Retail News September 2008 by Retail News

September 2008

Less Co C in Your Shop! ngestion on the Road, MORE TRAFFI

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September08Contents

■ inside view

Shop 2008 Is Here! It hardly seems a year since SHOP 2007 closed its doors and yet here we are, on the verge of this year’s premier event for the retail, food and drink sector, which takes place at Dublin’s RDS Simmonscourt from September 29 to October 1. This year’s even includes The Great Taste Gourmet Food Hall, organised by The Guild of Fine Food, the World Cheese Awards, the CSNA Shop @ SHOP, the National Organic Awards, the Product of the Show Awards, as well as a host of international and indigenous companies, including the County Enterprise Boards, who will be showcasing the best of what Ireland has to offer. SHOP places particular emphasis on the provision of information and education to the sector by means of a series of seminars, workshops and initiatives, including presentations by CSNA Chief Executive Vincent Jennings, Susan Cromey of Energy Administration Services, John Farrand of The Guild of Fine Food. See our full preview (Page 23-35) for a comprehensive guide to SHOP 2008. Also this issue, our Chief News Reporter, Pavel Barter, talks exclusively to Tara Buckley, RGDATA Director General, about the impact of the new licensing laws, changes to tobacco legislation, the effect of the discounters, changing consumer purchasing patterns and other issues facing retailers in 2008 (Page 14-16). Elsewhere, our news section includes information on the advent of unmanned petrol stations (Page 4), the continued growth of wine sales (Page 8) and the NCA’s publication of a host of draft guidelines on price discounts (Page 9); Karen Meenan reports on a new craze guaranteed to increase your bottom line (Page 17) and Carmel Linnane advises on planning for the succession of your business (Page 54). Finally, our Wine Correspondent, Jean Smullen argues that Spain is arguably in the best position in Europe to take on the New World wine producers (Page 60). “Celebrating 50 years serving the Kathleen Belton, Editorial & Marketing Director.

FindlaterGrants has introduced Cono Sur’s new sparkling wine to the Irish off trade from award winning Chilean wine maker Adolpho Hurtado. The Sparkling Brut comes from the Bio-Bio Valley, one of the most southern origins of the world and an area known for the production of balanced and concentrated wines. Ireland is one of just four countries to launch the new Cono Sur Sparkling which blends three grape varieties; Chardonnay, Riesling and Pinot Noir. The Sparkling Brut is an expression of Cono Sur’s innovative style and modern approach to wine making combining the classic and traditional Chardonnay with both Riesling and Pinot Noir.

Irish grocery trade.”

Managing Director: Fergus Farrell Editorial & Marketing Director: Kathleen Belton, email: kathleenbelton@tarapublishingco.com Editor: John Walshe

CONO SUR SPARKLING LAUNCHED TO THE IRISH MARKET

johnwalshe@tarapublishingco.com

Chief News Reporter: Pavel Barter

Wine Correspondent: Jean Smullen

Financial Correspondent: Carmel Linnane

Advertising Manager: Aaron Stewart

Rosemary Lyster, Marketing Manager at FindlaterGrants comments; “This is one of the most innovative wines we’ve launched and is very well presented. The stylish bottle, alongside the eye catching and elegant packaging will ensure the brand is recognisable on the shelf.”

Advertising Executive: Steven Larkin, David Kelly

T A R A Published by: Tara Publishing Co. Ltd., Poolbeg House, 1/2 Poolbeg Street, Dublin 2. Tel: (01) 2413095. Fax: (01) 2413010. ISDN: 01 2413050 Web: www.retailnews.ie Email: retailnews@tarapublishingco.com Subscription to Retail News: €110 plus VAT Email: tracy@tarapublishingco.com Origination by: Rooney Media Graphics

The product is available now at t57.50 for six bottle cases. For further information, or to order please call FindlaterGrants Customer Care on 1850 200 569 or email customercare@candcgroup.ie

Printed by: Graham & Heslip

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September08Contents

Contents September 2008

News 4 Drinks industry slams

“misleading” food report; Unmanned petrol stations on the way.

Shop Profile 20 The brand new Daybreak

store on Killarney’s High Street is perfectly positioned to meet the convenience and top-up shopping needs of its catchment area.

5 IPSO warns retailers over scam.

SHOP 2008 23 Your indispensible guide

6 Product recall a real challenge; €100m price cuts at Tesco.

7 Ballygowan signs up with Munster rugby.

8 Wine sales continue to grow; Filling stations’ border concerns.

9 NCA publish draft guidelines on price discounts; Alcohol imports threaten comestic products; Retailers missing out online.

10 Repak Recycling Week 2008; Eircom price hike to impact on retailers; Horgan’s obtains BRC quality standard.

licensing laws, the impact of the discounters, consumer habits, the continuing problem of magazine box-outs, and other issues affecting retailers in 2008.

Karen Meenan’s Top Tips 17 Retail consultant Karen Meenan introduces the Mutones, a new craze about to hit the market, which could net retailers a sizable profit.

Money Matters 54 Carmel Linnane advises on the importance of adequate planning for succession in your business.

On The Vine 60 Jean Smullen argues

The Retail News Interview 14 Tara Buckley, Director General of RGDATA, talks candidly about changes to

to SHOP 2008, Ireland’s primary food & drink exhibition which takes place at RDS Simmonscourt from September 29 to October 1. Designed for those in the Retail, Food and Drink sector to develop new business, launch new products and network, SHOP welcomed over 4,000 focused buyers and decision-makers last year, and expects to top that in 2008.

that there is much more to modern winemaking in Spain than Sherry, Rioja and Cava.

Forecourt Focus 70 The Ely family recently opened their revamped Centra forecourt in The Mall, Thurles, Co. Tipperary, and are already seeing the rewards of their investment.

Shelf Life 72 All the latest news and gossip from the trade.

Regulars 11 Industry News. 36 What’s New Sectoral Reports 38 Hot Beverages 44 Fuels 51 Canned Food 56 Confectionery 62 Cereals 66 Sauces

September08News

Drinks Industry Slams “Misleading” Food Report THE Drinks Industry Group of Ireland (DIGI) has strongly criticized a report by food lobby group Agri Aware, which claims that Irish consumers spend more on alcohol than on food. According to DIGI, the report ignored the fact that consumers handed over €3 billion in taxes to the Government through alcohol spending, while most food attracted no taxes at all. A DIGI spokesman said that the report also ignored the vast sums that Irish consumers spent on food outside of the home: “They’ve ignored any spending on food in restaurants, coffee-shops or fast food venues, but in the case of alcohol they’ve included spending in pubs, restaurants and off-licenses.” “This type of report gives statistics a bad name,” the spokesman continued. “It’s not reliable for any purpose and all it does is highlight the penal levels of tax

that consumers have to pay on alcohol. The Irish consumer pays more tax on

alcohol than any other consumer in Europe.”

Unmanned Petrol Stations On the Way IRISH retailers are set to experience a new way of buying fuel as totally unmanned petrol stations will begin popping up at busy interchanges throughout the country, according to Forecourt Systems, a leading Irish petroleum solutions company who are launching the technology that allows for unmanned stations to go ahead. The company announced the successful completion of trials of Ireland’s first fully integrated outdoor payment terminals (OPTs), the technology required to run an unmanned site. The ‘pay-at-the-pump’ terminals have already been installed on five pilot forecourt sites in counties Dublin, Limerick and Louth. The machines will also be used at busy petrol stations

wishing to remain fully manned with the convenience store still in place, but wishing to offer customers the ability to pay at the pump, instead of entering the shop. ‘Pay-at-the-pump’ will not just have a big impact on the retailers’ buying habits but also give forecourt owners a number of new opportunities. The new technology is a welcome piece of news in the industry at a time when fuel costs are soaring and a recession is looming, with forecourt owners being affected more than most. Paul Farren, General Manager of Forecourt Systems, explains, “The rising price of fuel has seen the problems associated with drive-offs fast becoming the number one issue for forecourt own-

ers. In the past, drive-offs were costing on average €250 per week in lost revenue. With margins still tight, this figure is now closer to €800 a week for many forecourts – that’s €40,000 a year in lost revenue. The OPT technology facilitates improved security as the customer entering garages with Pay at the Pump facilities will have to pre-pay for the petrol before filling up their car. However, the system should lead to improved customer service, since fast lanes can be added to busy forecourts for customers not wishing to enter the shop.” According to Farren, the new technology could also give sites that are on the verge of closing a new option to help maintain a profitable business.

Lidl Enters UK Convenience Sector GERMAN discounter Lidl is edging its way into the convenience market, with the opening of its first Express store. The outlet, in Edmonton, North London, measures up at only 5,920 square feet (half the size of a typical 4

discount outlet) and focuses on food-to-go. While Lidl hopes to open more Express stores across the UK, there has yet to be an announcement as to whether the format will enter the Irish market.

September08News

IPSO Warns Retailers Over Scam THE Irish Payment Services Organisation (IPSO) has warned retailers to be alert, in response to a recent scam, whereby criminals purporting to be Point of Sale terminal engineers tricked a small number of retailers into allowing them access to the terminals and PIN pads in their stores. While in the store, the criminal replaced the existing terminal with one they had compromised earlier. Data then captured from genuine payment card transactions is transmitted to the criminals, who use it to create fake magnetic stripe cards for potential use in countries which have not migrated to Chip and PIN technology. The scam involved a small number of retailers and the banking industry is in discussion with all those affected. IPSO has been working together with the Gardaí, banks, card issuers, terminal manufacturers and other relevant bodies in the banking industry to examine the details of this fraud so that necessary action can be taken to minimise its impact and to prevent it going forward. The payments industry body is extremely concerned about these fraud attacks and ensures that all appropriate action is being taken. In the meantime, banking industry fraud monitoring systems continue to work to detect where fraud is taking place, thus keeping losses to a minimum.

What can you do to prevent this occurring? Review current security around your Pin Entry Devices (PEDs), including: -

Ensure your PED estate is fully audited and recorded (i.e. serial numbers and any other identifying number and at which outlet and till it is deployed). Review placement of internal CCTV cameras to cover till areas. Review those who have access to recording equipment. On occasion, when PEDs have been stolen or replaced in the past, CCTV has been turned off or cameras turned away from the criminal activity.

When returning PEDs to your acquiring bank due to a breakdown, ensure the return is properly recorded and that returns to the manufacturer are audited. Cases in other countries show that some returned PEDs have subsequently been found to have been tampered with and reused to commit crime. Consider how such a device may be placed at your premises. Staff members may be approached and offered money or other rewards to facilitate the placing of corrupted PEDs at your outlets. Encourage staff to report anybody approaching them in this way. Consider IT solutions that are available to detect PED replacement on the system, such as monitors which show if devices have been uninstalled for a period of time. For more information on the systems available, contact your acquiring bank or integrated terminal provider.

What Action to Take: 1. PED Theft If you discover that a PED has been stolen:

Contact the Gardaí and report the theft. Secure any CCTV images of the theft. Retain any other evidence such as details of witnesses, staff or otherwise for the investigating officer. Advise your acquiring bank or processor. Follow all procedures in line with your own company’s policy.

2. PED Compromise If you believe that one or more of your PEDs have been compromised or tampered with; - Remove the device and retain securely. Seal in a tamper proof bag if available. - Record the exact date and time the PED was disconnected from the system or ‘powered down’. - Contact Gardaí and your acquiring bank or processor immediately to report the incident. - Contact your company security and comply with your company policies in this regard. - Secure any CCTV evidence and retain staff records.

September08News

Product Recall A Real Challenge THE product recall that followed the recent Salmonella Agona outbreak, was one of the most “complex recalls” the Food Safety Authority of Ireland (FSAI) have ever been involved in, the Authority’s Deputy Chief Executive, Alan Reilly, has told RETAIL NEWS. According to Reilly, the recall proved a challenge, since Dawn Farm Foods, where the outbreak originated, supplied the contaminated products to distributors, who in turn supplied them to other distributors. The outbreak was traced to a number of branded retail packs of chicken and bacon sandwich filler tubs, which were supplied to Kerry Foods, then dissipated amongst national retail chains. The FSAI was alerted after around 10 people in Ireland and 100 people in Britain contracted the outbreak strain. “The initial discovery came from our National Salmonella Reference Laboratory, which routinely studies samples of salmonella,” said Reilly. “They were able to tell us that we had an outbreak, and they were able to link it to one particular plant: Dawn Farm Foods. The molecular analysis that the Laboratory undertakes, pulsed field gel electrophoresis, is the same idea as tracing genetic fingerprints. When the police are trying to solve a murder case, they test the DNA. You do exactly the same thing with bacteria. You isolate a bug, via vomit or a stool sample, and if you find another with the same genetic fingerprint, you can link them together.” The Laboratory’s work traced the outbreak to a number of chicken, beef and bacon products that emanated from Dawn Farm Foods in Naas, County Kildare. The sandwich fillers in question included Dunnes Chicken and Bacon Sandwich Filler, SuperValu Chicken and Bacon Sandwich Filler, and O’Brien’s Chicken and Bacon Sandwich Filler. Other products were also investigated, including bacon pieces used in certain pizza toppings. Once the source of the problem was identified, retailers acted promptly and efficiently, according to Reilly. “When they knew they had any of the implicated products, they recalled them straight 6

Alan Reilly, Deputy Chief Executive, Food Safety Authority of Ireland.

away, taking them off the shelves. The retailers in question issued Point of Sale notices; they put recall adverts in newspapers. It was fairly textbook methodology by the companies concerned.” Salmonella Agona, while not life threatening, is not exactly pleasant, leading to symptoms such as diarrhoea, stomach cramps, vomiting and fever. Reilly believes that the problem was due to a cooking failure at Dawn Farm Foods. What then can a manufacturer do to ensure this will not happen again? “Thorough cooking is essential for ready-to-eat products, especially meat products,” he said. “Meat products like poultry and pork may contain harmful bugs, and pathogens like Salmonella Agona. If these products aren’t thoroughly cooked, you are in trouble, leading to the situation like the one that has just happened. However, when you consider the volume of food produced by Dawn Farm Foods, only a small amount of the food produced was implicated in this particular outbreak.” Like the retailers, Dawn Farm Foods were reported to have acted efficiently and effectively in introducing control measures. It shut down the processing line where the products were produced, and cleaned up the plant completely. “We have taken all the implicated products off the market and we think that the worst is over,” said Reilly. “The last onset of illness was August 7. By and large, the outbreak is just about over.”

€100m Price Cuts at Tesco TESCO’S €100m price cutting programme is rumoured to be in response to the trend of consumers turning to German discounters for their weekly shop. As part of the programme, Tesco stores are designating black and amber ‘Cash Savers’ areas instore, which includes products like meat, bread and vegetables. To date, around 3,000 products have been cut in price, according to Tesco, with another 2,000 cuts on the way. The move is in line with Tánaiste and Minister for Enterprise, Trade and Employment Mary Coughlan TD’s recent call for fairer deals on price, choice, and quality in the weekly shopping basket. “Irish consumers have suffered significant increases in the price of a range of essential goods over the past year, most notably in their weekly grocery shopping,” said Coughlan. “While global factors have played a significant element in this price rise, we are determined in Government to ensure that Irish consumers are getting a fair deal at home. “We have seen progress in recent weeks. Debate on prices, on choice and on quality has raised awareness. Consumers are starting to ‘switch-on’ to the benefits of shopping around and splitting their shopping basket between different retailers. This change in consumer behaviour is starting to affect enhanced competition between retailers. All of this is welcome progress, but it is clear that we still have some way to go.” Fears abound that the Tesco cuts could lead to a price war. According to a recent National Consumer Agency survey, more and more Irish consumers are turning from traditional retailers to Aldi and Lidl. The market now waits to see how the German discounters react to Tesco’s move.

September08News

Ballygowan Signs Up With Munster Rugby BOTTLED water brand Ballygowan has tied the knot with Munster Rugby in a new €1.5m deal. As part of the contract, Britvic Ireland has exclusive pouring rights at the new 26,500-seater Thomond Park Stadium: the only soft drinks on sale will be under the mantle of Britvic. Ballygowan is also extending its official water sponsorship for the team, and is set to supply over 200,000 litres to the squad over the term of the contract. Furthermore, Ballygowan branding will be visible across the Stadium. According to Sian Price, Senior Brand Manager for Ballygowan, the Munster sponsorship has been in place for the last three years, but it was overshadowed by the brand’s Ryder Cup Sponsorship. “From a marketing perspective, we took a good look at it, and when we were making a decision about renewing the contract, we decided that this was going to fulfil quite an important function for us within the brand,” she told RETAIL NEWS. “We are going to put a lot more support behind it, going forward. There should be a lot of advertising behind it and lots of activity within the Munster region leveraging the brand locally.” Indeed, Ballygowan has already undertaken numerous on-sales promotions. A tie-in with Centra throughout the Munster region, over summer 2008, saw giveaways in the form of Ballygowan rugby-shaped beanbags. There has also been an on-pack promotion, across all Ballygowan Sports Packs, to win season tickets to Thomond Park. This will be an ongoing activity “that will get bigger year by year”. Accordingly, the months ahead will see more activity and PR. What about television advertising? “That needs to be confirmed, but we’ll definitely be doing a lot of outdoor,” said Price. “We are looking at our options when it comes to ambient media and hoping to reach people at the point of purchase. We already have our ‘Bodies Never Lie’ advertising campaign, the focus of our television activity at the moment.” Ballygowan’s link to rugby is significant, she continued. “People tend to

assume that rugby has a performance message – that a well hydrated body is a well performing body – and that’s what ‘Bodies Never Lie’ is all about. However, from our perspective what’s more important is that it is a way of talking about where Ballygowan is from. “We want to talk about being Irish but not in the old stereotypical way – hills and rivers – because it feels outdated. Ireland as a country is changing; people’s identity is changing. The best way of expressing where you are from and what is important to you in modern times tends to be around sport. It is who you support, the team you get behind. That, for us, is what this sponsorship is all about. Ballygowan is sourced from 20

miles down the road, in Newcastle West, and this is our local team.” Brands like Ballygowan have added opportunities now that restrictions have been brought in with alcohol advertising. From their perspective, water sponsorship is also more relevant in the realm of sports and sportspeople. It is an area of publicity where Ballygowan hopes to stay involved for the foreseeable future. “The water sponsorship is renewed for three years and the stadium deal is ongoing for five years,” Price sums up. “Obviously we are planning on keeping the water sponsorship going. From a business perspective this is a really big sponsorship for us, so we want to make sure we are making the most of it.”

Planning Ahead ALDI has encountered problems in its ambitions for building retail space, offices and apartments on two Dublin sites at Balbriggan and Glasnevin. In Glasnevin, the planning authorities decided that a proposed €48m project would “seriously injure the amenities of the area and of property in the vicinity” and denied the application. In Balbriggan, the board imposed €4.1m development levies on Aldi’s €60m development plans. Meanwhile, Dunnes have been denied permission to build a €200m distribution centre in Donabate, County Dublin. The multiple has reported to have also backed out of proposed stores in Drogheda, Saggart, and Newtownmountkennedy, due to the tougher economic conditions. 7

September08News

Wine Sales Continue to Grow AFTER a decade of sustained growth in Ireland, wine sales are continuing to improve, according to new statistics. Figures from the Revenue Commissioners reveal that wine sales were up 7.2% in 2007, signifying the consumption of 9.2m cases. But there is still room for growth, Michael Finegan, Director of the Wine Board of Ireland, has told RETAIL NEWS. “The market has been through a lot of growth over many years, but from a very small base, so it has quite a bit of catching up to do,” he said. “There was a rapid growth while we caught up with the rest of Europe and the market is moving into its mature phase now, but consumption is still relatively low in comparison to other countries.” Retailers that train their staff and provide information for their customers will benefit when it comes to sales, he continued. “Increasingly, consumers are more sophisticated, knowledgeable and interested; they look for information. When they go to buy wine, they expect a relatively high standard of knowledge so they can get the answers to their questions. The most successful retailers are the ones who invest in training and education, because they will get benefits in the form of happier, more satisfied customers. It will also help sales. There is such an array of products in the wine category that people are quite adventurous and will frequently look for something different or new.” Wine also appears to exist beyond the binge drinking issues currently affecting Ireland. “In general terms, wine tends to be consumed with food, so it’s in a different context to other alcoholic products,” said Finegan. “That’s not to say that it is not consumed in clubs and bars, which it is. But generally speaking, wine is concerned with cuisine.” 8

Filling Stations Border Concerns FILLING stations in the border regions of the Republic have been cutting prices, after a drop in the number of customers from Northern Ireland. At the turn of this decade, fuel was 25% cheaper in the Republic, but within the last year, the price gap has narrowed dramatically. This, combined with a strong euro, has steered Northern customers away from southern filling stations.

Soft Approach for Drinks

At present, the market is made up of 70% New World; the balance is European. Red is marginally ahead 51% red, 44% white, and 5% rosé - and women make up the predominant drinkers of wine, at 57%. As in other sectors of the drinks industry, wine suffers from high excise duties: a tariff of €2.05 per bottle. Furthermore, sparkling wine attracts double the duty: €4.10. In 2007, these duties netted the government €230.2m in excise receipts. However, wine’s growth continues to be at the expense of beer. According to the Revenue’s figures, beer sales in 2007 fell 0.6% to 547m litres: a notable decline from 2006’s 551m litres.

DESPITE a 5.6% hike in sales during 2007, Ireland’s soft drinks market is expected to grow by only 1% this year, as rising costs and tougher economic conditions take hold. A new review, issued by the Beverage Council of Ireland, outlined the significant categories within the soft drinks sector. Carbonated soft drinks, where the big shift is towards low calorie and no-sugar brands, are worth €593m at retail, making up 57% of the market. Bottled water is worth €205m: 22% of the market. Dilutables, meanwhile, are valued at €41m, an estimated 13% share.

