focus: sustainability, health and wellness · canadean outlined top trends to watch in dairy and...

Issue 4 2016

Breakfast trends

Bord Bia – named mostreputable organisation

Meet the new Minister for Agriculture, Food and the Marine

www.irishfoodmagazine.com

Reformulation for improvementInforming infant formula development

Seeds for success

FOCUS: SUSTAINABILITY,

HEALTH AND WELLNESS

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Ornua - The Home of Irish Dairy, is the largest exporter of Irish dairy products and proud owner of Kerrygold.

Brian Cleary, Co. Waterford

Bringing the unique taste of Irish dairy to the world

www.ornua.com @ornua

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Follow on Twitter @IrishFoodMag for more updates on Ireland’s agri-food and drinks industry.

3Issue 4 2016 3

editorial

Issue 4 2016

T he World Disasters Report 2011 from the International Federation of Red Cross (IFRC) and Red Crescent Societies focused on the crisis in world food. It noted that while a signifi cant percentage of the world’s population goes to bed hungry each night,

paradoxically obesity and malnutrition fi gures are also on the rise.

The IFRC explained that malnutrition can arise from the over-consumption of poor quality and unhealthy food and this is becoming a serious health problem for those living in societies where food is plentiful.

Concerns about health problems related to the over-consumption of particular foods is gaining traction the world over and governments are exploring ways in which to manage the growing costs associated with diet-related illnesses.

In tandem with this, many producers, retailers and foodservice companies in the food industry are working to improve their existing product portfolio or generate new product solutions that make it easier for consumers to make good food choices. In our bumper sustainability focus, we meet a number of Irish producers who are actively responding to the growing consumer demand for healthier food products and hear how they are addressing the rising concerns about health and wellness.

We also speak with companies who are excelling in other areas of sustainability and winning accolades for their efforts.

Don't miss our interview with the new Minister for Agriculture, Food and the Marine, Michael Creed. And, we have the latest news and trends from Ireland's agri-food industry.

Enjoy!

Oonagh O’MahonyEditor


contents

4 Issue 4 2016 www.irishfoodmagazine.com

contents

Issue 4 2016

Breakfast trends

Bord Bia – named mostreputable organisation

Meet the new Minister for Agriculture, Food and the Marine


Reformulation for improvementInforming infant formula development

Seeds for success

FOCUS: SUSTAINABILITY,

HEALTH AND WELLNESS

Editor: Oonagh O’Mahony

Contributors: Jane Cowen

Design: Barry Sheehan

Production: Martin WhelanCiarán Brougham, Niall O’Brien, Michael Ryan

Chief Executive: Rebecca Markey

Advertising Executive: John Sheehan

Accounts: Tricia Murtagh

Administration: Sue Nolan

Publisher: David Markey

Copyright IFP Media 2016.No part of this publication may be reproduced in any material form without the express written permission of the publishers.

Published by:

IFP Media,

31 Deansgrange Road, Blackrock, Co. Dublin

Republic of Ireland.

T: +353 1 289 3305

F: +353 1 289 6406

E: [email protected]

www.ifpmedia.com


6 News• Dee’s Wholefoods

vegan sausages hit another 300 UK stores

• Daypart targeting and protein power key dairy trends

• 100 Iranian food buyers meet with Irish food exporters in Tehran

• Europe presents gluten-free export opportunity

• Showcasing Irish food on the Wild Atlantic Way

• Bord Bia tops list of Ireland’s most reputable organisations

12 It's in the DNA In May, Michael Creed was named Ireland's new Minister for

Agriculture, Food and the Marine. Matt O'Keeffe interviews the Minister about the challenges and opportunities within the industry and his ambitions in his new post


5Issue 4 2016 5

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15Issue 4 2016www.irishfoodmagazine.com 15

focus

Sustainability, health and wellness15 Sustainability,

health and wellness

16 Health and wellbeing opportunities on the rise

According to Bord Bia's Consumer Lifestyle Trends research, consumers feel health and wellness is very important in their lives, and are looking for solutions that help them fi nd a balance in today's busy world

17 Supply chain solution

speaks to Bord Bia's (the Irish Food Board) Andrew Mullins, Origin Green development manager, and Ali Sheridan, sustainability development manager, about the response of Irish food and drinks companies to diet-related issues

20 Dawn Meats sets ambitious sustainability targets

David O'Flynn, head of CSR at Dawn Meats Group, discusses the company's strategy to deliver on its ambitious target to become ‘Europe's most sustainable meat company’

22 A culture of sustainability

Enda Buckley, sustainability manager, Carbery, says its work on sustainability can help its customers reduce their carbon footprint through improvements in the supply chain

24 Dawn's roadmap for health and wellness

Dawn Farms is responding to the growing consumer interest in health and wellness by placing it at the core of its new product development process

26 Brand building in the US

spoke with Roisin Hennerty, president of Ornua Foods US, about the growing trend for natural products in the US and the continued success of the Kerrygold brand in the market

28 Informing infant formula development

Professor Catherine Stanton, Teagasc, tells about ongoing research exploring the

potential of infant formula to help the creation of healthy gut microbiota in infant formula-fed babies

30 Seeds for Success

Health and wellness is very much part of consumers' daily lives, explains Jennifer Melia, manager of prepared consumer foods and food start-ups at Enterprise Ireland

33 Free-from success

Ireland's fi rst Free From Food Awards have taken place with Irish companies well represented among the winners. spoke with John Burke, founder and director of the Irish awards about the free-from category and the entries to this year's awards

34 Balancing act: meeting consumer demands for fl avour and healthy eating

Janet Drew, founder of Janet's Country Fayre, says its revised range of Janet’s Just Delicious pasta and pizza sauces, will help to emphasise the company's commitment to creating tomato-based products that are low in fat, sugar and salt

35 Leading SAFEfood production

A new three-year Innovation Partnership Programme in food quality and safety was launched recently that “will enhance Ireland’s reputation of strong innovation and regulation in food safety”

36 Hunger for healthier breakfast options

It has long been said that breakfast is the most important meal of the day and, according to a recent report by Bord Bia, consumers hunger for healthy and diverse choices when it comes to breakfast dining

38 Spotlight onCarr & Sons Seafood

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focus

Sustainability, health and wellness



newsDee’s Wholefoods vegan sausages hit another 300 UK storesCork-based Dee’s Wholefoods has launched its highly innovative, 100 per cent vegan sausages in 300 Holland and Barrett stores across the UK. These meat-free options are available in three varieties: Roast Garlic and Mushroom; Leak and Onion; and Traditional. “Our sausages are made using one of Ireland’s oldest and most traditional ingredients, dulse seaweed,” explains Deirdre Collins, owner, Dee's Wholefoods. She developed the products working closely with Bord Iascaigh Mhara (BIM) – the Irish Seafood Board – at its Seafood Development Centre in Clonakilty. The development of the products was supported by Enterprise Ireland. The sausages are low-calorie, gluten-free, dairy-free, egg-free, soy-free, wheat-free, GMO-free and completely free from artifi cial additives.Dee explains: “Our sausages contain just 50kcal, yet don’t compromise on fl avour – all thanks to their scrumptious natural ingredients. They can be enjoyed as part of a balanced, healthy diet and can be used to create delicious meals.”The UK is one of the world’s leading markets for vegetarian and vegan food and Dee is delighted to be in the fridge at Holland and Barrett. “The international demand for meat-free food continues to grow, as more people are increasingly aware of what they eat, how it’s produced and the impact it has on their health and the environment.”Dee highlights a 2014 Mintel study that found the global vegan and vegetarian market was estimated to be worth Ð921 million in 2014 and in the UK 12 per cent of adults and one in fi ve of those aged 16-24 follow a vegan or vegetarian diet.“In 2015, we launched Dee’s Wholefoods in the Netherlands, one of the countries that is really leading the way on a re-think of modern western diets. “The Netherlands Nutrition Centre Foundation recently issued new guidelines that call on Dutch consumers to limit their meat consumption to just two portions per week. The study looked at both health and environmental benefi ts of reducing meat intake across the whole population.”


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newsDaypart targeting and protein power key dairy trendsAccording to market research company Canadean, daypart targeting, in which brands pitch products for consumption at particular times of the day, and high-protein products are two of the key trends currently making a major impact on the dairy sector.These fi ndings were part of the discussion at the Dairy Innovation Summit in Amsterdam recently, where Canadean outlined top trends to watch in dairy and identifi ed next areas for dairy innovation and growth.Tanvi Savara, consumer insight analyst at Canadean, says that top consumer and innovation trends for dairy in 2016 include targeting niche consumer groups, creating new occasions for dairy consumption, and snacking on the go.

“Dairy brands are redefi ning dairy consumption occasions by targeting new dayparts to boost consumer engagement and brand loyalty. The trend is more mainstream in yoghurt, but there are opportunities to expand usage occasions for milk and cheese by targeting

late evenings and after-dinner.”The analyst also noted that high-protein products will have a signifi cant impact on the dairy sector over the next few years, as the trend extends beyond its typical demographic consumer base.

“The protein trend is going mainstream,” Tanvi notes. “Not only are high protein claims appealing to younger consumers, but the 55+ demographic will also provide consumer opportunities to dairy brands in 2016 and beyond. Healthy ageing will be a key focus area for innovation looking ahead.”Other key trends discussed at the Dairy Innovation Summit included: snackifying dairy, products such as yoghurt drinks with added fi bre, chia seeds and nuts and bite-sized cheeses; sensory pleasure, wherein manufacturers are breaking the mould by introducing spicy fl avours to ice creams and yoghurts; and alternative milks, including a new wave of innovation in milks derived from nuts, grains, rice and seeds.

