BY DECLAN VARLEY
With a global food shortage and concern over supply chains, has it ever been more important to champion Guaranteed Irish Food and Drink producers?
According to the new consumer research, the main reason people buy Irish is to support local jobs and Irish businesses. More than three-quarters of respondents (77% ) said they agreed that the COVID-19 pandemic highlighted the importance of buying more Irish products. Some 77 per cent of respondents said they prefer to buy local whenever possible, while nearly two-thirds (64% ) said they have made a conscious decision in the past 12 months to buy more Irish and local products ( Source: SuperValu )
Those fortunate enough to be license holders can use the iconic symbol across packaging, comms, sales and media which connects with customers. As 95% of Irish consumers associate the symbol with “Helping the local economy’ and a further 94% of consumers ‘believe that by purchasing from firms with the Guaranteed Irish symbol, they are reducing their carbon footprint” , it’s a no-brainer when it comes to using it as a mark of differentiation. ( Source: Guaranteed Irish/ Red C )
According to Brid O’Connell, CEO, Guaranteed Irish, "people want to buy Irish and Local- but its more than that- they want to know the provenance of their food and drink and their ‘back story’- its no longer just marketing, its marketing with a purpose. Does the food and drink producer sustain jobs, communities, provenance in a truly sustainable manner? Does the company the consumer is choosing “ do the right thing?”
To mark Guaranteed Irish Food Month, SuperValu, Ireland’s leading food retailer, is partnering with Guaranteed Irish to encourage shoppers to buy Irish and support local this June.
Research reveals 81% of people think buying Irish is important.
Guaranteed Irish encourage consumers to buy their Irish food and beverage products from Guaranteed Irish suppliers and stores. “ We are proud to partner with the Musgrave group in this respect. Sourcing over 75% of their products in Ireland, SuperValu showcase a multitude of distinguished Irish brands and producers nationwide. More importantly and unlike other retailers, they commit to a sustained support system, where small producers get their leg on the ladder and they allow them remain there for 52 weeks of the year. It is not just a marketing initiative, it is a commitment to the local community and local producers- making the communities in which they are based more sustainable and economically viable” said O’Connell.
For decades, Ireland’s growers, producers, and food crafters have created a foundation of which Ireland’s flourishing food industry is based and renowned for its’ quality. This summer, look out for the Guaranteed Irish symbol when grocery shopping or buying artisan goods for your garden party, picnic, BBQ, or whatever the occasion. By looking for the Guaranteed Irish symbol, you can be reassured you are supporting the Irish food industry, its’ talented producers, shortening the supply chain and reducing that carbon footprint.
Guaranteed Irish food members can be found under the membership directory via www.guaranteedirish.ie, or alternatively visit the Artisan Food & Drink category of www.guaranteedirishgifts.ie, a portal providing you with wonderful artisan food gift ideas.