Takeover Bid Concerns Beamish THE ongoing Competition Authority investigation into Heineken’s proposed takeover of Beamish & Crawford is reported to be focusing on the stability of the Beamish brand within the deal, as Beamish competes aggressively with Murphy’s Stout in the Munster region.

September08News

NCA Publishes Draft Guidelines on Price Discounts Act. While the guidelines are not legally binding, they have, nevertheless, a recognised status under the Act, as they may be admitted as evidence in court proceedings. Ann Fitzgerald, Chief Executive of the National Consumer Agency, said, “The draft guidelines are intended to ensure that consumers are dealt with fairly by traders and that advertisements and promotions are not misleading. I urge all traders to read this document carefully. It is important that all sections of the retail sector buy into these guidelines to ensure that they fully meet their obligations to consumers”. Issues covered in the Guidelines include: • Period when an item should be on sale at a higher price, before advertising it with a reduced price comparison;

THE National Consumer Agency (NCA) has published draft guidelines for the retail sector relating to the advertising of price discounts and other related matters and has invited submissions from the retail sector on the guidelines. The guidelines are intended to facilitate the retail sector in complying with the requirements of the Consumer Protection Act 2007 in relation to a variety of misleading practices. The guidelines, when adopted, will help traders to better appreciate their obligations to provide unambiguous information to consumers, give clarity on certain aspects of the Act and provide a basis for a fairer and more evenly balanced approach towards advertising throughout the sector. The Agency drew up the draft guidelines in line with the provisions of Section 90 of the Consumer Protection

Alcohol Imports Threaten Domestic Products DRINK imports are threatening the stability of local brewers, according to Michael Patten, chairman of the Drinks Industry Group of Ireland (DIGI). “Our share of the domestic market has declined by 22%, imports have grown by 90%, which is massive,” he told RETAIL NEWS. “Wine, for example, is now the second largest alcohol category in the state - 10 years ago, it barely had 8% market share. Of course, much of this is attributable to changing lifestyle issues, a shift from on trade to off trade, and a growing range of products and formats for home consumption.”

Michael Patten, Chairman, the Drinks Industry Group of Ireland.

• • • • • •

• •

Discount price advertising; Unfair commercial practices; Aggressive commercial practices; How Recommended Retail Pricing may be made in good faith; Post- promotion advertising; Advertising of “special lines” specifically purchased to supplement sale stock; Need to avoid aggressive selling of extended guarantees; Product description- need to use generic descriptions in cases where products consist of synthetic materials or processed materials; Print Size; Vouchers and credit notes.

The draft guidelines are available on www.nca.ie. Views should be emailed to consultations@nca.ie no later than October 6, 2008.

Heineken Sales Rise THE beer market in Ireland now stands at €3.27 billion, but has dropped 0.4% from last year, according to Heineken’s mid-term sales results. Heineken, however, appear to be bucking the trend. In the six months until June 2008, company turnover increased by 3% to €156m (compared to the same period the year before). This was primarily due to strong sales in the Heineken and Coors Light brands. Heineken maintains 28% of the lager market, and a 17% share of total beer market, while sales of Coors Light bottles are up 22% in the off trade sector.

Retailers Missing Out Online IRISH retailers are not taking advantage of the online market, according to an online sales and marketing company. Paul McGurran, Director of eCommerce at Ennis-based Magico, told RETAIL NEWS that there is “an extraordinary amount” of brochure-ware (business websites that are infrequently updated) in the Irish market. “There might be a logo and a little bit about the company, but that is about it. The sites don’t really engage the con-

sumer from a selling point of view,” he said. Demand for online retail services is growing in Ireland. Larger stores, like Tesco and Superquinn, now offer online sales, but many symbol groups are lacking in these services. For independent stores, the viability of a web presence largely depends on the catchment area: there needs to be a reasonably sized population within striking distance.

Furthermore, because food is perishable, grocery stores have more of a hill to climb as opposed to retailers selling, for example, electronic goods. Nevertheless, the demand is there, according to McGurran. By way of example, he points out the success of online alcohol sales, with many off-licenses benefiting from online presences. Ultimately, many Irish retailers are denying themselves profits, said McGurran. 9

September08News

Repak Recycling Week 2008

Eircom Price Hike to Impact on Retailers

Pictured are Minister for the Environment, John Gormley TD, Joe Guinan, Joe O’ Reilly and Andrew Hetherington, CEO of Repak at last year’s event

REPAK Recycling Week 2008 will take place from October 6-12, 2008. This will be the eighth year of the campaign, which, over its duration, has sought, with great success, to raise awareness on the importance of packaging recycling and to highlight the work done by Repak members, local authorities and recovery operators in developing and funding Ireland’s recycling infrastructure. The theme for this year is ‘Recycle More, Get out of the Kitchen’. Repak are asking recyclers to take their recycling habits to the next level. Irish households have become very successful at recycling items in the kitchen but this year Repak are calling on them to move to other rooms

in the house and see what can be recycled from all rooms, not just the kitchen. The Repak Recycling Awards will once again be taking place in the splendor of Dublin’s Four Seasons Hotel. Judging is already at the shortlist stage, with winners being announced on Thursday, October 9. Mary Kennedy from RTE’s ‘Nationwide’ programme will MC the evening. It was recently announced that Ireland has to reach a packaging recycling target of 750,000 tonnes of packaging waste. Repak is confident that, by providing a heavy-weighted educational campaign which sheds light on a vast array of recyclable packaging, this target will be within our reach.

EIRCOM’S recent announcement of a change to its pricing structures is bucking telecoms industry trends by adding costs, with potential to radically affect the bottom line for many retailers using their services, according to MinuteBuyer, the Irish independent telecom services company. “Eircom is, in effect, introducing a penal surcharge on businesses and retailers throughout the country,” claimed MinuteBuyer’s Shaun Hayden. “This is a significant negative development in the Irish telecoms market and is certainly not in line with prevailing industry trends, as was claimed by Eircom in the their recent statement. MinuteBuyer, like many other providers in the market place today, is striving to reduce costs and charges for their clients, as opposed to increasing them. The effect on an annual Eircom bill for thousands of business owners will be substantial.” According to Hayden, the new set-up charge of 4.92c will apply to all calls, no matter the duration, which will disproportionately penalise businesses making calls of a short duration. According to MinuteBuyer’s research, the average length of a business call is 2.19 minutes, and the new charge will mean a more than 50% increase in the price of such a call.

Horgan’s Obtains BRC Quality Standard HORGAN’S Delicatessen Supplies, based in Mitchelstown, Co. Cork, have just achieved the BRC (British Retail Consortium) global quality standard accreditation. This quality standard is internationally recognised as being the benchmark for best practice in quality control systems for the food industry and is the global standard used to assess retailer suppliers around the world. “Horgan’s are very proud to be one of the first food companies in Ireland to achieve the BRC Global Quality Standard,” noted Michael Horgan, Managing Director of Horgan’s Delicatessen Supplies, “especially given the BRC’s reputation, with multiple retailers, for being the gold standard for quality control systems.”

Pictured at the BRC Quality Standard accreditation are (l-r): Michael Horgan, Managing Director; Edward Horgan, Operations Manager; and David Dowling, Quality Assurance Manager, all from Horgan's Delicatessen Supplies.

September08Industry News

SuperValu First with Irish Roosters SCOTT Nolan, aged10, from Celbridge and Lucy Maddy, aged seven, from Swords, are pictured with the first of this season's Irish Rooster potatoes, which were delivered to SuperValu and are on sale throughout Ireland in all 189 SuperValu stores nationwide. Potatoes are by far the most popular main meal stable in Ireland, with Irish consumers spending as much as €162m on potatoes annually, far more than any of our European counterparts. SuperValu saw total potatoes sales grow by 2.6% in 2007, with projected sales for 2008 estimated at around €40m. Rooster sales alone will amount to a whopping 6,000,000 kilos and are one of the few Irish potato varieties that are continuing to grow sales.

Appointment at Musgrave Group THE Board of Directors of Musgrave Group has announced today that Sharon Buckley, previously Trading Director with Musgrave Retail Partners Ireland, has been appointed to the role of Group Commercial Director. She will be responsible for developing the Group’s commercial strategy and, in particular, developing long term relationships with suppliers to ensure the delivery of the best value, range, availability and quality of product and service to consumers through the Group’s retail partners in Ireland, the UK and Spain.

HB Magnum’s Hottest Ever On-Pack Promotion MAGNUM from HB Ice Cream is offering consumers the chance to win a VIP getaway to a range of exotic destinations favoured by Eva Longoria, as part of their hottest ever on-pack promotion. When consumers indulge in a Magnum ice cream, they will discover an exclusive style code and simply text to win a VIP getaway to the luxurious locations of St.Tropez, Monaco, Venice or Paris. The VIP packages will include business flights, VIP transfer, three nights in four-star accommodation, champagne on arrival and over €250 spending money.

Lucozade Sport Invests in Sporting Excellence LUCOZADE Sport is to invest Stg £100,000 in a new partnership with University of Ulster High Performance Centre at Jordanstown. Focusing on support for elite athletes and development of sport in Northern Ireland, the three-year deal will see Lucozade Sport become the University's sports nutrition and performance partner. The agreement includes the Lucozade Sport Educational Programme, college clubs' support and use of facilities for Lucozade Sport sponsored teams. Pictured at the announcement are Ulster sporting legends, Oisin McConville, Simon Best and Rory Best.

Oliver Carty Wins Gold LESS than a year after Oliver Carty, the Athlone-based company, launched its branded Premium Range of Oliver Carty Organic, Free Range and Traditional bacon products, the company has been awarded a three star gold award by the Guild of Fine Foods - Great Taste Awards, the acknowledged benchmark for speciality food and drink companies. Oliver Carty has been awarded a three star gold, the highest award possible, for its Organic Dry Cured Loin of Bacon with a Crunchy Citrus Pepper Topping.

September08Industry News

MACE Safe to School Art Competition PICTURED are Michael Rowland from the RSA, Colin Fee and Brian O’Toole of MACE, Minister Dermot Ahern TD, and teacher Martina Rafferty with her 4th class students. Primary schools in 25 counties throughout Ireland were visited by the MACE Safe to School Team to unveil the county winners of the Cycle Safely to School Art Competition. The overall national award went to nine-year-old Morgan McLoughlin from S.N. na nGael in Bay Estate, Dundalk, Co. Louth, whose whole class attended a special ceremony in Croke Park for the presentation. Morgan’s winning poster was selected from more than 8,000 entries received from 389 primary schools across the country.

Murphy’s Win Top Award MURPHY’S has been awarded one of the world’s most prestigious product quality awards, the Monde Selection Gold Award 2008, which recognises and rewards producers’ efforts in preserving and maintaining the highest level of quality for their products. As part of the award win, Murphy’s will now be able to use and highlight the Monde Selection Gold Award 2008 image on its promotional materials, highlighting and reinforcing the brand’s quality credentials to consumers. The award win will feature prominently in Murpy’s new outdoor advertising ‘Medals’ creative.

Costcutter Opens in Cullies PICTURED at the opening of the brand new Costcutter store in Cullies, Co. Cavan, are (l-r): Jim McGahon, store owners Jim and Antoinette Burke, and Mark McCumiskey, Account Manager, Barry Group. Jim Burke officially opened the doors of his brand new Costcutter store, with Ireland’s champion culchie Padraig Clinton and Cavan Rose Mairead Ling, on hand to cut the ribbon. The 2,400 square feet Costcutter store is of a standard to compete with any convenience store in the country and also houses an extensive seating/dining area. The store caters for all needs, with fresh fruit and vegetables, a coffee dock and an off licence, as well as a serviced forecourt.

Nestlé Bubbling Over for New Promotion

Ireland’s First Organic Supermarket

NESTLÉ are offering the public the chance to win up to €5,000 every day in September plus €20,000 in a Grande Finale on September 30, with the Aero ‘Winabubble’ promotion in association with RTE 2fm. Pictured at the launch are Philip Dalton of Nestlé Ireland with 2fm's Jenny Greene and the Aero Hunk.

THE Organic Supermarket recently opened its doors on Main Street, Blackrock, County Dublin. The store is an Irish-owned, independent purveyor of fine organic food and wine. It is the fist, dedicated organic, licensed supermarket in Ireland and is certificated by The Organic Trust. Its launch is a clear reflection of changing consumer attitudes away from chemically enhanced foods and a drive back to more traditional, nutritious, seasonal food. The Organic Supermarket will serve this under-supplied, high demand sector by bringing value to the Irish consumer in organic produce.

September08Industry

News

Ireland’s Biggest Coffee Morning IRELAND’S Biggest Coffee Morning with Bewley’s, in aid of Hospice, takes place on September 18. Now in its fifteenth year, the all-island event is targeting €2.5m in fundraising for local hospice care services. Anyone at home or work can host a coffee morning and Bewley’s will provide the fresh ground coffee free of charge. All money raised locally goes directly to local Hospice care services across the country. Getting ready for the launch at Bewley’s Café on Grafton Street in Dublin are (l-r): Caroline Morahan, Patrick Bewley and Pippa O’Connor.

Glenbrody Gourmet Sausages at Fresh THE ‘Fresh - the Good Food Market’ chain of supermarkets are the first supermarket group in Ireland to stock the Glenbrody range of gourmet sausages. To coincide with this announcement, chef Kevin Dundon, the culinary mastermind behind Glenbrody Gourmet Sausages, made a surprise appearance at the Grand Canal supermarket, treating store visitors with samples of the new product range, giving them a specially commissioned recipe card. The range of gourmet sausages are prepared to a recipe devised by Dundon and are manufactured in Dublin. Flavours in the range include, ‘Leek and Black Pepper’, ‘Irish Stout and Caramelized Onion’, ‘Sun Blushed Tomato’ and ‘Irish Whiskey and Apple’. Pictured are David Field, Head of Marketing and Sales with Fresh – The Good Food Market, and celebrity chef Kevin Dundon.

Powerade Team On the Ball POWERADE’S ‘Never Give Up’ Team for 2008, Munterconnuaght, have progressed to the Quarter Finals of the Cavan Junior Football Championship. Recently, Powerade organised a pep-talk by two giants of Irish Sport - the former Dublin Football manager, Paul 'Pillar' Caffrey and Paul O'Connell, the Munster and Ireland lock forward. Over the course of an hour, the sporting icons talked to the Cavan team on various sporting topics regarding mental and physical preparation for big matches. Pictured is Club Treasurer, Aisling Matthews presenting both Paul and Pillar with Munterconnaught jerseys at the event.

Appointments at Glanbia GLANBIA has announced the appointment of Ross Maxwell as Customer Marketing Manager and Lisa Stewart as Category Support Executive for Glanbia Consumer Foods in Northern Ireland. Ross’ responsibilities will include both sales and marketing and the development of Glanbia’s consumer foods business within NI, while Lisa Stewart has significant experience within the food and dairy sectors across Ireland and will further support the development of the Yoplait, Avonmore, WeightWatchers and Kilmeaden Brands within Northern Ireland. 13

September08Retail

News Interview

Championing the Retailer Tara Buckley, Director General of RGDATA, on changes to licensing laws, consumer habits, box-outs, and other issues affecting retailers in 2008. What was RGDATA’s involvement in the run up to the Intoxicating Liquor Bill? RGDATA was involved in the meetings with the Minister in Jury’s Croke Park. Members of RGDATA made the point to the Minister about the difficulties of operating a store within a store: the impracticalities of introducing structural separation. Also, there are grave concerns that it would do anything to deliver on the issues that the Minister wanted addressed in the Bill, which were underage drinking, binge drinking, and public disorder. Thankfully the Minister took onboard those concerns and he has given the trade an opportunity to come back with an Intoxicating 14

Liquor Responsible Sale of Alcohol Code of Practice. RGDATA is very involved in the process of drawing up that Code of Practice, in liaison with other trade associations and the Department of Justice.” When will that Code of Practice be completed? It is a work in progress and everyone is keen to get it up and running. How do you expect it will affect the working lives of retailers? My feeling is that, for most of them, it won’t change much. They have been involved in the responsible sale of alcohol. It may just crystallise some of the things they’ve been doing as a

“I think the discounters have provided great competition – there’s no doubt about that. It’s a certain type of shopping. They work well in tandem with a good independent local shop, because they complement each other in many ways.” matter of course. The one thing that we found from consultations with our members over this issue is that members felt just as strongly as the Minister about public order issues, underage drinking, binge drinking. They wanted to be part of any solution – they didn’t want to be part of any problem – and they were doing their bit in their communities to ensure they were responsible in the way they sold alcohol. A Code of Practice means we will have uniformity across the trade, which will be helpful. Would you envisage the Code requiring investment on the part of retailers? It is possible. Moreso a nominal investment in order to be part of the Code, but from the perspective of RGDATA, we will be ensuring that this is the most cost effective way of addressing the Bill. We expect that there will be effective impacts in terms of ensuring that retailers sell alcohol responsibly. That is our main aim. We don’t want to start promoting things that will make no difference but will cost retailers money. That would be ridiculous. The reason this legislation was introduced was the irresponsible

September08Retail

behaviour, mainly of some of the biggest players in the market. We would hope to see that this Code ensures that all players in the market are responsible in the way they sell, merchandise and advertise alcohol. When you mention “irresponsible behaviour”, do you mean bigger supermarkets competing on price with alcohol multipacks? When the Groceries Order was removed, the key response from some of the biggest players was to use alcohol as a loss leader: ambush merchandising of alcohol at the front door of the shop. We’re quite happy that this practice should end. How does RGDATA react to recent reports from the National Consumer Agency that almost 25% of Irish consumers are changing their shopping habits and are becoming more price aware? There is no doubt that consumers here are conscious of what they are spending and they’re also conscious of quality. They want good service and convenience from their shops. The independent trade must adapt their shops to ensure that they fit in with what consumers are seeking. In terms of the issue of a change in shopping habits, it has always been the perspective of the independent trade that a diversity of shops is in the best interest of consumers – having the shops together in the retail zone, in the town centre, allows shoppers to shop around. We’ve always supported that position. In terms of how it is affecting the trade, we have seen an influx of ownbrand goods and consumers seem to be purchasing them over and above the traditional brands. But at the same time, there is a huge loyalty to branded goods in this country. There is also a huge loyalty to quality and Irish-produced goods. The independent trade have been great supporters of quality Irish produce and local food, and they will continue to do that. I think the discounters have provided great competition – there’s no doubt about that. It’s a certain type of shopping. They work well in tandem with a good independent local shop, because they complement each other

News Interview

in many ways. The independent offers a lot of things the discounter doesn’t: in-house bakeries, delis, butcher counters etc. I don’t suppose we will know exactly what impact the various surveys and media coverage over the summer have had until we see the market share figures. Until then, we won’t know whether or not it has had a dramatic impact on the amount of goods being purchased at the discounters. Most importantly, this puts pressure on all retailers and wholesalers to redouble their efforts to get competitive sources of supplies and to get attractive terms so they can pass them on to customers. Due to the credit crunch and talk of recession, do retailers have to start offering services and goods that they didn’t before? That’s a point, but it would strike me that Tesco and Dunnes are suffering the most from the growth of the discounters. I think we have seen that in terms of how they are responding: introducing more cheap, own brand products, for example. From the independent sector’s point of view, they will continue to ensure that what they offer is what customers are seeking out in terms of quality, service and convenience. That is where how they will adapt their businesses, in whatever type of markets we are facing over the next year. Does the same theory apply to border county retailers who are witnessing shoppers travelling to Northern Ireland to buy their weekly shop? There is certainly a concern amongst retailers in the border areas, and they have seen a loss of business across the border. It is important that we remain competitive in this country: that is very important, especially when you see the difference between the euro and sterling. Retailers here can access good value products and they can be competitive – a lot of work has been done to ensure that happens. From our perspective, anything that can be done by Government to tackle the high cost of doing business here would be welcome. It is very disappointing to see increases in some of the services

that are essential to run a shop - electricity, gas, etc . - over and above the rate of inflation. That is a huge frustration for retailers. We also want to ensure that we have wage restraint. A significant proportion of the cost of running a shop is the cost of the staff. The concern amongst the trade is that we will have fewer jobs as a result of pressures on wages. Members call us about having to reduce staff hours, or to introduce redundancies because of tougher trading times. How will forthcoming changes in the laws concerning tobacco retailing affect RGDATA members? RGDATA members will comply with the law. We’re not sure about the impact of the measures. It remains to be seen what exactly will happen in terms of people smoking. It appears that since the smoking ban was introduced, smoking has actually increased. It’s a wait-and-see attitude. There’s no doubt that retailers will comply with the law, and we will be encouraging them to do so. In terms of running their shops, there will have to be changes in the way that cigarettes are merchandised, but from the perspective of the retailer, as long as cigarettes are a legal entity to sell, they will sell them in accordance with the law. Do cigarettes still account for a significant proportion of retail sales? It depends on your style of shop, but 15

September08Retail

News Interview

tobacco sales are an important part of business for our members who have tobacco newsagents and convenience stores. Do you think the change in law will make any difference? Will it stop people from going into shops and buying cigarettes? Unfortunately, I don’t think so. I think that more fundamental things need to be done to address the issue of smoking. I don’t think that the sale of cigarettes in shops is causing smoking problems. In regard to newspaper and magazine distribution, the issue of box-outs has been rolling around for years. We thought it would end this year when Easons merged with Menzies, but it hasn’t, according to RGDATA? No and it’s still a massive cause of concern for retailers – one of the biggest frustrations. A delegation from RGDATA went before an Oireachtas committee earlier this summer and we made a very strong presentation about the practice and its wasteful impact on the environment and the time and resources of retailers. We got a very sympathetic hearing from across the parties at the committee. We will be progressing that as much as we can. There are also industry moves to agree a Code of Practice amongst the newspaper publishers, the distributors and the retailers. RGDATA will participate in those discussions, but we will obviously be looking to see that those talks move very quickly to address some of the key frustrations that have been causing huge concern for retailers over the last 20 years. Why have box-outs been continuing for so long? Is it the power of the publishers? I think it’s a combination of the power of the publishers and a historic issue, where people signed contracts at a time when they would do anything to get newspapers delivered to their shop. At the time, they possibly didn’t look at the small print and realise they were opening themselves up to accepting unordered and unwanted 16

magazines and publications. Times have changed in terms of the environment and resources, and it just seems ridiculous that there are vans driving up and down this country with boxes of magazines that are unwanted and unread. They are being delivered to a shop, then delivered straight back out again. We are tackling this on a number of fronts, particularly the environmental front and the issue of wastefulness. What is the distributors’ justification for box-outs? Their justification is their agreement with their publishers. At the same time, we believe that an industry effort needs to tackle this. We also feel that the Government needs to support us because it is ridiculous in terms of the carbon footprint, in terms of the use of our roads. This is unsustainable. How about the issue of crime? Over the summer, we have seen a number of serious incidents in terms of retail crime. I will soon be holding a meeting with representatives of the Garda Commissioner, to discuss an initiative on crime. Do you think retailers aren’t doing enough security-wise? No, I think we need to work together to look at this issue. It is very worrying for RGDATA members that there are gangs that are now prepared to fire guns in shops and threaten customers and staff. It seems to be getting more violent, more indiscriminate, and certainly we have grave concerns that it needs to be tackled, and tackled quickly. Is this a rural as well as an urban problem? An incident recently occurred at a rural forecourt in Foynes, Co. Limerick, so it is across the board. We seem to have a new breed of criminal who has no fear.

