Guaranteed Irish rebranding targets membership growth

The new head of Guaranteed Irish has said she intends to bring the brand “firmly into the 21st Century” and expand its membership base, adding its relevance has never been greater.

The non-profit membership-driven organisation — which has promoted Irish-made product for more than 30 years — yesterday named veteran tourism marketing executive Brid O’Connell as its new executive director.

As part of Guaranteed Irish’s recent rebranding, the organisation moved to accept members conducting a significant part of their business in Ireland, as well as indigenous firms and Ms O’Connell intends to build upon that.

“In the wake of a tumultuous year for international relations and recent political developments in our closest neighbouring countries, it’s now more important than ever before to support businesses that are truly contributing to Ireland’s economic development,” she said

“My ambitions are to expand the membership base of Guaranteed Irish and bring this much-loved Irish brand firmly into the 21st Century with a big focus on digital communications.

“Our member companies wear their Irishness and Irish links as a badge of honour at global level.

“Being based in Ireland gives them a competitive edge. To ensure the best companies continue to operate here, we need to maintain and grow awareness of the benefits of doing business in Ireland.

“That’s what Guaranteed Irish is all about.”