100 Iranian food buyers meet with Irish food exporters in TehranBord Bia (the Irish Food Board) brought together over 100 key Iranian food buyers to meet with 17 Irish food exporters for a seminar and one-to-one business meetings in Tehran recently. The event took place on day two of the Irish food industry’s trade mission to Iran, organised by Bord Bia in association with the Department of Agriculture, Food and the Marine. The seminar began with an insight into doing business in Iran, with presentations from local banking, legal, retail and dairy industry experts. Meanwhile, Iranian buyers were briefed on Ireland’s global reputation in food production and Bord Bia’s food sustainability initiative, Origin Green. Following the presentations, the Irish food exporters and selected Iranian food buyers engaged in a series of prearranged one-to-one business meetings.Ireland`s food and beverage exports to Iran in 2015 amounted to €3.6 million consisting mainly of juices, butter and prepared foods. Iran has a well-educated population of 80 million people, some 40 per cent of whom are under 25, and an economy anticipated to expand by over 2 per cent annually over the coming years.Speaking in Tehran, Aidan Cotter, CEO, Bord Bia, commented: “The lifting of international sanctions on Iran opens the way for Irish food exporters to explore trading opportunities in the second largest economy in the Middle East. As the economy grows and demand for premium food products outstrips domestic supply, Iran is looking to countries like Ireland to supply high quality, safe and sustainably produced food.”Bord Bia’s director of consumer insight, Helen King, also briefed Irish food exporters on the Iranian consumer culture, values and aspirations, and food trends. She explained that the retail culture is evolving and said: “Bord Bia will undertake a consumer immersion that will explore the changing retail and foodservice environment that will serve to demonstrate the modern, changing face of consumer behaviour in Iran.”



news

Europe presents gluten-free export opportunityNew market information from Bord Bia (the Irish Food Board) suggests signifi cant opportunities exist in export markets, namely the UK, Sweden, Spain and Russia, for Irish gluten-free food producers. Presentations by Bord Bia, Kantar Worldpanel and YouGov were delivered recently with a view to exploring export opportunities in these fast-growing, gluten-free markets. While the growth in free-from foods is primarily due to the greater awareness and diagnosis of food allergies, the desire for a healthy lifestyle is the key driver across all of the markets that Bord Bia analysed. Orla Donohoe, Bord Bia’s bakery sector manager, said: “Products catering for food intolerances are becoming increasingly mainstream. Health for many people is now more about a natural and balanced food intake rather than 'diets' and calorie control and this is driving market growth. The wider free-from market is one of the few categories growing at this pace across Europe and where the branded route to market is as viable an option as private label.”

Export market analysisThe UK gluten-free market is valued at £438 million, increasing 36 per cent in the last year. According to YouGov, a quarter of UK households are affected by food sensitivities. Some 10 per cent of the UK population is cutting down on gluten while a further 8 per cent would like to. However, two thirds of those trying to cut down on gluten do not have any sensitivity to it. In Sweden, one in 10 people avoid eating gluten and the gluten-free baked products market has increased by 23 per cent since 2014, with crisp breads and fresh breads driving growth.Consumer trends such as health and a demand for premium products are driving demand for free-from products in Russia, with the gluten-free market valued at Ð82 million, doubling in size since 2009. In Spain, gluten-free sales have exceeded expectations, growing to Ð78 million, despite the economic recession. This research was guided by industry demand and comes ahead of the Free From Food Expo in Amsterdam this summer, where Bord Bia and seven Irish food companies will participate for the fi rst time.

9Issue 4 2016 9

news

Pictured are: Tommy Westling, Movement Consulting; Orla Donohoe, Bord Bia's Bakery Sector Manager; and, Bill Mosse, Kells Wholemeal



news

Showcasing Irish food on the Wild Atlantic WayA group of international media from Europe and the US recently toured the Wild Atlantic Way, a tourism trail on the west coast of Ireland. The group enjoyed a tailor-made seafood-focused trip around Donegal and Sligo, where they experienced Ireland’s seafood stories. A showcase of the vast selection of seasonal and local produce on the Wild Atlantic Way was also presented to the group.Ciara Sugrue, head of International Publicity with Fáilte Ireland said: “Ireland is gaining a reputation for its gastronomy and excelling as a food destination and we are delighted to host this group of infl uential

media on their seafood journey on the Wild Atlantic Way. Visitors want to experience Irish food – they are not necessarily looking for traditional dishes, but food that gives them a sense of the place that they are in. This visit is a fantastic opportunity for the Wild Atlantic Way to showcase the selection of seafood experiences that are refl ective of the region.

“Furthermore, with the best seafood ingredients in the world and with growers, producers, retailers and chefs all working together to promote their destination, we are confi dent that the media will enjoy their experience and see how visitors can enjoy wonderful, locally-sourced, high-quality cuisine.”

A group of international media from Europe and the US touring the Wild Atlantic Way, are pictured with Eithna O'Sullivan at Eithna's By The Sea restaurant, Mullaghmore, Sligo and Antoinette Reilly, Fáilte Ireland.



news

Bord Bia tops list of Ireland’s most reputable organisationsBord Bia (the Irish Food Board) was named the most reputable organisation in Ireland, according to the annual Ireland RepTrak study, announced by The Reputations Agency. This is the seventh year of the study, which ranks the 100 largest and most visible organisations in Ireland.The food-manufacturing sector remains the most trusted industry in Ireland in 2016 year and organisations operating in food-related sectors were among those with the top reputations, with eight ranked in the top 20 – Bord Bia (1st), Lidl (5th), Aldi (7th), SuperValu (11th), Kellogg’s (14th), Glanbia (15th), Cadbury (16th) and Kerry Group (20th).The independent study ranked each company on its RepTrak Pulse score, representing an average measure of four emotional indicators: trust, esteem, admiration and good feeling. It also studied how organisations were rated across the seven more rational dimensions of reputation: leadership, products and services, innovation, governance, workplace, performance and citizenship.Welcoming the fi ndings, Aidan Cotter, CEO, Bord Bia, said: “Our reputation is inextricably linked to the hard work and commitment of tens of thousands of farmers and food producers across the country who have helped to build confi dence in Irish food at home and overseas. Following six consecutive years of export growth, they, as part of Ireland’s largest indigenous industry, have continued to play a central role in our country’s economic and social progress. While I am proud of everyone in Bord Bia today, and take great satisfaction that we have maintained the trust of the Irish public, we know that, ultimately, our reputation is based upon an eff ective partnership with those farmers, and those food producers.”

Aidan Cotter, CEO, Bord Bia



T he new Minister for Agriculture, Food and the Marine, Michael Creed, is steeped in farming and food production. From

a farm in the heart of the Golden Vale in north Cork, Minister Creed clearly relishes the task he has been given in the new Irish Government: “If I was asked what portfolio I would have chosen it would have been agriculture," he says. "I do have two major attributes that will help me in the job. I was born and raised on a farm, and I do understand Irish agriculture. In addition, I have served as opposition spokesman on agriculture and food so I also have a political background in and knowledge of the whole area of food production and processing.”

A global food exporter The Cork-born Minister's commitment to the expansion of Irish food exports is clear, while accepting the effort that will be needed

interview

It's in the DNAMichael Creed takes on new

role as Minister for Agriculture, Food and the Marine

In May, Michael Creed was named Ireland's new Minister for Agriculture, Food and the Marine. Matt O'Keeffe interviews the Minister about the challenges and opportunities within the industry and his ambitions in his new post

Food and the Marine


Dawn Farms is a founding member of Origin Green. Origin Green is an Irish government initiative by Bord Bia - The Irish Food Board, which provides verified commitment to sustainability all along the food supply chain.

2015/16

DAWN FARMSIS NOW AZERO WASTETO LANDFILLCOMPANY

RELATIVEENERGY USAGE

HAS BEENCUT BY 30%

ENOUGH ENERGY SAVED TOPOWER 20,000 IRISH HOMES

FOR A WHOLE YEAR

RELATIVEWATER USAGE

HAS BEENCUT BY 30%

ENOUGH WATER SAVEDTO FILL 56 OLYMPIC SIZED

SWIMMING POOLS

RELATIVECARBONEMISSIONSHAVE BEENCUT BY 20%

Dawn Farms is a founding member of Origin Green. Origin Green is an Irish government initiative by Bord Bia - The Irish Food Board, which provides verified commitment to sustainability all along the food supply chain.

ZERO WASTETO LANDFILL

ENERGY USAGE

CUT BY 30%ENOUGH ENERGY SAVED TO

POWER 20,000 IRISH HOMESFOR A WHOLE YEAR

WATER USAGE

CUT BY 30%ENOUGH WATER SAVED

TO FILL 56 OLYMPIC SIZEDSWIMMING POOLS

CARBONEMISSIONS

CUT BY 20%

www.dawnfarms.ie

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to gain due recognition for our carbon-effi cient, grass-based livestock production system. “We export most of our food production off the island. So, trade is our lifeblood. If we don't trade we die economically.” Minister Creed is very concerned about some efforts to demonise trade deals, especially TTIP, though concedes that the secrecy around the negotiations, particularly by the US side, is 'counterproductive'. He says: “Trade is critical to our agri-food industry, but only on the basis that it works for us and does not compromise our standards of production, our food safety or our environmental standards. These are all critical issues in these ongoing trade negotiations.”

No compromise on standardsThe Minister takes a very pragmatic approach to international trade deals in acknowledging the need to look at the collective impact of trade deals as distinct from individual negotiations. With TTIP, there are upsides, the Minister insists: “We have the Hilton Beef Export Agreement with the US. Irish beef companies are interested in further exports to the US. That's very welcome. However, once we exceed the Hilton quota we will be hit with very high tariffs, so the potential for additional beef sales into the US might be worth a trade-off. But not in terms of compromising our standards on beef production. There is no question of hormone-treated beef being allowed into the European Union.”

The risk of BrexitOne area of increasing concern to everyone involved in Irish agriculture is the possible exit of the UK from the EU. Minister Creed is not taking the risk lightly: “One of the fi rst things the UK could do if it left the Union is negotiate unilateral trade deals. You can assume that one of the fi rst deals would be with Mercosur. We put huge volumes of high quality Irish beef on British supermarket shelves. We cannot compete with South American beef on cost. If our key market is fl ooded with South American beef then we have a serious problem.”

The primacy of the producer The Minister is clearly committed to ensuring that the primary producer is protected and encouraged so that he/she can deliver quality produce up along the food chain. He agreed

that he would have to hit the ground running: “My fi rst priority is farm incomes. The dairy sector has seen prices and incomes fall further and for a more protracted period than anyone anticipated. Every lever that we can get our hands on, from the Commission to domestic policy, will be used to support dairy incomes as far as possible. Every effort will be made to stabilise prices as we wait for an improvement in international dairy trade.”