What other issues concern RGDATA at present? There is a feeling in the trade of waitand-see how consumer sentiment progresses. People say it’s sometimes hard to judge July/August, but come September - back to school, and the more traditional periods of the year for the trade – they will be assessing where things are going and how they will pan out for the next 12 months. You have been in the position of RGDATA Director General for five years and you’ve obviously seen a lot of ups and downs within the retail sector. How would you assess the state of the market? It’s a very competitive sector. We have a very high standard of local shops, which is positive. At the same time, that brings an added burden to retailers, because a lot of them would have taken out large loans to put in sophisticated revamps on their stores. It puts added pressure on them to ensure their businesses are successful. At the same time, it means we have a good supply of high quality local shops. It is good to see a competitive independent sector, given that the equivalents in other countries have much smaller slices of the market. In Ireland, we have managed to maintain our hold on 40% of the market share. This is much higher than any of our neighbours. Since I’ve been here, however, the amount of regulation is consistently increasing. This is very difficult from the perspective of a small business owner. The costs of business have also increased significantly. These are big issues for the retail sector to tackle.

September08Karen

Meenan’s Top Tips

Sell Ringtones For Profit: Meet the Mutones Karen Meenan on a new craze about to hit the market, which could net retailers a sizable profit.

The

ringtone market is worth an estimated $1 billion worldwide. UK figures suggest that the ringtone and wallpaper market is worth Stg£170 million. While Irish figures are harder to obtain, the current estimate is that €10m is spent each year on ringtones and wallpapers, and most of these ringtones are bought by pre-teens, teenagers and young adults. The Mobile Music Market started just over 10 years ago when Finnish operator Radiolinja launched the first mono-ringtone service over Nokia handsets in 1998. Since then, the ringtone market has become a multimillion dollar industry. Irish retailers are just about to witness a unique pilot ringtones project which is due to launch across the UK and potentially Europe in 2009. Introducing the Mutones Ringtone Collection – available from Newspread and EM News from October 2008 – limited to stores in the Republic of Ireland only. What is the Mutones Ringtone Collection? They are essentially trading cards, similar to Match Attax or any other trading card, which are commonly linked to a recent film release. There are three Mutones

characters and a checklist in a foil pack which will retail for €2.

What are Mutones? Mutones are “freaky creatures that live in your phone” – there are 50 Mutones in the collection: a bunch of madcap, humorous characters with strong appeal to the target market of children and young “childlike” adults. Each of these characters has its own unique ringtone and wallpaper, which can be activated on a WAPenabled mobile phone – generally all phones made after 2005 are WAPenabled and almost definitely the phones used by young people are WAP phones, which can connect to the internet: there is no schoolyard cred in using a second hand phone unless it is a WAP-enabled phone! The three steps required at this stage are: 1) Text the word MUTONES to the number provided on the card and wait for a reply; 2) Open text and click to go to MUTONES WAP site;

3) Enter activation code from card and select ‘activate’; 4) Save the WAP site as a bookmark, eliminating the need for further text messages with the purchase of new cards. If this sounds complicated (and it did to me at first) hand your phone to the nearest 10-year-old and allow them to download ‘Kung Fu Monkey’, ‘Mambo’ or ‘The Termitater’ in minutes. ‘The Termitater’ character, incidentally, is a half potato, half killing machine, who has been sent to earth from Mutonia to destroy all Mutones. ‘The Termitater’ screams the message “Answer your phone” when the ring tone is downloaded!

Mutones Online Unlike the recent Match Attax phenomenon, which appealed largely to boys, Mutones are not restricted to boys and have a longer life expectancy, essentially because of the link between the Mutones and the game mechanic, ‘Welcome to Mutopia, on the website www.mutones.co.uk. 17

September08Karen

Meenan’s Top Tips

There is a Mutones checklist in every pack of three Mutones – 50 characters in all. The Mutones can be stored in an A5 binder – similar in design to the Match Attax one but smaller, which allows this to be more portable, a common complaint about the Match Attax binder was that it didn’t fit into the school bag! After the ringtone and wallpaper have been activated, the cards are still useful – they have been designed in a way similar to the Top Trumps range of trading cards which retail in Ireland for about €10. Each Mutone has been rated in different categories (Mutation, Range, Strength, Insanity, Stink and Combat) so that players can battle and win cards even without having a phone or access to the internet. All the trading cards are sold in foil packets for maximum shelf appeal – each box will have 24 packets. There are also foil trading cards in the range – each child has a 1 in 9 chance of finding a foil card within the packet. The appeal of the foil cards is that the ringtone codes on the foil cards give better game stats and greater chances of winning, when playing the online game. The Mutopia website is the most attractive part of the Mutones collection. Mutopia is a world made from junk and full of freaks, which has seven different zones to discover and

find hidden Mutones. The codes on the trading cards, which can only be bought in your stores, remember, are needed to provide the initial login to the site. The website will recognise foil cards for enhanced gameplay stats. When characters are added to the virtual collection, they will come alive and start to play on the site. Users can play against the computer or against any other Mutone Community Member that is currently on line at that time. There is an option for children using the site to email a friend to tell them to get online, login and play and buy more cards to enhance the gameplay. Mutones are a perfect product for a retailer! Maximum appeal for the target market, small shelf space, at a very attractive price – two packets of Mutones for €4 – and a website which has been designed to encourage friends of that customer to go to the shop to buy more Mutones!

Target Markets In recent articles for RETAIL NEWS, I have spoken about the importance of pester power, the value of stocking the things that appeal to children – comics, part-works, trading cards and school yard crazes such as E-Flyers and Match Attax – under the whole banner of ‘Treats not Sweets’. Mutones are the finest example I have seen yet of a

About the Author RETAIL consultant Karen Meenan runs her own consultancy business, Results Training & Marketing, focusing on net profit and how to maximise profit for the retailer. For more information, contact Karen on 086 6027711 or by email kmeenan@eircom.net.

Results Training & Marketing When Results Really Matter

product which will add real cash margin to your bottom line with minimum effort. All you have to do is stay in stock of Mutones! This summer has been a difficult one for sales, there is no doubt about that, but in these recessionary times there is a need more than ever before to focus your energy on target markets and departments which have proven to be recession proof. In times of belt-tightening, luxuries are usually the first on the hit list – initial casualties include take-away food, coffee-to-go and prepared meals, with customers often seeking instant ways to save money by preparing their own sandwiches for work and boiling the kettle in the canteen instead of opting for a skinny latte at the local shop. Sales of sandwich bags have increased by 250% this summer! So why bother with Mutones? These ringtones are distributed to you on a no risk ‘sale or return’ basis: you will make 25% off everything you sell. 25% of a Mutone is worth more cash margin than 33% of a bar of chocolate. A major TV campaign commencing on October 20, showing the animated characters and ringtones available, will be aired on Nickelodeon, MTV, SKY 1, Sky Sports, TV3 and TG4. It is estimated that 41% of all 10-15 year olds will see the ad at least once, 27% will see the ad twice and 20% four times during launch phase. In addition to TV advertising, there will be national newspaper and online launch, trade press and advertising and flyer distribution to all retailers to raise awareness of the Mutones collection. The launch date is October 2008 – the proposed launch volume is 500,000 packets, with a further 500,000 packets available post-launch to manage availability. I hope one million packets are enough!

JE 9EBB;9J

50 weird and wacky characters that will appeal to both boys and girls from 9 to 16. Each pack contains 3 ringtones, 3 trading cards and 3 mobile wallpapers for just ¼1.99 The ﬁrst ever collection of its kind, supported by a TV ad campaign & interactive website.

September08Shop

Profile

Daybreak Dawns in Killarney The brand new Daybreak store on Killarney’s High Street is perfectly positioned to meet the convenience and top-up shopping needs of its catchment area.

The

new Daybreak on High St in Killarney is part of one of the fastest growing symbol groups in the country. Even just a cursory glance around the shop shows you why, so high are the standards and specifications of the Daybreak image. The O’Callaghan and Doyle families are well known in the town, as both families have strong GAA connections: small surprise then that the shop is located within walking distance of Fitzgerald Stadium. While the rest of Munster almost always approaches that stadium full of trepidation, it is a constant source of pride and frequent success to the people of Kerry. The O’Callaghans and Doyles are looking to emulate such success in their new shop. “There had been a shop on this site for a very long time known as ‘Dicko’s’. When the site was redeveloped as part of quite a significant project, the Doyles and O’Callaghans saw a real business opportunity here,” explains Michael Cunningham, Store Manager. “They identified a lot of potential in the site. We are right in the heart of the town, so there are a lot of people working around us. We also have a number of schools and colleges nearby and Fitzgerald Stadium is not far. The Dept of Arts, Sports & Tourism is being decentralised to a building just around the corner too, so that will mean a huge amount of potential trade.”

High Convenience Trade From the very outset, their business plan prioritised high convenience trade, according to Michael: “We wanted to

Pictured inside the new Daybreak store are (l-r): Trevor Cannon, Territory Manager, Musgrave,and Michael Cunningham, store manager.

focus on top quality fresh food, both hot and cold, along with a quality coffee offering. In fact, this was an important reason why we went with Daybreak, as the brand places particular emphasis on the ‘hero categories’ of hot food, deli, hot beverages and wine.” The store owners approached a number of symbol groups before choosing a partner. “As soon as we began talking with Daybreak, we saw how closely the group’s strategy matched our intentions for the shop exactly,” Michael explains. “The group has a fantastic package on offer to retailers: with over 130 shops, it has a strong presence around the country and it is backed by Musgrave, so we were very enthusiastic about working with them.”

Incredible Support The Daybreak team brought a wealth of expertise, advice and assistance to the project. Training on IT, hygiene and customer service was made readily available to make sure staff would be able to do justice to the flawless image rapidly being installed in the shop in High Street. Musgrave 20

September08Shop

have made an online training solution available to all their retail partners, making it even easier for dedicated managers like Michael to keep staff operating up to best practice standards. Michael is particularly fulsome in his praise of Trevor Cannon, Musgrave’s Territory Manager for the area: “Trevor has been a huge support to us right from the start and has always been on hand to offer his advice and assistance whenever it’s been needed.” Indeed, the level of support from the wider Musgrave team was a key reason for choosing Daybreak. Michael adds: “Whether it’s store development, marketing and promotions support, category management advice or help with HR issues, there is a wealth of knowledge and experience in the Musgrave team that I can draw on, whenever required.”

Strong Trading Performance By the end of March, the intensive preparations were complete and the shop opened on April 1 of this year. According to Michael, “Trade started strongly on the first day. The kids were still at school in April and business increased briskly. We have had a huge number of compliments from customers on the new look of the shop. Personally, I think the Daybreak image is fantastic, but it’s particularly reassuring to have a customer take the time to come over and say that they think the shop looks great too.” The grocery element of the new store targets the top-up shop in particular. For a shop of its size, the space dedicated to grocery is not large. However, tight category management

Profile

means the top selling brands of the highest volume varieties allow customers to quickly and easily find those last minute purchases. Value for money remains a key priority. “With Musgrave backing Daybreak, we can offer customers quite a good selection of value offers through promotional cycles,” Michael explains. “We have been surprised at how strong the growth has been in our grocery sales. Wine sales have performed particularly well and we get great advice from Musgrave on the most popular brands to stock.”

Daybreak Store of the Year Competition The store manager is justifiably proud of what the entire development team have achieved with the new Daybreak store: “We have an absolutely fantastic shop, with staff that are well trained and motivated. Now that Daybreak is operating a Store of the Year competition, it is something we will be looking to compete in and compete strongly. If we are going to keep growing the business as strongly as we have been doing, we are going to have to maintain the standards at all times. Group initiatives like Store of the Year competitions are great for keeping you focused and rewarding the efforts of staff if you perform well.” A unique additional element developed for this shop by the O’Callaghan and Doyle families is the Food Station. It offers top quality hot and cold food at very good value for money and every option is as healthy as it can be. Sean Doyle, co-owner, explains the concept: “The Food Station is all about really healthy food of the best quality at great value. Everything we prepare is MSGfree, low salt, low in saturated fats and absolutely top quality. The objective of the Food Station is to provide customers who need convenient food with an option that is quick but consists of the absolute best possible ingredients.” In the future Sean hopes to open more Daybreak stores and expects the Food Station concept will be a part of any of his new developments. The O’Callaghans and Doyles have chosen the perfect symbol group partner for their business strategy. Their GAA experience has long since let them FA C T F I L E know that success Owner: O’Callaghan & Doyle comes from the Location: High St, Killarney, Co. Kerry quality of your Size: 3,200 square feet team: the Number of strength and Staff: 15 full time & part time depth of the Opening squad in their hours: 08:00-22:00, Monday-Sunday. Daybreak will certainly bring success. 21

SHOP 2008 Is Go! Organisers EXPO Events have announced a massive increase in stand sales for SHOP 2008, Ireland’s primary food & drink exhibition which takes place at RDS Simmonscourt from September 29 to October 1.

Valued

at an estimated €23.8 billion with exports of €8.62 billion, the food and drink industry remains one of the most important cogs in the economic wheel in Ireland despite the recent downturn. The 3-day SHOP exhibition is designed to unite all those in the Retail, Food and Drink sector in order to launch new products, develop new business, network and gather the best advice in the industry each year. SHOP (which sees the merger of two of Ireland’s most well-established trade shows, IFEX and Forecourt), welcomed over 4,000 focused buyers and decision-makers last year, including buyers from the multiples and symbol groups, forecourt and retail outlets, independent retailers, convenience stores, supermarkets, wholesalers and delis. Over 88% of visitors in 2007 said they

MARIA O’NEILL DESIGN MARIA O’Neill design is an established Interior Design Consultancy & Branding company, providing innovative design solutions to the commercial sector. They have provided several leading retailers with their complete shopfitting service, from initial design to a supervised site installation. Their Client list includes PWC, Ernest & Young, Brambles, food outlets and pharmacies (see www.mariaoneilldesign.com for more information). Nobody knows better than you how competitive the retail sector is. Maria O’Neill & Associates are ready to contribute their experience and design spirit to the challenges you face. They can achieve stunning results that will help improve business and increase sales potential. Top design can make you stand out from the crowd and they understand how to translate client’s ideas and brand names into a retail reality. Maria O’Neill Design explore new concepts, understanding each client's requirements, meeting budget requirements and beating tight roll-out schedules to deliver on following services:

- New image for your retail sector - Planning & development - Brand creation & identity Stand Number: B7 23

SEMINARS AND SPEAKERS SOME of the high profile speakers at SHOP 2008 include: CSNA Chief Executive Vincent Jennings will be giving a daily talk on the new licensing laws and how they will affect retailers. Susan Cromey of Energy Administration Services will be helping store holders to reduce their energy costs. John Farrand of the Guild of Fine Food will be discussing how to get the most out of your delicatessen. Kevin Sheridan of Sheridan's Cheesemongers will be discussing how to maximise your profits and minimise your losses from your cheese counter. Fergus Heading from Forecourt Systems will be discussing the future of petrol pumps - unmanned forecourts: the future for the Irish petrol retailers? There will also be joint talks from Scott & O'Shea and CBE on the way forward with new CCTV technology. Torex Systems, Bord Gais and Newspread will also hold talks in their areas of expertise. would definitely mark the date in their diaries this year, with 78% of them holding direct purchasing power within their businesses. Exhibitors themselves shared a similar endorsement, with 65% deeming the event to be a valuable tool in their business success. A number of industry powerhouses have secured their spaces at SHOP, a testament to the value of the event to their business, including Horgan’s Delicatessen, Berryhill, PRM, 18 CEBs, Invest NI and Traditional Cheese Company. “The success of SHOP to date has already indicated its popularity with both exhibitors and visitors alike,” notes Joint Managing Director of EXPO Events, Garret Buckley, who deemed himself very proud of the 24

GERFLOR VINYL flooring specialist, Gerflor, is displaying a number of stunning ranges, including the refreshed range of Creation luxury vinyl tiles, the Attraction range, as well as many other popular resilient flooring solutions which are perfect for the retail sector. Gerflor’s recently expanded Creation range is now split into three collections – Creation Wood, Creation Mineral and the new Creation Design. The entire range includes over 120 references and features enhanced embossing for a more realistic effect. The floor-covering boasts a reinforced polyurethane surface treatment (PUR), making it low maintenance as well as ideal for high traffic areas.Gerflor’s Attraction is a fast track, loose lay tile constructed by compacting at high temperature a 4mm recycled backing and 1mm pure PVC coloured wear layer. The unique flecked design is produced through high pressure introduction of coloured chips to the coloured wear layer. Featuring a UV-cured polyurethane (PUR) treatment, the floor-covering is easy to maintain. In addition, it benefits from Sanosol fungicidal and antibacterial treatment and has a Bfl-S1 fire classification, in accordance with standard EN 13501-1. For further information, see www.gerflor.co.uk. Stand Number: H51.

number of repeat exhibitors for this year’s event, reflecting, as indicated in the exit poll information 2007, the continued importance of SHOP to the food and drink industry today. A further endorsement of the cal-

ibre of SHOP and a confirmation of its reputation as the primary event on the food & drink calendar, The Guild of Fine Food is organising The Great Taste Gourmet Food Hall at SHOP this year.

RETAIL SOLUTIONS RETAIL Solutions are the leading edge provider of advanced retail hardware and software solutions, with over 850 sites nationwide. They are the preferred supplier of leading Irish companies, catering to the needs of retail groups, pharmacies, forecourts, and off-licenses, which include Londis, Gala, Costcutter, Matt O’Flaherty Chemists, Carry Out, Tougher Oil, Amber Oil, Frazer Oil and Texoil. The highly experienced software developers, installation engineers and support staff are on hand to integrate the technologically advanced systems from offices in Galway and Dublin, as well as a number of bases strategically located throughout Ireland. Stand Number: E9

The World Cheese Awards, the largest international cheese competition in the world, will this year take place at SHOP. Established since 1988, this will be the first time it is staged outside of the UK. As the ‘Cheese Olympics’, the decision was made to stage in foreign locations and the first port of call was Dublin. Over 70 retailers from the UK, Europe, USA and beyond will judge almost alongside the cream of the Irish cheese trade on the first day of SHOP, with last year seeing a massive 2,000 cheeses tasted! The Supreme Champion will be announced on the last day of the show at an official Awards ceremony. SHOP places particular emphasis on the provision of information and education to the sector by means of a series of seminars, work-

FORECOURT SYSTEMS IRELAND’S first fully integrated outdoor payment solution will be available from Forecourt Systems as an Outdoor Payment Terminal (OPT) or a Dispenser Integrated Terminal (DIT). The new solution will be launched at this year’s SHOP Event, at stand C18. Forecourt Systems will also be showcasing its latest version of the Tokheim Fuel POS, the leading EPOS for the petrol and convenience sector. A host of other solutions will be demonstrated, including: the latest version of Ireland’s only integrated CCTV solution, Big Brother; a range of environmental (Ad-Blue, E-85, LPG) dispensers; the latest digital tank gauges; plus a full range of the world’s latest pumps and pipework. Stand Number: C18

WEIGHING MACHINE SERVICES LTD WEIGHING Machine Services Ltd will be showing their full range of weighing, labelling and slicing equipment at SHOP. The new Dibal CS-1000 will be launched onto the Irish market at the show. The Dibal CS-1000 is a 15-inch touch-screen PC-based retail weighing system. It will be sold with Windows XP embedded and a choice of Dibal’s own software or your own POS software. Dibal have also launched a new software interface, which easily allows you to connect with your own POS back office software and change information on your scales. Discounts will be given on orders placed at the show. See www.weighingmachines.ie for more details. Stand Manager: Robert Leonard Stand Number: K10

shops and initiatives with key industry associations such as: Convenience Stores and Newsagents Association (CSNA), Stimutran SME (in conjunction with The Irish Exporters Association), POPAI - the retail marketing trade association (UK & Ireland), Irish Petrol Retailers Association, the Specialist Coffee Association of Europe (SCAE) and more. Placing due importance on corporate and social conscience, SHOP

will place particular emphasis this year on education in this matter with the seminar programme including issues relating fair trade and energy efficiency, which has the added advantage of generating cost savings in business. SHOP will also host its prestigious Product of the Show Awards, which has proved a launch-pad for smaller businesses/new products into the market over the years. Building on its reputation of excellence, SHOP once again presents a menu of initiatives both recognising and promoting innovation across the industry, including the Irish Chapter of the Speciality Coffee Association, which will stage the National Cupping Competition challenging the tastebuds of coffee experts throughout the country.

