Branded approach to market ‘vital’

SOME 100 food and drink companies were told at a Bord Bia forum in Dublin that brands represent an important route to the market.

The forum forms a key part of Bord Bia’s brand development programme, which is designed to promote both the importance, and the advantages of the branded approach to market.

It also aims to provide practical assistance and support to Irish food and drink companies who are in the process of building or developing a brand.

Cantrell & Cochrane chief executive Maurice Pratt said it was an important initiative by Bord Bia to assist companies to develop more added value branded business.

“I am sure that Irish companies can derive great benefits from participation. The goal has to be to put more branded Irish products within consumer reach,” he said. Bord Bia also officially launched its Brand Creation Guide, which is designed to provide step-by-step advice to companies on the process of brand development.

It is one of a series of publications by Bord Bia to both assist companies develop new brands and ensure that their existing brands maintain their freshness, relevance and competitive edge. The “theory” and process outlined in the brand manual was demonstrated in practice by Flahavans marketing director John Noonan, who outlined the work it did with Bord Bia and McKinsey and Company to test the feasibility of Flahavans extending their brands into the British market. “The process of working with Bord Bia and McKinsey helped us reach key decisions in both assessing the feasibility of entering the British market and judging the most effective route to take in this respect. “This move is of major strategic importance for Flahavans as the market in Britain for porridge is twelve times the size of that at home and is valued at about 96m,” he said.

Bord Bia consumer foods and marketing director John McGrath said they are delighted to see continued interest and participation in the Brand Forum.

“The team at Bord Bia is committed to helping Irish food and drink companies develop their understanding of best practice in brand development and management in order to achieve their strategic objectives and create a healthier and more sustainable business.”

Mr McGrath said brand development was vital for the food and drink industry.