Ambitious expansion programmeBuilding on the success of Food Harvest 2020 through the recently updated Food Wise 2025 will be one of Minister Creed's biggest challenges. The ultimate aim is to increase Irish agri-food exports by a whopping 85 per cent to a value of Ð19 billion by the middle of the next decade. That will require some adept political footwork as he balances this huge increase in output volume and value with the need to ensure that the production and processing of that food is verifi ably sustainable. The Minister clearly believes that the adoption of new and existing production technologies, allied to the fact that Ireland's agricultural carbon footprint has reduced over the past 15 years, will enable the agri-food sector to expand signifi cantly in the years ahead by reducing

costs and increasing effi ciency. Food producers will be reassured that the new Minister's defi nition of sustainability runs beyond the need for environmentally sustainable production and includes the fi nancial sustainability of Irish farms. To that end, the programme for Government includes a provision to support producer organisations so that they can come together to increase their bargaining power.

A non-partisan approach Minister Creed is also committed to encouraging Irish food companies to increase the added value of their output while targeting increased export opportunities with the cooperation of Bord Bia and Ornua. That cooperative endeavour right along the food chain will also have to be extended to political cooperation. The new Minister may work well in the current minority Government set-up. Back when a previous agriculture minister, Brendan Smith, was developing the Food Harvest 2020 strategy, he had the full cooperation and support of the then opposition agriculture and food spokesman, one Michael Creed. A non-partisan approach will be essential if agriculture is to get a favourable hearing and Michael Creed may well be the right man to build that non-partisan approach in support of Ireland – the food island.

interview



focus

Sustainability, health and wellness



Health and wellbeing opportunities on the rise

For the past number of years, Bord Bia's (the Irish Food Board) Consumer Lifestyle Trends research has found health and wellness a recurring and very important theme in consumers’ lives around the world. Every three years, the agency undertakes global research, which consistently show that

consumers are looking for solutions that help them fi nd a balance in today's busy world

A ccording to the Consumer Lifestyle Trends report, health and wellbeing has become a key part of our identity, a status symbol.

Consumers are looking to manage maxed-out lives and are embracing more holistic approaches to their wellbeing, which increasingly focuses on fi nding ‘headspace’ for both the mind and the body.

Furthermore, people are embracing both science and nature to create sophisticated

and tailored lifestyle plans. This consumer

mindset is seeing a growing desire to plan,

track and measure different aspects of health

and there is a growing appetite for smart

health management tools, with technology

playing an important role.

A role to playFood and drink remains key in health and

wellness strategies for consumers. There is a

continued focus on what people are eating

and a desire to move away from 'nasties'.

Furthermore, the social context in which

people consume food is increasingly

important with consumers becoming more aware of how it contributes to holistic

wellbeing. This ties in with another trend

of ‘shared experiences’. The report suggests

that brands that can celebrate social meaning around food have an opportunity to build a real emotional connection with consumers.

What are consumers looking for?For consumers, it is not all about the 'good stuff ', it also about minimising their consumption of artifi cial ingredients, which is leading to a greater interest in pure, natural products. Consumers are increasingly active in their search for products that contain added health benefi ts. Products that promise positive, long-term effects and protection from threats to health are particularly desirable. • proactive prevention – consumers are

conscious of defending the body against future disease and illness;

• essential purity – a desire for raw, natural and clean products;

• creating headspace – a desire to take care of mental and emotional wellbeing;

• tribal wellbeing – increasingly choosing collective physical and wellbeing activities;

• managing tempo – seeking solutions to suit varying energy needs and optimise wellbeing throughout the day;

• personal solutions – desire for personalised health solutions and measurement tools; and

• good start – ensuring children get the

best start in life.

Satisfying consumer demandUnder Origin Green, the national

sustainability initiative for Ireland's

agri-food industry, health and wellness

was highlighted as one of three areas for

consideration under its sustainability

targets.

Under the Origin Green charter, a

number of Irish companies have set

out health and nutrition targets. The

predominant targets for companies

involve long-term strategies to improve

the nutritional balance of their

products. These range from enhancing

the health and nutrition attributes

of products by reducing fat, salt and

sugar content. Companies have also set

targets to improve nutritional labelling,

introducing healthy product ranges

and supporting and sponsoring local

community action on healthy living.

In our focus on sustainability, health

and wellness, we speak with some Irish

companies that are delivering new,

innovative products offering solutions

to consumers in this space.

focus



O ver the past 30 years, the percentage of people worldwide considered overweight or obese increased

28 per cent in adults and 47 per cent in children, according to the 2013 Global Burden of Disease Study, which is based out of the Institute for Health Metrics and Evaluation at the University of Washington and funded by the Bill and Melinda Gates Foundation. The study also notes that in the past 33 years no country in the world has succeeded in decreasing obesity. Meanwhile, the 2015 We Are What We Eat – Healthy Eating Trends Around The World Nielsen report found healthy food categories are growing faster than indulgent categories across the world.

The Nielsen study also reports that consumers say they aspire to better health and healthier eating. The most desirable attributes, according to Nielsen, are foods that are fresh, natural and minimally processed. In addition, consumers are looking for functional foods that provide benefi ts that can either reduce their risk of disease and/or promote good health. Furthermore, roughly one-third of global respondents in the Nielsen report say it’s very important that foods are low in cholesterol, salt, sugar and fat. In line with this, food businesses – retailers and producers – are seeking new ways to assist consumers in making better choices. Irish food producers are playing their part in this effort, making commitments to health and wellness under Origin Green, Bord Bia’s national sustainability programme

for Ireland's food and drinks industry.When Origin Green was launched in 2012, Bord Bia acknowledged that sustainability encompassed a much wider range of issue than inputs and resource management. “Within the Origin Green programme, we focus upon three key target areas: raw material sourcing, the manufacturing process, and social sustainability, which primarily focuses upon corporate social responsibility (CSR),” Andrew explains. “Under the pillar of social sustainability, being a responsible corporate citizen is a key element within this target area and, as a result, health and wellness has become an important area of focus within Origin Green.” Andrew adds: “This refl ects a trend throughout the food industry and wider society, which has grown increasingly prevalent over the past number of years.”

focusSupply chainsolutions

With diet-related issues, such as obesity, representing ongoing challenges globally, speaks to Andrew Mullins, Origin Green development manager, Bord Bia

(the Irish Food Board), and Ali Sheridan, sustainability development manager, Bord Bia, about the response of Irish food and drinks companies to these challenges



focus

Growing focusAs part of their participation in Origin Green, companies develop a sustainability plan for their business, focusing on the aforementioned target areas. To date, over 530 companies have signed up to Origin Green, with over 160 verifi ed members, denoting companies that have gone through a robust plan-approval and independent verifi cation process. In addition, a further 180 companies have submitted plans as they strive to attain verifi ed membership, while the balance are actively working on their plans and attending workshops with Bord Bia to gather the relevant information and data required. In November 2015, Bord Bia launched its fi rst Origin Green Sustainability Report, which highlighted that of the 122 verifi ed members at this point in time, 27 targets had been set by these companies in the area of health and wellness. Andrew says this will undoubtedly grow as the programme evolves. “As we now move into our fourth year since the launch of Origin Green at the SIAL global food marketplace in Paris, 2012, and with our membership growing exponentially this year, it is clear that health and wellness has become an increasing focus for companies participating in Origin Green and this is ultimately being driven by customer demand. This trend would also be refl ected in the work of our Bord Bia Consumer Insights team.”

Reformulating Andrew references the recent Reformulation Project report from Food and Drinks Industry Ireland (FDII)/Creme Global, which demonstrates the work of Ireland's food industry to address health concerns around ingredients, such as salt, sugar and fat, as an example of the ongoing efforts of Irish businesses in this area. The Reformulation Project is a leading example of the impact of reformulation on food production. It identifi es reductions in fat, saturated fat, sugar, salt and calories achieved through reformulation across a range of ingredients for 14 leading Irish companies. Supported by the Food Safety Authority of Ireland (FSAI), the research found that over a seven-year period, the participating companies achieved a 37 per cent reduction in salt content; sugar content fell by 14 per cent; there was a 12 per cent reduction in the amount of energy (measured in calories) sold; and both total

fat and saturated fat content was reduced by approximately 10 per cent. “That reformulation project took place over a period of years, highlighting the potential capital investment and time required to reformulate a product successfully. But, at the end of the day, reformulation is all about making a product healthier and removing elements that might be undesirable while not compromising on taste.” With challenges such as obesity and diabetes predicted to intensify into the future, Andrew says: “Reformulation is one of the aspects that companies are looking towards to change products for the better.” Ali Sheridan says reformulation offers businesses a great opportunity to respond to consumer needs. “Reformulation offers companies the opportunity to maintain their legacy products, which are popular with their consumers, and create an enhanced version, rather than creating a brand new portfolio.”

Answering a needAs consumers become more and more aware of issues around health and wellness, retailers and food businesses are responding by publishing their own commitments in the area. Ali says Origin Green members are helping these businesses to deliver on their commitments. “It's important to note that, when you look at retailers, foodservice or large food manufacturers, who have set ambitious targets around sustainability, health and nutrition, they themselves cannot deliver on these targets without help from their suppliers. That is an opportunity for Irish suppliers who, as part of Origin Green, have set strong health and nutrition targets, and are able to highlight to their customers what they are proactively doing in this area”

Future proofi ngAli explains that there is a wide breadth of health and nutrition targets set out by companies in their Origin Green charters, including: reductions in salt, reductions in sugar, and reductions in fat, as well as reductions in preservatives or ingredients that might be considered 'undesirable'. While these objectives may be diffi cult to achieve in the immediate future, Ali says there is a growing focus on clean label solutions, as well as portion sizes. “Clean label, for example, is a big trend that a lot of companies have embraced and are now actively reacting to. Consumers are becoming much more educated about ingredients and are asking a lot more questions,” says Ali.

