GERMAN MARKET - IRELAND AT ANUGA SOUS VIDE OPPORTUNITIES HEAT UP KERRYGOLD LAUNCHES NEW PRODUCTS IN GERMANY - IrishFood Magazine
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I S S U E 6 2017
GERMAN
MARKET
I R E L A N D AT A N U GA
S O U S V I D E O P P O RT U N I T I E S H E AT U P
K E R RYG O L D L AU N C H E S N E W P R O D U C T S I N G E R M A N Y
A B P D R I V E S F O RWA R D AC T I V E E N G AG E M E N T I N N OVAT I O N S U P P O RT S
W I T H S U S TA I N A B I L I T Y ON FDI IN IRELAND
Award Winning Quality Beef ABP Food Group is the leading exporter of beef products and a leading supplier to the retail, catering and manufacturing markets in Ireland, the UK, Europe and around the World. www.abpfoodgroup.com Address: 14 Castle St, Ardee, Co. Louth, Ireland Telephone: +353 (0) 41 6850 200 Email: info@abpireland.com
www.irishfoodmagazine.com EDITORIAL
issue 6 201 7
Ireland’s agri-food industry has undergone a period of before. This is reflected in the strong presence at the 2017 Anuga
unprecedented and sustained expansion. In 2016, exports trade show in Cologne. This year, 30 Irish food exporters (see page
delivered a seventh successive year of growth, valued at €11.15 22) are participating in the hopes of building new relationships with
billion. There are several factors that have contributed to this international customers. The majority are exhibiting on the Origin
success, including: a commitment to quality and traceability; a Green stand and Bord Bia (the Irish Food Board) will be communicating
wealth of natural resources, supported through the world’s first the industry’s continued sustainability work; highlighting how this is
national sustainability programme – Origin Green; innovation; contributing to an improved supply chain (see page 44).
and market diversification, among others. Now, the Irish agri-
As always, we have the latest news and insights from Ireland’s food and
food industry is drawing on all these tools as it faces its biggest
drinks industry.
challenge – Brexit.
Several approaches are being undertaken in this effort, which Enjoy!
include defending Ireland’s market position in the UK and exploring
new market opportunities.
Diversifying markets has long been a strategy for development
for Irish agri-food exporters, but it is now more relevant than ever Editor
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Editor: Oonagh O’Mahony Published by:
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Contributors: Kennas Fitzsimons, Matt O'Keeffe
Glenageary, Co. Dublin, A96T924, Ireland.
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Copyright IFP Media 2017.
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ISSUE 6 2017 3
Issue 6 2017
conten
6
News
• Targeting German ‘foodies’
• Major market diversification drive announced
• Industry-first food innovation MSc launched
• Research finds 70% of consumers want help to eat healthily
• Marketplace International returns in 2018
• €20m Ireland AgTech Fund launched
ABP’s sustainability model
John Durkan, head of sustainability, ABP, outlines the
company’s award-winning sustainability programme 15
Teagasc hosts
ICoMST 2017
In August, Teagasc, in
40
collaboration with University
42
College Cork, hosted the 63rd
International Congress of Meat
Science and Technology
Sowing the FDI seed
Ireland has a strong reputation around the world as a
business-friendly location and as a go-to destination for
foreign direct investment, with a strong pipeline of projects
17
that are expected to come on stream in the next 12 months
focus GERMAN MARKET
www.irishfoodmagazine.com
focus
18 Sustained growth
in Germany
Irish food and beverage
22 Ireland at Anuga 2017
Irishfood profiles the 30 companies
participating in this year’s show
33
exports to Germany were
valued at approximately €600 Winning whiskey fans
million in 2016 Exporting to Germany for over 10 years,
20
Walsh Whiskey Distillery is confident of
Consumer future growth in the market
34
confidence
@IrishFoodMag
Ornua launches new Kerrygold ICM opens German office
products in Germany with a With strong demand in Germany for
strong pipeline of innovation Irish lamb, Irish Country Meats (ICM)
for the future recently opened an office in the market
GERMAN MARKET
17
4 ISSUE 6 2017
nts Future-proofing the food chain 44
Five years after it was launched, Origin Green has achieved significant
milestones. Now, the national sustainability programme is realising its
ambition, says Andrew Mullins, sustainability development manager, Bord Bia
48
Telling a
46
sustainable story
Looking back over the summer,
one of the standout memories
for Matt O’Keeffe was
a presentation made
by Michael Maloney, Innovation supports
quality assurance Innovation is at the core of successful agri-food
director, Bord Bia, at companies, writes Brian McDonnell senior manager,
MSD's Sustainable and Adrian Walker is director, Global Investment and
Irish Food Production Innovation Incentives, Deloitte
in 2025 conference
52 Conscious
consumerism
The latest Consumer
Lifestyle Trends highlight the
importance of responsible
living, and the onus
increasingly being placed on
50
companies to take a lead in
Agri-food forges ahead the war on waste
Delegates at a recent conference
heard how the Irish agri-food
industry working hard to preserve
is important economic position in a
54
new landscape created by Brexit Spotlight on...
Irish dairy business, Dansko, will exhibit at Anuga 2017
for the first time. David O’Neill, managing director,
Dansko, says it is a great opportunity for the company
to engage with existing and potential customers
36 Sous vide heats up
Two years after launching in the German market,
sous vide processor, Ribworld, will launch new
products in Germany, while continuing to explore
innovative opportunities
38 Forefront of frozen innovation
Green Isle prides itself on bringing ‘fresh thinking
to frozen foods’ and its new product development
pipeline is no exception with new exciting product
launches in both its pizza and pastry range
ISSUE 6 2017 5
N E WS
Irish-Austrian chef
Shane McMahon;
chef Rory O’Connell;
and German food
blogger Maja Nett,
during filming
at Ballymaloe
Cookery School.