AVERY BERKEL AVERY Berkel will showcase their range of unique, innovative fresh food solutions at SHOP. Now backed by the resources of the global technology group ITW, they are fully focused on designing and delivering the very best products and solutions for your store. Their countrywide sales and service teams ensure that their quality equipment and excellent service can be delivered to you quickly and efficiently, regardless of location. They will be showcasing their full range of retail weighing scales systems and food equipment. See www.averyberkel.com for more details. Stand Manager: Neil McGough Stand Number: C15 25

Defending Profits At SHOP Presented in association with the CSNA, the Virtual SHOP will offer a number of practical demonstrations and workshops.

Dealing

with major legislative changes regarding the sale of alcohol in retail outlets nationwide will be a main focal point of this year’s SHOP exhibition. Practical and manageable advice on how retailers can adapt to these changes internally, whilst maintaining favourable customer relations, will be at the forefront of a series of educational demonstrations and seminars at the event. “SHOP is much more than a great networking and sales opportunity; it is a library of information aiming to anticipate what retailers in the industry need as they develop their businesses in line with industry trends, legislative amendments and competitive challenges,” explains Garret Buckley, Joint Managing Director of EXPO Events. “This year in particular will be most relevant to the legislative amendments given the recent alcohol sales restrictions. At SHOP, we will provide exhibitors with the most relevant and up-to-date information to ensure that industry professionals are well ahead of the game.” Presented in association with the Convenience Stores and Newsagents 26

Pictured are Vincent Jennings, CEO of the CSNA, and Margaret Andreucetti, Sales Manager, Expo Events Ltd.

Association (CSNA), the hugely popular Virtual SHOP feature will offer a number of practical demonstrations and workshops, offering advice and top tips on how to deal with business in the current climate and continue to maximise profits.

Real and Meaningful Advice “With changes in both alcohol and tobacco legislation, the CSNA Shop @ SHOP 2008 will be aimed at giving retailers real and meaningful advice on how to make their business as

An Post National Lottery TO reignite the fun and excitement of the National Lottery, they have created an exciting brand experience that will drive sales into all National Lottery retail agent’s stores. This brand experience will be available for all to see in the forthcoming SHOP 2008 at the CSNA Shop. Everyone is invited along to see how the National Lottery will support all its staff in-store in selling its product range by providing jackpot kits that will help promote all jackpot games and ultimately increase sales in all agent stores. The virtual National Lottery shop will fully demonstrate the exciting range of games that will push sales volumes in agents’ stores and show all National Lottery games in a unified way as clearly belonging to the National Lottery brand family – a brand trusted by everyone. Their new brand identity will direct custom to agents’ stores and will also show new ways to place National Lottery Point of Sale communications in prominent locations, further driving retail sales.

profitable and successful as possible, while managing the changes which have been enforced,” CEO of the CSNA, Vincent Jennings explains. “The CSNA will aim to assist and guide retailers through these changes with as little upheaval as possible to their staff, customers and profits. “In today’s increasingly competitive and changing retailing environment we feel it is hugely important that retailers arm themselves with as much information as possible, in order to keep their business as successful as possible,” Jennings adds. “The organisers of SHOP have understood this and delivered a way to absorb a lot of important information in a practical and memorable way. Retailers will learn a lot from this aspect of the event.” Following the introduction of more restrictive sales hours regarding alcohol, retailers will be facing particular challenges including the ability to corner off or restrict the alcohol area of the premises and create appropriate

signage to indicate to customers when the area is closed, in an effort to prevent any unnecessary confrontations. An innovative “must see” for those in the retail food and drink sector, the CSNA Defending Your Shop @ SHOP has also been designed to demonstrate how to maximise profits

through attention to display techniques and systems, merchandising, marketing and sales tools and the best use of space. This unique feature offers specialised guidance on how to make the most of your shop space by providing practical demonstrations and advice from industry experts.

The Gourmet Taste of SHOP SHOP introduces The Great Taste Gourmet Food Hall from the UK’s Guild of Fine Food.

SHOP

2008 has yet again put together a display of innovation and industry prowess as The Great Taste Gourmet Food Hall is brought to this year’s event by the prestigious Guild of Fine Food. The Great Taste Gourmet Food Hall is an exciting new feature created for SHOP by the Guild of Fine Food, the UK-based trade body for independent fine food stores and speciality food suppliers. As the organiser of the Great Taste Awards, the benchmark for quality products in the fine food sector, the Guild will be serving up a selection of the very best speciality producers from Britain and beyond, who are keen to secure listings and build relationships in Ireland. Cheese, condiments, preserves, chocolates, patés, olives, olive oils, soups and cakes are just a taste of the array of products that will be displayed for the first time in this new section at SHOP, giving buyers a chance to meet new producers and discover exceptional foods, offering a clear point of difference.

Growing Importance of Speciality Foods “Our introduction of The Great Taste Gourmet Food Hall shows that we appreciate the growing importance of 28

CROSSOGUE PRESERVES CROSSOGUE Preserves produces over 80 hand made full flavoured fruity jams, marmalades, jellies, curds, chutneys, relishes and coulis, of which 28 have won awards in the Great Taste Awards run by the Guild of Fine Food. The company is well established and traditional family recipes are used without artificial flavouring, colouring or preservatives. So far in 2008, Crossogue Preserves have won gold awards for their Lemon Curd and Thick Cut Irish Marmalade. See www.crossoguepreserves.com for more details. Contact: Veronica Molloy Stand Number: L25 speciality foods in the Irish market,” says John Farrand, Director of the Guild of Fine Food. “Through the Great Taste Awards, we have already helped introduce some of Ireland’s best fine food producers to UK buyers. The food hall is our chance to introduce some of the best British and con-

LOVE OLIVE AN exciting new brand with a mission to get the whole of Ireland mad about olives will be launched at SHOP 2008, when Love Olive will have its trade launch. The brand is the brainchild of partnership Cormac Green, Shay Mullan and Hugh Cushnan, based in Glenavy, Co. Antrim, which supplies an extensive range of olive products to markets, delicatessens, restaurants, specialist food shops and sandwich bars. See www.loveolive.ie for more details. Stand Manager: Seamus Mullan Stand Number: F14

tinental suppliers to retailers, chefs and consumers in Ireland.” Industry buyers and decision makers will not only be treated to an abundance of top quality foods from Britain, but the Guild have also confirmed exhibitors from as far afield as Australia and Holland.

SILVER AND GREEN SILVER & Green is a family-run business, specialising in Mediterranean delicacies. Its range includes marinated olives, olive oil, antipasti, tapas and meze products from countries around the Mediterranean. Based in the Lake District, the company produces its own range of marinated olives and imports foods produced by artisans on the continent. The name Silver & Green comes from the leaves of the olive fruit, of which the company has an extensive range. In addition to olives, Silver & Green supply the highest quality charcoal grilled, dried and pickled vegetables, as well as pesto and other delicacies sourced from producers with the same passion for quality as themselves. Stand Manager: Dan Prentice. Stand Number: L23 Australian Harvest, a first-time exhibitor at this type of event, will showcase its BIO-GRAPE range of delicious functional foods, complementing its existing range of liquored fruits and panforte, nougat, rich jellies, pastes, jams, sauces, mustards and olives. Also contributing to this top quality section at SHOP is Euro Commodity Trading. The company is the sole supplier in the UK and Ireland of the highest quality farmed caviar.

Enormous Potential Through the addition of The Great Taste Gourmet Food Hall to SHOP, The Guild of Fine Food will be adding

enormous potential to the event’s networking possibilities. Industry buyers and retailers will have access to over 40 stands in the new area, hosted by award-winning speciality food producers. Hugely reputable companies attending will include: paté maker Patchwork; wholesale distributor Sheridans; Silver & Green, an upand-coming supplier of olives and sun dried tomatoes; Terra Rossa, a Jordanian olive oil company; top condiment maker Tracklements, Atkins & Potts, More than Gourmet and Dutch company Koppertcress. “The Guild of Fine Food has been a great supporter of SHOP for a number of years and it is fantastic to see the

relationship develop to a level where they have introduced prestigious features such as the Great Taste Food Hall and the World Cheese Awards,” enthuses Joint Managing Director of EXPO Events, Garret Buckley. “This level of support and affirmation from the Guild of Fine Food takes this already established event to a whole new international level. SHOP is much more than a great networking and sales opportunity; it is a library of information, aiming to anticipate what retailers and marketers in the industry need as they develop their businesses in line with industry trends, legislative amendments and competitive challenges.”

RAW JUICES & SMOOTHIES IN an increasingly health conscious climate, the provision of a juice bar on your premises is an extremely viable alternative for customers looking for healthy refreshment with real taste. While giving your existing customers extra choice, having an on-premises juice bar will drive customer footfall and increase profits. As the leading juice bar supplier in Ireland, Raw Juices & Smoothies will provide you with “everything you need for a juice bar”, all equipment necessary for running any sized offering, as well as full design, supply, training and support services nationwide. See www.rawjuices.ie for more details. Stand Number: H22

AWARD WINNING

COME VISIT US @ STAND E9

SEE US AT SHOP IRELAND ON STAND H51 Sample Service: tel +44 (0)8702 647 581 www.gerflor.ie www.creationbygerflor.com

Unit 25-26 N17 Business Park, Tuam, Co. Galway 2 Marine Terrace, Malahide, Co. Dublin Tel: 093 23900 Fax: 093 70108 Email: info@retailsolutions.ie

National Organic Awards at SHOP The National Organic Awards are welcomed back to SHOP 2008.

Shop

2008 will welcome the return of the prestigious National Organic Awards for its second year at the RDS, September 29 to October 1. Organised by Bord Bia and the Department of Agriculture, Fisheries and Food, the awards will celebrate innovation and excellence of products across the organic Food and Drinks range. Last year The National Organic Awards had 73 products submitted by 32 entrants, from all over Ireland, to compete throughout the various categories. This year, organic food producers will enter categories including Best Organic Chilled/Frozen Product; Best Organic Grocery Product; Best Organic Sweet, Flour & Chocolate Confectionery; Best Organic Fish or Meat Product; and Best Overall Organic Product for 2008. The winners of these awards gain an automatic edge over their competitors, having received the ultimate professional kudos from expert industry judges.

Ideal Platform Eileen Bentley, Manager Bord Bia Small Business Dept., says: “This is just the second year of running for The National Organic Awards at SHOP and we are delighted to be returning for the 2008 event. Last year’s inaugural awards were a huge success and served as an ideal plat-

form to demonstrate to Irish food buyers the range and quality of the Irish organic products available. “Building on a wonderful response to the awards last year, we have introduced a new category to recognise a number of quality producers working in this sector with organic produce,” she notes. ”We will aim to continue the expansion and innovation attached to these awards over the coming years and very much look forward to seeing where it brings us.” Research in the sector has shown that the main reasons consumers give for buying organic produce include health benefits and consumer concerns regarding various issues, from environmental matters to concerns about food safety (e.g. lack of artificial chemicals). Furthermore, organic foods are produced in ways which complement natural ecosystems and work in harmony with the environment and nature's cycles, which is increasingly important in today’s climate.

Growing Market In a report published by the Western Development Commission, the Irish organic food market was valued at €21m in 2001 and has since grown rap-

idly to the current value of €66.4m in the space of just seven years. This dramatic increase highlights the growth in the sector and the importance of acknowledging Irish organic food producers through respected ceremonies such as the National Organic Awards. “During the country’s economic boom, Ireland developed a culture of sophisticated and educated tastes and our food & drink industry has been growing in line with this trend,” commented Garret Buckley, Joint Managing Director of EXPO Events. “The return of the National Organic Awards to SHOP is a testament that the event is continually moving forward in terms of innovation and industry relevance. SHOP has become an unmissable event on the Irish food and drink calendar for showcasing skill and ingenuity in the industry and for launching new products onto the market, not to mention its value as an information centre for the sector in general. “Although the economy is facing more challenging times, we continue to tailor the educational talks and seminars at SHOP, to advise industry professionals on the most proactive and innovative steps to take during this period of unrest.” 31

World Barista Champion at SHOP The World Barista Champion, Stephen Morrissey, is appearing at SHOP, demonstrating the skills that helped him become the youngest ever winner of the title.

Dublin-born Stephen Morrissey, who emerged victorious at the World Barista Championships in Copenhagen in June, will appear at this year’s SHOP exhibition to demonstrate some of the skills that won him the prestigious award. Stephen is the youngest ever competitor to win the title, at only 25. Representing Ireland for the first time on the global stage, winner Stephen triumphed over representatives from 51 countries worldwide. Stephen will attend SHOP as part of the Barista demonstration area, in association with Avonmore and SCAE, which acknowledges the hugely popular and increasingly sophisticated coffee culture in Ireland. There, he will 32

World Barista Champion Stephen Morrissey.

showcase his coffee making talents and give attendees an insight into making the perfect coffee.

Perfect Coffee Menu Stephen created the perfect coffee menu; a clean, round and balanced espresso, a silky smooth, Avonmore Milk cappuccino adorned with latté art, and finished by revealing his signature drink. Created in collaboration with Bea Vo, ex-head pastry chef at Nobu in London, the signature drink formed a key part of Stephen’s performance when he represented Ireland at the World Barista Championships in Copenhagen. For the World Championships, Stephen left nothing to chance and shipped his own trusted ingredients, such as Avonmore Milk, to Denmark. As cappuccinos are a prominent part of the competition, Stephen worked to find the perfect recipe and technique to deliver a true, quality cappuccino. His choice of coffee and milk were vital elements in the performance. “Quality coffee requires skill at a number of levels, from the

farming, roasting and brewing of the coffee to the equipment I use and the ingredients I choose, such as milk,” he explains. “As taste is the main priority, consistency of ingredients throughout the year is essential. For that reason, I only use Avonmore Milk, as they have a quality programme in place to ensure high quality milk is maintained consistently, all year round. Given Ireland’s love affair with the latté, this quality becomes even more important as up to 80% of the cup is normally milk.”

Quality Coffee Demands Quality Milk WE all care about the bean but most of us have never thought about the role of milk in delivering a great tasting, quality coffee. Milk and coffee are one of life’s great partnerships, two distinctive taste platforms and flavours that come together seamlessly without overpowering the other. Milk can make up to 80% of your cappuccino and just as the quality of the bean counts, so does the quality of the milk.

Did you know? Ireland produces some of the best milk in the world. We’re unique in Europe in that we can grow grass for more days per year than any other country. Our weather may depress sun worshippers but it great for cows in that they graze grass for longer, and quality grass equals quality milk. However, the quality of our milk is affected in the winter months when cows are brought indoors to prepare for spring calving and it is this seasonality that fundamentally affects milk quality.

The Science Bit The presence of mineral salts causes the majority of quality issues in winter milk. Too much mineral salt in milk is caused by a lack of lactose - the natural sugar in milk, which gives milk its sweet taste when heated. A result of the once yearly calving cycle, mineral salts cause: • Tainted flavours – tastes gone off; • Poor heat stability – it will not froth properly to make a good latté or cappuccino;

• Poor texture and mouthfeel – undermining the partnership it has with a great tasting coffee; • Shorter shelf-life – will go off quicker. What makes Avonmore Milk the quality milk choice for Baristas is its ‘Fresh Milk Quality Programme’, designed to tackle the seasonal issues that affect the quality and consistency of milk. Avonmore take their milk from a select group of farms that supply only their dairies. Each farm is looked after by a Dairy Advisor, who helps farmers maintain quality, and Avonmore Milk has more Dairy Advisors than any other milk producer in the country. Each farmer is incentivised to operate a dual calving pattern in spring and autumn, ensuring milk quantities are kept at a consistent level year round. Avonmore Milk also uses the presence of Lactose as a key indicator of seasonality, and is the only milk producer in Ireland to operate a Bonus and Penalty scheme based on this measure. A sample of milk is taken from each Avonmore farm, every day – that’s over 4,000 samples tested daily. Each sample is tracked by satellite and taken to independent laboratories for testing. Milk with a lactose level below the required amount does not make the grade to go into an Avonmore Fresh Milk carton. The programme is designed to safeguard the freshest and most consistent quality milk all year round and to deliver the best froth and taste in coffee. When it comes to it, great coffee needs great milk.

BPM MEDIA In retail environments, digital marketing means communicating with customers about in-store specials, conveying brand messaging, and creating the right atmosphere to make your store a place that customers want to be. Digital signage is versatile enough to be used for callto-action campaigns and for branding campaigns. With instore digital signage, advertisers can use TV-style call-toaction ads to directly influence customers at the point of purchase, where research shows 70% of decisions are made. Branding campaigns on digital signage can be a quick and inexpensive way for brands to reinforce traditional TV branding campaigns. For a complete digital marketing strategy, stores must include audio and atmosphere in their digital marketing strategies. Audio and music can be as influential as visuals if used correctly in the right environment.

BPM Media's unique Velvet Media Player takes digital marketing to a new level by allowing retail chains to manage their own in-store Music TV channel. Velvet provides three key features for complete digital marketing: highly profiled music and video content that always creates a buying atmosphere in each store; easily managed digital campaigns over your store network, targeted by region, product, store performance etc.; potential to generate a revenue stream through third party advertising on your in-store screens. Stand Number: G19

Horganâ&#x20AC;&#x2122;s Delicatessen Supplies innovators in the sales, marketing and distribution of chilled food products. Horganâ&#x20AC;&#x2122;s is the leading supplier of speciality and chilled foods to supermarket chains, independent retailers and speciality food stores in the Island of Ireland since 1977 The extensive product portfolio ranges from farmhouse and continental cheeses, to speciality cooked and fermented meats, pate, salami, antipasto and fresh pasta. Foods are sourced throughout Europe and Ireland, with frequent visits to international food fairs and constant monitoring of consumer trends in order to ensure that the product range is both comprehensive and relevant.. Stand Number: G30/H31 Stand Manager: Mr Edward Horgan

SHOP… The Artisan Way! SHOP 2008 will see an increase of 25% in the number of artisan producers exhibiting under the County and City Enterprise Boards stand.

Organisers

of SHOP, Expo Events, have announced the attendance of the largest number of artisan producers ever at SHOP 2008. Ireland’s primary food & drink exhibition will see an increase of 25% in the number of Irish produce companies exhibiting under the County & City Enterprise Boards (CEB) stand this year. This substantial increase of artisan exhibitors is an endorsement of the importance of SHOP as a show-

case for producers as they meet, faceto-face with key decision makers and buyers. Last year, the CEB section of SHOP attracted great attention and this year, visitors will have an even greater array of CEB companies’ stands to view, with 23 Enterprise Boards bringing a mix of 55 businesses alone. CEO of Wicklow CEB, Sheelagh Daly, says: “Last year, our client companies saw tangible results from taking part at SHOP. It provides the ideal medium to support artisan food producers, who gain vital access to trade contacts with key distributors and increase business opportunities. “With the much publicised downturn in the economy, consumers are spending less discretionary income when it comes to eating out. With the upsurge in excellent quality local food

producers, Irish consumers have a diverse and, most importantly, traceable selection of products to choose from for home cooking.”

Green Products The demand for products and services that are ‘green’ is increasing. Retailers are constantly looking for new quality Irish produced products to maintain customer loyalty. At SHOP, there will be the largest display of these products available, providing retailers with the ultimate choice of Irish produce for their selection. Joint Managing Director of EXPO Events, Garret Buckley, says: “The success of SHOP to date has already indicated its popularity with both exhibitors and visitors alike, yet we are truly delighted with the added boost in CEB companies to this year’s show. This section is an integral part of our event and the increase in local business attending strongly reflects the economic situation and the shift in consumer demand for wholesome, quality, home made produce.” In addition to the attendance of County & City Enterprise Boards, a number of other industry powerhouses have secured their spaces at SHOP, a testament to the value of the event to their business, including Horgans Delicatessen, Berryhill, PRM, Invest NI and Traditional Cheese Company. 35

September08What’s

New

Mr. Kipling Cake Bites

Bud Light Stands Out in Autumn

NEW Mr. Kipling Cake Bites are a range of delicious, individually wrapped bite-size cakes that are perfect for sharing. These tempting squares of iced coated and colourful sponge cakes are available in three flavours: Strawberry & Vanilla, Caramel and Lemon. Mr. Kipling Cake Bites each contain 15 delicious sponge cakes. Premier Foods Ireland distribute Mr. Kipling in Ireland and are supporting the launch of Cake Bites with in-store tastings, POS, office sampling and PR activity.

BUD Light will be supported by an intensive programme of above and below the line activity this autumn, centred on its key brand benefit as the smarter choice. The integrated campaign will build awareness and stand-out for the brand, highlighting that smart consumers choose Bud Light. The campaign includes a puzzle in the Metro every Thursday, the sponsorship of ‘Picks of the Week’ in the Star Scene every Friday, as well as a heavyweight radio and television campaign.

New Look Heinz Tomato Ketchup HEINZ has redesigned its tomato ketchup label for the first time in 40 years to emphasise that it contains only fresh, natural ingredients. A new ‘Grown Not Made’ strapline will feature on the front of all packs under the image of a plump, ripe tomato on the vine. The ketchup bottles will also become crystal clear as a result of switching to recyclable PET plastic, which will save almost 340 tonnes of plastic material each year. The pack will now also offer a new ‘easy peel’ seal to make it easier to open. The launch of the new look packs will be supported with a heavyweight consumer advertising and PR campaign throughout September.

Jacob’s Cookies from the Kitchen JACOB’S New Cookies from the Kitchen are slow baked in small batches to bring an authentic home-made taste and wonderfully crumbly texture, just how they should be. Baked in West Cork and delivered fresh from the kitchen, these deliciously indulgent Cookies are packed with only the finest baking ingredients. The range consist of three scrumptious varieties: Indulgent Chocolate Chunk, Hazelnut & Chocolate Chunk, and Cranberry & White Chocolate.

