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Industry News
Gala searching for the nation’s heroes
GALA Retail has teamed up with Virgin Media to search for Ireland’s inspirational heroes; those individuals who have made Ireland a better place with their selfless acts and inspirational deeds during the Covid-19 crisis. Searching for 26 inspirational county heroes, the Inspiration Awards are open to people of all ages and will celebrate those who have supported and gone above and beyond for others in their local community. Gala Retail has gifted €20,000 of prizes to the winners, with 26 county winners being awarded with luxury stays in some of Ireland’s most beautiful Blue Book properties. “At Gala Retail, we want to shine a light on the amazing people who have become true heroes during life under lockdown. Our stores are at the heart of communities and hear inspirational stories every day from their shoppers, those everyday achievements of friends, neighbours or others,” commented Gary Desmond, CEO of Gala Retail, pictured with Virgin Media presenters Glenda Gilson and Laura Woods at the launch of the Inspiration Awards 2020.
Coca-Cola launches campaign for young people affected by pandemic
COCA-COLA HBC has launched a special edition of its #YouthEmpowered programme to support young people who have been disproportionately affected by Covid-19. This free digital resource will be available to 18-30 years olds seeking insights and training; helping to build confidence and resilience as they navigate new career and learning opportunities. Already three times more likely to be unemployed than adults before the pandemic, young people who visit ie.coca-colahellenic.com will have unlimited free access to this valuable resource which covers a series of engaging topics. Pictured are (l-r): award-winning Irish author and actress Stefanie Preissner; Miles Karemacher, General Manager, Coca-Cola Hellenic Bottling Company; and Cathy Kearney, HR Manager,
Chris Martin joins ABP board
ABP Food Group has announced the appointment of Chris Martin as a non-executive director to its Board. Martin has over 35 years’ experience of working in retail and consumer-facing businesses Retail Services, BWG.
in Britain and Ireland. In 2019, after 15 years, he stepped down as CEO of Musgrave. Prior to this he was CEO of Mothercare plc, Group Finance Director of Storehouse plc and had various roles at PizzaHut and Asda. Commenting on the announcement, Larry Goodman said: “I am delighted to welcome Chris Martin to the Board of ABP Food Group. His experiences from a long career at the leading end of retail, and most particularly food retail, will be of considerable value with the ongoing strategic development of the business. We look forward to working with Chris in the years ahead.”
HB Ice Cream Sunday supports Down Syndrome Ireland
HB Ice Cream Sunday took place on Sunday, September 20, with HB and Down Syndrome Ireland encouraging consumers to join in the sweet, treat fun with family, friends or housemates and support the DSI See & Learn programme. 10 cent from every HB multipack purchased is going to DSI’s See and Learn programme, raising vital much needed funds. Actor Mark Smith, who has Down Syndrome, is pictured showing his support in order to help children with Down syndrome receive the educational resources they need.
Morgan’s Fine Fish launch seafood meals
PICTURED at the launch of Morgan’s Seafood Kitchen, an exciting new range of delicious low fat ‘ready to cook’ seafood meals are Gillian Morgan, R&D Product Developer, Morgan’s Fine Fish, with entrepreneur and qualified weight management expert Karen Daly of The Academy Masterplan. The innovative new range meets the ever growing demand for quick, easy to cook nutritious meals for people on-the-go. The ‘meals for one’ range is available now in select Dunnes Stores and includes Katsu Fish Curry, Spicy Lemongrass and Lime Seafood and Caribbean Prawns.
Industry News
Lidl distribution centre achieves BREEAM certification
LIDL Ireland’s newly opened Newbridge Regional Distribution Centre has achieved BREEAM Excellent, the first distribution centre in Ireland to be awarded with BREEAM certification, the world’s leading sustainability assessment for buildings. As part of the certification process, Lidl Ireland partnered with BirdWatch Ireland to install 45 bird boxes, to help maintain the natural wildlife habitat and enhance biodiversity. Lidl Ireland has already adopted a number of measures to enhance the sustainability of the building and its surrounds, including having the largest rooftop solar array in the country, a ‘biodiversity corridor’, planting of nearly 6,000 native trees and a pollinator zone abutting the building, which facilitates wildflower meadows, conserving native flower species and encouraging new growth. Pictured are (l-r): Niall Thatch, Head of Development and Communications at BirdWatch Ireland, with Sean Costello and Brian Smyth, Construction Project Managers at Lidl Ireland.