TO U R I S M I N I T I AT I V E
Targeting German ‘foodies’
In 2017, Tourism Ireland teamed up with Kerrygold and Bord Bia (the Zoë Redmond, Tourism Ireland’s manager for Central
Irish Food Board), to promote Ireland’s wonderful culinary experience to Europe, said: “Tourism Ireland is delighted to team up
German ‘foodies’ and potential holidaymakers. with Kerrygold and Bord Bia to highlight Ireland and the
Irish-Austrian chef, Shane McMahon, who owns Shane’s Restaurant in Munich wonderful culinary experience on offer here. Ireland is
and is a brand ambassador for Kerrygold, filmed nine videos in Ireland and becoming increasingly well-known for the quality of its food,
was accompanied by popular German food blogger, Maja Nett. The pair with a reputation for natural products used in both traditional
travelled around counties Cork and Limerick, preparing traditional Irish and innovative ways. Food is a vital element of the holiday
dishes with top chefs, using local produce. Their itinerary included Ballymaloe experience nowadays, so we’re really keen to showcase
Cookery School and the English Market in Cork, as well as Limerick city the extremely high quality of Irish produce, as well as our
(where Shane is originally from) and the 1826 Adare restaurant. spectacular scenery.”
The online videos featured footage of the Wild Atlantic Way, as well With 650,000 German visitors, 2016 was the best year ever
as Shane and Maja meeting with local food producers, farmers and for German visitor numbers to Ireland. They contributed
fishermen. The films were shared by Maja on her blog and through her social almost €400 million to the Irish economy. “Tourism Ireland
channels. They were also shared on the social channels of Kerrygold, Bord has set its sights on continued growth for 2017 and is rolling
Bia and Tourism Ireland. out a busy programme of promotions throughout the year.”
STRONG GLANBIA PERFORMANCE
GOOD PERFORMANCE IN FIRST HALF DRIVEN BY GLANBIA NUTRITIONALS
Total revenue for Glanbia plc in the first half of 2017 stood at €2.047 billion up 11.5 per cent on the same period in 2016.
Glanbia Performance Nutrition delivered reported revenue growth of 7.6 per cent and reported earnings before interest,
taxes, depreciation and amortisation (EBITA) growth of 3.1 per cent. Meanwhile, Glanbia Nutritionals delivered reported
revenue growth of 12.2 per cent and reported EBITA growth of 11.6 per cent. Joint ventures and associates delivered
strong revenue and EBITA growth of 23.1 per cent and 84.8 per cent respectively.
In July, the sale of 60 per cent of Dairy Ireland and related assets was completed and a new joint venture, Glanbia Ireland
was established encompassing the businesses of Glanbia Ingredients Ireland and Dairy Ireland.
Commenting on the figures, Siobhán Talbot, Glanbia managing director, said: “Glanbia Nutritionals and joint ventures were
the main drivers of growth in the first half and we believe second-half earnings progression will also be driven by Glanbia
Performance Nutrition where good organic growth is expected for the remainder of the year.”
6 ISSUE 6 2017
Consistent Quality
Sustainably Sourced
Visit Us at Anuga, Cologne
7-11th October
Hall 6.1, Stand B041
WINNER
pi l
am ona
on
Ch ati
Green Large Organisation
N
7
/1
of the Year
16
20
FOLLOW US ON www.dawnmeats.com
N E WS @IrishFoodMag www.irishfoodmagazine.com
B O R D B I A B R E X I T S T R AT E GY
Major market diversification drive announced
Minister for Agriculture, Food and the Marine, Michael Creed "The programme is wide-ranging, well thought through and ambitious. It is, in
has announced further funding of €6.745 million for Bord Bia my view, an appropriate element of our response to the marketing challenges
(the Irish Food Board) to undertake a programme of additional presented by Brexit in terms of business development and diversification.”
activities to support the food and drink sector in addressing In November, the Minister will lead a trade mission to Japan and the Republic
market challenges relating to Brexit. of Korea. This follows trade missions in the past year to China, Singapore,
This is part of a wider strategy, linking the Department’s market access North Africa, the Gulf States, the US and Mexico. Andrew Doyle, Minister
efforts to those of agencies such as Bord Bia and Enterprise Ireland, of State for Food, Forestry and Horticulture has also led a trade mission to
and using Ireland’s network of embassies as a hub, to develop the profile Vietnam and the Republic of Korea.
of Ireland’s food sector and improve access to more markets worldwide. “My Department has built its international presence and now has
The funding is in addition to €1.6 million provided to Bord Bia in attachés based in countries both within and outside the EU, including
autumn 2016 for grants to assist food companies highly dependent Washington, Beijing and Abu Dhabi. My Department works very closely
on the UK market and €2 million provided to Bord Bia in 2017 for with the Irish embassy network, and with Bord Bia, which also have
increased expenditure on programmes. officers in locations around the world, with the most recent offices
Announcing the additional funding, the Minister said: “This programme opened in Singapore and Warsaw,” the Minister noted.
of activities draws on analysis of data from the Bord Bia Brexit The market access efforts of the Department and its agencies have
Barometer exercise, which was completed by 139 food, drink and already borne fruit in recent years, with the value of food and drink
horticulture companies and follows my request to Bord Bia to undertake exports to international markets increasing by 13 per cent in 2016 to
a major market prioritisation exercise to identify the best prospects for some €3.5 billion. The Government's intention now is to further intensify
sustainable growth in individual sectors. the work in a strategic way.
8 ISSUE 6 2017
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Eileen Bentley, Bord Bia and Sara
Mitchell, Poulet Bonne Femme at
the launch of 'Think Digital'.