Lyons Revolutionises Tea Industry UNILEVER, the world’s largest tea grower and parent company for the Lyons Tea brand, is revolutionising the tea industry by ensuring its entire tea supply will come from sustainable sources. Already 50% of the tea supply for Lyons comes from Rainforest Alliance Certified farms, and by 2012 all the plantations which supply Lyons will be certified. Keith Farrell, Marketing Manager for Lyons Tea, comments, “We’re very excited about starting our journey with Rainforest Alliance. By sourcing all of our tea from sustainable farms, we are making a real commitment to ensure better crops, better incomes and better livelihoods for up to two million people globally who grow and pluck tea.”

Dairygold Soft Real Butter NEW Dairygold Soft Real Butter is 100% pure and delicious. Easier to spread, Dairygold Soft Real Butter, with its innovative tub, allows consumers to store it in the fridge and spreads easier on their choice of bread, toast or scones. Rooted in trusted traditional methods, this 100% natural product is the perfect companion for delicious wholesome foods and a must for food lovers. There is an endless list of perfect ways to use Dairygold Soft Real Butter: spread on hot toast, the perfect compliment to brown bread with smoked salmon, or melted on Irish potatoes. Dairygold Soft Real Butter is supported with a heavily targeted press advertising campaign and strong instore promotion.

We’re launching our new identity After over twenty years, we’re replacing our old brand structure and investing in a new look right across our product portfolio. This attractive masterbrand star will help make it easier for you to sell our products – hopefully increasing the €48.4 million commission delivered to retailers in 2007. So, reach for the stars….

September08Hot

Beverages

Cup Winners Irish consumers love their hot drinks, with both tea and coffee experiencing strong growth.

defences against the effects of damaging free radicals. Meanwhile, new research commissioned by TNS mrbi for Lyons Tea has revealed that over two thirds (70%) of Irish people feel relaxed after a cup of tea. Scientific research is suggesting that theanine, a component found naturally in tea, may have positive effects on people’s daily alertness and mood when it is absorbed into the body. All true teas, black, green, oolong and white tea, are the only beverages that naturally contain theanine.

Nestlé

Irish

consumers love hot beverages. The soluble coffee market has grown by over 5% in the last year, while our love affair with tea shows no signs of abating. Consumers are increasingly seeking out variety and innovation, in hot beverages, according to the latest report from Euromonitor, with sales of speciality coffess and teas (green, herbal and fruit teas) showing massive growth. Sales of premium positioned ground coffee, specialty tea and hot chocolate continued to drive value growth in 2007, according to Euromonitor. Premium hot drinks are viewed as indulgent treats and affordable luxuries, which consumers are prepared to pay more for. That said, the Irish soluble coffee market is worth €49m and has grown by 5.4% in the last year (Source: ACNielsen, MAT June 08 vs 07). Indeed, Irish consumers drink on average 190 cups of instant coffee per capita per year. Tea, meanwhile, could justifiably be described as the nation’s favourite beverage. 89% of Irish people drink tea every day, which is good news for their health. Tea is a source of antioxidants, which may help protect the body by reinforcing its natural 38

Nescafé claims market leadership of the Irish soluble coffee market, with an overall market share of 49.9% and dominates three out of the four instant coffee sectors, claiming a 55% share in granules, 56% share in premium and 65% share in café style (Source: ACNielsen, MAT June 08 vs 07). Renowned for its coffee expertise, Nescafé was launched by Nestlé in Switzerland in 1938, having been the first company to develop the technolo-

gy that produces instant soluble coffee. 70 years later, Nescafé has an impressive portfolio of products to suit a wide range of coffee tastes and continues to lead the way with innovative new products. Nescafé Original is a blend of richly roasted coffee granules and is supported above-the-line with its ‘Become A Morning Person’ TV and outdoor campaign, as well as its sponsorship of the Ian Dempsey Breakfast Show on Today FM. Nescafé Gold Blend claims leadership of the premium sector and is a favourite with many Irish consumers, particularly those who prefer a richer everyday coffee. Nescafé Gold Blend is supported with TV through its infamous coffee lovers’ coffee campaign. For more discerning coffee tastes, Nescafé offers aromatic flavours from the Connoisseur Collection, comprising Alta Rica, Cap Colombie, Espresso, Black Gold and Blend 37. The premium sector is set for more growth as consumers try out new tastes and blends. Nescafé continues to drive innovation in this sector with two new premium coffee offerings: Café Parisien, a blend of Arabica and Robusta beans with a rich velvety taste that is blended in France; and Nescafé Suraya, made with 100% Arabica beans from the lush highlands of Sumatra. For those wishing to experience the café culture scene in their own homes, Nescafé has a speciality range of coffees including Cappuccino, Latte, Mocha and the recently launched Cappuccino Skinny and Latte Skinny, with only 58 calories and 83 calories respectively per serve.

Kraft Foods

Nescafé Gold Blend is a favourite with many Irish consumers, particularly those who prefer a richer everyday coffee.

Kenco is proud to announce the relaunch of its Rich Roast, Smooth Roast and Decaffeinated coffees, which are now made with beans sourced from Rainforest Alliance Certified farms: 75% of the beans

Be careful your mug

doesn’t crack Bold and alive with the full bodied flavour of Latin America in every sensual sip. At NESCAFÉ ®, we know you appreciate a richer coffee experience. So for you, a smouldering rich coffee from the NESCAFÉ ® Collection.

Just one of three in the NESCAFÉ Collection. ®

609 Alta Rica A4.indd 1

03/09/2008 11:57:40

September08Hot

Beverages

PIACETTO ESPRESSO: GOURMET COFFEE TO GO

Kenco’s relaunched Rich Roast, Smooth Roast and Decaffeinated coffees are now made with beans sourced from Rainforest Alliance Certified farms.

sourced for Kenco freeze dried coffee range come from Rainforest Alliance Certified farms. Now coffee lovers can feel even better about drinking their favourite Kenco coffee, knowing that at least 75% of Kenco’s great tasting, quality beans have been sourced from farms where workers are well cared for and the environment is protected. Kenco aims to source all the beans for its coffee ranges from Rainforest Alliance Certified farms by 2010. Kenco is kicking off its media campaign with a new TV ad on air from October.

PIACETTO Espresso is a premium Italian Coffee brand, developed by Italian Barista Champion and Coffee sommelier, Graziano Chessa, which is now available from Coca-Cola Bottlers Ireland, offering a tailor-made gourmet coffee-to-go solution for convenience and forecourt retailers throughout Ireland. The special blend of beans used in the coffee deliver a dark roasted experience. The gentle South American Arabica bean combines with the invigorating Indian parchment robusta bean to deliver a full flavour taste, even through milky lattes and cappuccinos. This is a delicious coffee that would not be out of place in a 5 star hotel. Spoil your customers with the unique Piacetto blend of Arabica and Robusta Coffee beans, slowroasted for an intensive espresso taste. For more information or a free survey, contact your dedicated Piacetto representative: Eastern Region: Shane McQuaid (086 6059872) Southern Region: Richard Creamer (086 8353719)

The Rainforest Alliance Certified programme ensures communities are looked after in three distinct ways: - Ensuring coffee growing communities have access to schools, medical facilities and fresh running water. - Conserving the environment and the wildlife that depends on it. - Transforming coffee farming practices and enabling farmworkers and their families to achieve better incomes.

Cafédirect

Kenco aims to source all the beans for its coffee ranges from Rainforest Alliance Certified farms by 2010.

The Rainforest Alliance is an international environment organisation that works with farmers to guide them towards sustainability, making a real difference to the lives of future generations. Kenco quality is not just about great tasting coffee: it is also about looking after coffee growing communities. 40

Building on its strong taste credentials, Fairtrade brand Cafédirect is relaunching Classic Blend, freeze dried instant coffee, with a new improved flavour. Carrying a ‘Best Ever Taste’ flash on the front of pack, the new blend is described as smooth and fullbodied with subtle hints of caramel sweetness. Classic Blend will be available to Irish retailers from midSeptember with an RSP of €4 for a 100g jar. “We know from our research that consumers of hot drinks are first and foremost driven by taste,” says Alex Georgiou, Business Co-ordinator, Ireland, Cafédirect. “We are very excited about driving quality in the sector with the new taste of Classic Blend.” Cafédirect is the only 100%

Cafédirect is re-launching Classic Blend, freeze dried instant coffee, with a new improved flavour.

Fairtrade hot beverages company operating in Ireland and has an extensive product range, including premium instant coffees, award winning fresh ground coffees and organic fresh ground coffees, as well as Cocodirect drinking chocolate and Teadirect tea. Under the Teadirect brand, Cafédirect has recently launched Teadirect Gold in Ireland, a premium aromatic, deeply layered blend of tea from Kenya, Rwanda and India. Teadirect Gold was victorious at the recent Great Taste Awards in the UK,

...growing great coffee and more. Now including coffee sourced from Rainforest Alliance Certiﬁed™ farms*

Same Kenco taste with the added benefit of ethical sourcing*

New TV campaign from October

Take advantage of booming ethical and premium coffee sectors - stock Kenco

www.rainforest-alliance.org or www.kenco.co.uk *75% of the beans sourced for our Kenco freeze-dried coffee range

come from Rainforest Alliance Certified™ farms

September08Hot

Beverages

along with Cafédirect Organic Medium Roast fresh ground coffee, Cafédirect Organic Kilimanjaro gourmet fresh ground coffee and Cafédirect Organic Machu Picchu gourmet fresh ground coffee. With the rise of ethical brands including private label, the hot beverage category within the retail market continues to be dynamic. Indeed the market for Fairtrade products in Ireland is showing significant growth potential, with recent figures indicating that retail sales reached €11.5m in 2006, a 75% increase on the previous year. As a leader in this category, Cafédirect is firmly focused on raising the bar on taste as well as ethics. “We are committed to growing the category through innovation and offering the best possible tasting products,” says Georgiou. “By nurturing the skills of our coffee growers through our Producer Partnership Programme, we receive the highest quality beans. Using only the best beans coupled with expert roasting, we have a great tasting instant coffee in Classic Blend.”

Lyons Tea Lyons Tea, Ireland’s number one tea brand, has announced its partnership with the Rainforest Alliance, an independent, international conservation organisation with 20 years of experience in developing and promoting sustainable standards in forestry, farming and tourism.

Lyons Tea’s Kenyan tea plantation was the first tea plantation in the world to earn the Rainforest Alliance Certified seal, meaning it meets comprehensive environmental and social standards. Half of the supply for Lyons Tea Original Blend tea bags in Ireland now comes from Rainforest Alliance Certified plantations. By 2010, the tea used in Lyons Original Blend will be fully Rainforest Alliance Certified and by 2012, all Lyons Tea will only come from farms that meet their standards. To support the launch, Lyons Tea is investing in a through-the-line communications programme, including advertising on TV, press, outdoor and transport media, PR, digital and sampling activity. Lyons Tea will build awareness of the Rainforest Alliance and what certification means through a below-the-line education and awareness campaign. Consumers can learn more by taking an interactive journey through the Kericho plantation on the website, www.lyonstea.ie, which has been developed by Cybercom. Additionally, sampling activity at Electric Picnic and the National Ploughing Championships is highlighting to consumers that their favourite tea still tastes the same, while the company is also generating awareness through consumer leafleting. A media relations campaign and public relations activity will drive further consumer awareness throughout the Lyons Tea journey. The Lyons Tea range includes Lyons Original Blend, Lyons Gold Blend, Lyons Gold Blend Reserve, Lyons Kenya Blend, Lyons Decaffeinated Tea, Lyons Green Tea, Lyons Green Tea with Lemon and Lyons Green Tea with Mint.

Barry’s Tea

Lyons Tea has announced its partnership with the Rainforest Alliance, meaning it meets comprehensive environmental and social standards. 42

Barry’s Tea has launched a new marketing strategy targeting the under 35-year-old market. To increase its existing popularity with this influential group, the brand has embarked on a series of PR, advertising and online activities that aims to reinforce emotional connections with this loyal group of Barry’s Tea drinkers. The campaign includes Barry’s Tea’s presence on online social net-

Barry's Teas are blended from the finest teas, with the majority sourced from Africa and India.

works sites, including Facebook and Youtube, combined with new, fresher modern packaging design, and an extensive PR campaign to engage the under-35s. Barry’s Tea kicked off its new marketing style with its interactive, retro-styled Taste of Dublin ‘Tea Party’ recently (www.youtube.com/barrysteaireland). “The Irish nation has a really strong affinity with tea and the relationship starts early, so we want to make sure we are top of mind with today’s younger tea-drinking generation,” notes Camille O’Flanagan from Barry’s Tea. “The audience already has an emotional link with the brand, evident by the amount of tea posted to Irish travellers abroad. Barry’s Tea is also traditionally called on first thing in the morning at festivals – it’s these touch points that reinforce the relevance of the brand to this audience. “It’s an exciting time for Barry’s Tea and we look forward to adding this new vibrant side of the brand to our existing family of tea drinkers.” Barry's Teas are blended from the finest teas, with the majority sourced from Africa and India. The Barry’s Tea range includes Classic Blend; Gold Blend; Decaf; Very Berry, Cranberry and Orange and Lemon Ginger Fruit Infusions; Peppermint and Camomile Herbal Infusions, Green Tea; Organic Green Tea; Lemongrass infused Green Tea and Jasmine infused Green Tea.

We see it all around us, a constantly evolving consumer, an increasingly dynamic retail environment and increased prosperity. How can you be a part of it? Mace are happy to announce the shop of the future. A totally new shop designed to respond to consumer needs and guaranteed to be a winner with todayâ&#x20AC;&#x2122;s demanding shopper. From changeable window graphics to clutter-free counters for greater access, from a new deli to a customer services centre, Mace have thought of everything. Early in the morning is a good time to make a great decision, so pour the coffee, wake up to the smell of success and get one of Ireland's finest retail packages working for you now. And into the future.

September08Fuels

Fuelling Winter Profits With autumn nights on the way, the time is right for retailers to stock up on fuels.

an age of rising fuel costs, an uncertain economic outlook and major environmental challenges, many homes and businesses are choosing modern, high efficiency heating solutions over traditional heating systems. And as the summer season draws to a close, your customers will be looking at alternative ways to minimise energy costs during the winter months. In short, your customers will be rethinking how they heat their homes and businesses. Stocking up on a range of fuels, from Firelogs and peat briquettes to LP Gas cylinders, is a sure-fire way to boost your profits over the coming months.

Bord Na Mona Bord Na Mona Fuels Ltd, the largest supplier of solid fuel on the Irish market, leads the way in developing convenience products to the meet the demands of today’s busy lifestyles. This year, Bord Na Mona have announced the launch of their ‘Eco Friendly Fuels’ range. New to the range are Premium Wood Pellets, Bord Na Mona Wood Logs, Bord Na Mona Eco Friendly Firelighters and Bord Na Mona Eco Friendly Real Logs, all made from natural renewable resources. 44

New, Bord Na Mona Eco Friendly Firelighters are made from natural renewable resources.

ed merchandising units for easy display in-store. As a result, they have experienced year on year growth with their compact, and easy to display, solid fuel products - Firepak, Firelogs and Firelighters. Hugely popular, Bord Na Mona Firelogs now claim leadership of the Firelogs market in Ireland. More recently, the launch of Firepak has captured the convenience, real-fire market. A quick and innovative solution, consumers simply place Firepak in the fire grate and light the pack. Both products are now seen as essential for all retailers to stock, while Peat Briquettes offer an alternative, as they are also easy and quick to light. Besides being one of the largest suppliers of private label Firelighters

Hugely popular, Bord Na Mona Firelogs now claim leadership of the Firelogs market in Ireland.

The company have invested in extensive marketing activities to support their products, with well-present-

on the Irish market, Bord Na Mona also manufactures and sells top quality Firelighters under the Bord Na Mona brand. This year sees the introduction of the Bord Na Mona individually wrapped firelighter made from Irish peat.

Homestead

Bord Na Mona Eco Friendly Wood Logs are expected to prove a real hit with consumers.

After the launch of the Homestead brand in 1986, the firelighter range quickly became a stable product within the brand’s portfolio, generating considerable sales in this category. It is estimated that Homestead fuels account for 53% of total fuels sales within symbol groups and independent retailers, while rivalling the two leading brands in Ireland.

W E N

FUELS NEW to the Bord Na M贸na Convenience Range of Fuels #LEAN #ONVENIENT TO 5SE s .ATIONAL !DVERTISING 02 #AMPAIGN #!,, /52 &5%,3 (/4,).% /. 1850 744 755

September08Fuels

models available to suit all budgets. vative heating solutions for The Provence from Calor Gas is the domestic and business the stylish new addition to the spot markets that are cost effective heating market. Developed in Ireland, and kinder to the environment. the Provence is 100% portable, so Calor Gas produces significantly lower CO2 emissions than oil, coal, peat and electricity. Championed by Calor Gas, spot heating provides instant heat when and where customers need it. With spot heating, they don’t need to have the central heating system on all the time, which can waste heat in rooms not being used. This can help your customers Homestead Fuels continue to grow at 11.8% year on save energy, reduce year, with the fuels market growth at 9.9%. energy costs and help the environment at the same time. Over 70% of households have open Calor Gas mobile heaters fires and the ignition sector is one of provide instant heat where and the fastest growing sectors in the when your customers need it household category. most. The mobile heater range The Homestead fuels range concombines top performance with sists of two skus of firelighters, 30’s Calor Gas mobile heaters provide instant style, mobility and cost effectiveand 60’s, and a 1.1kg Firelog, which heat where and when your customers need it most. ness. There is a wide range of was introduced to the range in early 2005. Homestead Fuels continue to grow at 11.8% year on year, with the fuels market growth at 9.9%. Firelogs are driving a lot of this market growth, AGAINST the backdrop of rising heating bills and the fact that it will now accounting for 23% of total fuel sales. cost many homeowners over €1,000 to fill an average household tank for Homestead Firelog sales are growdomestic heating, the hunt is on for cost-effective alternatives. The Superser ing at an unprecedented level, seeing heater range from Flogas Ireland is an instant, economic and portable way to a strong 2007, with sales up by 40%, spot-heat a room quickly without having to turn on the entire central heating and Homestead continue to see sales system. growth of 32% for the first half of The range includes the popular Flogas Superser Radiant heater and the 2008, compared to a market growth of Flogas Superser Catalytic heater. In particular, the Superser Catalytic burns 23.8%. without a flame and has lower touch temFirelighter sales now account for peratures, making it safer. Both heater 51% of the total fuel sales in Ireland. models are fitted with easy glide castors However, year on year growth is only for trouble-free moving from room to 3.2%, while Homestead Firelighters room. are growing at 6.1%. Flogas is one of Ireland’s largest supHomestead Brand Manager, pliers of bottled gas which it markets via Janice Gibney, notes, “The continued a nationwide network of dealers. A performance of the Homestead brand nationwide network of Flogas aftersales in such a competitive market is a phepersonnel are on 24-hour call for applinomenal result and gives a true ance repairs and maintenance. insight into the core foundation of the Flogas supports all its products, servicbrand’s existence, to bring value es and plans through innovative dealer home.” promotions, point of sale, advertising and public relations. To beat the winter rush, order your Superser heaters today by con- A family enjoying some quality Calor Gas time in a kitchen warmed by a tacting Flogas Customer Service on 041In response to changing customer Flogas Superser Catalytic heater. 9831041 or visit www.flogas.ie. needs, Calor Gas has developed inno-

FLOGAS SUPERSERS

So hot this season

Introducing the

Provence Mobile Heater from Calor Gas Elegant, durable and oh-so-chic, itâ&#x20AC;&#x2122;s instant heat you can take anywhere. And even when itâ&#x20AC;&#x2122;s not on, this attractive stove is guaranteed to draw envious looks from your guests. The Provence from Calor Gas will warm to any occasion, be it in the kitchen, living room or conservatory. And by only heating the room you are in, you use less fuel which is good news for the environment and your pocket too. As an added bonus, you will get 50% OFF* your next fill of Calor Gas with every gas mobile heater purchased.

Discover the stylish and practical Provence portable heater from Calor now at Woodies

DIY, Atlantic Homecare and Independent Calor Stockists nationwide. For further details, call R.O.I. 1850 812 470, N.I. (028) 9045 5588 or visit www.calorgas.ie

Enjoy a Calorful life *Applicable only on a Calor Gas 11.34 kg Butane cylinder.

September08Fuels

Calor’s continuous development within new and existing markets puts the company at the forefront of the cylinder gas market and reinforces the company’s commitment to supplying convenient, safe and quality products.

The Provence from Calor Gas is the stylish new addition to the spot heating market.

there are no installation costs or associated works, like the need for a flue chimney or socket. The Provence is cast in high quality steel and is fuelled by the renowned yellow Calor Gas 11.34kg butane cylinder, housed discretely within the body of the stove. This means excellent efficiency, with a maximum heat output of 3kw. For safety, the Provence features a Safety Oxygen Depletion cut-off. This device cuts off the appliance if carbon dioxide levels in the room rise above a safe level, giving peace of mind to your customers. With rising energy costs becoming 48

an increasingly important consideration for homes and businesses in today’s competitive market, the mobile heater range from Calor Gas provides the ideal spot heating solution. Spot heating is economical, efficient and effective. Calor’s continuous development within new and existing markets puts the company at the forefront of the cylinder gas market and reinforces the company’s commitment to supplying convenient, safe and quality products. All yellow Calor Gas cylinders are fitted with the ‘Calor Guard’, a unique tamper-evident seal. This is a guarantee of a quality Calor product and is an essential part of ensuring customer safety and peace of mind. To view the full range of Calor mobile heaters, see www.calorgas.ie.

very good years for Superser heater sales and the main driver was the rising costs of oil, natural gas and electricity. This year’s bad summer helped to maintain a steady demand for gas, as many people still needed a heat boost in the unseasonable wet weather. Said Dermot Murphy of Murphy’s SuperValu in Castletownbere, “Superser heaters from Flogas continue to be extremely useful as an instant, economic and portable way to ‘spot-heat’ a room quickly, as many customers find it far cheaper than turning on the central heating for an hour or two.” Feedback from a wide range of Flogas dealers highlighted that this trend covers both urban and rural areas. For homeowners who want instant heat that’s both stylish and useful, Flogas supplies two very contemporary looking and stylish mobile heaters, the Superser Radiant and Superser Catalytic. The demand for accessible and affordable gas in the leisure market has risen sharply, particularly for the use of barbeques and patio gas heaters in the summer months. In addition, any outdoor activity planned for this year’s summer meant that gas heaters became a necessity rather than an option. Flogas Patio Gas is available in key dealer locations around the country

Flogas Flogas, the Drogheda-based LP Gas company, is one of Ireland’s largest suppliers of bottled gas, which it markets via a nationwide network of dealers in Ireland. 2006 and 2007 were

Flogas is one of Ireland’s largest suppliers of bottled gas, which it markets via a nationwide network of dealers in Ireland.