Winning Streak season concludes with over €400k prize pot
Fyffes launches new campaign
‘ONLY a superfood gives you superpower’; that’s the theme chosen by Irish fruit importers Fyffes to front a new multidiscipline campaign, the aim of which is to draw consumer attention to the many health benefits a banana provides. The campaign will have a strong presence on radio, outdoor, social media, digital and trade advertising. Visually, the message is illustrated by a hand pictured holding a banana as it punches its way through a backdrop in a way that joins the ‘superfood’ and ‘superpower’ message. “Our focus is to highlight the nutritional qualities of bananas,” explains Emma Hunt-Duffy, Fyffes Marketing Manager. “Rich in potassium and vitamins, the health benefits found in bananas also come from their slow release energy, giving an extra boost to those with busy and active lifestyles.”
THE 2019/20 season of the Winning Streak game show concluded at RTÉ studios in Dublin on Wednesday, September 16, as 10 players took part in two separate game shows, which paid out a total of €401,000 in cash prizes. Attendance at the two Winning Streak game shows was in strict adherence with Government guidelines and attendees only included players and the requisite National Lottery and KPMG personnel, and the event will not be broadcast on television. Among the big winners of the two shows were Joan Beatty from Clogher, Co. Tyrone, and Margaret Cafferkey, who was playing on behalf of her brother, Denny Hawe from Mallow in Co. Cork. Both players got to spin the iconic Winning Streak wheel in their corresponding shows to bag €56,000 and €61,000 respectively. Joan Beatty and her daughter Audrey Rainey are pictured with Winning Streak presenter, Marty Whelan.
Tesco Ireland invests in network of storebased defibrillators
TESCO Ireland is investing in a network of potentially life-saving defibrillators in over 100 stores across Ireland. Investing in the Automated External Defibrillators (AED) with stores nationwide will provide additional supports for communities across the country should an emergency take place. The AED units are easy to use and are designed to support first responders and members of the community to assist in caring for someone suffering from a cardiac incident. The units provide real-time visual and verbal feedback to the user on the force and rate of CPR compression during resuscitation. Pictured are Geoff Byrne, Chief Operating Officer, Tesco Ireland, and Tony Panu, Store Manager, Tesco Swords Holywell, marking the installation of the AED machine in-store.
Aldi unveils revamped Arklow store
ALDI’S Arklow, North Quay store has reopened its doors to customers, following an extensive renovation project, which has seen the store completely refurbished. The newly refurbished store has received a full makeover in line with Aldi’s award-winning Project Fresh design. Featuring the new layout, Aldi’s Arklow, North Quay store offers a wide selection of fresh food at the front of the store, high-spec fixtures and fittings and new signage that provides a more efficient and hassle-free shopping experience, while the store is powered by 100% green electricity. “The Project Fresh revamp of our store is great news for our customers,” noted store manager Mark Brady. “Its new spacious design makes for a very easy and enjoyable shop.”
Industry News
Meath club scoops top Kellogg’s GAA Cúl Camps prize
SKYRNE GFC in Meath has been boosted with the fantastic news that it has claimed first prize in the 2020 Kellogg’s GAA Cúl Camps on-pack promotion, winning a game-changing €25,000 for the club. Wicklow’s Rathnew GAA club took €10,000 in second place, with Newmarket on Fergus GAA club, Co. Clare, winning third place with €5,000. Kellogg, now in its ninth year sponsoring the Kellogg’s GAA Cúl Camps, held the nationwide on-pack promotion for all GAA clubs during the summer. The winning clubs were chosen by draw to complete the summer-long promotion in conjunction with the Kellogg’s GAA Cúl Camps. Pictured is David Byrne from Kellogg’s, with former Meath football and Skryne GFC coach Trevor Giles (right) and his 10-year-old son Oisin.
FLOGAS brand ambassador, former Olympic athlete and wellness speaker, David Gillick visited the Drogheda and Rostrevor Men’s Sheds to help launch a three-year, all-island energy partnership between Flogas and the Irish Men’s Sheds Association (IMSA). As the new energy partner for the IMSA, Flogas will be offering special discounts on electricity, natural gas and LPG to its affiliated Sheds in the Republic of Ireland and Northern Ireland. Flogas will also be supporting the organisation’s work through many exciting initiatives over the coming years. Pictured are (l-r)): Frank Dillon, IMSA Head of Fundraising and Partnerships; John Rooney, Managing Director, Flogas Ireland; David Gillick; and Barry Sheridan, Chief Executive of the Irish Men’s Sheds Association.