D I G I TA L P R O G R A M M E
Food companies encouraged to ‘Think Digital’
Bord Bia (the Irish Food Board) and the Digital Marketing Institute recently Eileen Bentley, Bord Bia, said: “The fact that four out of five
launched a six-month programme to upskill food and drink marketers, people are using the internet to research products presents
with a view to growing and developing their online presence to increase a huge opportunity for food and drink companies and it is
brand awareness and sales. Think Digital is a six-month digital marketing imperative that brands are well-represented, discoverable
programme available to all Irish food and drink companies designed and, where possible, available to purchase online. The
specifically to address the digital skills gap in the industry. feedback we are receiving from businesses is that there is
According to Indecon, an independent economic research organisation, Irish always a need for upskilling in the ever-changing world of
consumers spend €850,000 per hour online, a 20 per cent increase since 2012, online marketing and the Think Digital programme offers
which is expected to grow by a quarter in the next three to five years. While just that. Irish food and drink companies are producing
the numbers purchasing food and groceries remain relatively low at 8 per cent, some of the finest products in the world and we need to
Central Statistics Office data shows that 86 per cent of people use the internet to make sure that they are competent when it comes to telling
find information on goods and services. people about what they have to offer.”
10 ISSUE 6 2017www.irishfoodmagazine.com @IrishFoodMag N E WS
I N N OVAT I V E P R O G R A M M E Padraig Brennan, director of markets, Bord Bia said: “For the Irish food
and drink industry to achieve our ambitious growth targets, we need to
INDUSTRY-FIRST FOOD proactively attract, develop and retain new talent with a range of strategic
capabilities. Novel, insight-led innovations and a creative way of thinking
for the food, beverage and horticulture industry are essential to maintain
INNOVATION MSC LAUNCHED our competitive edge. This new collaboration with Maynooth University
will allow us to build world-class talent in design thinking and insights,
Bord Bia (the Irish Food Board) and Maynooth complementing our existing suite of programmes, which focus on
University have teamed up to offer an industry-first marketing, sustainability and international business.”
programme that aims to enhance the insight- Placements and industry projects are an integral part of the programme
led capabilities within the Irish food, drink and and will provide participants with an opportunity to bridge the theory of
horticultural sector. The MSc Design Innovation innovation and strategy. The new programme builds on the success of the
(Food) is currently seeking applications for 10 award-winning MSc in Design Innovation, which was launched at Maynooth
insight champions with a creative flair, a passion for University in 2014 and was the first of its kind in Europe and one of the only
user-focused innovation and a genuine ambition. postgraduate programmes in Ireland dedicated to market and consumer
Irish food and drinks companies with an interest in insight and in bringing new products and services to market.
accelerating new product development can also The programme is financially supported by Bord Bia and industry and
benefit from having a programme participant join successful participants will have their fees paid and receive a bursary
their team for the duration of the course. of €20,000 per annum. The programme further enhances Bord Bia’s
Food is Ireland’s largest industry with an annual existing talent-development offering, which currently has 57 individuals,
turnover of €25 billion, exports of €10.8 billion and a participating in four distinct action-learning programmes located in 11
total of 230,000 jobs supported. markets around the world.
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BAC ON & C A B BAG E ADE I
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DI N N E R RE
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FR POULET FARCI FR RÔTI DE BOEUF FR SAUCISSE PURÉE FR BACON AU CHOU
DE HUHN MIT FÜLLUNG UND BEILAGEN DE ROASTBEEF MENÜ DE BRATWÜRSTCHEN MIT KARTOFFELPÜREE MENÜ DE SCHINKENSPECK UND KOHL MENÜ
NL GEVULDE KIP NL ROAST BEEF NL WORST EN AARDAPPELPUREE NL BACON MET KOOL
Juicy Roast Chicken with Sliced Roast Beef served Premium Sausage with Loin of Bacon with
parsley, sage and onion with creamed and roast creamy mash potato, cabbage, creamed potato,
stuffing, creamed potato, potato, carrots, peas, peas, onion and mashed carrot, turnip
carrots, turnip mash yorkshire pudding a red wine gravy and parsnip and a rich
and roast potatoes and a rich beef gravy parsley sauce
BEST BEFORE BEST BEFORE BEST BEFORE BEST BEFORE
Serving Suggestion Serving Suggestion Serving Suggestion Serving Suggestion
KEEP
FLAT 420g Keep Frozen -18°C
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FLAT 420g Keep Frozen -18°C
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FLAT 420g Keep Frozen -18°C
KEEP
FLAT 420g Keep Frozen -18°C
T U R K EY & HA M ADE I
LOI N OF P OR K ADE I
B E E F BU RG E R ADE I
B R A I SE D B E E F ST EW ADE I
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Tender cooked Pork
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vegetables in a stout
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onion stuffing, roast roast potato, carrot, creamed potatoes, and red wine sauce with
potato, carrot, turnip turnip and parsnip carrots, peas and creamy mash potato on
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a rich chicken gravy a red wine gravy
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Serving Suggestion
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F +353 42 9745438
E info@swiftfinefoods.com
KEEP
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Serving Suggestion / Serviervorschlag
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ISSUE 6 2017 11N E WS @IrishFoodMag www.irishfoodmagazine.com
BORD BIA RESEARCH
Research finds 70% of consumers want help to eat healthily
New research from The Thinking House, the Bord Bia (the Research highlights in Ireland
Irish Food Board) insight centre, highlights Irish consumer • Irish people have a positive perception of their own health;
attitudes towards diet, grocery shopping, eating habits and 88 per cent recognise it is important to eat well and
cooking. Since 2001, Bord Bia’s Periscope study, the largest acknowledge a link between diet and mental wellbeing.
quantitative study of its kind in Ireland, has been exploring • Nutritional claims and food labels are hard to understand,
consumer attitudes to a wide range of food-related topics according to 60 per cent.
including local food, the environment, health and wellbeing. • People said they are trying to eat less sugar and bad fat (98 per cent),
The comprehensive study is carried out across eight countries salt (96 per cent), soft drinks (92 per cent) and breads, cereals, rice and pasta
– Ireland, the UK, four continental European markets, the US (64 per cent). Meat divides opinion; 49 per cent of people said they are trying
and China – and involves over 8,000 interviews. to consume less and 51 per cent said they are trying to consume more.
