A Fresh Perspective James O’Connor, CEO, donnelly fresh

Q: Why did you feel the time was right to introduce a fresh new identity for the Donnelly business?

A: Started in 1979 by the Donnelly family, our three businesses, Donnelly Fruit and Veg, Wonderfoods, and Donnelly farms have been providing the best quality fresh foods to the market for over 40 years and employing over 300 people across our three sites in North County Dublin in St Margaret’s, Blanchardstown and Bealinstown.

The decision to introduce a new identity for our companies under the donnelly fresh name – with the businesses now known as donnelly fresh produce, donnelly fresh foods and donnelly fresh farms, brings our three companies closer together, and showcases the offering that we can provide as an overall business to the Irish market – from growing our own fresh vegetables, to working in partnership with growers both locally and globally to source and supply fresh produce and producing some of the highest quality value added ready-to-eat and ready-to-cook ranges, we can truly say we have a ‘field to fork’ offering.

Q: What are the key elements of your new brand identity and how does this reflect your ethos and values?

A: Our values - progressive, adventurous, inspiring, and grounded - are at the core of the donnelly fresh business and something that everyone in our company believes in and lives every day.

We are driven by our hunger for innovation and our progressive nature always ensures we strive for better We genuinely love what we do and its clear to everyone who works with us. Our adventurous spirit means we search the globe for the freshest and best produce and what we do goes far beyond fresh produce. From the knowledge we share to the concepts we create, everything we do is inspired by consumer lifestyles with our bespoke innovation creating fresh food solutions to give our customers that competitive edge Our farming roots keep us grounded and close to the source and our respect for what’s natural guides every decision we make.

Q: How have you innovated within your range to meet consumer demand for greater convenience, premium and more diverse healthy mealtime options?

A: Blending innovation and imagination, donnelly fresh has been creating exciting bespoke solutions for Ireland’s top retailers and foodservice outlets for more than 20 years through our mix of own label and branded product ranges.

We work with seasonality firmly in mind, always prepared to refresh ranges and offerings throughout the year backed by our strong category knowledge and expertise in the market. From the freshest locally grown fruit and veg, to bringing the first seedless lemons to the Irish market – our donnelly fresh produce team search the globe to bring the highest quality produce to the Irish market.

At donnelly fresh foods, we offer colourful fresh self-serve/prepacked salads, and delicious, prepared vegetables and convenient food-to-go solutions. Our bespoke handfinished products set the standard for quality and innovation and the staple of our donnelly fresh foods business.

Our donnelly fresh branded range of premium ready-to cook stir-fry and fajita options, currently on sale through our customer partners Tesco and BWG, provide a fresh and innovate range offering convenience to customers with a ready-to-cook solution including our chinese inspired, mushroom and Hot & spicy stir-frys along with our family pack size fajita kit.

We are also excited to announce that we will be extending our donnelly fresh range with new value adding premium roasting vegetables. Our extensive branded foodservice offering is made up of a range of prepared salads for use in deli counters, self-service counters, and as part of freshly prepared meal solutions within some of Ireland’s largest foodservice operators.

We will also be bringing added value to the market through new and innovative food to go solutions later in the summer with our retail partners.

Q: Using your category knowledge and expertise, what advice would you give retailers to drive sales within supermarkets, convenience stores and foodservice?

A: Ensuring freshness and quality in your fresh food offering is the champion driver for consumers who are adopting a more flexitarian diet to improve sustainability in the food chain and to support healthier lifestyle choices. Customers are keen to learn more so educating them on seasonality, product uses, and taste is key to driving sales within the fresh category

With fruit and veg, we are constantly looking at ways to help consumers reduce waste whether that is reviewing best before dates, pack sizes, varieties or indeed loose vs packed while at the same time keeping freshness to the fore

With a return to traditional working hours –consumers are looking for more convenience in their everyday lives from quick and easy lunch time solutions, to easy to cook mealtime solutions to provide a quick and healthy meals on the go, or at home

We work with our retail and foodservice partners closely, creating healthier bespoke recipes to give the best range offering to their customers through our deli, self-service, and pre-pack salads, constantly reviewing performance and recipe improvements to keep the range offering enticing for their customers, and always on track with the latest flavour trends. ■