Kilkenny store celebrates €5.4m Lotto jackpot win
A FAMILY run service station on the outskirts of Kilkenny city recently sold a winning Lotto ticket worth €5,395,798. De Loughry’s Gala store in Talbot’s Inch, Co. Kilkenny, was the store which sold the ticket to Ireland’s newest millionaire. Store owner John de Loughry took over the running of the family business from his parents, Jack and Anne, in 2012 and they were spending time together when John received the call from the National Lottery to give them the incredible news: “We’re absolutely gobsmacked. When you hear about a big Lotto win such as this, you never think that it could be you who sells the lucky ticket to change somebody’s life. The shop has been open since 1983 but we only started selling lottery tickets as recently as 2016. That’s a massive vindication now, seeing as how we have sold a jackpot winning ticket just four years later.” John is pictured (third from right), celebrating the win with (l-r): John Williams, National Lottery; store workers Nuala Brennan and Anita Seroczynska, and John’s parents, Jack and Anne de Loughry.
Lidl plans to open Athenry store
LIDL Ireland has lodged a planning application for a new state-ofthe-art store as part of a wider development in Athenry, Co. Galway. If approved, the new store will expand the retailer’s Galway portfolio to 11 stores, with the opening of Lidl Wellpark on November 12 and two more Galway sites in planning. The planned store will incorporate a range of sustainability features, including an ISO 50001 certified Energy Management System, electric vehicle charger spaces and a solar panel system. It will also offer Lidl’s growing customer base a spacious interior layout, high ceilings and wide aisles, creating a comfortable shopping experience for customers.
SuperValu launches new recyclable and compostable potato packaging
SUPERVALU has announced that packaging is now 100% recyclable and compostable across six lines of own brand potatoes. Customers will find delicious Irish New Season Roosters and Kerr Pinks in-store in paper potato bags that can be disposed of in either the green or brown bins found in most homes and businesses. Plastic netting has been removed from bags and replaced with cotton netting to ensure 100% of packaging can be recycled or composted. This move will remove a massive 380kg of plastic from circulation every year. Over 13,500 tonnes of potatoes are sold in SuperValu every year and this is another significant move in SuperValu’s commitment to making 100% of its own-brand, fresh produce and instore packaging recyclable, reusable or compostable by 2025. Thomas Kennedy of K&K Produce is pictured with SuperValu’s new 100% recyclable and compostable packaging on new season potatoes.
Group chief salutes Gala performance
Gary Desmond, CEO of Gala Retail, reflects on the impact of Covid-19 on the convenience market, the “exceptional” response to the crisis by Gala retailers and the challenges ahead as we continue to live with Covid.
JUST two short years ago, Gala Retail celebrated 20 years in business, having established a thriving convenience retail group that spans the entire country. With 170 Gala convenience stores and 35 Your Stop stores, Gala’s dual approach model, in which retailers are supported by both Gala Retail’s head office team and Gala wholesalers nationwide, has enabled the group to grow. The events of recent months have made this dual support structure more important than ever before as convenience retail, and indeed all business, faced its greatest ever challenge with the arrival of a global pandemic.
Retail News speaks to Gala’s CEO, Gary Desmond, on how the Group has performed and the challenges that lie ahead.
Covid-19 has been one of the greatestever challenges for business. How have Gala stores performed?