Responsive supply chainAndrew says the results of initiatives such as the FDII/Creme Global Reformulation Project are hugely benefi cial to the Irish food and drinks industry. “The reformulation project was a long-term undertaking and the companies that have gone through it have done very well in terms of removing what are considered undesirable ingredients from products without compromising the taste with which consumers have grown familiar.” Andrew further highlights that, “while the reformulation project may have involved larger food businesses, the public nature of the study means there are valuable learnings available for smaller and medium-sized food businesses also, and these learnings can be very valuable for companies participating in Origin Green”. Andrew explains that the national approach of Origin Green, particularly through Bord Bia’s Origin Green Ambassador Programme, supports the dissemination of knowledge back to the Irish food and drinks industry. “Our Origin Green ambassadors are undertaking placements in some of the largest food companies in the world. Ultimately, the unique nature of the programme means that as they are actively working within the sustainability teams of these organisations, they may be be able to spot potential future trends and report these back to our industry. Hence this network enables us to remain abreast of developments in the wider food and drink industry and fi lter these back accordingly.”


FROM NATURE TO NURTURE

www.glanbiaingredientsireland.com

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Dawn Meats sets ambitious sustainability targets

Dawn Meats has set a goal to become ‘Europe's most sustainable meat company’ and earlier this year it received two awards honouring its work in this area. David O'Flynn, Group head of

CSR at Dawn Meats discusses the company's strategy to deliver on this ambitious target

T he Waterford-based processor, which operates in seven locations around Ireland, with additional facilities across the

UK and Europe, recently won Green Large Organisation of the Year and the Sustainable Supply Chain Achievement Award at the Green Awards 2016.

David explains that sustainability has been part of Dawn Meats' strategy since it was fi rst established. “Dan Browne founded the company back in 1980 and even then he was working with farmers to try and improve on-farm productivity. It may not have been called sustainability then but that was essentially what he was doing.”David says Dawn Meats' work with farmers was inspired by Ireland's dairy co-operatives. “Dan was trying to take some practices that were common in dairying and bring that thinking across to the beef sector. Out of these initial thoughts the Dawn Meats and Teagasc Quality Beef Partnership developed, which was ultimately supported by other industry stakeholders and became today’s Better Farms Programme. Teagasc now takes the lead on the programme and there are multiple sponsors but that programme

evolved out of the work that Dan Browne started with Teagasc in the millennium year. The focus is about working with small groups of farmers, to drive productivity improvements, delivering both economic and environmental benefi ts and sharing results and best practice in the wider community.”

Support networkToday, the sustainability agenda continues to be supported from the company's leaders, which David says is crucial to driving its success across the whole Group. “If you ask what it takes to get sustainability taken seriously in a company most will say you need senior level support. Our CEO, Niall Browne, very much believes in it. We have a CSR committee that includes: the CEO; the Group commercial director; the UK commercial director; the Irish operations director; the UK operations director; the Group HR director; the Group technical director; the Group engineering director and myself as head of CSR.” The committee meets regularly to discuss progress on sustainability and how it is interacting with all the other areas of the business. “If you just have people on the edges trying to drive sustainability it can

be challenging but when you have that kind of executive level support and buy-in, it facilitates signifi cant progress. Such high-level support is the reason we can set ourselves the ambition to be Europe's most sustainable meat company.”

Pillars to build onThe CSR committee agreed fi ve main pillars under which Dawn Meats aims to drive sustainability: • resource management – energy, water,

waste, emission and biodiversity;• sustainable sourcing – which looks

at how the company engages with its farmers and the livestock supply base, as well as its broader supply chain, such as packaging, energy, personal protective equipment, etc;

• animal welfare;• people and community: “At Dawn Meats

we recognise that our own people are the most important drivers of change. We also want to be good citizens within our communities. To support this we joined Business in the Community, the leading network of responsible businesses and are working with them to develop our people and community agenda”; and


21Issue 4 2016www.irishfoodmagazine.com

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21

• innovation and nutrition – “As a food company, nutrition is hugely important. We want to educate people about the benefi ts of meat because there are many nutritional benefi ts to meat consumption that are not widely known. People eat meat because they like the taste of it, but it is also an important source of, particularly, digestible protein. In addition grass-fed meat is a hugely important source of essential fatty acids and minerals.”

David explains that innovation can really drive effective change. “One thing we adopted early is the skin packs that you increasingly see in retail. This packaging is increasing product shelf-life and, in turn, is reducing food waste, saving energy, water, emissions and saving people money.”

Achieving goals and measuring successIn 2009/2010, Dawn Meats established a sustainability programme called: Sustainability Today for all Our Tomorrows. “At the time we set ourselves a target to reduce our water and energy intensity by 20 per cent and our emission intensity by 30 per cent up to 2020.” However, the company has been so successful in its push for those targets that they were revised again in 2014. “We revised those targets to a 40 per cent reduction in water and energy intensity and a 50 per cent reduction in emissions intensity up to 2020. It's the same target date but we doubled the targets.” Some sites have been particularly successful, including Carrolls Cross, Waterford, which has achieved zero

emissions, with Ballyhaunis, Co. Mayo and Charleville, Co. Cork both achieving 90 per cent reduction in emissions.On waste, Dawn Meats has set a zero-waste-to-landfi ll target, which will now be achieved in 2016. David says progress is at different stages across its sites, however he is confi dent in delivering on that target. He says achieving that success requires working with good waste contractors, as well as driving the company's work on recycling. “On some sites we are recycling 60 to 70 per cent of our waste with other sites a little further back.” He says there are some more challenging waste streams such as contaminated plastic, where a home for the waste might not yet exist. However, David says challenges like this form part of the company's long-term strategies. Dawn Meats is currently in discussions with SMILE Resource Exchange to see if they can work together, and with the wider industry, to make it suffi ciently interesting for recycling companies to develop processes that will benefi t from that waste stream. “That is the nature of the work, there are some goals that can be achieved in the short term and then there are long-term strategic projects where we have to work more broadly with key semi-State bodies and the industry to achieve the next step.”

An enviable positionDawn Meats is a verifi ed member of Origin Green, which, David describes as “the envy of most other food producing nations”. Dawn Meats was an early adopter Origin Green and, David says: "We are also one of a handful of companies to sponsor the

Origin Green Ambassador Programme, which benefi ts the entire food and drinks industry with Origin Green ambassadors engaging and networking with international companies raising the profi le of Origin Green.” Furthermore, he says Origin Green and the Bord Bia Quality Assurance scheme work very well together, “ the latter of which has been around for years. It is hugely important that you have the quality and the environmental angle. In Ireland we also have the carbon navigator, which marries that environmental and economic angles.”David says independent verifi cation is a key element of Origin Green. “It is effective because as well as saying 'we are good', we now can prove it. And we are proving it very robustly because we are not just spot checking, we are planning on checking every farm and every company. I don't know any other country that goes to every single farm.”Dawn Meats has submitted its own sustainability plan under the Origin Green charter, which is independently audited. “Each year we set ourselves targets for what we are going to look at in the coming years. Origin Green adds credibility to a story that was already strong. But it is also driving the industry forward because when you have to submit a plan to be externally audited every year it creates a discipline of planning. And this plan needs not only to be good from an environmental perspective but also from a business perspective because if it's not, it's not sustainable. And because we have such a robust sustainability model in place, I believe that Ireland is leading the way towards truly sustainable food production.”



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A culture of sustainabilityEnda Buckley, sustainability manager, Carbery, says its

work on sustainability can help its customers reduce their carbon footprint through improvements in the supply chain

H eadquartered in west Cork, international nutritional-ingredients company, Carbery, was named the winner of

the Food and Beverage category at the

2016 Green Awards. It was honoured

for its work on sustainability and for

its achievements under the Origin

Green banner, where it has achieved its

sustainability targets ahead of schedule.

Enda explains that Carbery is always

looking for novel ways to reduce its carbon

footprint and he attributes this to a strong

culture in Carbery that looks beyond

the bottom line. “Of course, the bottom

line is very important, and in order to be

sustainable you need to be economically

sustainable. But there is a culture here that recognises that we have to look after others as well, when we can.”

Carbery looks at sustainability across its entire business, with targets for its facilities, communities and supply chain. Enda says this work is positively contributing to the carbon footprint of its customers' products. “We get a lot of questions on carbon footprint, customers are looking at their whole supply chain and when they begin calculating their footprint, many of them fi nd that they are reporting on the aggregate footprint of their suppliers. Many companies have found that the greatest opportunity to reduce their footprint lies within their own supply chain. So, as a key supplier we can help satisfy

the sustainability of our customers by decreasing the environmental footprint of their product or service.”

Greener farmingAs a verifi ed member of Origin Green, Carbery is engaged with Bord Bia's (the Irish Food Board) Sustainable Dairy Assurance Scheme at farm level. Furthermore, it runs its own sustainability initiative, the Carbery Greener Dairy Farms (CGDF) project. This, says Enda, is Ireland’s fi rst model for best practice in sustainable dairy farming This innovative, dairy-effi ciency programme was designed in collaboration with Teagasc. “The idea is to measure, monitor and optitmise resource allocations as best practice on farm.”

the sustainability of our customers by decreasing the environmental footprint of



He explains that the CGDF is a very comprehensive project whereby participating farmers measure their impact on sustainability and share this information within the broader Carbery network of dairy farmers, which includes over 1,300 members. “It's hard to do it justice on paper but, for example, water meters were introduced on all the farms at every water source; electricity monitoring was put in place, and soil samples taken from all the farms. If there is one thing that came out of the programme it is the importance of soil,” says Enda. “That has a big impact on greenhouse gas emissions. It has been shown that by improving farm sustainability and by getting the small things right, such as soil fertility and growing more grass, you can achieve a longer grazing season and feed less concentrates.”Furthermore, the project has identifi ed opportunities in improving the economic breeding index (EBI), which, Enda says, have been proven to improve farm profi tability and enhance the sustainability of the farms. “One of the main things, and certainly something that we keep preaching, is that sustainability goes hand-in-hand with profi tability,” says Enda, outlining some of the key fi ndings from the project. “For every one day increased grazing, it reduces the carbon footprint by 0.17 per cent per kg of milk. That will increase profi tability by Ð2.70/cow. With the economic breeding index, every one unit increase in EBI reduces the carbon footprint by 0.2 per cent per kg of milk or Ð2/EBI unit.”