September08Fuels

Stay warm this winter with

Win one of two Superser Heaters!

The Superser range from Flogas is an instant, economic and portable way to spot-heat a room quickly without having to turn on the entire central heating system. Superser heaters from Flogas are the most efficient & controllable heating sources available. To order your heater stocks please contact Flogas Customer Services on 041-9831041. To win a Flogas Superser heater just answer the question below. Q: Name another product that you can use a Flogas cylinder with? Send your answer, along with your name, address & daytime telephone number to retailnews@tarapublishingco.com or on a postcard to Flogas Competition, Tara Publishing, Poolbeg House, 1-2 Poolbeg Street, Dublin 2. Closing date 3rd Oct 2008. Judges decision is final.

and even with the poor weather in June and July, outlets like Arro Home and Garden in Athboy maintained sales over the summer. Said owner Tim Lodge, “The smoking ban definitely extends the season for eating outdoors as smoking in many homes has ceased and rather than split the group, everyone can sit outside and the patio heater keeps temperatures up. We have also benefited from demand from pubs and hotels in Athboy who require gas for their outdoor areas.” Commenting on 2007 trends, Flogas marketing executive Eoin O’Flynn said, “This year’s poor summer meant that demand for bottled gas for Supersers remained steady, while patio gas sales were not as strong. However, we have been promised an Indian summer by the Met Office and if that prediction holds true, sales for patio gas will probably surge as everyone tries to make the most of any outdoor activity before the onset of winter.” Said John Sheils of Sheils Londis in Malahide, “Patio gas sales are usually what we call a ‘stress purchase’: the weather suddenly turns good, customer decides to have a barbeque, invites all the friends over then realises he’s no gas. Having Sunday opening hours is a great way to capitalise on this demand.” Coal effect gas fires have become a very fashionable lifestyle choice for a growing number of homeowners throughout the country. The solution for those homeowners who are not on the natural gas grid is to have it piped in from their own back garden using stand-alone propane cylinders. Two are usually

installed, with an automatic changeover device so when one cylinder runs out, the customer can phone for a replacement cylinder. Flogas operates a nationwide network of distributors in strategic locations to ensure constant and speedy deliveries direct to customers, whatever the weather. Propane direct dealers have been reporting strong annual sales growth and Martin Forde of Forde’s Gas in Oranmore said, “Many of our customers want the benefits of gas in the home for fires and cooking but are either not on the natural gas grid or don’t want to go through the hassle of changing, so find propane cylinders in a discreet corner of their back garden a very practical alternative.” Propane cylinders are also very popular options for restaurants, as most chefs prefer to cook on gas. Indeed, Propane Direct dealers like John Connolly of James Lyons HomeValue in Bantry and Michael Scully of Navan Gas have seen a huge growth in the preference for the use of gas for professional and domestic cooking. Said Michael Scully, “Natural gas is now in Navan but parts of the town are still off the main pipeline and so, the practical alternative is Flogas propane cylinders. Also, changes in eating habits and the trend towards stir-fry dishes, which work best when cooked on gas, have meant that many people are looking at this option either for existing or new homes.” A nationwide network of Flogas aftersales personnel are on 24-hour call for appliance repairs and maintenance.

September08Canned

Food

Think Tin Spaghetti Hoops being In Ireland, perhaps the category’s strongest the most famous of performers, according to Heinz tinned products is the company. Heinz Heinz Baked Beanz, Alphabetti Spaghetti is which is available in also an important part of three sizes, plus a the Heinz range, availReduced Sugar and Salt able in both a 205g and variety, each with easy400g size. Recent popuopen ring pull. lar extensions to the pasHeinz Cream of ta shapes range, includTomato Soup is unquesing Bob the Builder, tionably the most popuShrek and Dora the lar in the range of conExplorer, have further venient Heinz Ready to market for canned food in established Heinz’s comServe Soups. The Heinz Ireland increased between 2000-2005, Farmers’ Market range The iconic Heinz Baked Beanz mitment to the category growing at an average annual rate of brand, a perennial favourite and its status as the of delicious soups is 1.7%. According to Euromonitor, howevwith Irish consumers. undisputed brand leader made with selected er, the market for canned/preserved food in tinned spaghetti. ingredients and inspired by farmers' actually fell by 1% in 2007, down to markets, and has contributed to the €120m, but it remains an extremely growth of Heinz’s share of the buoyant valuable market and industry analysts John West Irish soup market since its launch in expect the market to creep upwards over John West have been selecting the best, autumn 2007. In a larger 515g, can the course of the next few years. most succulent fish for their customers Heinz Farmers’ Market soups offer Canned foods combine the benefits for over 140 years. Their broad range of generous portions of traditional style of high convenience and quality, which healthy, natural products includes recipes, including Chicken & Country are always in demand with today’s conTuna, Salmon, Mackerel and Sardines, Vegetable and Lamb & Root Vegetable. sumers. When combined with health which are currently sourced from over Heinz also offers the benefits, such as beans and 30 countries around the world. popular range of tinned peas with reduced fat/salt Once the best fish have been Weight Watchers from levels or fish products with found, they are packed quickly to Heinz Soups. This product added vitamins or Omega ensure they reach the customer at comes in 295g and 400g 3, canned foods represent a their very best. Many of the fish, like tins, with each variety win-win situation, both for Salmon, Sardines and Mackerel, are clearly indicating its consumers and retailers. naturally rich in Omega 3. Weight Watchers points John West have stepped up as the value. The Weight brand leader to develop the category, Heinz Watchers from Heinz both through advertising and product HJ Heinz boasts a vast tinned range also includes innovation. With some award winning range of canned foods, from Baked Beans, Pasta Meals advertising under their belt, it’s hardly the iconic Heinz Baked and Spaghetti. surprising that John West is one of Beans to Heinz Ready to Heinz is continuously Ireland’s strongest brands and remains Serve Soups, Heinz expanding and updating passionate about innovating and introSpaghetti, Heinz Sponge its range of tinned ducing healthy, exciting and delicious Puddings, as well as the spaghetti products in products to the category. Weight Watchers from response to children’s A new range of Seared Tuna Heinz range and so many ever-changing tastes. Fillings enables consumers to eat hot more. As one of the world’s In a larger 515g, can tuna as part of an evening meal, largest producers of tinned Heinz Farmers Market Made with Multigrain passoups offer generous ta, Heinz Spaghetti is the broadening eating occasions in the catfoods, the Heinz brand is portions of traditional definitive brand leader egory and offering restaurant quality synonymous with quality style recipes, including with Heinz (straight) marinades which can be prepared in and taste among conChicken & Country Spaghetti and Heinz just 30 seconds. sumers worldwide. Vegetable.

Canned foods satisfy consumer needs for convenience and quality.

The

September08Canned

Food

loins as in Steak packs, but ACNielsen June 08). The brand continmore loosely packed so they ues to meet the needs of the market separate easily for convenwith a wide range of sizes and varieties ience. Tuna Chunks have a to suit all household sizes. very broad usage, being ideBatchelors canned foods range are a al for salads, sandwiches healthy choice. They are a good source and both hot and cold of protein and fibre and are low in fat, recipes. saturated fats and sugar. They are John West also supply gluten free and are suitable for anyone flaked sandwich Tuna. This following a vegetarian diet. Canning is the same quality tuna naturally preserves the food and locks loins which are in the Steak the goodness in. and Chunk packs, which Batchelors continue to create innohave been flaked for greater vation in the bean category with the The range of healthy, natural products includes convenience. introduction of Heartwise Beans, availTuna, Salmon, Mackerel and Sardines. Sustainability is now able in 420g and 225g sizes. Heartwise probably the single most important Beans boast the same great taste conMade from the tastiest tuna and challenge facing the fishing industry sumers expect from Batchelors beans vegetables, John West Tuna Light in Ireland and across the globe. John but contain 20% lower salt and sugar Lunch is naturally delicious and West take their responsibility to and have added Omega 3 and vitamins nutritionally balanced. It is a good ensuring continuity of fish stocks for A&E. Visit www.batchelors.ie for onsource of protein and vitamins and future generations very seriously. line category management support. also low in fat. These four variants Their selection procedure in appointreflect the demand from consumers for lighter, healthier and more convenient products. John West’s credentials were originally established with the John West Salmon Brand. Salmon is famous for its subtle flavours, its light, flaky texture and its glorious colour. It is highly nutritious and full of protein. It is extremely versatile, adding something unmistakeably rich and luxurious to even the most simple dish. Canned Salmon is widely recognised as an excellent ingredient in a healthy diet, as it is rich in protein and other nutrients The Rob Roy range of tinned fish includes Rob Roy Sardines, and high in Omega 3. available in oil or tomato sauce, and Rob Roy Brisling, available John West offer both in oil or tomato sauce. Red Salmon and Pink ing suppliers is rigorous Salmon, which are quite Rob Roy and their policy dictates different species, and Nutritionists now recommend that that they only purchase have different flavours we eat fish containing Omega 3 fish which is caught with and textures. poly-unsaturated fatty acids at least no harm to the marine The most popular twice weekly, which has been proven environment. They are fish variety in the to contribute towards a healthy committed to the United canned fish market in heart and body by protecting Nations Convention on Ireland is Tuna. A great against coronary heart disease. the Law of the Sea (UNCfamily standby and an The Rob Roy range of tinned LOS) and fully support essential part of a fish fits perfectly with today’s the regional fisheries healthy diet, Tuna is increased demand for healthier and management regimes low in fat, tasty and a more natural foods. Eating Rob Roy espoused by it. great source of protein. tinned fish is a great way to easily Tuna Steak packs incorporate Omega 3 fatty acids consist of a solid block of into any diet. Batchelors Batchelors Baked Beans loin, which has been The Rob Roy range of tinned fish Ireland’s favourite baked continue to meet the needs cleaned carefully to also includes Rob Roy Sardines, beans, Batchelors, claim of the market with a wide remove all skin and bone. available in oil or tomato sauce, and an impressive 66% market range of sizes and Tuna Chunks consist of Rob Roy Brisling, available in oil or share of the baked beans varieties to suit all household sizes. similar pieces of tuna tomato sauce. market (Source: 52

September08Money

Matters

Succeeding with Succession Adequate planning for the succession of your company or store should be an integral part of your business plan, argues Carmel Linnane. “In order to ensure the business continues to flourish, nepotism must not cloud the exiting owners’ judgement when looking for a successor. Even if the main successor is a family member, the succession plan has the same goals.” 54

Best-Practice organisations consider succession planning an integral part of their business plan and make it part of the overall development strategy for their company. However, many owner-managers in smaller businesses do not recognise the importance of succession planning and the need for its early incorporation into their business plan. Dealing with succession does not require elaborate organisation. The most successful plan is to keep the process simple, focusing specifically on key personnel who show potential and have the interest in taking the company forward.

Family In Ireland, many retail businesses are family run operations. In fact, it is estimated that family-owned firms account for up to 90% of the indigenous business sector and 50% of employment in Ireland. Most of these businesses have been laboriously built up from nothing to something sizeable through hard graft, long hours and calculated risk taking. Statistics show that less than one in three of these businesses will survive the second generation. In the past, the notion of primogeniture meant the eldest son took over the reins, whether he had the ability or aptitude for the task or not. This often

led to ruin and nowadays, while nepotism still exists, many have come to realise that it is necessary to look further afield if the business is to be run successfully in the future. The bottom line is that in order to ensure the business continues to flourish, nepotism must not cloud the exiting owners’ judgement when looking for a successor. Even if the main successor is a family member, the succession plan has the same goals.

Dilution Should the obvious choice be to keep the business in the family, then some precautions should be incorporated in the plan. In some situations, the family business can be swamped by family members and extended family all trying to squeeze a living out of it. When the business includes many family members, it is vital to set up structures to control entry and exit routes to the business. Confine control to those family members working in the business by the creation of voting and non-voting shares/preference shares, with different rights. This may become an issue in future generations, with growing numbers of family members and extended family. Divorce must also be covered in these situations or you may end up having to sell the business

September08Money

to pay off the spouse of a divorcing family member. It is also advisable to establish detailed procedures for valuations in the case of share transfers. Consider the procedures for board appointments. In family succession programmes, the appointment of a nonfamily, non-executive director can be very helpful. The board needs to draw up draft proposals to deal with these issues. Explain the proposals and the reason underlying them to all family members, in order to create understanding of the business, its aspirations and opportunities for all. Basically, the board should do their best to prepare for the future and agree to review the arrangement every few years. Having completed a programme such as the one above and obtained family reactions, the board should then prepare a final draft of their succession policy and obtain appropriate legal and financial advice. Finally, the implementation of the succession policy will be put in place by necessary amendments to the company’s Articles of Association and completion of a Shareholders Agreement.

Failure Businesses which are not family run have their problems too. The ownermanager may find it hard to consider his or her successor. The thought of grooming some stranger to take over the business they built up with their blood, sweat and tears, is a difficult notion. However, the time will come when the manager is too old, too weary or too ill to carry the burden and it’s better to have a well thought out plan for succession rather than a crisis handover. Larger companies have made the business of succession an integral part of development planning. Smaller businesses have to realise the importance of such strategies and learn to put sufficient support systems in place to survive the next generation.

Knowledge Passing on knowledge is key. The owner has a wealth of knowledge and skills which he/she should ensure are adequately passed on to help the next gen-

eration. Knowledge transfer requires time and mentoring to succeed. The result should ensure that the wellschooled successor enters the arena armed with valuable training and guidance.

Transition It is never too early to start succession grooming. To set up a succession plan, you need to define roles, identify leadership qualities, assess interest and potential of the candidates. Once you are happy with your selection, then set up a schedule to train, mentor and promote the individual or individuals. The process begins by determining and defining the positions that will be part of the succession-planning program. Use your staff to help in this process. You can change your mind if a candidate appears not up to the task.

Mentor The owner's knowledge is frequently a key element of the SME’s human capital and must be transferred as part of the succession process. This valuable knowledge is often under-utilised and under-appreciated. Very often, the owner-manager has had first hand

“It is never too early to start succession grooming. To set up a succession plan, you need to define roles, identify leadership qualities, assess interest and potential of the candidates.”

Matters

knowledge of the pitfalls, lean times, boom times and crises of the business. The fact that they survived and managed to build a successful business despite such occurrences makes them valuable mentors. However, the transfer of such knowledge is more difficult to achieve than a simple asset transfer and there is little or no training provided that can help in this situation.

Delegation Intelligent delegation is key for ownermanagers of a growing business. This spreads the responsibility and eases the immediate pressure on those at the top. Having a committed team with clear responsibilities is invaluable. Pick your team of managers with an eye to the future. Once your management team is in place, get them to outline job descriptions for themselves and let them identify their leadership team. That would include department managers and group supervisors. The job descriptions should be forwardlooking and take into account the strategic plan of the business. If the company does not have a strategic plan detailing its vision for the future, then ask the managers to outline one. Once all brains are working on a plan for the future, you can tease and change it until everyone agrees and shares in the goals for the company. Even if it is a small business, getting everyone to work as a team, with the same agreed goals, is time well spent and makes the imposition of a successor a less onerous task.

Sale If for some reason an adequate succession plan is not feasible, then it may better to plan for the orderly disposal of the business to permit distribution of the assets, rather than hand it over with no future plan in place. Setting out the procedures necessary to achieve a seamless transfer of ownership and control of any business requires leadership, patient determination and diplomacy. It is an essential requirement for the exiting owner/manager and while its completion may not be easy, the continued success of the business is sufficient reward.

September08Confectionery

Sweet Dreams Ireland’s sweet tooth continues to bite, with confectionery sales growing to record levels. Cadbury’s Dairy Milk brand is worth a massive €55.7m and continues to grow.

Irish

consumers love confectionery: this comes as no surprise. What might make you sit up and take notice, however, is the fact that Ireland has the highest per capita consumption of chocolate in the world, with every Irish person, on average, munching their way through 11.2kg of chocolate confectionery per year. It’s not just chocolate that satisfies our collective sweet tooth, however. Indeed, the overall confectionery market in Ireland grew by an average rate of 3.6% per annum between 2001 and 2006. This is all good news for retailers, particularly the convenience channel, with a massive 10-15% of overall turnover coming from confectionery sales in a regular convenience outlet.

Cadbury Dairy Milk receives constant advertising support, with ‘Glass And A Half Full’ productions showcasing some of the most exciting and innovative advertising of the past year. Recent advertisements have won the hearts of consumers and garnered worldwide critical acclaim. September sees the return of the much loved Cadbury Gorilla to TV screens and this time around, the multi award winning advert will have a twist, with the Gorilla playing along to a new tune. To support the

Cadbury Ireland Bought by over 60% of the Irish population, Cadbury Dairy Milk claims leadership of Ireland’s confectionery market. The Dairy Milk brand is worth a massive €55.7m (Source: ACNielsen) and continues to grow. Cadbury Dairy Milk is unique in being the only chocolate brand to use fresh Irish milk in its recipes. A full glass and a half of fresh Irish milk is added to every half-pound family bar of Cadbury Dairy Milk chocolate, with 22m gallons of fresh Irish milk supplied to their factory in Rathmore, Co. Kerry each year. 56

The massively popular Cadbury Snack range: Snack Sandwich, Snack Wafer, Snack Shortcake and Snack Cereal.

Gorilla’s second release, a nationwide tour is planned for the superstar Gorilla, which will give fans the chance to meet their hero in selected locations around the country. A national and regional PR campaign will be rolled out to support the tour, encompassing digital, traditional and experiential media, alongside a fantastic consumer promotion, which will offer the public a chance to help the Gorilla on his tour. The consumer promotion, entitled ‘Where’s My Drum Kit?’, runs in-store for the month of September and gives Cadbury Dairy Milk consumers the chance to win a Rock Star holiday or one of over 300 special Cadbury prizes, including drum kits, T-shirts and much more. Retailers will also benefit from a tailor made offer, with Gorilla themed POS units available to support the promotion in-store. Cadbury Snack claims to be the second largest chocolate confectionery brand in Ireland. There are four varieties, all of which are covered with Cadbury chocolate: Snack Sandwich, Snack Wafer, Snack Shortcake and Snack Cereal. 2008 sees a new TV advertising campaign for Cadbury Snack, which is an evolution of the previous campaign, and which highlights the key usage occasion for the brand: while having a break and some fun with friends/ colleagues. Later in the year sees the

September08Confectionery

generate major public interest and drive footfall into your store in search of that all-important codeword on promotional point of sale!

Mars Ireland Due to popular demand, Wispa is coming back on sale in Ireland and the UK from October 6.

arrival of new packaging, which is an evolution of the current pack design, but gives the brand a more up-to-date look and feel and drives standout onshelf. Cadbury has listened to the fans and is giving Irish consumers exactly what they’ve asked for, with the news that Wispa is coming back on sale in Ireland and the UK from October 6. When Wispa returned for a short time last year, Irish people witnessed 3,006,288 bars of Wispa fly off the shelves. “The legendary success of the limited run proved that consumer passion for Wispa isn’t limited to a small, core group,” noted Cadbury Marketing Director, Phil Rumbol. “Thousands of fans have continued to showcase their love for Wispa across social networking sites.” For fans who can’t wait until October, Wispa will be making a guest appearance in McDonald’s restaurants with the launch of the first ever Wispa McFlurry - soft dairy ice cream swirled with Cadbury Wispa pieces and a Cadbury Wispa chocolate sauce. Cadbury spokesperson Petra Faulkner said: “In 2007, Cadbury witnessed something monumental. We have not only seen the immense power of the consumer but we have also witnessed how the shared love for Cadbury products can bring people together. The excitement around Cadbury Wispa has swept the nation, from the workplace to the internet, and even landed on stage at an Iggy Pop concert. We are delighted that we could be part of this and look forward to providing our customers with more of their beloved Cadbury Wispa.”

Nestlé For the entire month of September, Aero has teamed up with RTE 2fm to offer your customers the chance to win up to €5,000 live on air every day, plus an amazing €20,000 in the Grand 58

Finale on September 30, with the Aero “winabubble” promotion! The Aero Hunk will randomly hide a bubble of cash in stores throughout

Aero has teamed up with RTE 2fm to offer your customers the chance to win up to €5,000 live on air every day, plus an amazing €20,000 in the Grand Finale on September 30.