“Our stores have been exceptional. They quickly pivoted, adapting their offering, prioritising the elderly, vulnerable and key workers, all whilst ensuring that their doors remained open for their communities, and that they provided a safe environment for their teams. “We are enormously proud of our retailers, and this is something that will stay with us all. The innovation that they demonstrated, their flexibility and their willingness to go above and beyond for their customers has been incredible. “‘Senior Sundays’, enhanced home delivery, order and collect services, and even donating meals to the elderly and vulnerable; these are just some of the measures that Gala retailers introduced in March and April. “Across the board, our stores have been trading well, with the exception of a number of city centre stores where footfall is still down and a downturn in fuel sales for forecourt stores during the first four months of lockdown. “Following the initial lockdown shock in mid-March, when essential items were in huge demand, consumer behaviour has continued to evolve as shoppers look for quality, enjoyable experiences that they can enjoy at home. Many of our stores responded to this and
introduced special offers and ‘at home’ experiences. Demand has returned to store offerings including deli bars, as people start to adjust to their lives in the ‘living with Covid’ phase.” We have never before witnessed such a “
How did the team at Gala HQ support seismic challenge, when all of our lives
retailers through the pandemic? “At Gala HQ, the team supported changed and with such haste. Our Gala our retailers developing a throughout this period, dedicated Covid-19 section retailers and all of grocery retailers were within our internal website. We issued GROW retailer almost 100 pieces of on the front line, and the speed of their specific Covid-19 communications over the past six months, keeping retailers response was nothing short of incredible. updated with regards to guidelines from the Government and HSE, as well as communicating important information on operations, hygiene and social distancing, designed to protect both staff members and customers. retailers could choose to adopt, helped our stores to implement and this we being flexible, and accepting adapting our approach that change is the only ” “Our field sales team remained within their business. thing guaranteed, we’ve essentially on the ground, calling and supporting “And it goes without saying that restructured our marketing efforts to retailers throughout the pandemic. They throughout this process, we worked with make them relevant for now. were selfless in their approach and our member wholesalers and suppliers “Just this month, our annual trade dedication. There is no doubt that in the to ensure the supply chain was secure fair and conference moved online. A early stages particularly, that presence and to minimise any interruptions for virtual trade fair, including supplier on the ground provided reassurance and our retailers, who were working around videos and PowerPoint presentations, much-needed support to retailers at a the clock to serve their communities. introducing new products, deals and time when they needed it most. “Our wholesalers were an important offerings from suppliers, was developed “In addition to regular cog in ensuring that our retailers to ensure that our retailers received communications, we developed the continued to receive that vital ongoing those same value offerings as in ‘SAFER’ shopping concept, which was support. Their relationships with local previous years. We hosted this content launched across the Gala estate and Gala retailers gave our wholesalers a on our internal GROW retailer website, centred around five steps that Gala unique understanding of what level of meaning that retailers can view the stores asked their shoppers to comply support was needed at local level, and content and engage with it at any time. with: S – Shop solo; A – Awareness; F they delivered for each and every one of “Our Gala Retail Inspiration – Follow; E – Essential shopping and R – our stores.” Awards have moved from a black-tie Responsible shopping. formal awards event to a cross-station “We worked hard to develop a How have your marketing plans been promotion across Virgin Media, featuring Shopify platform that was based around affected? on shows including Ireland AM, The Six a ‘click and collect’ model which “Like everything this year, through O’Clock Show and The Elaine Show. We felt that it was extremely important to continue with these awards, as now more than ever before, we’ve all witnessed so many inspirational acts from people in our communities. “We have donated a prize pot of over €20,000 to the awards, gifting 26 county heroes for their inspirational acts with blue book vouchers for luxury staycations. “Our CSR commitment to Special Olympics Ireland remains as resolute as ever, especially in a time when all charities are facing enormous shortfalls in their fundraising efforts. In early 2020, we announced a further four-year extension of our platinum sponsorship of Special Olympics Ireland as we recognise and admire the incredible work that the organisation delivers for 10,000 plus athletes and their families in every town and county in Ireland. “In June, we were determined to Summer 2020 saw Gala Retail hosting Ireland’s first-ever virtual golf week, work within the restrictions to create a raising over €10,000 for Special Olympics Ireland. new fundraising concept that could be
delivered for Special Olympics. During the summer, we hosted Ireland’s firstever virtual golf week, raising much needed funds for Special Olympics Ireland. “We will now be supporting Special Olympics’ annual collection day, which has morphed into a virtual collection month in October and we will be introducing another fundraising initiative before the end of the year. “Investing in the Gala brand and continuing to deliver activities that reflect our brand values is incredibly important to Gala. We believe social media and technology will play a greater role in everyone’s life moving forward, and we will focus in those areas. “2021 plans are currently underway; however, like all plans, they will be subject to change, dependent on the wider climate.”
There have been many challenges over the past six months but have there been any highlights?
“Although the past six months have been incredibly challenging, there have been some standout moments, which as a Group, we will remember with huge pride. “The camaraderie of the entire Gala family, the tireless work of our stores to ensure the vulnerable and elderly had all the essentials that they needed and the flexibility and team effort of all at Gala HQ to support our stores during this time has been tremendous. “We have also had several new Gala stores open, which is always a highlight, but in the current climate, is to be celebrated. King’s Gala has just opened an incredible, state-of-the-art forecourt and store in Wicklow town, and in Adare, Moynihan’s Gala has just opened its doors. “Gala is all about shopping local and our communities, and the feedback that we have received on our social media platforms from customers regarding their experience in stores is uplifting and to be acknowledged. We now have a following of 250,000 followers across all our social platforms, and that enables us to stay in touch and relevant to changing consumer needs and audiences. We’re incredibly proud of our retailers and of their response to this crisis.”
