there are many less fortunate than us and it is through the initiatives and fundraising of TWIG and the IGBF, that we strive to help and assist those who need it most

“It’s fantastic to see the TWIG annual networking lunch go from strength to strength each year and become a‘must attend’ calendar event for the grocery, food and retail sector.”

TWIG Person of the Year

McBride also announced Estelle Johnston from Diageo as the TWIG Person of the Year winner for 2024.

Sponsored by CPM and in its second year, the award looks to recognise the unsung heroes of our industry, who are instrumental in delivering success behind the scenes but whose contributions may not always be visible to the wider industry

Shortlisted from five finalists, Johnston – who juggles lots of challenges in her quality operations role – was called out amongst her peers for“the amazing support she gives to others and her unwavering passion for progress, delivery and people”, according to the judges Johnston will now benefit from a year-long coaching and mentoring program to the value of €2,000.

Musgrave, Diageo, CPM and Suntory Beverage and Food Ireland kindly sponsored this year’s lunch.

Since its inception,TWIG has consistently been a key part of the fundraising efforts of the Irish Grocers Benevolent Fund (IGBF) charity, which helps those in the sector going through testing times. n

The ‘Today’s Women in Grocery’ committee 2024

TWIG 2024 MC Sonya Lennon

Mary McBride, chair of TWIG

The great and good of the grocery and retail sector turned out in force for the Today’s Women in Grocery (TWIG) networking lunch at the Dublin Royal Convention Centre on Friday, 3 May.

L-R: Shauna McNamara, Annemarie Moleri, Kiran Kaur,

Gabriella Taipe and Hilary Quinn from Diageo

Suntory Food & Beverages Ireland team

Sharon Buckley, Luke Hanlon, Kerrie Lucy, Andrew Keating, Ciara McClafferty from Musgraves

Sharon Yourell and Sonya Lennon Maeve McCleane

Frances Higgins and Michelle Darlington CPM team

Alex Cunningham, Kirsten Maher and Rachel Rooney

Pics: Kieran Harnett