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Diverse opportunitiesAs well as looking at the direct impact of farming practices on sustainability, Carbery is also engaging with its suppliers to improve biodiversity on its supplier farms. Early this year, Carbery, in partnership with SWS Forestry Services Ltd, conducted a novel project whereby it gave all its suppliers 20 trees to plant. “We deliberately picked native Irish species, oak and birch, and we launched the project during National Tree Week. There were over 26,000 trees planted as part of the Carbery Tree project. There was some scepticism at fi rst about whether farmers would engage with the project but we were blown away by the response. Farmers loved the idea.” Enda says the repsonse was so good that farmers from outside the Carbery supply chain were looking to get involved with the project. “It was a very simple initiative but we got a great reaction from farmers and customers.” He adds that the carbon storage potential of trees was an important selling point. “A tree will store one tonne of carbon over its lifetime. So, we are looking at ways to sequester carbon and that was one of the key selling points.”

Sustainability as a currencyCarbery became a verifi ed member of Origin Green in 2013 and, Enda says, the national initiative is a great driver for sustainability. “The great thing is that, as part of Origin Green, you have certain targets to meet, particularly in the area of waste, water, energy and emissions. So, at the beginning of the year, we know what targets have to be achieved. We have set fi ve-year targets to be achieved by the end of 2016, which really focuses the mind.”

Carbery has been very successful in achieving its targets ahead of schedule. “Under our Origin Green obligations, we have to reduce energy use per equivalent tonne of production by 3.5 per cent before 2016 (the base year is 2010). As of the end of 2015, the reduction in energy use per equivalent tonne of production was 18.3 per cent. “Some might ask if the original target was quite low, but there have been a lot of projects here in terms of energy effi ciency and they have all worked really well,” says Enda. The company also achieved the ISO 500001 energy standard in 2014, which Enda says really helped motivation. “I would say that energy is a key area of focus in Carbery. Management take it very seriously, there are weekly and monthly reports along with balance score card reports.” Enda adds that there is a culture of effi ciency at Carbery, which helps it in delivering on its sustainability agendas. “Certainly, on the energy side, performance has been exceptional and the services team deserve great credit for that. Carbery has always prioritised best-practice energy and environmental management. There is a competitive aspect to that but there is also an environmental aspect. We have a strong sustainability strategy and there are a number of key areas that guide the long-term direction of the organisation. A key one that we keep preaching here is to ensure that we do more with less. We want to address climate change and, in doing so, build resources, competencies and core values. Our target is to have a fully sustainable chain from farm to fork. This will continue to build on the reputation of Carbery, west Cork and Ireland as safe and sustainable food producers. That would sum up our sustainability outlook and strategy.”

He explains that the CGDF is a very

Diverse opportunitiesAs well as



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Dawn's roadmap for health and wellnessDawn Farms, Europe’s leading cooked and fermented meat ingredients company headquartered in Ireland, is responding to the growing consumer interest in health and wellness by placing it at the core of its new product development process

J ohn McGrath, head of business development at Dawn Farms, explains that the company fully expects the infl uence of healthier

eating to be one of the fastest-growing industry trends over the next three to fi ve years. “We know millennial consumers are paying more attention than previous generations to their physical and mental wellbeing, and future generations (Gen Z) are likely to be even more demanding when it comes to food – in terms of transparency but also lifestyle benefi ts, such as high-protein snacking for energy and mental alertness.”

Health and Wellness RoadmapJohn says consumers want healthier food ingredients, as well as ingredients they can trust. “That is why all Dawn Farms products are 100 per cent free from artifi cial colours, hydrogenated fats, palm oil, nuts, MSG and we use only free range eggs. It is important to us that we use the best ingredients for our

customers. We also recognise consumers’

desire for rustic, home-style authentic meats,

whether it’s on pizzas, sandwich fi llings, or

in meal solutions – so, creating minimally

processed, rustic ingredients is one of our

key innovation pillars.”

The Dawn Farms’ Health and Wellness

Roadmap is three-pronged, explains John.

“We are actively pursuing the use of natural

ingredients, while also reformulating

existing products.” John says ‘perceived

health’ is also high on Dawn Farms’ agenda.

“In other words, incorporating superfoods

and other ingredients with a health benefi t

to make them relevant to today’s health-

conscious consumer.”

He cites as examples, Dawn Farms’ Turkey

Superfood Balls, Hidden Veg Chicken Bites,

and chicken pieces coated in coconut, or

seeds as an alternative to breadcrumbs.

“We are continuously exploring new

methods of locking in fl avour, via natural

smoking techniques for example, or our

two-step – slow cooking then searing/fl ame

grilling, for extra taste and texture.”

New product solutionsThe team at Dawn Farms’ Meat Science and Innovation Centre are responsible for developing new products to meet changing tastes and demands of consumers. They have developed a best-in-class innovation process called NECTAR (need; explore; create, test; action; review), which allows them to tailor solutions for its customers and meet customer needs in a cost-effective way. Ultimately, customers are involved at each stage of the process and their consumers’ needs are at the forefront of everything of all work undertaken.” John adds: “We’re making signifi cant progress on our salt reduction programme across chicken, beef, pork, lamb and turkey, in keeping with Food Safety Authority salt guidelines. We have developed a range of natural ingredient products, replacing artifi cial colours with beetroot extract or paprika for example. We prefer, where possible, to use kitchen-cupboard ingredients.”


‘Educating our future farmers to

become lifelong innovators’

Call us today on 059-9170200or visit www.teagasc.ie

‘Advising farmers to combine innovation with prudent business management’

‘Researching sustainable agriculture & driving

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Brand building in the US spoke with Roisin Hennerty, president of Ornua Foods US, about the growing trend to

choose natural products in the US and the continued success of the Kerrygold brand in the market

K errygold butter is positioned as a premium brand in the US market, Roisin explains. “It's very much premium and it's

an imported product but everything that the brand represents pivots on it being natural, very wholesome and traditional. The fact that it's grass fed is something that we have always promoted.”

Roisin explains that the US is an enormous market and trends that are seen in Europe can take a little longer to fi lter through to US consumers. She says that, of the more than 300 million US consumers, there is a cohort of 10 to 12 per cent who are very food savvy. “They understand and want to know more about where their food comes from and they are very active on social media, so they have the ability to infl uence others as well.” Right now, Roisin says, there is a return generally to full-fat products and meat products that are produced naturally and in ways that are good for animals.

Grass-fed trendsRoisin describes the trend towards grass-fed products in the US market as “off the charts” over the past 24 months and, in particular, the last 12 months.In its Butters, Margarines and Oils – US report in 2014, Mintel quoted United States

Department of Agriculture fi gures showing that butter consumption, per capita in the US, is at its highest in 40 years (5.6 pounds). Meanwhile, the report found that margarine consumption per capita is at its lowest since 1976 (less than one pound). According to the report, consumer preference for less processed, less artifi cial products is driving the shift. Six in 10 respondents who buy butter, margarine, or spreads say the absence of artifi cial preservatives/additives is important when they buy these products.“We are seeing grass fed come into consumer milk, we are seeing grass fed come into yoghurts and meats. In general, if you go back fi ve or six years, American consumers just assumed cattle were fed grass and they never really thought about it. There is a much higher awareness now of farm feed lots where herds don't ever get out on grass. So, there's a lot of consumer focus and there's a lot of awareness in that space.” Roisin says Ireland's grass-fed dairy system is a huge differentiating point for Kerrygold, as well as an authentic historical and cultural element of Ireland's dairy industry. This is reinforced by Ornua's commitment to sustainability through its membership of the national sustainability programme for the food and drinks industry – Origin Green. “It's just such a part of the lifestyle as of the Irish farmer. It's very traditional, it's still a very positive force.”

Painting the picture“It's great to be Irish in America but you do get pigeon-holed in the March 17 niche,” Roisin says, explaining that there is not a strong connection in consumer minds between Ireland and food. “One of the things we discovered when we went out with Kerrygold is that the reputation that we have in Europe as a food brand – for instance, in Germany where consumers think of Ireland as this lush, natural nirvana – that doesn't exist in America.” Therefore, an important part of Ornua's work in promoting the Kerrygold brand is to communicate the relationship Ireland has with food and food production. At the time of speaking with Roisin, she was in Ireland for the 2016 Ballymaloe Litfest, of which Kerrygold is the main sponsor. Located in east Cork, Ballymaloe is considered one of Ireland's leading food destinations, with a guesthouse, restaurant, working farm and cookery school all operated under the Ballymaloe brand. Each year, thousands of guests fl ock to Ballymaloe to hear from experts on food and, each year, Ornua brings its own experts to the festival to experience Irish food and culture. Roisin explains that this is all part of Ornua's work in communicating Ireland's relationship with food to US customers and consumers. “We take them to farms,

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to cheesemakers and show them how things are made, teaching them about the culture of food in Ireland. They don't spend their whole time in Kerrygold corporate factories, they spend their time talking to food makers, real farmers who live the story every day. We also bring them to meet lots of different types of people in Ireland as well. They go to lots of country houses where there's a lot of great food-infl uencing culture being built, like Ballyvolane, Longueville House and Ballymaloe.”

Evolving imageBuilding on the media interest in Ireland around St Patrick's Day, Ornua also brings leading Irish food producers and personalities to the US during the month of March, such as Paul Flynn, Neven Maguire, Rachel Allen, Clodagh McKenna and more, who cook and talk about Irish food and what it means in the culture. “It has been a really important part of what we do, keeping the information fl owing within the media and with food infl uencers.” Roisin says this work is beginning to have an impact with the image of Ireland as a food nation evolving. “It's still not complete but over time people are starting to make the association with food and the natural landscape that we have here.”