• Cooking from scratch is growing, up from 46 per cent in 2005 to 69 per cent.
“This level of knowledge and consumer understanding allows our
• Takeaway is consumed once a week by 40 per cent of respondents.
food and drink producers, selling at home and abroad, to make well-
• Buying local peaked during the recession at 73 per cent
informed business decisions that serve customers’ needs better. For
and now rests at 67 per cent.
instance, we know that nearly 70 per cent of those surveyed want
• Country of origin (78 per cent) and quality symbols (75 per cent
help to eat well. With this in mind, manufacturers should consider
up 20 per cent since 2001) are increasingly important.
how they can help people to do just that, as well as digest nutritional
• Choosing foods that are easy to prepare (77 per cent)
labelling, create convenience in their lives and address changing and quick to cook (69 per cent) are important considerations.
perceptions around sustainability,” said Grace Binchy, consumer • Irish people are becoming more environmentally conscious,
insight manager, Bord Bia. up 5 per cent from 2007 to 61 per cent.
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12 ISSUE 6 2017www.irishfoodmagazine.com @IrishFoodMag N E WS
M A R K E T P L AC E I N T E R N AT I O N A L R E T U R N S
MARKETPLACE INTERNATIONAL 2018
Marketplace International returns to Dublin in April 2018.
Marketplace International is a unique, invitation-only, trade event
organised by Bord Bia (the Irish Food Board). It brings together world-
class Irish food and drink exporters and international trade buyers
from around the world with the ambition of writing new, mutually-
beneficial, sustainable business. According to Bord Bia, sustainability
allow participants to visit Irish food and
is a driving force for many businesses and is increasingly a factor when
drink suppliers at their premises. These
choosing the suppliers with whom international retailers, foodservice
will demonstrate how Bord Bia assists
operators and manufacturers do business. It’s with this in mind, that
the industry in identifying consumer and
Bord Bia created Marketplace International.
market insights that drive new product
Bespoke schedules, offering introductory meetings with development and innovation.
potential suppliers, are designed around each visiting buyer. All
In support of the event, Bord Bia has launched
participating Irish food and drink suppliers at the event will be
a new website showcasing the best of Irish food
Origin Green verified members.
and drink exporters. For further information on
In the lead up to Marketplace International, visiting buyers are Marketplace International 2018, visit
invited to participate on industry-specific itineraries, which will www.irishfoodanddrink.com
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ISSUE 6 2017 13N E WS @IrishFoodMag www.irishfoodmagazine.com
JA PA N I N T E R N AT I O N A L S E A F O O D A N D T E C H N O LO GY E X P O
First Irish presence at Japanese seafood expo
Bord Bia (the Irish Food Board) and eight Irish seafood exporters
exhibited for the first time at the Japan International Seafood
and Technology Expo in Tokyo earlier this year. Bord Bia says it is
confident that its extensive market insight and promotion activity in
Southeast Asia will lead to new business opportunities.
The Bord Bia's seafood strategy of expanding into emerging markets and
maintaining its strong position in the EU has led to international markets
now taking 26 per cent of exports. Japan has been key to this success,
importing an estimated €12.8 million and 8,600 tonnes of Irish seafood
in the year to May 2017, a 43 per cent increase in value and a 27 per
cent increase in volume on the previous year. It is Ireland’s fourth largest
market for pelagic exports in terms of value, with growth potential in
other species including shrimp, Dublin Bay prawns and crab and clams.
One year on from his appointment as manager for the Southeast Asian
region, Ciaran Gallagher, gave a positive overview of the market: “Bord
Pictured is Bord Bia’s Origin Green Stand at Japan International
Bia’s decision to exhibit for the first time at the Japan International Seafood
Seafood and Technology Expo in Tokyo.
and Technology Expo is underpinned by our market and consumer insight
and the assurance that Japan and South Korea can deliver high-volume
and value returns for Irish exporters of sustainably-produced seafood. Our "Japanese retailers are now highlighting to their customers their
market insight results from Taiwan, Singapore, Vietnam and Malaysia also commitment to certified sustainable production systems, going beyond
point to strong potential for growth and Bord Bia’s teams in Singapore and what is required by State authorities. This plays to the strengths of our
Dublin will build on the relationships forged at this event to attract the most Origin Green exporters and we will drive customer awareness around our
promising buyers to Marketplace International next April where they will unique offering in one-to-one contacts and through our new ‘sustainable
see for themselves our excellent production systems. seafood' logo designed specifically for the Japanese market."