What lies ahead for Gala?
“Regardless of the macro issues surrounding Covid-19 and the economy, and the very real possibility of further interruption to our lives, we need to press on as an innovative convenience retail group. We’re determined to focus on what we can control, supporting our retailers as we navigate the everchanging climate. “Maintaining a safe shopping experience for our customers and teams is the number one priority, and always
Gala Retail announced a further four-year extension of its platinum sponsorship of Special Olympics Ireland in early 2020. Pictured are (l-r): Gary Desmond, CEO of Gala Retail; Special Olympics ambassador Michéal Ó Mhuircheartaigh; Special Olympics athlete Emma Johnstone; Keith Wood, Special Olympics Ambassador; and Matt English, CEO, Special Olympics Ireland.
will be. However, we are working on innovative new ‘own brand’ concepts that will help our retailers to offer even more choice to customers, including enhanced ‘take away’ at home experiences. “In-store concepts such as ‘Coffee Junction’ ‘New Street Deli’, ‘Baker’s Corner’ and ‘Galato’ have been incredibly successful, increasing sales and driving footfall. Shoppers now expect quality food-to-go offerings – convenience is not enough – and that’s why our in-store offerings have been so successful with shoppers. “Coming soon is an in-store pizza counter where customers can enjoy premium quality pizza, fresh from the oven and available to buy by the slice or as a whole pizza, and we’re hoping to introduce more of these offerings in the coming months. “All businesses face a challenging future, but we operate in food and essentials, and we’re grateful to be in a strong position, offering value and quality to customers and our communities moving forward. “However, we are also calling for increased support from the Government for our retailers and other SMEs as we continue operating in these challenging times. “Part of that challenge is the way we have had to interact and communicate. Our daily engagement with suppliers, for example, has changed, with more meetings and calls via Zoom and Teams meetings. It can be challenging at times, but it’s the new normal. Hopefully, normality will resume sooner rather than later but if not, we are prepared.”
How will you look back on 2020?
“The year when everything changed. We have never before witnessed such a seismic challenge, when all of our lives changed and with such haste. Our Gala retailers and all grocery retailers were on the front line, and the speed of their response was nothing short of incredible. “We all pulled together, from our wholesalers, to our suppliers and the team at Gala HQ, in a bid to support our stores and strengthen the supply chain. This collective effort is our greatest strength and enabled our retailers to do what they do best, serve their communities at a time when the need was never greater. “Our new behaviours will be in place for some time, and they may well have far-reaching implications into the future. For many, 2020 will be the year that none of us would have imagined or will forget.”
Filippo Berio targets Ireland with heavyweight campaign
Filippo Berio, the leading olive oil brand in the UK, is investing €500k in an integrated marketing campaign in Ireland, which is set to shake up the category here, explain Walter Zanre, MD of Filippo Berio UK, and Gerard McAdorey, from distributors GM Marketing.
FILIPPO Berio, the leading olive oil brand in the UK, is investing in a heavyweight €500k advertising and marketing campaign to increase the brand’s presence in Ireland. This fully integrated campaign includes TV, print advertising and PR and Walter Zanre, MD of Filippo Berio UK, describes it as “our first ever serious advertising campaign in Ireland”. “We have the credentials to become a serious number two brand in the market,” Walter explains. “Together with our distributor, GM Marketing, we are ready and willing to grow the Filippo Berio brand and indeed the entire olive oil category in Ireland It’s not just about olive oil, but also includes Filippo Berio’s “truly excellent” pesto range, as well as its vinegar range (Balsamic Vinegar, Wine Vinegar etc). “There isn’t a dominant brand currently in those markets, so we believe we can take a leadership position in those categories,” Walter notes.
Substantial sales growth
Filippo Berio has been present in the Irish market for over two decades, but it wasn’t until distribution moved to Belfast-based GM Marketing in April 2018 that the brand really started to make an impact here, with sales numbers growing significantly in the intervening two and a half years. “We found the team at GM Marketing had the same passion and desire to do business that we had, and we have seen the business show significant growth,” Walter enthuses. “We have gained distribution and added listings, which has given us the confidence to put a significant investment behind the brand in Ireland, which is is the first step in constructing something much bigger in the Irish market.” Gerard McAdorey, MD, GM Marketing, is delighted with the performance of the brand: “From when we took over distributing the Filippo Berio brand, volumes are now two and
Pictured are (l-r): Gerard McAdorey, MD of GM Marketing, and Walter Zanre, MD, Filippo Berio UK.
a half times what they were in early 2018. We can’t ask any of our partners to spend money until we have our distribution in place; once you’ve got distribution, it’s then easy to have a conversation with Walter and his team to explain the potential in the market. They have very kindly supported us and the market, which then allows us to have the conversations with the likes of Dunnes and Musgrave, to point to the size and scale of the campaign.”
