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14|Retail News|October 2019|www.retailnews.ie

The Retail News Interview

Answering Ireland’s Call Retail News talks to Kieran Rumley, Executive Director of Love Irish Food as the organisation celebrates its 10th birthday.

THE Irish grocery market in 2019 is a far cry from that of 2011, when Kieran Rumley left his position as Marketing Director of Batchelors to take up the cause of domestic Irish food and drink brands and to helm Love Irish Food, then in its infancy, having been formed just two years previously. With Ireland in the midst of deep recession, brands were struggling to survive, particularly as Irish consumers travelled across the Border in droves, with Kantar estimating that cross-border trade was costing the Irish economy up to €1 billion per annum. Initially Love Irish Food had around 20 members, all food and drink brands (no private label) produced in the Republic of Ireland. The role of the then fledgling organisation was to get the message across to “anybody carrying a basket or pushing a trolley up a supermarket aisle, to make them aware of what brands were produced in the Republic of Ireland.” At that time, Rumley notes, there were some brands that “suggested Irishness” that were not produced here – many of these “may have been made in Ireland in the past but weren’t any more, in categories like sugar, ice cream, tea, biscuits”. Love Irish Food engaged in a comprehensive education campaign, informing consumers on which brands were produced here in Ireland, as well as the Love Irish Food brand itself and what it stood for. Their endeavour has worked, with the latest survey, carried out by Behaviour & Attitudes in January 2019, revealing that Love Irish Food now enjoys 85% brand awareness. In 2009, however, we were in the midst of a deep recession.

Profile for Retail News

Retail News October 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

Retail News October 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

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