Mars Ireland has recently introduced a range of measures aimed at enabling consumers to make the right choice when choosing confectionery. The company believe that a little of what you fancy does you good, as long as it’s enjoyed as part of a balanced diet and healthy lifestyle, which makes the Mars Funsize range the smarter choice for a chocolate treat. Each bar has fewer than 100 calories, contains less artificial ingredients, and has less saturated fats, while still offering that great Mars taste! To ensure consumers have all the information they need when choosing treats, the Mars Funsize brands now also come with on-pack flash messaging featuring the reduced calorie content as well as Guideline Daily Amount information. In the bitesize category, Maltesers remains one of the fastest growing confectionery brands. A favourite with all ages and a winner with the trade, the brand continues to perform well in all pack formats and remains the number one cinema brand in Ireland. The brand has been supported by on-going cinema and movie link promotions, most recently the sponsorship of the hit movie, Mamma Mia, which was supported with television advertising and the sponsorship of the Dublin premiere. Mars Ireland’s flagship youth brand, M&M’s is worth over €5m. It is a firm favourite, particularly with

the country each day in September. To enter, consumers text the codeword from promotional point of sale in-store to 51727 to receive a clue as to the bubble’s location. They can tune into RTE 2fm throughout the day for more clues! Once they’ve figured out where the Hunk has hidden the bubble, consumers then contact RTE 2fm with the correct location, speak to their Hunk and win up to €5,000 live on air from the store in question. The promotion will receive extensive daily coverage throughout the month on RTE 2fm, including two outside broadcasts from the 2fm Roadcaster. In addition, the promotion will be supported by a Each bar in the Mars Ireland Funsize range major outdoor campaign, coupled has fewer than 100 calories, contains less with its own dedicated website, artificial ingredients, and has less saturated www.winabubble.ie, all designed to fats, while still offering that great Mars taste.

September08Confectionery

young people, and is available in peanut, chocolate and crispy variants, all ideal for sharing with friends. M&M’s have teamed up with EA Games this season to promote M&M’s association with social gaming. Mars Ireland are heavily promoting this association through outdoor advertising, radio promotion, on pack and an exclusive website, www.fullcolourgaming.com. Relaunched last year with a new smoother, creamier chocolate recipe and stylish new shape, the muchloved Galaxy brand has performed extremely well this year. Galaxy was official partner to the eagerly anticipated ‘Sex and the City’ movie, which was released in May 2008. The association was supported through an extensive PR and advertising campaign, including on-pack promotions, Point of Sale and a VIP screening. In the filled bars category, Mars Ireland’s flagship brand, the Mars bar is worth almost €10m (Source: ACNielsen, MAT, June ’08). Mars remains the number one filled bar in Ireland and is firmly established as an iconic global brand. Top selling chocolate brand Snickers relaunched their popular ‘Get Some Nuts’ campaign, featuring TV legend, Mr T, earlier this year and deservedly retained its best-seller bar status throughout 2007. It continued to drive strong growth in the Irish filled bar category, with 6% value gains year on year (Source: ACNielsen, MAT, June ’08). Both Mars and Snickers are consistently supported with integrated communication programmes that include heavyweight TV and outdoor advertising, comprehensive in-store promotional programmes and strong PR activity.

Swizzels Matlow First launched over 60 years ago, Rainbow Drops remains one of the country’s best selling children’s sugar confectionery brands. Each year, Swizzels Matlow manufacture in excess of 40m bags and the company now sells more Rainbow Drops than ever before. Their appeal is simple – consumers love the multicoloured crunchy sugar coating, and the good

news is that Rainbow Drops are now free from artificial colours and contain no fat. Sales of Rainbow Drops in 2007 increased by 13% - an extra 5m bags sold throughout the UK and Ireland. The continued success of Rainbow Drops comes down to the simplicity of the product and its pertinent pricing structure i.e 15c, 35c and 79c. So far

Butlers Chocolates continue to drive sales of luxury chocolates through innovative product development, as demonstrated by their newly designed assortments range.

The hugely popular Rainbow Drops brand: now free from artificial colours and containing no fat.

in 2008, sales are already up, with an increase of 4% on the 15c range, growth of 43% on the 35c range and an increase of 42% on the 80g range.

Butlers Chocolates Butlers Chocolates continue to drive sales of luxury chocolates through innovative product development, as demonstrated by their newly designed assortments and the launch of a new take-home ice cream range in three flavours: Double Chocolate with Chocolate Truffle Sauce, Vanilla Nut Crunch with Chocolate Coated Honeycomb and Bourbon Vanilla. Butlers Chocolate Collection contains a selection of alcohol-free chocolate truffles and pralines. Beautifully presented in stylish packaging, featuring a luxury lid and base with descriptive wraparound and chocolate swirl ribbon, Butlers Chocolate Collection is available in two sizes, 180g and 400g, and

retails at €10.50 and €19.00. Butlers Chocolate Selection Ballotin replaces Butlers Café Selection. The new assortment features a sumptuous alcohol-free selection of luxury truffles and pralines, gift-wrapped in parchment paper with a sand dune ribbon and matching tag. Butlers Chocolate Selection range offers the ultimate in chocolate indulgence. Butlers 185g, 370g and 555g Chocolate Selection suggested retail prices are €9.79, €15.79 and €20.99 respectively. In addition, Butlers’ ever popular 100g Organic Chocolate bar range (Milk Chocolate, Milk Chocolate with Crispy Orange Pieces, 70% Dark Chocolate and White Chocolate with Raspberry Pieces) has been joined by two new special dark chocolate varieties: 70% Dark Chocolate with Mint Pieces and 70% Dark Chocolate with Ginger Pieces. Butlers 100g Organic bars retail for €2.95 and are supplied in contemporary shelf ready packaging for easy point of sale display. Butlers Chocolates, along with Butlers Chocolate Café Ice Cream, are distributed throughout Ireland by Richmond Marketing. 59

September08On

The Vine

The Spanish Invasion Jean Smullen argues that there is much more to modern winemaking in Spain than Sherry, Rioja and Cava.

used to be so easy making sense of Spanish wines. Spain was where you looked for your Sherry. It might be where you looked for some cheap sparkling wine and it had one good table wine - Rioja. Everything else was simply cheap and cheerful… and that was Spain: the country with the world's largest acreage of vines brushed aside in a few sentences. Certainly Sherry, Rioja and Cava are important wines from Spain but there is much more to be discovered. Spain has a wine culture as historic as France or Italy and offers a startling variety of wine styles and grape varieties. I personally believe that Spain is one of the few European wine counties with the potential to give New World producers a run for their money. Modern winemaking in Spain involves new wine styles, new emerging wine regions, clear commercial labelling, with excellent price/quality ratio. Most important of all, Spain is a country which receives a huge number of holiday visitors from Ireland every year, which helps to further create greater recognition for Spanish wines with the Irish wine-buying consumer. The figures for 2007 appear to back this up. Spanish wine sales increased to 5.9% of the total Irish market of 8.2m cases and showed growth of 0.4% for 2007. Figures to June 2008 indicate that growth of sales of Spanish wine is increasing by approximately 0.8% for the year to June 2008. Wine making in Spain differs dramatically across the regions: the temperate Spain of Rioja and Penedes in the north-east; the damp Atlantic acres of Galicia in the north-west; the stark barren plains of La Mancha in the centre, the high mountainous region of Castilla y Leon and the

intense heat and moisture preserving chalk soils of Jerez in the south-west, all produce wines of great diversity and style.

Upping the Quality Ratio

care must be taken to prevent the wines being spoiled. Virtually all quality wines in Spain are now fermented at controlled temperatures in stainless steel. Modern practices are also being used to make red wines and automatic or computer-controlled pumping facilities extract the optimum skin colour and flavour, making premium quality red wines of a much higher standard than before. In Spain, the Consejo Regulador (the law making body for wine) is locally based and not centrally controlled, as it is in France and Italy, so they are more in touch with what is happening. As a result, they are much more open to change and experimentation than any other European country.

Spain is the second biggest country in Western Europe after France. However, it is quite lightly populated, which goes a long way towards explaining how it manages to have Europe's largest acreage under vine, without being Europe's largest wine producer. In addition to this, many Spanish vineyards are growing vines which are over 40 years old and therefore producing smaller yields. A good deal of work is now going on in the vineyards, with new vine varieties and new trainDO Pago ing, pruning and rooting techniques. The key to quality in Spain is their In recent years, winemakers have old vines and low yields. The new been quick to take new technology to style Vino del Terra is ‘New Style their bodegas and many of the most Spain’, similar to IGT in Italy and Vin modern wineries in Europe du Pays in France, and this are now to be found in Spain. is where there is excellent One of the most imporvalue to be found. At the top tant lessons learned in Spain end of the scale, they have in the last 20 years has been also introduced a new categothe improvement in the ry of superior wine called winemaking skills. There DO Pago. The word ‘pago’ are many cooperatives in means country estate and Spain, each one with is used to describe a wine many small grower/memfrom a designated vinebers. Traditionally, the yard which produces growers were paid for wines of the highest qualtheir fruit on a pro-rata ity. DO Pago was estabscale, based on the potenlished in 1993 to hightial alcohol their grapes light Spanish vineyards could produce: now, winewhich have various feamakers control when the tures which distinguish grapes are picked and them from other wines in the emphasis is on prethe region. It is one of the serving the freshness in highest accolades in the fruit. winemaking terms. To Condado de Oriza , from Ribero del Duero: available date, only five vineyards In a country as hot from Cassidy Wines. as Spain, the utmost have been awarded this

September08On

The Vine

diverse, thanks to red grapes like regions, Rueda and Rias Baixas. status, the most recent being Tempranillo, Garnacha and Rias Baixas lies in the far northChivite in the DO Navarra for their Carinena and their fashionable west of Spain. The climate is cool Senoro de Arinzano winery. Chivite white cousins Albarino, Verdejo and and the best wines are light and are best known for their excellent Viura.” elegant, with plenty of refreshing Gran Fuedo range, which is distribSarah Linhart, Marketing lemony acidity. The most popular uted in Ireland by Ampersand. Manager with Cassidy Wines echoed and best grape variety here is Other Spanish DOs to keep these sentiments. Sarah told RETAIL Albarino, with Viura (Macabeo) an eye out for are in the north leading the way in Rueda, as the region of Castilla y Leon, NEWS that Spain now offers the conwell as Sauvignon Blanc. particularly Toro, Cigales and sumer a good halfway house Bierzo for red wines. Ribera del between the fruit-driven New World Duero moved from obscurity to style of winemaking and the classic Around the Houses the very top of the tree. It problinear styles from the European proThe importing trade are quick ably didn't harm its reputation ducers. Cassidy's Spanish portfolio recognise the growing Spanish that Spain's greatest and most includes CVNE from DO Rioja, one wine sector and Jennifer expensive table wine, Vega of Spain's most celebrated winemakSanford of Papillon Wines notSicilia, is made here. Vega ing houses, whose wines include ed there seemed to be much Sicilia is distributed in Ireland Vina Real and Contino. From Ribero greater recognition for the by Searsons Wine Merchants. At del Duero, they have the Condado de Spanish wine regions and a tasting in Dublin, organised Oriza and Pianna Fedelis. From grape varieties by the Irish by Searsons earlier this year, I Rias Baixas, their portfolio includes consumer than ever before. tasted the 1998 Vega Sicilia Le Val, and from Rueda, Calamar. The Papillon range includes Torres, which Unico (€200). Very much a high An excellent wine from Bodegas Concavins from is distributed end specialist wine, it nonetheValdepenas also features in their the DO Concera de by Woodford less proves that in terms of portfolio, the Albali Arium, and Barbera, Bodegas Adina Bourne, is one iconic wines, Spain can produce from Valencia they have El Prado. from DO Rioja and of Ireland's best know the goods and this quality edge Findlater/Grants is another Bodegas Cerrosol from DO Spanish translates down through the company with a very good portfoRueda. brands. price points, even to the everylio of Spanish wines, including The Gilbey's portfolio day drinking wines. the top selling Marques de includes the well known Jeff Corbett of Searsons told Riscal from Rioja and the Faustino range from DO Rioja; RETAIL NEWS that increasingly his Marques de Caceres. They also Pazo Barrantes from Rias have a range from two of the Baixas; Oriel from Priorat; customers seem to have a greater up-coming regions, Bodegas Portia from Ribero del Duero; knowledge of both Spanish grapes and Olvena from Somontano and Fortius Reserva from wine regions than ever before. Prady Rey from Riberta del Navarra; Condesa de Leganza Duero. Viura and Condesa de Miguel Torres Finally, you cannot write an Leganza Crianza from La Of course, no Spanish wine feature article about Spanish wine in Mancha; and Marques de can be completed without mention of Ireland without mentioning Vitoria Ecco, an organic wine Miguel Torres. Torres, which is disRaphael Alvarez and his comfrom DO Rioja. tributed by Woodford Bourne, is one pany Approach Trade. Raphael In the past 10 years, Spain of Ireland's best know Spanish is a Spaniard who has been livhas radically transformed its brands. Miguel Torres from Penedes ing in Ireland for the last 25 wine industry,” notes Terry first gained international recognition The Gilbey's years. He has built up what is Pennington , Commercial during the 1970s when his Black portfolio probably one of the most excitDirector, Gilbeys of Ireland. Label, Mas La Planta (made from includes the massively ing ranges of Spanish Wines “New technology has dramat100% Cabernet Sauvignon) was first popular currently available in Ireland. ically improved quality presented in Bordeaux and won many across the board. While Rioja Faustino range His portfolio includes some of prizes. This helped put the from DO Rioja. the greatest winemakers curremains the benchmark for Catalonian winemaker on the worldrently making wine in Spain quality wine and the best wide wine map. Nearly 40 years later, today, including Alvaro Palacios, who known region, others like Ribera del Torres is still a powerhouse, innovathas wineries in Priorat and Duero, Navarra, Rias Baixas, ing and developing new wines and Catalonia, Telmo Rodrigez, Martin Priorat and good value La Mancha these initiatives have helped to make Codax from Rias Biaxas, and are now sharing the spotlight. For their wine range one of the biggest Mariano Garcia from Bodegas Mauro consumers weary of the popular sellers on the Irish market today. (once the most famous of all Vega international grape varieties, Spain's reputation for white wines Sicilia winemakers). Spain’s offering is rewardingly is also improving, largely due to two

September08Cereals

Bowled Over! Sustained growth in the cereals sector is expected to continue, with new product development driving consumer demand.

The

Irish cereals market continues to grow, with industry estimates putting the average annual growth rate in the region of 3.4% per annum for a market that is valued at around €220m. While cold cereals remain the dominant choice, with the children’s cereal sector particularly strong, the hot cereal sector is the fastest growing area in the cereal category, showing a 17.8% value growth (Source: ACNielsen, Breakfast Cereals, MAT July 2008). New product development is stimulating growth in the market, particularly in hot cereals, with consumers seeking out health benefits, without compromising on taste. 60% of Irish consumers believe breakfast is a very important meal, yet over a quarter of the Irish population don’t have much time for breakfast, according to research published recently by Kellogg’s, Ireland’s largest selling cereal maker. The Kellogg’s Consumption Study 2008 reports that: • 97% of all households surveyed have cereals in the home; • 70% of consumers believe that cereals are important to help children

A massive 97% of all households have cereals in the home.

concentrate; • 86% believe that milk is an essential part of everyone’s diet. However, 26% of families ‘never have much time for breakfast’. Worryingly, this response is highest among 15-34 year olds, with 36% admitting to being time-poor when it comes to breakfasting. The survey also reveals that time-poor families are spending less time dining together as a family. 28% of households surveyed report that they ‘never seem to sit together at meals these days’ – an increase of 10% since 2005. These trends are being driven by a combination of demographics, modern lifestyles and knowledge and understanding of food. According to Kellogg’s, positive and collective action is required by food manufacturers, Government and consumers themselves. Otherwise, if the current trend continues, the risk is that we will end up with a new generation of ‘calorie rich, nutrient poor’ consumers, with attendant modern disease implications.

anced breakfast can positively influence cognitive performance by improving concentration and equipping children with vital nutrients, vitamins and minerals. The recent National Teen Food Survey by the Irish Universities Nutrition Alliance (IUNA) found that an alarming 74% of teenage girls are not getting enough iron in their diets. Kellogg’s Corn Flakes, Rice Krispies and Coco Pops are fortified with iron and six B vitamins and can play a significant role in combating these deficiencies. A portion of Kellogg’s Corn Flakes provides 17% of a person’s daily iron requirements, as well as six B vitamins. The IUNA study found that cereals are the biggest source of iron in children’s diets, providing more than meat, bread and vegetables. Breakfast cereals also provide the opportunity for children to consume milk, a good source of calcium and vitamin D. Children who eat cereal with low-fat milk and a glass of orange juice consume fewer calories and more vitamins than they would by consuming alternatives such as toast with spread and jam. Studies also show that children who skip breakfast are more likely to consume high fat snacks later in the day. Research indicates that people who eat breakfast cereal tend to be slimmer than those who don't. Studies conduct-

Kellogg’s With the approach of the new school year, nutrition comes into sharp focus as parents try to ensure that children are well equipped with all the energy and nutrients they need to get a healthy start to the new school term. A healthy, balanced breakfast provides children with the best possible start to the school day. Eating a bal-

Kellogg’s ever-popular Rice Krispies are fortified with iron and six B vitamins.

ÂŠ 2008 Kellogg Company

Enjoy Kelloggâ&#x20AC;&#x2122;s breakfast cereals as part of a varied, balanced diet and a healthy lifestyle.

September08Cereals

tion and labelling. Working with the Carbon Trust, The Weetabix Food Company has set realistic targets to reach over the coming years and intends to monitor and publish annually against those ambitions.

Kellogg’s Rice Krispie Squares satisfy consumer demands for convenience and taste.

ed by IUNA show that breakfast cereals do not contribute significantly to the sugar, salt or fat content in Irish children’s diets. Most breakfast cereals contain only a small amount of salt per portion and contribute less than 7% of the average daily intake of salt. In response to changing consumer tastes and preferences, Kellogg’s have been reducing the salt content of their cereals since 1998, achieving a 41% reduction in average salt intake from Kellogg’s brands. On average, breakfast cereals contribute only a small proportion of sugar to the diet, about 6% of the average daily intake of added sugar among Irish children. Guideline Daily Amounts (GDA) labelling is a simple and effective way to check the levels of sugar, salt, fats and calories in products and will help parents make informed choices so that they can provide a healthy start for their school-going children. It’s just as important to get the balance right at lunchtime and Kellogg’s have come up with the perfect lunch box solution. Available from September, Kellogg’s new Great Value packs will be welcomed by busy parents who are looking for school-friendly lunchbox ideas. Kellogg’s Cereal and Milk Bars will be available as great value 12packs, while Kellogg’s Rice Krispies Squares will be available as great value 8-packs.

Weetabix The Weetabix Food Company has launched its inaugural Corporate Social Responsibility policy, making clear pledges to reduce the size of its carbon footprint, reduce energy and continue to meet guidelines on nutri64

The areas for consideration include: 1. Carbon Footprint. 2. Water Management: reducing water usage and the level of effluent. 3. Energy Reduction 4. Procurement Policy: sourcing goods and services locally, where possible, and where this is impossible, buying from ethically approved sources. 5. Waste: recycling rates and reducing the quantity that is sent to landfill. 6. Nutrition: further improving the nutrition profile of their products. 7. Packaging: using recycled material ensuring the packaging itself is recyclable. Can they reduce excess material whilst still protecting the product? 8. Marketing and Labelling: ensuring advertising is clear, informative, legal, decent, honest and truthful.

Packaging is a significant target area for the company, with over 90% of packaging (by weight) recyclable and all of its paper based packaging using at least 90% recycled fibres. The company is a signatory to the Courtauld commitment, a voluntary agreement to reducing the amount of packaging waste by the grocery sector. “Overall”, explains Wood, “this has been an exercise in realising that we already do some good work in this arena but there are areas we can improve and are making commitments to do so. We are going to take this one step at a time to implement a policy that will really make a difference.” The Weetabix Food Company’s portfolio includes the hugely popular Weetabix, Alpen and Ready Brek brands.

Flahavan’s As the hot oats cereal category leader, claiming over 60% market share, Flahavan’s have been delivering more growth to the oats category in line with consumers’ increasing interest in porridge as a healthy breakfast cereal choice. As leaders in innovation, Flahavan’s have added three new products to their portfolio. Flahavan’s have extended their Quick Oats range to include a Microwaveable Organic Sachet available in 8 x 35g. Certified by the Organic Trust Limited, Flahavan’s Quick Oats Organic Sachets are a seriously healthy, totally organic option that are so quick to use, con-

“The vision we have is to implement a policy that will really make a difference. We promise to review our role in shaping the health of the nation through good nutrition whilst protecting environmental resources,” noted Ken Wood, CEO at Weetabix Ltd. “We recognise that consumers are demanding greater sustainability and, although we have a proven track record of local sourcing [90% of all wheat is sourced within 50 miles of the Weetabix factory in Burton Latimer, Northamptonshire], we have decided that the time is right to state our position and what we hope to achieve.” As well as energy efficiency, as a food manufacturer, The Weetabix Food Company has also considered its position on packaging, marketing, labelling and nutrition and signed up to the FDF ‘Five Fold Ambition’, demonstrating commitment to making sigFlahavan’s Microwaveable Quick Oats range nificant reductions in water continues to grow its share of the market thanks to usage. its health and convenience credentials.

September08Cereals

sumers will always have time for a bowl. The Flahavan’s Quick Oats Range is available in a drum, sachets and portable porridge pots in original or strawberry flavours, providing healthy simple solutions to consumers by removing complexity and providing greater convenience anytime or anywhere, at home or in the office, in just two minutes. Consumers can also add a delicious fruity twist to healthy breakfast with Flahavan’s two new real fruit varieties. Flahavan’s Real Fruit Porridge Sunrise Fruits combines Flahavan’s Porridge Oats with juicy sultanas, Californian raisins, pineapple, cranberries and papaya, while Flahavan’s Real Fruit Porridge Apple & Raisin contains red apple pieces, succulent raisins and a hint of cinnamon. Both Real Fruit Porridge varieties are rich in fibre, low in saturated fat and salt and are a valuable source of energy. Flahavan’s Real Fruit Porridge is simply natural and contains nothing but Flahavan’s Oats and delicious fruit pieces.