Investing in an underdeveloped category
Walter believes that the olive oil category in Ireland is underdeveloped: “It is dominated by own label, with one major branded player. There has been very little investment from a marketing point of view. It has become a traded commodity.” Filippo Berio is about to change all that. The €500k marketing plan will see Filippo Berio advertised on Irish
television channels for the first time, across RTE 1, RTE 2 and Virgin Media Ireland. In advertising terms, the Irish campaign will have 880 TVRs (television ratings), according to Walter, which is approximately twice as many as an average Filippo Berio campaign in the UK. The television ads will be seen by more than 75% of adults (2.7m), who will view the advertisement an average of 12 times between October and December. There are two versions of the ad, one for the olive oil brand, which traces Filippo Berio Olive Oil from the bottle back to the tree using an engaging “rewind” style, while the second ad focuses on their pesto range, demonstrating the versatility of pesto ‘beyond pasta’. The TV campaign features some of the most iconic music you are likely to hear in an ad this or any other year, a real ear-worm that is as smile-inducing as it is memorable. “Music, when used effectively, really stays with you,” Walter insists. “Think of the ‘Just One Cornetto’ ad; more than 20 years later, it is still associated with the brand. I think our music really stands out and this year, we’ve used it in radio advertising in the UK for the first time.” Their print campaign includes advertisements in consumer interest and food titles, communicating the brand credentials and the versatility of the pesto range, and will reach 1.7m adults (44.5% of all adults in Ireland). The highlight of the press campaign is the insertion of a One-Pot Recipe Booklet into the Irish edition of The Sunday Times on November 1.
Versatile product range
Alongside the advertising, there will be a national PR campaign, showcasing the versatility of the products, both olive oil and pesto, targeting mainstream media with a diary of consumer brand stories and competitions, including recipe ideas and a health study from Glasgow University which focuses on the health benefits of olive oil. Crucially for retailers, the brand will also be available at a special promotional price point during the overall campaign. The campaign will benefit not just Filippo Berio, but the overall olive oil and pesto categories, according to Walter: “Per capita, Irish consumers use more olive oil than they do in the UK, but we believe that is because you have a small group of very heavy olive oil users, while there are still a lot of people who are not currently using olive oil, so we want to increase household penetration for the category as a whole.” Gerard agrees: “Meal-time is very important to the Irish consumer, and if we can educate that consumer about the benefits and versatility of olive oil and Filippo Berio, that will benefit everybody.” Olive oil has suffered a little because of its reputation, Walter insists. “There has been a belief amongst some consumers that olive oil is fancy, it’s premium, it’s only for continental cooking, and that’s not true at all. I try to explain that if you pour extra virgin olive oil onto a jacket potato, there is nothing better. We need to bring olive oil into everyday cooking. “We are trying to demystify olive oil,” Walter insists. “If you go into any Italian house, when they start to fry, the first thing they put in the pan is olive oil. One of the biggest urban myths around olive oil is that you can’t fry with it; it is completely the opposite, as it is an oil that remains very stable at high temperatures. In fact, olive oil can be used in baking, as it works really well in cakes, pastries etc. We want to bring more understanding to the market, which will then allow us to
Filippo Berio has been present in the Irish market for over two decades, but has really shown its potential since GM Marketing took over distribution of the brand in April 2018.
expand.”
The Irish market represents a significant growth opportunity for Filippo Berio, which has been around for 150 years.
A rich history
While admitting that other oils, and rapeseed oil in particular, have grown in popularity in recent years, Walter believes that olive oil has a number of advantages over its competitors: “Firstly, it has a superior flavour profile; and secondly, cold pressed rapeseed oil costs more than extra virgin olive oil. Thirdly, in order to become a serious competitor to extra virgin olive oil, the land mass you need is colossal. I don’t think that rapeseed oil will go away but we have seen a number of oils come and go, like the fad for avocado oil and coconut oil. Fads come and go but heritage, expertise and quality remain with Filippo Berio and they will give us longevity.” The Filippo Berio brand certainly has a rich history, as the MD and indeed the forthcoming campaign, reminds us: “This campaign is about reassurance in the brand, the heritage and the care that goes into the oil. Filippo Berio was a real person, which is quite unusual; he created the brand and in many ways, we are still carrying on the standards he instilled in the business 150 years ago, and that is communicated through the TV and press advertising campaign. “In the UK, we have been the brand leader for such a long time and everybody knows us,” he continues, “but in Ireland, some people don’t know who we are; so we are trying to communicate our brand values in this campaign, which will provide us with a foundation to build upon.”