Building on a story Ornua's work is bearing fruit, as evidenced by the success of the Kerrygold brand in the market. “Butter is back as a food of choice,” says Roisin. “There has been a small amount of growth in consumption of butter, but the bigger story is the rapid decline in other, unhealthy fats. Products like margarines are really spiralling downwards.” According to recent research by Ornua's Insights & Innovation team, for the year ending December 26, 2015, the margarine and spreads category is down 9 per cent on 2014 fi gures and down 13 per cent compared to 2013, for both sales and volume. “We are seeing big companies try to counteract that by putting butter into some of the spreads that they have. We are also seeing companies that would have used margarine as an ingredient going back to using butter. “McDonald's introduced, or went back to using, butter on their pancakes a short while ago, which generated signifi cant media interest. For us, that's good. Big food companies acknowledging that whole foods are they way to go is a trend we are hoping everyone will embrace.”The trend appears to be working in Kerrygold's favour with the market organically growing faster in the last fi ve to 10 years than Ornua had predicted. “In 2016, we will achieved our 2017 plan for sales. So, by the end of 2016, we will be selling 20,000 metric tonnes of

Kerrygold products and want to grow that to 30,000 metric tonnes. The business has agressive ambition, both in revenue and in volume terms for the product.” The removal of European-wide dairy quotas will play an important part in the future growth of the brand in the market. As will Kerrygold Park, a butter production and packing facility in Mitchelstown, Co. Cork, which will offi cially open in September. The Ð37 million facility will also house a new product development, innovation and customer centre, which will be used to showcase the Kerrygold brand to new and existing global customers. “Kerrygold Park will be critical to meeting the demands of the US market. But, for us there is no issue with supply. One of the bigger challenges is the quota structure in the US. We are already beyond quota availability in the US so we pay fairly penal duty rates, but for Ornua and Kerrygold this is considered a long-term investment. We will weather the quota challenge and fi gure out how to get past that. We exceeded the quota availability about three years ago and we want to try and have an active role in maximising our ability to have access to the US but it shouldn't be an impediment to growth.”

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G ut microbiota, Catherine explains, are made up of a large diversity of microbes that contribute to human health and

wellbeing. “One of the benefi ts of gut microbiota to humans is that it helps to digest some of the ingested components that we eat. For example, as an infant who is breastfeeding from their mother, there are a lot of carbohydrates in the breastmilk that the enzymes of the human body cannot digest. However, enzymes made by the microbiota in the infant gut have the capability of digesting those same carbohydrates. So, the gut microbes help

us break down some of the foods that we ingest and make them available to the human body as nutrients for energy etc.”

InfantmetFor a number of years, Teagasc has

collaborated with colleagues at Cork

University Maternity Hospital and the

APC (Alimentary Pharmbiotic Center)

Microbiome Institute, University College

Cork, on Infantmet, a Government-

funded research project that has analysed

the gut microbiota of breastfed infants

and assessed impact of various feeding

regimes on infant gut health.

“Breastmilk is the optimum feeding regime for a newly born infant but not all children have access to breastfeeding and so, infant formula is an important part of infant nutrition. So, it is important to understand the components within infant formula and how breastmilk works in order to improve infant formula and to better mimic human milk. In that respect, we have conducted a large study, funded by the Department of Agriculture, Food and the Marine, called Infantmet, in which we followed hundreds of infants from birth to two years of age.”The Infantmet study included hundreds of newborn babies, who were divided based on their mode of delivery – natural, c-section or pre-term births. “We detailed the microbes over the fi rst period of life and found signifi cant differences, depending on the different birth modes. So, the babies that were born naturally had a very stable gut microbiota in the early period following birth, compared to c-section babies. Also, the pre-term were different again and had more pathogenic bacteria in their gut.” Furthermore, Catherine says, there was greater diversity of gut microbiota among babies delivered naturally compared to c-sections. However, by 24 weeks of age, or six months, the c-section delivered babies caught up with natural-born babies in terms of the microbes in the gut. “So, even though you might say that the natural delivery ceded the baby gut in the early period the c-section-delivered babies ended up with the same microbiota composition, regardless of the delivery method. That would tell you that the gut has some sensors to bring in the right microbes. Pre-terms were still behind and not the same as the full-term delivered babies, even at six months.”

Informing infant formula developmentOver the past 10 to 15 years, food scientists have begun to realise the importance of gut microbiota for human health. Professor Catherine Stanton, Teagasc, tells about ongoing research exploring the potential of infant formula to help the creation of healthy gut microbiota in infant formula-fed babies



Teagasc is also looking at the use of antibiotics in early life and how these impact on the gut. It is also examining the impact of these early life interventions on mental development as the child grows. As part of the study, a psychologist has been engaged to carry out neurological and Baileys assessment tests for cognitive abilities. “We are assessing their mental capabilities, a psychologist has been recruited and is dedicated to assessing their skill sets between two and three years of age.”

Aiming for the bestCatherine explains that the infant formula industry wants to develop formulas that most closely mimic breastfeeding. “Nobody disputes that breast is best for infant nutrition. But there are many infants who don't get breastfed in the early period so the infant formula needs to be as similar as possible in terms of biology as to how it feeds the young infant. So, ingredients such as those we are researching at the moment, these probiotic and prebiotic ingredients, which would cede the early infant gut in a way that is close to breastfeeding and natural delivery, both of which are the gold standard from an infant gut perspective, would be desirable in infant formula to give the best outcome to formula-fed infants in a manner similar to breastfeeding.”

Toddler Foods The Department of Agriculture, Food and the Marine-funded project, Infantmet, led to the creation of Toddler Foods, which has been running for over one year. “Now, as part of our ongoing studies, we have developed a large biobank of infant gut-derived microbes, the natural residents of the infant gut, and we are now assessing these microbes as essential probiotics for infant nutrition because they have already been found to be naturally associated with breastfed infant gut.” Catherine explains that Teagasc is looking at developing new foods for infant nutrition, foods targeted at the microbiota and these could be used as new ingredients in infant formula in the future. “We are using mixtures of early life microbes and foods that those microbes like, such as the indigestible carbohydrates. We are developing mixtures of probiotic and prebiotic combinations. We are testing these as early-life foods that would stimulate the right microbes to come into the early gut.”Catherine says that the real window of opportunity opens at a very early stage “but to test new foods in newborn babies you need to have already have tested them in older children”. Currently, Teagasc is testing these

products ex-vivo and the next stage will be to begin human intervention studies, but Catherine explains, it takes time to progress to the next stages. “We have had meetings on how to progress to the human stage and what humans should we select. Some of these ingredients haven't yet been tested in man so they would have to be fi rst tested in adults, then in children and then in newborns. It does take time and there are regulatory issues around getting new products, which haven't previously been used, into infant formula. Ultimately, the idea would be to benefi t infant formula-fed children and also learn more about modulating the gut microbiota in early life for long-term outcomes.” Toddler Food is funded by the Department of Agriculture, Food and the Marine, and Science Foundation Ireland through the APC Microbiome Institute, which has been in existence for over 12 years, and also through the EU through FP7 Programme. The APC Microbiome Institute's research is focused on the importance of gut microbiota to human health and how it can be manipulated in a positive way for positive outcomes via foods, as well as assessing the impact of antibiotics and other drugs on gut microbiota.

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31Issue 4 2016www.irishfoodmagazine.com

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“ These trends are evident across Enterprise Ireland client companies in the food and drink sector,” says Jennifer. “Long-established

companies are innovating to provide healthier eating experiences for consumers and, at the other end of the spectrum, young innovative companies are focusing on developing and delivering healthy food and drink offers. Gluten free, which was niche, is now moving mainstream, nutmilks, functionalised and fortifi ed foods, plant-based proteins are all everyday eating products.”

Health and convenience is an interesting combination, says Jennifer. “People choosing healthier offerings still want convenient, great tasting options. This is where we are seeing some really interesting products and companies emerge. Juices, healthy fats, lower salt and sugar offerings, seaweeds, and raw foods, these are foods that are doing you some good.”Conscious of the potential of these trends, Enterprise Ireland is supporting client companies evolve within this space.

A helping handMichael Kelleher, founder of Goodness Grains, a gluten-free bakery, says the Enterprise Ireland R&D supports are a huge

benefi t for small to medium enterprises (SMEs) starting out. “Enterprise Ireland brings in technical expertise that small companies wouldn't have access to, particularly at the start. Bigger companies have whole R&D departments, but Enterprise Ireland allowed us to do R&D where we probably wouldn't have been able to do it otherwise.” The inspiration for the Goodness Grains business came through an encounter with a coeliac customer in one of Michael's Dublin restaurants. “Trying to source gluten-free products in 2008/2009 was very hard. When you did get something it had a very long shelf life and was very medically orientated. There was nothing fresh on the market.” So, Michael decided to produce his own gluten-free products. Michael road tested his products in his restaurants, using customer feedback to fi ne-tune the products. He began selling into other foodservice businesses but, as demand grew, it was decided, in 2012, to open a dedicated bakery that could cater for foodservice and retail. Within a few months of opening its commercial bakery, Goodness Grains secured listings with leading Irish retailers. “We brought a range to the market that wasn't there before. Traditionally, gluten free wasn't a fresh product, it was vacuum packed with a long shelf-life. There was

Seeds for SuccessHealth and wellness is very much part of consumers' daily lives, explains Jennifer Melia, manager of prepared consumer foods and food start-ups, Enterprise Ireland. She says people strive to eat more healthy where possible and this is leading to more consumers looking to avail of lower sugar, lower salt or lower fat products. Furthermore, many are choosing to eat gluten free, as a lifestyle choice, while others are more conscious of smaller or more moderate portion sizes



no fresh product on the market. We brought that freshness to the market.” Goodness Grains was supported by its Local Enterprise Offi ce, which helped bring the company to the attention of Enterprise Ireland's High Potential Start Up unit. Goodness Grains availed of feasibility studies, using the Enterprise Ireland vouchers, which Michael describes as a really useful tool. “We didn't have the technical capability to do all the nutritional analysis or shelf-life testing or to understand how to extend shelf life without affecting the taste of the product. The Enterprise Ireland vouchers helped us to get into the technical aspects of the raw ingredients to make the product as good as possible.”Furthermore, Michael says, Enterprise Ireland introduced the company to business mentors. “They have the sectoral knowledge that helps us avoid pitfalls that companies generally make that would have put us back a year. We wouldn't have gotten here as quickly without their support.” Goodness Grains is still growing in Ireland, but Michael believes the real growth potential is in the UK. “The UK market is going to be growing more and more, but it's not just the UK, in Europe and around the world the trend is the same. We have looked at other markets but the UK is a natural progression and we already have customers there.” Michael is also in discussions with buyers in Sweden, Spain and France.