Odlums ‘Smooth & Creamy‘ Oats offer the consumer 10 pre-measured sachets of delicious oats that microwave in just 90 seconds, with new bigger 45g sachet sizes.

For those looking for a healthy breakfast on the go, Odlums Vita Grain bars contain all the goodness of a bowl of porridge. Vita Grain bars offer the benefit of beta-glucan, part of the soluble fibre in oats, which can contribute to lowering cholesterol levels and help maintain heart health. Vita Grain bars come in two great flavours, Honey and Raspberry, and are now available in a new countline format of 25 bars per case. Odlums are planning a series of innovative promotions across the trade to kick start the traditional beginning of the season.

al is high in complex carbohydrates, fibre and other nutrients, essential for the most important meal of the day. Lifeforce Muesli is easy to prepare and tastes delicious with both cold and hot milk. It is made from the finest Irish grown cereals and specially selected nuts and fruits. Lifeforce Original Irish Muesli tastes as nature intended, without artificial additives or table sugar. The naturally sweet flavour is attributed to the finely chopped dates and finest raisins. Lifeforce Original Irish Muesli is available in 1.5kg and 750g packs. A ‘Tried ‘n’ Tested’ taste panel carried out by the Irish Independent rated Lifeforce Original Irish Muesli as one of the best mueslis on the Irish market. The panel rated the taste, appearance and the sumptuous fruit quantity in the muesli as being excellent. New to the Lifeforce Muesli range are Lifeforce Tropical Muesli, which is certified Fair Trade, and Lifeforce Gluten Free Muesli, both available in 500g.

Carman’s Muesli

Melbourne born company, Carman’s Fine Foods, has begun exporting its muesli to the Republic of Ireland, joinWith over 160 years milling experiing 21 other countries on Carman’s ence, Odlums remains one of the export list, which is a considerable major players in the hot oat cereals number for the company which began market. Continuous investment in Lifeforce when Carolyn Creswell, company innovation has grown the brand’s portMore and more people are embracing founder, was an 18-year-old university folio away from traditional porridge a healthier food lifestyle and Lifeforce student. 15 years on, Carman’s is the oats to new dynamic sectors, including Foods, from Boyne Valley Group, number one selling muesli brand in organic, microwaveable and single understand that healthy eating is the Australia, with the company also serving products. key to wellbeing. Lifeforce’s wide exporting to major supermarkets Odlums has recently launched a range of premium quality, healthy around the world including Park n new range of fruit porridges. The two foods are full of natural goodness. Shop in Hong Kong, Sainsbury’s in varieties, Harvest Fruit and Fruit Lifeforce Original Irish Muesli, the UK and Whole Foods Market in Porridge Feast, are available in 750g now with an exciting new look, is synthe United States. bags and are bursting with healthy onymous with wholesome, healthy “We see the Republic of Ireland seeds, grains and juicy fruit pieces. eating. This satisfying breakfast cereas offering a great potential for These products have the added growth for our brand and look foradvantage that they are delicious ward to seeing the sales figures served with cold milk. increase over the coming years,” Within the hot cereal category, Carolyn Creswell comments. ‘convenience’ products are growing The Carman’s offering includes strongly at 74% by value (Source: fruit and gluten-free muesli variACNielsen, Breakfast Cereals, MAT eties, muesli bars, honey, chick peas July 2008). Odlums ‘Smooth & and cookies. Carman’s Original and Creamy‘ Oats offer the consumer 10 Classic muesli will launch into pre-measured sachets of delicious The Lifeforce range includes Lifeforce Original selected Fresh, Donnybrook Fair, oats that microwave in just 90 secIrish Muesli, now with an exciting new look, as SuperValu and Centra stores, at a onds. As the popularity of this product increases, Odlums have recently well as Lifeforce Tropical Muesli, which is certified price point of €4.49 for 500g. Fair Trade, and Lifeforce Gluten Free Muesli. increased the sachet size to 45g.

Odlums

September08Sauces

Pouring Over Profits The sauces and condiments sector continues to grow, with new products and more adventurous consumers fuelling development.

Ireland’s

love affair with sauces, dressings and condiments continues apace, with industry estimates putting annual growth rates in the region of 4-5%. There are a number of factors for this sustained growth, including innovation on the part of sauce manufacturers, the growth of snack and sauce associations and especially the Irish consumer’s increasingly adventurous tastes, particularly when it comes to spicy Asian and Indian dishes, although Italian dishes remain amongst the most popular throughout the country. Penetration levels for salad cream and mayonnaise, tomato ketchup and brown and other sauces are remarkably high, despite the move towards convenience foods and snacking 'on the go'. The Irish population is heavy on twenty-somethings, who actively seek out new tastes and are far more adventurous than previous generations of consumers, although they are

also far more time-poor, and so convenience remains a key selling point when it comes to cooking sauces.

Heinz Heinz Tomato Ketchup is undoubtedly the world’s number one sauce brand. Its unmistakeable flavour has been enjoyed by consumers around the world for more than 120 years and Heinz Tomato is sold in over 150 Ketchup has countries. Heinz recently been Tomato Ketchup is an given a new Irish household look, with brighter packs favourite and claims and vibrant leadership of the new labels tomato ketchup sechighlighting provenance of tor in Ireland with a 67.8% volume share the tomatoes and the (Source: ACNielsen, product’s April 2008). natural Heinz Tomato quality. Ketchup has recently been given a new look, with brighter packs and vibrant new labels highlighting provenance of the tomatoes and the natural quality of Heinz Tomato Ketchup. Heinz Top Down Tomato Ketchup, in a variety of sizes, offers all the taste of Ireland’s favourite tomato ketchup but with the added benefit of its innovative no mess, no waste, stay-clean cap. Heinz Tomato Ketchup is also available in a range of sizes in glass and squeezy formats. The Heinz Tomato Ketchup range, in keeping with increasing consumer demand for organic products, also includes Reduced Sugar & Salt

and Organic varieties. Heinz Top Down Barbeque Sauces remain a family favourite both indoors and for summertime barbeques. The range offers a choice of two varieties, Original and Hot ‘n’ Sizzling, both of which are delicious accompaniments for red meat and chicken all year round. Also from Heinz are the HP range of Brown and Barbecue sauces, which make a popular addition to any household’s sauce repertoire. Recently launched in a handy Top Down pack, HP is the only Brown Sauce on the market to offer stayclean technology while still offering the distinctive HP fruity flavour. The oriental market is one of the fastest growing areas within the Irish grocery industry and the Amoy brand is very much on trend, offering consumers healthy, tasty and convenient food through its range of Stir Fry Sauces, Soy Sauces, ingrediThe Amoy Soy ents and accomSauce range paniments. also offers Consumers are much by way constantly looking of choice, for ways to experiwith the Light variety ment with differproving ent food types but particularly in a way that does popular with not demand too Irish much of their free consumers.

September08Sauces

time. The Stir Fry Sensations range from Amoy offers an extensive range of varieties, from traditional Aromatic Sweet and Sour through to Thai Green Curry, Roasted Peanut Satay and Succulent Szechwan Tomato, helping consumers to create tasty meals in minutes but with the added benefit of feeling that they have been actively involved in the cooking process. The Amoy Soy Sauce range also offers much by way of choice, including Light, Dark and Reduced Salt varieties.

ance in the hit film Intermission. Chef has been supported heavily with above-the-line activity so far this year, including the sponsorship of the Des Bishop show, The Name of the Fada, on RTE 1 in March, and constant TV advertising. A strong consumer sampling programme begins in September, targeting younger consumers and universities – to get younger consumers to experience that great Chef taste! The Chef brand is owned and distributed by the Jacob Fruitfield Food Group.

Jacob Fruitfield Food Group

Kelkin Ltd

The Chef brand can be traced back to 1921, when Willwoods started making sauces and vinegar for the Irish market, and since then, has been a much loved favorite with Irish householders. The Chef range is best known for its tangy tomato ketchup and famous brown sauce.

The massively popular Chef Tomato Ketchup and Chef Brown Sauce brands.

Chef Ketchup has been a firm favourite with Irish consumers for decades. This tangy sauce is well known for its full tomato flavour and the mixture of spices used gives it an extra kick. 140g of pure whole tomatoes are used to make 100g of Chef Tomato Ketchup. Chef Brown Sauce claims the number one position in the market with a 63% share (Source: ACNielsen MAT, June ‘08). Chef Brown Sauce has been a firm favourite with Irish consumers and even made an appear68

2008 sees the launch of a brand new range of barbeque sauces in the Irish market under the iconic brand of Jack Daniel’s Tennessee Whiskey. Made using the famously smooth taste of Jack Daniel’s Tennessee whiskey, the range of BBQ and grill sauces comes in four distinctive flavours: Smooth Original; Full Flavour Smokey; Rich Honey; Hot Chilli. Manufactured under license by Baxters Food Group (‘Baxters’) and distributed in Ireland by Kelkin Ltd, the range is aimed to reach beyond the traditional table sauce target market by encompassing a broader male audience who identify with the strong masculine appeal of the Jack Daniel’s brand. The four sauces are incredibly versatile, they can be used as an all round table sauce, a dipping sauce, brushed on to meats before grilling, roasting or frying, used as a baste during cooking or as an ingredient in marinades. Each sauce is virtually fat free and with less than 30 calories per typical 25g serving, making it a tasty and healthy option. The Rich Honey version is suitable for vegetarians and the other three varieties are suitable for vegans too.

Made using the famously smooth taste of Jack Daniel’s Tennessee whiskey, this new range of BBQ and grill sauces comes in four distinctive flavours.

Geraldine Marks, Licensed Brands Manager of Baxters, comments: “We are extremely proud to be launching this range of classic American style barbecue sauces and believe the legendary Jack Daniel’s brand name adds significant consumer appeal to the BBQ and brown sauce segment.” A comprehensive marketing programme is in place for 2008, embracing advertising, sampling, PR, instore and on-pack promotions, along with affinity partnerships over the summer months. Geraldine Marks adds: “The addition of Jack Daniel’s Quality Tennessee Style Barbecue Sauces to our expanding Licensed Brands portfolio is of great importance to Baxters and we are wholly committed to supporting this new premium product range with the intention of becoming a leader in the Irish barbeque and brown sauce markets.”

Knorr Sauces Knorr knows that consumers want to experiment with their cooking, but at the same time do it quickly and conve-

The Knorr range of Dry Sauces is a big hit with Irish consumers.

September08Sauces

portfolio includes tomatoes, olive oils, pasta sauces, rice, passatas, puree and antipastos. The brand’s focus on providing these quality, affordable Italian food ingredients Roma’s pasta sauce range is made with the finest Italian tomatoes, herbs and vegetables, in order to deliver the true Knorr have developed different ranges to suit and meal taste of Italy direct to Irish consumers. any occasion. solutions has been central to its success to date. niently. Based on that, Knorr have This success is most evident in developed different ranges to suit any the dried pasta category, where occasion. So whether consumers are Roma claims a 48% market share. looking for a dry sauce or a wet sauce, Roma’s pasta sauce range has Knorr has one to suit their needs. enjoyed great success since its For pasta lovers, there’s Knorr launch in 2006 and appeals Ragu; for more exotic tastes, there’s directly to consumers who want Knorr Curries; and for the more tradia complete pasta meal solution, tional consumers, there’s the delicious but don’t have the time. The range of Knorr Mealmakers, Gravies sauces are made with the finest and Pour Over Sauces. In fact, Knorr Italian tomatoes, herbs and vegcan transform any pasta, rice or meat etables, in order to deliver the dish into a satisfying and tantalising true taste of Italy direct to Irish mealtime experience. consumers.

Shamrock Foods Established in 1958, Roma is one of Irelands leading food brands. With over 80 different products, the Roma

Discovery Discovery has to rely on the quality, authenticity and originality

LAKESHORE DRESSINGS AND MARINADES Whether it’s a quick and easy family meal, or a luxuriously decadent treat to enjoy with friends and a glass of wine, consumers will find a Lakeshore Dressing or Marinade to transform any dish into an exquisite experience. The range includes a Caesar Dressing, Italian Dressing, Balsamic & Red Pepper Dressing, Thousand Island Dressing, Vinaigrette Dressing, Blue Cheese Dressing and Honey & Mustard Dressing, any of which can be simply drizzled over a fresh salad to create a dish packed with flavour.

The Lakeshore range of Dressings and Marinades can transform any dish into an exquisite experience.

The Discovery brand continues to grow in popularity thanks to the quality, authenticity and originality of its products.

of its products to grow the brand further. The company operates a ‘no nasties’ policy, and crams its sauces full of wholesome ingredients (tomatoes, peppers, onions, etc.), instead of bulking them up with starches and thickeners. Their two-step sauces have proven to be particularly popular with more discerning palates. The combination of the pure herbs and spices, used to infuse flavour into meat and vegetables before adding the sauce, has been welcomed by consumers looking for more flavoursome meals. “With more and more consumers wanting to create quality ethnic foods at home, we will continue to develop new sauces that appeal to both the more adventurous palate and the more health-conscious, time-conscious consumer,” commented a company spokesperson. 69

September08Forecourt

Focus

Centra Shines in Thurles The Ely family recently opened their revamped Centra forecourt in The Mall, Thurles, Co. Tipperary, and are already seeing the rewards of their investment.

The

Ely family has a long history of grocery retail in Thurles, Co. Tipperary. They operate a number of Centra shops in the town and have recently completed the redevelopment of their forecourt on The Mall. Cathal Ely tells RETAIL NEWS, “We have always had a very good working relationship with Centra. The grocery retail sector is particularly competitive, and Centra are at the forefront of the race to continually improve the quality of the package that other groups offer retailers around the country. “We had a Centra shop on the forecourt, but it was in need of a revamp,” he adds. “We were very keen to get the new Centra image installed. During planning, we decided to move the shop across the forecourt, taking advantage of a new development recently completed where we could lease the ground floor. That gave us the advantage of being able to trade from the old shop while we set up the new forecourt shop here.”

Fantastic Store Image The Elys were keen to install the latest Centra look for good reason. The package is extremely impressive and radically different from the previous Centra store image. The new colours and graphics, signage and LCD displays all work together, creating a fantastic finish to impress even the most demanding customer. According to Cathal, “The shop has received a stream of compliments since opening. It looks very different from the old shop and it is of a different calibre completely. Everything is immaculate and the attention to detail in every aspect of design, layout, finish and on to category management is incredible. With all the peo70

September08Forecourt

ple who have been involved in this project, there has been a huge number of man hours put in to create the end product and it shows.” When the new premises was ready, the old shop simply closed up as normal one night and the following day, the brand new Ely’s Centra on The Mall was ready for business. Trade started strongly, with Cathal, the staff and the Centra team concentrating their efforts to make sure everything ran perfectly in the new shop. The store opened on a Thursday and catered for the huge crowds travelling to the two games in the All Ireland Quarter Finals the following Sunday, a real test to the success of any new store. Cathal explains, “We have a number of Centras and a Daybreak in Urlingford. With both Groups backed by Musgrave Retailer Services, we are very familiar with what we can expect. Both groups are extremely professional organisations and bring a huge array of advantages to retailers looking to compete at the cutting edge of the sector. We have always been very happy with our symbol group partner and once again, Centra has delivered exceptional service with this development.”

The Complete Package According to the store owner, Centra offer a “complete package, with advice, expertise and support on absolutely any aspect of the business that you might need help with”. “We have a lot of grocery retail experience but it’s still surprises me how much benefit you can get from sitting down and talking with your group. They keep us very much up-to-date on best practice and what is working well in other stores around the country,” Cathal continues. “Our Regional Manager, John Powell is a great asset. He practically works here and is always able to sort out any problem that might crop up as soon as possible.” The package from Centra includes not just the look but a huge array of extra elements that had not featured in the Ely’s old forecourt shop, including fresh Stir Fries available from the Wok, along with a brand new smoothie bar, both of which are proving popular. According to Cathal, giving customers healthy options like smoothies have seen sales soar, while their breakfast smoothie has started giving the breakfast roll a run for its money. A healthier focus from customers is also evident in very strong sales of Good To Go pre-packed fresh fruit salads and bottled water. “The Mall has been undergoing a lot of redevelopment in

Focus

recent years,” Cathal explains. “Many of the large houses lining The Mall have been converted into offices, meaning a lot of hungry office workers. Since we had a good deal of space to work with, we chose to keep a comprehensive ambient grocery offering. “The Simply Cook range of high quality fresh and frozen meals offers healthy wholesome convenient lunchtime and evening meal options, which have proven popular with our customers,” he adds. “It’s a sign of the times now that if you walk into most shops, you will see shelf ends dedicated to value offers: with the support of Centra, we are able to offer our customers value offers on branded goods.”

Three-Pronged Strategy for Success The three-pronged strategy of forecourt, food-to-go and grocery means that Ely’s Centra on The Mall offers customers every reason to pay a visit. Combined with well trained staff, focused on top quality customer service, it makes for a very impressive offering. Centra Regional Manager John Powell is only too willing to credit the efforts of the Ely family in their contribution to such a top quality end product. “Patrick Ely, along with his sons Cathal, Mark and Ronan, are exactly the type of retailers that we want to work with. They are extremely hard working, willing to engage with the group and explore new business possibilities. They are also looking at ways to improve their business, just as we at Centra are always looking to improve our package. Everyone involved in this project is delighted with the result of all of our hard work.” The Elys were not afraid to embrace the new look and new products on offer with the updated Centra image. Their faith in the group, together with the hard work and effort of the entire development team, FA C T F I L E has transformed Retailer: Patrick Ely the forecourt Location: The Mall, Thurles, Tipperary shop into a cutSize: 3,200 square feet ting edge groNumber cery retail of Staff: 30 full time & part time outlet, perfectOpening ly tailored to hours: 07:00-23:00, Mon - Sun the needs of its growing customer base. 71

September08Shelf

Life

Shelf Life CONGRATULATIONS to the winner of the Back To School BIC Display Unit, Patrick Patterson from Londis in Foxrock, Dublin 18, and also to Shane Kelly, from SuperValu, Boyle, Co. Roscommon, who won a weekend break in Dundrum House Hotel, Cashel, Co. Tipperary, courtesy of RETAIL NEWS.

PICTURED at the launch of ‘A Taste of West Cork’ are (l-r): celebrity chef Clodagh McKenna; Ciara Slowey, Marketing Assistant for Paulaner, Heineken; Eilis Cohalan, chairperson of A Taste of West Cork committee; Green party Senator Dan Boyle; Catherine Anne Field, SuperValu (one of the sponsors of the event); Mary O Brien, committee member, and Pat White, official sponsor. The highlight of the southern festival calendar, A Taste of West Cork Food Festival takes place in Skibbereen, Co. Cork from September 16-21. Celebrating its fifth anniversary, the 2008 festival is set to be bigger and better than ever, with an extended calendar of events this year taking place over six days.

CORK-based Delicious Gourmet Foods broke new ground for Ireland’s specialist food sector when produce from the Delicious bakery, the only Coeliac-dedicated artisan bakery currently operating in Ireland, scooped a coveted gold award at the prestigious Great Taste Awards 2008, the UK’s most authoritative, independent standard for the fine food sector. Delicious’ winning gluten-free Apple Square was just one of the 4,800 products competing in this year's awards, which were tasted and tested by 160 experts.

BACARDI models Sarah Morrissey and Baiba Gaile are pictured chilling out boutique style on bales of hay in St Stephen’s Green as they launched the spectacular Bacardi B-Live line-up for the 2008 Electric Picnic. Big names who performed over the weekend include world class performer, mixer and DJ Tom Middleton, Electro rocker Krafty Kuts and BBC London DJ, promoter and pioneer Norman Jay. DO you think you have what it takes to create food fit for, well, everybody? RTÉ Cork is embarking on a brand new series which will see 15 home cooks battle it out to have their own gastronomic creations stocked on the shelves of SuperValu stores nationwide and they’re looking for contestants. ‘Recipe for Success?’ is a new six-part TV series that will provide an insight into exactly what goes into the creation of the food we buy. For an application form, log onto www.rte.ie/tv/recipeforsuccess or write to ‘Recipe For Success?’, RTÉ , Father Mathew Street, Cork. The closing date for applications is September 26.

KATHLEEN O’Leary (pictured), a 6th year student in Coláiste na Na Toirbhirte, Bandon, Co. Cork, has won the inaugural National Business Essay Competition, sponsored by IBEC/Retail Ireland and Dublin Institute of Technology. The competition was devised to promote business and in particular the retail sector amongst second level students. Entrants were required to write an essay on the theme ‘The Future of Retailing’. Kathleen was presented with the winning prize of ?1,000 at an awards ceremony in DIT by Torlach Denihan, Director of Retail Ireland, and Paul O’Sullivan, Director of the Faculty of Business, DIT. 72

CBS Outdoor have secured the retail advertising contract for MacDonagh Junction Shopping Centre in Kilkenny. The deal comprises numerous ‘PurchasePoint’ sites (poster display units located in prime, high-footfall locations) in and around the shopping centre. The development includes over 50 top quality retail units including Dunnes, River Island, Next and Carphone Warehouse, a hotel, a landmark office building, restaurants, performance space and leisure facilities. The shopping centre opened its doors in November 2007. THE Irish Organic Farmers & Growers Association (IOFGA) is hosting a public organic conference in advance of its 26th annual AGM (members only at AGM) on September 21 at Coolanowle Organic Farm, Ballickmoyler on the Carlow/Laois border. The Organic Conference takes place from 10.30am 1.00pm and is open to all. Speakers at the event include Minister Trevor Sargent TD; Kirsten Brandt of Newcastle University, who will be presenting some of the recent findings on the nutritional benefits of organic food; Mary Kelly of Moonshine Organics, who produce fabulous organic dairy products; Alan Schofield from the Growers Alliance in the UK, who will be discussing how they work as an organic producers group; and the inspirational Patrick Holden, Director of The Soil Association. Advance booking is required. Contact IOFGA on 043 42495 or email: info@iofga.org for more information.

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