Brexit and Filippo Berio
The spectre of Brexit still hangs over us like the sword of Damocles. Walter has been a keen and outspoken critic of the entire process of Brexit, as even a quick glance through his Twitter feed confirms. “The most frustrating thing is the lack of clarity,” he sighs. “We know
for certain we are going to have problems at the borders because there isn’t the physical infrastructure to manage all the extra paperwork. A month ago, I would have said there is no possibility that we would have duty tariffs but as every day goes by, it is looking more and more likely; on olive oil, the tariff would be over €1.24 per litre, which is crazy. That would add about €15m of annual cost to our business. But there is no olive oil production in the UK, so the product still has to come in.” The Irish market is luckier, in that GM Marketing can ship product directly to Ireland from the home of Filippo Berio in Lucca, Italy, thus avoiding the duty. “The challenge for us is to manage lead times and be a bit more rigid and accurate with forecasting,” Gerard McAdorey reveals, admitting that the company will be looking at lead times of 4-5 weeks as opposed to one week, which is generally the case with goods coming from Britain. “We are trading businesses so we will find solutions,” Gerard says, “whether that means holding an extra three months’ stock on the island to get us over the hump of January or other logistical and supply chain options that are practical ways to mitigate disruption.”
Covid brings convenience growth
In 2020, nothing has disrupted the market as much as Covid-19. A lot has been written about changing consumer patterns and new trends emerging during the pandemic, and one which GM Marketing has noted is the switch by many consumers to shopping more in convenience stores, which has had a big impact on sales of Filippo Berio. “Convenience stores, whether it’s a Spar in the west of Ireland or a Centra in the west of Dublin, are seeing a serious uplift in what would have been core multiple grocery products,” Gerard reveals. “So we are seeing a lot of olive oils and pestos selling through the local convenience store, as people don’t go to the multiple outlets as much. So my advice to convenience store owners is to not just pay lip service to a couple of bottles of olive oil, but to really support these products. Bearing in mind that a bottle of olive oil can sell for up to €5 or €6, it is really helping to grow the basket spend in the Irish convenience sector.” The Irish market represents a significant growth opportunity for Filippo Berio, and with the support of the parent company and the hard work and dedication of GM Marketing, the future looks bright for this historic brand. This isn’t just a three-month campaign, concludes Walter, but the beginning of something big. “The brand has been around for 150 years and hopefully it will be around for another 150,” he explains. “We are brand leader in the UK, with substantial growth ambitions for Ireland. We now hope to dramatically increase our awareness in this dynamic category and introduce these fantastic products to a completely new Irish audience. We know things don’t happen overnight, so this is a 3-5-year plan to
Filippo Berio plays a leading role in championing sustainable and environmentally sensitive production, supporting and inspiring the wider olive oil industry.
invest and build up the business in Ireland.”
Filippo Berio’s Irish print campaign will reach 1.7m adults (44.5% of all adults in Ireland).
A little history
BASED in Lucca, Tuscany, Filippo Berio has created fine olive oils since 1867. Filippo Berio Pesto Sauces are made in the traditional home of Pesto, the Italian region of Liguria. “The company’s success over so many years is testament to the passion and dedication of our founder, Filippo Berio, a man with the vision and expertise to create delicious olive oils, not only for his Italian family and friends, but for food lovers around the world,” explains Walter Zanre. Filippo Berio and Sagra are part of the Salov SpA family. Salov is Italy’s leading olive oil company and plays a leading role in championing sustainable and environmentally sensitive production, supporting and inspiring the wider olive oil industry.
Irish Wine Show Star Award winners announced
NOffLA has revealed the winners of the 2020-21 Irish Wine Show Star Awards, with the winning wines highly visible in NOffLA outlets in the coming months.