AG T E C H F U N D L AU N C H E D
€20m Ireland AgTech Fund launched
The Minister for Agriculture, Food and the Marine, Michael Creed, Cathal Fitzgerald, the ISIF’s head of food and
recently launched a €20 million Ireland AgTech Fund (IAF). A partnership agricultural investments, said: “We view agriculture and
between the Ireland Strategic Investment Fund (ISIF) and California- food technology as a significant, high-potential growth
based Finistere Ventures, a global agtech venture company, the IAF will area for the Irish economy and have sought out a best-
invest in start-up and early-stage agtech companies that can generate in-class agtech fund. Finistere has a global reputation in
significant economic impact in the Irish agriculture and food sectors. what is still a very specialised area of venture investing
Minister Creed said: “This investment by ISIF complements Government and its decision to locate its first EU office in Dublin is
strategy set out in the Department of Agriculture, Food and the Marine's a significant vote of confidence in Ireland’s agri-food
Food Wise 2025 strategy and many years of investment by Government in credentials.
agricultural research and innovation in Ireland.” “The IAF has strong potential to deliver a commercial
According to Finistere’s Kieran Furlong, IAF partner, it wants Ireland to be the return on our investment, stimulate the growth of the Irish
'agtech island' – a hub for European agtech. “All the ingredients are here – a agtech sector at large, and support the commercialisation
longstanding, export-oriented agri-food industry; world-leading research at Irish of the State’s significant investment in this sector.”
universities and institutions such as Teagasc; and, of course, the thriving IT,
In addition to the IAF investment, the ISIF is investing an
biopharma and medtech sectors. Agtech is essentially the combination of all
additional €20 million in Finistere’s global agtech fund. This
these, so we see great potential for start-ups here.”
gives Ireland exposure to the fastest growing and highest
As part of its commitment to fostering an agtech hub in Ireland, Finistere is potential agtech start-ups around the world, as well as
also announcing plans to open its first European office in Dublin to accelerate Finistere’s extensive network of co-investors and agri-food
its investment and market penetration in Ireland and the EU. industry partners.
14 ISSUE 6 2017www.irishfoodmagazine.com @IrishFoodMag I N T E RV I E W
ABP’s
sustainability
model
When it comes to all aspects
of Irish food production and
processing, sustainability is
now an imperative. Virtually
every single customer across
the globe is demanding ever
higher standards in terms
of sustainable practices.
One company that has
an exemplary record as a
sustainable processor is ABP
ABP Food Group is one of Europe’s
leading agri-food companies with an
annual turnover of almost €3 billion and
employing over 12,000 people across 46
processing sites in eight countries. With
35,000 farmer suppliers, ABP aims to
ensure its sustainability practices are
proven from farm to fork.
Origin Green, the national sustainability
programme from Bord Bia (the Irish Food
Board) has been fully adopted by Irish meat
producers and processors. ABP was one of
the first companies to take up the mantle of
environmental impact of our businesses and
sustainability under the Origin Green banner.
customers is as low as possible. Sustainability
As Ireland’s largest producer and exporter
is a long-term strategy for ABP with
of grass-fed beef, the company has a well- continuous investment in research and market
deserved reputation for quality, supplying development on a site-by-site basis with the aim
beef and lamb products to many of Europe’s of achieving 100 per cent by-product recovery.”
leading retailers and foodservice businesses,
including over 100 Michelin-starred Rigorous targets
restaurants. ABP has set itself rigorous sustainability
targets that are audited by independent
A virtuous sustainability circle outside agencies. This is a continuous and
ABP has a network of abattoirs strategically measurable process, which has the buy-in of
located around Ireland to minimise livestock everyone at ABP. There is a defined timescale
transportation times as part of the company’s for delivery across all its Irish processing sites.
animal-welfare enhancement measures. John John describes what is involved: “We have
Durkan, head of sustainability, ABP says: key performance indicators set for each site.
“Our core business, ABP beef, is supported These include reducing our carbon footprint
by renewable pet food and protein divisions, by 30 per cent, eliminating waste to landfill
to ensure all our by-products are maximally across the entire ABP group of companies
utilised with the goal of ensuring the and reducing our water consumption by
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half. In addition, we have set a target of replicated across the ABP Group’s entire
reducing our energy requirements by 30 Irish operation, resulting in 1,400 tonnes
per cent with electricity use to be cut by 40 of waste being diverted from landfill during
per cent. All targets are to be met by 2020. 2015 and 2016.”
Our sustainability goals and standards are
continuously independently verified by the Accolades
Carbon Trust, a leading global, independent, Two years ago, ABP launched a major water
sustainability-monitoring body.” reduction programme across all Irish sites
as part of a pilot group for the new European
Doing more with less Water Stewardship (EWS ) Multi-Site and
These sustainability targets are well on the Catchment Group Scheme. By using the
way towards being successfully implemented. scheme’s templates, ABP assessed what
ABP’s ‘Doing more with less’ programme is needed to be done and measured progress
exemplified by ABP Nenagh in Co. Tipperary. against agreed targets.
In the past, ABP Nenagh met its demand for With these new controls in place, water
hot water by consuming large amounts of consumption has dropped by 10 per cent per
heavy fuel oil. In a company striving for more annum across all ABP’s Irish processing sites.
sustainable ways of working, this wasn’t just The company also introduced a programme
an obvious target, it was an opportunity to where wastewater treated on site is now used
revolutionise how things are done. A total for cleaning purposes outside of production
reformation of the factory’s heat generation areas across all Irish sites. The additional
and distribution network was planned and benefits of lower water use include reductions
carried out. The solution involved adopting in electrical power to pump water, less fossil fuel
the Escopod, a concept involving the most is required to heat it and less chlorine and salt is
novel advances in combined heat and power needed to treat water. Fewer chemicals to clean
technology. This effectively creates a ‘super boilers and heat exchangers all help to reduce
tri-generation’ solution where three distinct ABP’s carbon footprint.
outputs are delivered: electrical power, heated Through its water management programme,
water and refrigeration, with zero waste. ABP is the first European company to
Installed two years ago in Nenagh, the receive the EWS accreditation across all
Escopod now provides 95 per cent of the site’s six processing sites in Ireland. The EWS
heating requirements, replacing the heavy fuel accreditation is an independent evaluation of a
boilers. It also generates electricity for the plant company’s water management and processes,
and helps recover heat from the refrigeration and it looks at how businesses optimise water
process to reuse elsewhere. The reduction use and minimise water waste.
in fossil fuel use dramatically exceeded the In another notable accolade, ABP is the
company’s sustainability goals, including a first company, globally, to have achieved the
reduction in CO2 emissions of 22 per cent Carbon Trust sustainability standard on three
within a single year, and delivered significant consecutive occasions.
cost savings for the meat processor.