Building scaleGood4U is a superfood company that specialises in a range of health foods including sprouts and seeds. The family-run business has been successful in growing its business, increasing its export base so that exports now account for 92 per cent of the business compared to 38 per cent fi ve years ago. “We have only dipped our toe in the water of the international markets that we are servicing but we are also looking at the US and Scandinavia,” says Laura O'Sullivan, sales and marketing director, Good4U. “Enterprise Ireland have played an integral role in helping us compete on an international stage.” Enterprise Ireland has supported Good4U with investment grants, such as its contribution to a Ð1 million R&D and production headquarters in Sligo, with

combined funding from the Western Development Fund, Enterprise Ireland, AIB and internal investment from the company. However, Laura says, Enterprise Ireland's support extends beyond that. “They have also given us access to expert advice, such as lean consultants, which is fundamental for sustainable growth of our business internationally.”Good4U consistently works to deliver new and innovative products that will stand out in the healthy food category. “We are a seed business, but we do things to seeds that nobody has done before. We have made sprouted seeds a mainstream product. Ten years ago they would only have been in health-food shops, now if you go into any of the major retailers in the UK, the take up half to a full shelf space.” Its latest offering is a super bites range. “People have moved away from eating a bar, they want to graze and these are something that can meet that demand.” Enterprise Ireland has helped Good4U identify lean consultants, who have helped the company identify ways of scaling up the processes it has used to develop this new product, which Laura says is crucial to stay ahead of competitors. “At the end of the day, we still are a small competitor and innovation is at the heart of everything we do and that is what will keep us on the shelves.”Furthermore, Enterprise Ireland has supported Good4U's ambitions to increase employment in the business. Laura explains that the company wants to gain and retain the best employees. “Enterprise Ireland are helping us in terms of Job Creation supports so we can compete with the likes of the pharma companies in the region.”

Going mainstreamWhen Virginia Health Foods, a manufacturer of seed-based health foods, was founded in 2005, the trend towards health and wellness was not fully establshed and the

company found it challenging to

open doors in retail. However, Helen O'Dowd, founding

director of Virginia Health Foods, says the support of Enterprise Ireland was vital in overcoming

barriers. “Enterprise Ireland were key in believing in our vision.

They provided funding and advice, as well as mentoring, workshops and seminars, The networking opportunities have signifi cantly increased our reach. We also work closely with our Enterprise Ireland development advisor which is very positive.”Enterprise Ireland funding supported the company carry out R&D, which has led to the expansion of the company's product portfolio. “We have a huge range of products ranging from milled linseed, to blends of seeds to superfood cereal toppings that have a crunchy texture and a whole range of unique gluten-free home-baking mixes.Since then, Helen says, the business has 'snowballed' with its products now on the cereal aisles of many retailers. “I think this had a huge effect in terms of repeat sales,” says Helen. “It took seeds out of the health-food category into mainstream and that's where we wanted to go from the start. We wanted to produce quality healthy products at an affordable price and the ability to scale our production was key in achieving that goal.

Collaboration for growthEnterprise Ireland engages with Irish companies in this category helping them develop knowledge and capabilities to scale up and compete internationally. Jennifer says the continued success of the health and wellness trend is also driving collaborations between companies and third level institutes. “Enterprise Ireland’s Ð5,000 innovation vouchers are used by small food and drinks companies to explore the development of a healthier offering in collaboration with one of Ireland’s third level colleges or Teagasc.”On a larger scale, Enterprise Ireland's R&D fund is used by client companies to drive new product development and Enterprise Ireland is actively seeking new and innovative food R&D projects.

no fresh product on the market. We brought that . We brought that . Wfreshness to the market.” Goodness Grains was supported by its Local Enterprise Offi ce, which helped bring the company to the attention of Enterprise Ireland's High Potential Start Up unit. Goodness Grains availed of feasibility studies, using the Enterprise

company found it challenging to

open doors in retail. However, Helen O'Dowd, founding

director of Virginia Health Foods, says the support of Enterprise Ireland was vital in overcoming

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Free-from successIreland's fi rst Free From Food Awards have taken place with Irish companies well represented among the winners. Irishfood spoke with John Burke, founder and director of the Irish awards about the free-from category and the entries to this year's awards

O ver 300 products were entered into the 2016 Free From Food Awards (FFFA) Ireland, exceeding John's

ambitions for the fi rst competition. “We set a target to get 200 product entries and we smashed through that target.” John says the category was well represented with both smaller producers and multinationals competing side by side and over 90 brands participating. John believes the response to the call for entries refl ects the growing importance of the free-from category.

Irish success Irish producers put in a very strong performance across the awards categories, which were open to all products sold on the Irish market. In fact, Irish producers were in the top three positions over 50 times and taking all three top positions in more than half the judging categories. Ireland's own BFree won the Product Range of the Year category. “Irish producers

have knocked it out of the ballpark,” says John. “We found small producers who are producing amazingly good products. Some are not any further than their own town or county.” John hopes the awards can help to get smaller producers noticed by buyers and open doors for future growth. “We are hoping, from an awards point of view, that we're giving them the opportunity to move forward from that small distribution base, provided they can handle the increased capacity.”

Moving in the right direction“The quality of the products that are out there in general are excellent,” says John. “We have come a long way from where we were 10 years ago and we are going in the right direction. We are now reaching a point, if we haven't already reached it, where gluten-free products are matching the quality of products containing gluten.”John says the free-from market is currently dominated by gluten-free foods and this was refl ected in the entries to the awards this year. “The demand for gluten-

free products is very high, due in part to better diagnosis than before and also, it can't be denied, there is a lifestyle trend out there, and there has been for six or seven years, of people who are not coeliac looking for gluten-free foods.” He adds that the dairy-free market is also witnessing some clever innovation but is hopeful that there will be more diversity as the awards progress.

Flying the fl agIrish brands that are already exporting to the UK, Europe and even further afi eld were also represented within the winners of this year's awards, as well as at the FFFA UK earlier this year. “There are some that are really good products going out there and doing great things for the Irish reputation. The UK is a very competitive market; there are a lot of producers and a lot of artisan producers. But, the likes of BFree are really fl ying an Irish fl ag out there.” Despite the competitive nature of the market, John is confi dent that Irish products would do well in the UK market.

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Judging panel at Ireland's fi rst Free From Food Awards

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Balancing act:meeting consumer demands for

fl avour and healthy eatingJanet's Country Fayre has just launched its revised range of Janet’s Just Delicious pasta and

pizza sauces. Janet Drew, the company's founder, says this will help to emphasise the company's commitment to creating tomato-based products that are low in fat, sugar and salt


T he review of Janet's Just Delicious pasta and pizza sauces comes on foot of a growing consumer consciousness about the

ingredients that go into their day-to-day products. Janet explains that the Janet's Just Delicious range has carved out a niche for itself in the pasta-sauce market and the new branding will help to communicate that with consumers. “We need to be able to stand out on the shelf within a very crowded category of products.”

Janet's Country Fayre was set up in 2007 when Janet embarked on a new business venture producing high-end chutneys and relishes. Janet worked with former chef, Stephane Fillippelli, and, she explains, they began to see a changing trend in the consumer focus towards salt and sugar in prepared foods. They identifi ed it as a growing issue for the food industry and, in 2013, saw an opportunity to diversify the business to create a range of pasta and pizza sauces using carrot puree as an alternative to raw sugar and salt as fl avour enhancers. “Although it is a very crowded category, having that as a unique selling point sets us apart.”

Green lightsJanet’s main ingredients are tomatoes and they contain natural sugar and this is why she refers to the range as being the only brand currently on sale in Ireland with no added sugar or salt.Janet says she was being asked by retailers if her products are suitable for everyday consumption or occasional consumption. On foot of this she began working on

the sauce recipes with the assistance of nutritionist Sarah Keogh of the Eat Well Clinic in Dublin. “I started working with Sarah to review our nutritional analysis content and was extremely pleased that her review identifi ed that we have green traffi c lights for every part of our nutritional analysis. Now we can claim we are low in saturated fat, low in sugar, low in salt.”

Bespoke businessAs well as its retail offering, Janet’s Country Fayre chutney range is available to foodservice providers. “In foodservice, we don't compete on price, but have become a bespoke food company.” This is paying off for the company, which recently secured an important contract for its relishes with Freshways, which is now supplying British Airways. “Our signature product in our chutney range is sweet pepper relish and that has won part of the British Airways/Heathrow sandwich contract.” The company has also had interest from other international foodservice

providers and is in discussions to become a bespoke provider of solutions for leading companies in the category. “It is a very loyal market once you learn to understand the requirements for the foodservice sector,” says Janet, who believes there will be growing demand for healthier solutions within the category as the concept of health and wellness continues to gain traction.

Responsible productionJanet says there is strong demand, particularly from younger consumers, for products that make life easier. Furthermore, she says, the burgeoning delivery options mean consumers are increasingly tempted to leave cooking to others. With that in mind, Janet believes the food industry has an obligation to take responsibility for the quality of their options. “It is beholden on industry to look at the health and wellbeing of the younger generation.”



industry

Leading SAFE foodproduction

A new three-year Innovation Partnership

Programme in food quality and safety was launched

recently that “will enhance Ireland’s reputation for strong innovation and

regulation in food safety”

F unded by Enterprise Ireland and industry, the Ð1.7 million programme, Sequencing Alliance for Food Environments

(SAFE), aims to develop a new predictive-software toolbox to enhance food quality and safety approaches, using environmental intelligence data.

Director of Research and Innovation at Enterprise Ireland, Gearóid Mooney, says: “Ireland needs to take a global lead on the deployment of quality management and traceability technologies within our food manufacturing facilities. By developing a state-of-the-art safety and quality decision-making toolset to mitigate the risk of contamination in the food supply chain, this project demonstrates a new level of partnership, collaboration and joined-up thinking between our client companies and our research institutes. ”

Partnerships for progressSAFE is a unique partnership between the University College Dublin (UCD) Centre for Food Safety and six leading food and nutrition companies: Dairygold; Dawn Farm Foods; Glanbia; Kerry; Mead Johnson Nutrition; and Nutrition Supplies; along with Creme Global, experts in predictive intake modelling software.“A key role of Enterprise Ireland is to support the development of innovation and Enterprise Ireland’s commitment of over Ð1 million to

this Innovation Partnership project, builds on our investment in the Food for Health Ireland (FHI) Technology Centre at UCD, and will enhance Ireland’s reputation for strong innovation and regulation in food safety.”

