Food group insists it never intended deceiving customers

GALTEE’S parent company Breeo has insisted it had “no intention to deceive customers” by branding a US-sold breakfast hamper as the Full Irish — despite the ingredients being sourced entirely from abroad.

Speaking after the Advertising Standards Authority of Ireland heavily criticised Breeo for marketing “traditional Irish breakfasts” to US customers, which had come from Europe and the US itself, the firm claimed it was never its intention to mislead potential buyers.

The allegedly unintentional deception was uncovered during the dioxin-contaminated pig-meat scandal in December, when a customer raised concerns with Breeo before being told that all of the product was sourced outside of Ireland.

The customer subsequently complained to the authority.

But while Breeo has accepted the complaint, it is continuing to insist that the statement “the sizzle of Irish sausages” was not inaccurate as it was based on “Irish-style” recipes.

“Breeo Foods accepts the decision of the Advertising Standards Authority of Ireland. The company, however, maintains that there was no intention to deceive its customers in relation to its Galtee Breakfast Hamper distributed only in the US,” a spokesperson for the firm — which was taken over by Kerry Group in a €140 million deal on the same day as the ASAI decision was made — told the Irish Examiner.

“The Galtee Breakfast Hamper is simply a product marketed in the US to give the Irish-American community an opportunity to have a taste of home.

“Although this (the complaint) relates to only one product and only in relation to the United States, in light of the ruling Breeo Foods has taken steps that all marketing associated with our brands and any future use of the Galtee Breakfast Hamper is strictly controlled and always in full compliance with the ASAI code of practice,” the spokesperson continued.

In a statement, the Consumers’ Association of Ireland said it was “disappointed” that a food firm would attempt to use the Irish label to win over more customers.