Meeting the challenge
Eliminating waste The Carbon Trust standard is not easily
The imperative of reducing waste has also met and ABP’s figures are impressive as
been very successful, as John confirms: “We John explains: “During 2015 and 2016,
have committed to having zero waste go to across ABP’s Irish sites, CO2 was reduced
landfill. We have put in place initiatives to by 10.5 per cent, energy use was reduced
create a ‘waste hierarchy’, so that everyone by 10 per cent while electricity use also fell
working at ABP can contribute to waste by 10 per cent and water use during this
management and elimination. Using lean period dropped by 14 per cent. By 2020,
techniques, we identify areas that potentially we expect to reduce our overall carbon
create most waste. At our plant in Clones, Co. footprint by 30 per cent, with a 23.21 per
Monaghan, we have overhauled our meat- cent reduction already achieved. Two years
packing process from start to finish. This has ago, we eliminated all waste going to landfill.
included staff training, the introduction of Our water use will be reduced by 50 per cent
more durable packaging and optimising how by 2020 and our energy consumption will
we operate our packaging machines. The have been reduced by 30 per cent. Water
result is a 70 per cent reduction in waste, consumption is already down by almost 43
amounting to 1.5 tonnes of packaging. The per cent and energy use has been cut by 20
model at the ABP facility in Clones has been per cent to date.”
16 ISSUE 6 2017focus
GERMAN MARKET
17FOCUS @IrishFoodMag www.irishfoodmagazine.com
Sustained growth
in Germany
Irish food and beverage exports to Germany were valued at
approximately €600 million in 2016. According to Bord Bia (the Irish
Food Board), Ireland’s sustainably-focused food production systems, its
quality produce and its commitment to new product development and
innovation are key attributes that appeal to German consumers
Donal Denvir, German market manager,
Bord Bia, says consumer confidence
and spending in Germany is high, with from value to quality is being led by younger
a positive outlook for the coming years. consumers. “The new generation of
“Despite the relative maturity of the up because the idea is that a person goes to
indulgence (Genuß) is a trend we are seeing
market, we believe growth within the a shop to be advised on the product. That’s a
everywhere. Whether it’s a sushi bar in some
industry will maintain its momentum and value-added service and they are combining
of the more high-end retailers, or restaurant
expand at a steady rate to 2021.” All of it with an online service. Rewe is the retailer
and wine-tasting spaces in some of the very
this is positive for Irish exporters looking that has invested heavily and become most
high-end retailers, people are willing to
to the market for opportunities. However, associated with online grocery shopping and
spend money on quality and price is not as
in a market that is so heavily influenced much of a consideration.” deliveries. They are calling it Retail 4.0, where
by value, how do Irish exports fit into the Furthermore, the discounters are also you engage with a shopper at different points.
German model? moving into higher-quality products. “A lot of They might buy their meat every day and get
Aldi and Lidl stores, particularly Aldi Nord, the advice from the counter and they will buy
Quality rising have introduced a new concept with a coffee their more standard items online.”
“Value is always going to be a big theme station in-store that emphasises quality In line with this trend for indulgence, Irish
in Germany,” says Donal. “However, it is a and sustainability in some cases. They see whiskey is enjoying growth in the market.
diminishing one. A recent study shows that quality, sustainability and premiumisation “Among the younger generation, especially,
quality is the number one choice driver for as areas where they weren’t competing with the interest in Irish whiskey is growing. The
German consumers and price has been other supermarkets and they are looking to whiskey and gin categories, along with craft
relegated to number two. Therefore, Irish fill that gap now. Very high-end, premium beers, is experiencing renewed interest and
value-added products are on message and supermarkets are investing in the idea of brands such as the Teeling Whiskey Company,
on trend. We are going the right way but shopping being an experience. The Irishman and Gunpowder Gin are
value just can’t be ignored because of the “Supermarkets, such as Edeka and Rewe, investing in Germany with a renewed focus on
strength of the discounters.” are investing in butcher counters and fresh opportunities here. Kerrygold Cream Liqueur,
Donal explains that the change in focus counters. There are more of those popping which launched in Germany last year, has also
18 ISSUE 6 2017www.irishfoodmagazine.com @IrishFoodMag FOCUS
received a positive response in the market and were involved in the campaign, creating video Open for business
is using the strength of its brand to command and online content. All future communication The past 12 months have been uncertain times
a premium in that market segment.” – advertising, PR, tastings and promotions in Europe with the UK’s decision to leave the
with retailers or foodservice customers – will European Union. The UK is Ireland’s biggest
Sustainability credentials be directed to this content hub where we can market for food and drink exports and the
When it comes to quality, Donal says Ireland’s engage people on the topic of Irish beef and industry has been working hard to manage the
reputation in Germany as a producer of Ireland’s sustainability credentials, highlighting challenges this decision has created. “Bord Bia is
natural, sustainable and ethically-produced the work that has been achieved to date assisting companies that are heavily exposed to
food is growing from a solid base. “The through our Origin Green programme.” the UK market to review their export strategies.”
