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.