THE National Off-Licence Association (NOffLA) has awarded its 2020-2021 Irish Wine Show Star Awards to 45 wines at its annual event on Monday, October 5. Now in its twentieth year, the Irish Wine Show Star Awards are firmly established on the Irish market, and the winning wines will be available to consumers all over the country from NOffLA outlets. Speaking at the Awards, Gary O’Donovan, Chairman of NOffLA, congratulated the winners, noting how “this annual event allows us to celebrate some of the finest products sold by our highly-trained members around the country. NOffLA members are committed to excellence, both in terms of personal service and the high-quality wines that we offer. However, this offering is under serious threat,” O’Donovan warned. At the virtual ceremony, NOffLA again called on the Government to reduce excise duty in Budget 2021. With wine consumption falling by 1.4% in 2019 and Ireland’s excise rates
Gary O’Donovan, Chairman of NOffLA.
among the highest in Europe, NOffLA has called for a reduction of 15%, in line with the Drinks Industry Group of Ireland (DIGI), to support the wider drinks sector.
Excise levels impeding drinks sector
Irish excise levels continue to impede the drinks sector in Ireland, particularly now when facing the economic challenges posed by both Covid-19 and Brexit in the near future, the NOffLA Chairman warned: “The sector has taken an unprecedented hit in recent months, with pubs, restaurants and suppliers severely disrupted by the pandemic. And with increasing uncertainty as to when business will return to normal, a reduction in excise is now paramount to keep the sector afloat. “ He argued that the austerity-related excise increases from 2012 “continue to hamper our sector. Along with DIGI, we have called on the Minister for Finance to reduce excise duty by 15%
in Budget 2021, to provide a much-needed lifeline for our drinks sector colleagues.” contribute through direct investment to the Star Award adjudication panel of in NOffLA member outlets, of which there are more than 315 nationwide. The chosen wines will be recognisable by distinctive Award symbols on each bottle. In the pre-Christmas period, NOffLA members will promote the Irish Wine Show Star Awards 2020-2021 Collection as ideal Christmas gifts, in a variety of
Richard Moriarty, Wine & Spirit Director, Findlater & Co., is pictured celebrating Lopez de Haro Rioja Crianza 2017 being named Red Wine of the Year.
NOffLA members are at the heart of their communities Christine Smith, Mackenway Distributors Ltd, celebrates throughout the country, O’Donovan argued: “We serve as El Coto ‘Finca Carbonera’ 875m Chardonnay 2019 being responsible and highly-knowledgeable local retailers that named Best Old World White Wine Under €20. and local employment. We are calling on the Government to protect our local 2020 Gold Star Award Winners businesses that across Ireland.” underpin communities all CATEGORY WINE COMPANY More than 600 entries Old World White Under €10 Labouré-Roi 2018 Sauvignon Blanc Niche Vines by Counterpoint In excess of 600 wines were submitted Old World White Under €15 Aveleda Alvarinho 2019 Mackenway Distributors Limited special gift packs. NOffLA judges and journalists. Points independent wine were awarded on the Old World White Under €20 El Coto 'Finca Carbonera' Chardonnay 2019 875m Mackenway Distributors Limited basis value of appearance, smell, taste for money criteria, and the and winning New World White Under €10 Meerestein 2019 Chenin/Pinot Grigio Ampersand Wines 15 were selected as the best wines from key suppliers across a number of price New World White Under €15 Secret de Viu Blanc 2019 Manent Sauvignon Mackenway Distributors Limited categories. Each of the winning wines will be sold New World White Under €20 De Loach Heritage Chardonnay 2018 Collection Liberty Wines
Old World Red Under €10 Rioja Vega Semi Crianza 2019 Ampersand Wines
Old World Red Under €15 Lopez de Haro Rioja Crianza 2017 Findlater & Co.
Liz Coogan from Febvre Wines celebrates Conde Valdemar Reserva 2012 being named Best Old World Red Wine Under €20.
Old World Red Under €20
New World Red Under €10
New World Red Under €15
New World Red Under €20
Rosé Under €15
Sparkling Wine Under €25
Champagne Under €60
Red Wine of the Year 2020-21 Conde Valdemar Reserva 2012
The Landings Shiraz / Cabernet Sauvignon 2019
Callia M Malbec 2019
Willunga 100 McLaren Vale Shiraz/Viognier 2018
Care Solidarity Rosé 2019
Capçanes Cava Brut Reserva NV
Piper-Heidsieck, Cuvée Brut NV
Lopez de Haro Rioja Crianza 2017 Febvre Wines
Ampersand Wines
Mackenway Distributors Limited
Liberty Wines
Febvre Wines
Mackenway Distributors Limited
Liberty Wines
Findlater & Co.