image of Irish food is built on years of brand In some cases, Donal says, this will mean
development by Kerrygold since it began Tracking trends diversifying to other markets inside and outside of
exporting to Germany in 1973. The ‘green- The inspiration for the new campaign evolved the EU. “Obviously, if the UK leaves the EU and
island’ image presents a unique selling point from insights work conducted through Bord the Common Customs Union, the issue of tariffs
in the mind of the German consumer and Bia’s Thinking House. Donal says the focus comes into play. Ireland, like many significant
we are now positioned to build on that image of Ireland’s food and drinks industry on food-exporting Member States may be required
with the development of our sustainability consumer trends and insights is an important to shift focus to EU markets, including Germany,
credentials under Bord Bia’s Origin Green tool in its arsenal. “Ireland is very strong on to meet the deficit. Bord Bia is undertaking a
programme.” this front. German customers appreciate that comprehensive market-prioritisation review for
we have our finger on the pulse and bring new each sector and we are working through a range
Engaging consumers trends to them, showing them why a certain of scenarios at present. We have built up strong
This year, Bord Bia is launching a new Irish product will fit in Germany and drawing up a relationships with our customers in Germany
beef consumer promotion campaign in business proposition based on that.” and hope to develop these, no matter what the
Germany where the industry’s sustainability outcome is in the Brexit negotiations.”
credentials under the Origin Green Innovative success This year, 27 Irish companies will exhibit on the
programme will be highlighted. This campaign Demographics in Germany are changing, Bord Bia Ireland stand at Anuga where they will
is focusing on Irish beef. Since 2012, Bord with increasing numbers of single-person meet high-calibre retail and foodservice buyers.
Bia has been engaged in a multi-platform, households and working women, which is Exploring new export opportunities is a key pillar
cross-channel communications and marketing leading to a steady increase in the demand for in the Irish food and drink industry’s strategy for
campaign for Irish beef in Germany. Exports convenience food. Several Irish companies growth. The importance of market diversification
to Germany have doubled since then, from have found success in this space. “Ribworld was emphasised by the UK vote to leave the EU
11,500 tonnes in 2012 to 23,000 in 2016. and Green Isle are companies that have and, Donal says, trade shows such as Anuga are
The aim is to reach 30,000 tonnes by the managed to capitalise on the growing an opportunity to demonstrate that Ireland is very
end of 2018. Minister for Agriculture, Food convenience and indulgence trends in much open for business.
and the Marine, Michael Creed launched the Germany. Investment in innovation, new “In light of Brexit, it is even more important to
new campaign in March and a new online product development and a local market cast the net wide. From an Irish business point
content hub will be launched at Anuga 2017. presence has enabled these producers to of view, Anuga is an important opportunity to
“The new campaign focuses on Irish beef’s position themselves with German customers as demonstrate that they are looking for new export
sustainability credentials. Real Irish farmers serious players competing for large contracts.” opportunities.”
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Consumer
confidence
Ornua, Ireland’s largest exporter of primary Irish dairy products, has a keen ambition
for its Kerrygold brand: to create a €1 billion global dairy brand in the coming years.
Its activity in the German market will play a significant role in this growth, with a
series of new products launched and further launches in the pipeline
In terms of value and volume, Germany has carried the product is pleased with the
is the largest market for Kerrygold performance.”
exports. The extent to which the brand Gisbert describes the fruit yoghurt as a
is recognised and integrated into the premium, indulgent product. Produced in
consumer consciousness in Germany is an the south west of Ireland, the yoghurts have
important coup for the international brand. a 10 per cent fat content, with a very high
Kerrygold-branded products remain the fruit content. “It is a meadow milk product,
market leaders in the butter, spreadable it comes from grass-fed cows and it is
butter and cheddar categories. “We have indulgent. We sell it at 79c per 150g
almost 100 per cent brand awareness,” pot and we are, by far, the most
explains Gisbert Kuegler, managing premium yoghurt in the market.
director, Ornua, Deutschland. This year, Approximately 10-15 per cent
the brand achieved 100 per cent coverage more expensive than other
with listings in all German retailers. premium yoghurts in Germany.”
Price-value
Brand ambition relationship
The Kerrygold brand enjoyed a record year Ornua invested a lot of money
in 2016 with global sales valued at just under in advertising and doing in-
€900 million, which was cited by Ornua as a store tastings to increase brand
clear indicator of the brand's progression to awareness. Gisbert estimates that
becoming a billion-euro brand in the coming one third of Ornua’s butter consumers
years. This is an ambition in which the are aware of the new Kerrygold-branded
German market will play an important part. yoghurts. Kerrygold’s traditional butter
Indeed, over the past year, Ornua Deutschland and its spreadable, Kerrygold Extra,
has introduced several new Kerrygold- continue to enjoy success in the market.
branded products to the market, which are In 2016, Kerrygold butter volumes
already delivering strong results. grew by almost 3 per cent, further
extending its market-leading position. The
Yoghurt launch spreadable Kerrygold Extra is growing by
In 2016, Kerrygold launched a range of approximately 25 per cent.
yoghurts, which have been very successfully Gisbert says, the quality and reputation
received by customers and consumers. In of the Kerrygold brand is key to
its first year on shelf, the Kerrygold yoghurt circumventing the value-focused
range has sold over 18 million pots. “We consumer landscape in Germany.
are very pleased with the performance of
our yoghurts,” says Gisbert. “We have good
listings and have received positive feedback
from our customers.” Gisbert explains that
the strength of the Kerrygold butter brand
was important in persuading retailers that
it could successfully capture the attention of
consumers. “They know that Kerrygold is
a very strong brand and every retailer that
20 ISSUE 6 2017www.irishfoodmagazine.com @IrishFoodMag FOCUS
“They are also focused on the price-value that you are sustainable. If you can’t show because they realise that it’s not just for eating
relationship, and Kerrygold is a very good that you work on your sustainability, then it on bread, but it is also good for cooking and
product. Therefore, the consumer is prepared is very difficult to get listed. It’s a permanent salads and sauces. We try to demonstrate to
to pay a little more for it than for other expectation in the mind of the consumers and consumers that they can use this cheese for
products. Consumers like the whole story also for the retailers.” all kinds of occasions.”
around Kerrygold. They like the fact that it
uses meadow milk, they like how we treat our Beyond niche Latest offering
cows and our reputation for animal welfare. Another major highlight in 2016 was a 42 Ornua’s latest launch in the German market
The story of Ireland and our sustainability per cent growth in cheddar cheese volumes, is its Kerrygold Cream Liqueur. Launched
work plays into the success of our product.” where Ornua Deutschland remains the in late 2016, Ornua once again positioned
Ornua is a committed member of Ireland’s market leader. “Cheddar cheese is a good Kerrygold Cream Liqueur in the high-end,
national sustainability programme Origin development. It’s a branded business, as well premium market. Gisbert says the true test
Green and Gisbert says sustainability as private label.” Gisbert explains that the for the brand will be the Christmas season.
credentials are now a prerequisite with its evolution of the cheddar cheese market has “It’s a difficult product to measure because
customers. “Retailers expect you to prove been very important. “It has developed from the rotation is lower than with a fresh product
a niche into a more common product. A lot and we have to wait for the Christmas season
of consumers are now asking for cheddar when 30-40 per cent of a product like this is
sold. Then we will have a better indication of
how the product is performing.”
Strong pipeline
As Ornua Deutschland continues to build on
the success of these newly-launched products,
it also has a strong pipeline of products for
the future. “Our plan, since 2016, is to launch
one new category a year. Due to the success
of these yoghurts, we will follow this strategy.
We will follow it with fermented milk products
in the next couple of years." Ornua’s product
pipeline includes: dairy drinks, cream cheese,
and quark, among others. “They are very basic
products but Kerrygold offers something extra
because we offer better quality. We have a
higher fat content and are creamier.”
Gisbert explains that Ornua Deutschland
is in permanent contact with consumers,
conducting focus groups and tracking
consumer trends.” We spend a lot of time
researching trends to see what we can do
better than the competition and to see where
the products of the future may come from.
We have a strong Facebook community,
where we also get new and fresh ideas.”
Ornua Deutschland is optimistic about the
future growth of its business, with further
dynamic growth expected and a site extension
to Ornua Deutschland’s head office in
Neukirchen-Vluyn to be completed in 2017.
ISSUE 6 2017 21FOCUS @IrishFoodMag www.irishfoodmagazine.com
Ireland at
Anuga 2017
profiles 30 food and drink exporters attending this year’s Anuga.
At this year’s show, Bord Bia (the Irish Food Board) will host 27 Irish companies on its Origin
Green stands across five halls. This is the largest Irish contingent to exhibit at the show
Donal Denvir, German market manager, Bord Bia, says the growth trade show in the food-industry calendar globally. You get trade
in Irish exhibitors reflects the importance of this trade show. “The visitors from all over the world at it and Irish companies are there to
quality of trade buyer attending the show is something that is always let them know that they are open for business.” Visit the Ireland stand
remarked upon by exhibitors and, in 2015, there were almost in the Meat Hall: Hall 6.1 | Stand No. A-040g-B-049g; Dairy Hall: Hall
160,000 visitors. We are up on last year’s attendees on the Ireland 10.1 | Stand No. G-020 Hall 10.1; Chilled and Fresh Food Hall: Hall
stand and the numbers speak for themselves. The Irish food industry 5.1 | Stand No 037g and 039g; Frozen Food Hall: Hall 4.1| Stand No.
recognises the importance of Anuga as, arguably, the most important D 080g; and, Bread and Bakery Hall: Hall2.2 | Stand No. E-34g.
ABP ABP Ireland is part of the ABP Food Group, headquartered in Co. Louth. Its activities include processing, de-boning
and retail packing of beef at six plants, strategically located throughout Ireland. The award-winning company has a
long and proud tradition of working with farmers and customers in supplying quality beef for worldwide markets. It
supplies major retailers, foodservice clients, manufacturers and wholesale distributors. The company offers a range
of premium-branded products such as Irish Nature, Irish Hereford Prime, Certified Irish Angus and a comprehensive
range of organic beef and lamb under the Good Herdsmen brand. ABP beef is reared on a natural, grass-based diet,
carefully matured and subject to ABP’s patented ultra-tender process. It offers a wide range of bespoke beef products
for the manufacturing sector in a variety of specifications in both fresh and frozen formats. It produces a full range of
diced, minced and manufacturing products for convenience food and ready-meal producers throughout Europe. Farm
assurance, animal welfare, food safety and sustainability ensure the highest standard of product integrity. ABP is a
founding member of Origin Green and is currently triple-certified by the Carbon Trust. It is the only company in Ireland to
hold such certification.
Meat
Ashbourne Meats Ashbourne Meat Processors is a privately-owned company that supplies high-quality beef to domestic and worldwide
markets. It operates its own slaughterhouse, cutting plants and modern processing facilities in Ireland, under the
strictest quality control and management supervision. Ashbourne Meat Processors holds higher-level European Food
Safety Inspection Service (EFSIS)-approved ISO 9001 status. It also has modern processing and cold-store facilities.
The company offers full traceability from farm to fork and is a member of the Bord Bia Quality Assurance Scheme.
This is coupled with a commitment to service, which the company says gives it an edge in a competitive marketplace.
Annually, Ireland produces close to 500,000 tonnes of beef, with 450,000 tonnes exported across the globe. Ashbourne
Meats operates modern processing, storage and handling facilities, and, according to the company, traditional
methods of husbandry, a mild climate, fine grasses and expert processing, as well as the company’s strong focus on
quality, mean that you can taste the difference in its products. The company’s sales team has built trusted and lasting
partnerships with distributors in Europe and beyond. Ashbourne Meat Processors is committed to sustainability and is
a verified member of Bord Bia’s Origin Green programme.
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