Mitigating the dangersFood quality and food safety risk is triggered when harmful bacteria enter food production facilities.Current methods used to control such bacteria are neither suffi ciently rapid nor specifi c. They also use large amounts of energy, water and chemicals, which are unsustainable and impact the environment.The programme aims to develop a new state-of-the-art food safety and quality decision-making software toolbox to mitigate against the risk of bacterial contamination in the food supply chain in a smarter, faster, more specifi c and sustainable way.Enterprise Ireland explains that the smart and green approach to food quality and safety control, which will be used has been made possible due to developments in next generation sequencing (NGS) technologies. These technologies are based on the latest advances in genomics research.Enterprise Ireland says costs associated with these technologies have reduced signifi cantly and are now similar to those routinely used within the food industry. This development has catalysed a move by the US Food and Drug Administration (FDA) to implement NGS as a routine surveillance tool to support enforcement of food regulatory controls.

ResearchDuring a two-year period, researchers at UCD will track the environments in a number of food-manufacturing plants in Ireland belonging to the industry partners. The consortium will develop databases that leverage gene sequencing technology and statistical analysis to defi ne bacterial characteristics at the DNA level.These databases will then be used to develop a predictive software toolbox, which will enable quicker and more accurate quality-control analysis of the bacteria present in food facilities. This will prevent, in a faster and a more sustainable way, bacteria that can spoil food or pose a human health risk entering the food supply chain.UCD professor of food safety, Séamus Fanning, said: “I am excited about the possibilities of what this research can deliver. This programme positions UCD researchers and our Irish food industry and software research collaborators at the forefront of surveillance with the potential to use this data to control their production environments and protect their consumers. It is a proactive move, rather than a reactive one and our collaborators and Enterprise Ireland are to be applauded for taking this step. In harnessing this technology, this project will place Ireland’s food industry at the leading-edge of regulatory science.”

Pictured at the UCD Centre for Food Safety are: Cian O’Mahony, chief science offi cer, Creme Global; Dr Eimear Downey, technical advisor, Nutrition Supplies; Gearóid Mooney, director of Research and Innovation, Enterprise Ireland; Professor Séamus Fanning, UCD professor of Food Safety; and UCD PhD student Joao Anes.



D espite the growing demands on consumers' time and attention, The Breakfasts Club report found that an average of

87 per cent of consumers in the Republic of Ireland (ROI) have breakfast each weekday morning compared to 85 per cent of Great Britain (GB) participants. At the weekends that increases in both countries, with 90 per cent of GB consumers eating breakfast at the weekend compared to 89 per cent of Irish adults. Similar numbers in ROI and GB consume breakfast at home during the week, 89 per cent and 88 per cent respectively.

Predictable dining The research found that, to some extent, breakfast is a predictable eating occasion, as three in four (74 per cent) consumers are certain or pretty sure what they will eat tomorrow. Only 7 per cent of respondents, in both ROI and GB, vary breakfast during the week; however, this jumps to 18 and 15 per cent, respectively, at the weekend. Interestingly, GB participants tend to have more of a variety, with 48 per cent having some small variety in their breakfasts on weekdays compared to 41 per cent of ROI adults.

DD espite the growing demands on consumers' demands on consumers' time and attention, The Breakfasts Club report found that an average of

87 per cent of consumers in the Republic of Ireland (ROI) have breakfast each weekday morning compared to 85 per cent of Great Britain (GB) participants. At the weekends that increases in both countries,

Predictable dining Predictable dining The research found that, to some extent, breakfast is a predictable eating occasion, as three in four (74 per cent) consumers are certain or pretty sure what they will eat tomorrow. Only 7 per cent of respondents, in both ROI and GB, vary breakfast during the week; however, this jumps to 18 and 15 per cent, respectively, at the weekend. Interestingly, GB participants tend to have

Hunger for healthier breakfast options

It has long been said that breakfast is the most important meal of the day and, according to a recent report by Bord Bia (the Irish Food Board), consumers hunger for healthy and diverse choices when it comes to breakfast dining

trends



Food favourites Ireland's top fi ve weekend breakfast foods are toast, eggs, porridge, regular cereal, and fruit. During the week, there is a slight variation, with porridge taking second place and eggs demoted to fourth in line. GB's top fi ve weekday breakfast sare similar to that of ROI, with toast remaining the fi rm favourite, followed by cereal, porridge, fruit and then eggs. Weekend eating habits saw eggs jump to third place, pushing porridge to fourth and the addition of bacon as a weekend treat bumped fruit to sixth place.

Healthy future The report found that 23 per cent of ROI and 16 per cent of GB respondents have recently changed what they eat for weekday breakfast, with 65 per cent of these people citing healthier choices as the main reason for switching. At the weekends, the rate of change is lower by 1 per cent but health remains the primary cause of change. Consumers are more aware of the sugar and salt content in foods and are interested in solutions that are innovative and improve the breakfast experience. “The research found that the most important consideration for people at breakfast time is health and most people (87 per cent) eat breakfast at home as opposed to the offi ce. Interestingly, almost one in four people (23 per cent) have recently changed their breakfast choices for health reasons,” says Paula Donoghue, Bord Bia’s Consumer Insight manager. “Some 44 per cent claim to be cutting back on sugar, while 13 per cent of people are trying to reduce their carbohydrate intake.”She adds: “We also found many parents in our breakfast club were concerned about the level of sugar and salt in their kids’ preferred cereals but were stuck between giving them what is best and what they will eat. Many claim that they would like to see more low sugar and salt options, which would ease their concerns and still be attractive to children.”

Difference lifestyles Morning rituals, lifestyle and time management were key determinants in participants' breakfast choices. The report identifi ed four different cohorts based on their motivations.Those identifi ed as 'Go Getters' look for food that offers sustainable energy and can be consumed quickly and easily. This group are usually single/co-habiting, pay rent or a mortgage and work full-time. They account for 36 per cent of ROI participants and 30 per cent of GB adults. This demographic is more likely to have little time in the morning and is most likely to have breakfast out of home on weekdays (23 per cent). More than half of these adults (61 per cent) want healthier breakfast options available to them outside the home. 'Average Joes' consist of males over the age of 45 living with their partner. They may own their own home and tend to be on a lower social grade. They may be retired or not working. This group accounts for 20 per cent of ROI adults and 24 per cent of GB numbers. They spend the most time preparing breakfast and are the most likely to relax and enjoy watching TV or have a cigarette with breakfast. Breakfast motivations include taste, value, enjoyment by all in the household and satiety. Cost is an important factor for this group with 58 per cent wanting lower cost breakfast options. The likes of eggs, real butter, toast and breakfast meats are fi rm favourites for this category. 'Jugglers' account for 19 per cent of ROI and 26 per cent of GB respondents. They are categorised as females under 44, with young families. The majority work full-time and are in the C1 social grade. For them ease of preparation is a key infl uencer, as well as satiety, ease of consumption and easy of cleaning. They are the most time-stressed in the mornings and 59 per cent want easier options for preparation with 65 per cent also in favour of lower cost options. However, weekends do offer the opportunity to indulge in cooked breakfasts and more leisure time for breakfast.

'Be betters' are the least likely group to miss breakfast. They are 55+ years of age, living with a partner in their own home and they are in a higher social grade. This group has the most relaxed breakfast time and usually know what they are going to eat tomorrow. They are interested in what their food can do to improve their health and wellbeing. They would like to see more healthy or health-specifi c options available.

Parental guidance Parents are in two minds when it comes to what their children eat for breakfast. They struggle between what is healthy and nutritious for them to eat compared to what the child is willing to eat each morning. Irish parents claimed to be more conscious of sugar content in the food that they give their children while GB participants consider cereal bars, toast and cereal to be healthy options.Parents' primary goal is to get their children to eat anything in the mornings so they get a good start and, therefore, children play a large role in this process as they often dictate and choose their food and their parents are satisfi ed as they know they will eat it. The fact that parents know their children will eat what is appetising to them is the number one choice driver, standing at 64 per cent of Irish people involved versus 69 per cent of British participants.

Disrupting the status quoWhile consumer breakfast habits are relatively predictable, the report did fi nd a desire for new, innovative products that appeal to a growing trend in healthier eating. It suggests disrupting shopping habits will encourage more diverse consumption habits. Retailers have a chance to improve breakfast by developing new products that can be eaten on the go and prepared quickly and easily, while also reducing cost and appealing to the whole family despite demographic or lifestyle.

trends



Spotlight On...

Carr & Sons SeafoodCarr & Sons Seafood is an award-winning business that was founded in 1946 by William and Mary Carr. They began selling their produce from village to village, trading from a horse and cart. From its humble beginnings, the company has gone from strength to strength as a speciality seafood producer maintaining its traditions by smoking its fi sh in the idyllic fi shing village of Killala, Co. Mayo

C arr & Sons Seafood has achieved great success both at home and abroad with its smoked salmon, barbecued salmon and

mackerel products. Its export markets

include France, Germany, Dubai, Sweden,

Italy and the UK, where it exports under

the Carr & Sons brand. It also exports to

China under the Jade Ireland brand.

“Sales have increased by 20 per cent over

the last 12 months across the board on

all our products both at home and in the

export market. This is a very exciting time

for the company and we have great hopes

for the future as we broaden our range of

products,” says Anne Gallagher, fi nancial

director of Carr & Sons Seafood.

Recently the company launched a new

product, The Hot Smoked Salmon

Sensation, which is a unique blend of salmon, cucumber, mayonnaise and dill, along with the signature smokey blend of tastes associated with Carr & Sons Seafood. The salmon is smoked and then poached in a bath of water, followed by the rest of the ingredients to create a creamy blend of fl avours. It was inspired by its predecessor, William Carr Salmon Sensation, which is cooked and poached.“We wanted to build on the success of the original and each product caters to different pallets and different tastes. It is a hugely successful seller for the company,” says Anne. Devising the recipe was a team effort, involving in-house feedback and experimentation with different ideas and tastes. Samples were then sent to buyers who conducted their own tasting panels to determine the best blend for the consumer market.

“Quality sets us apart from the rest, as well as consistency,” says Anne. “As a consumer myself, I go back to a product again and again if the quality remains at a high level.” The new brand packaging is another aspect of Carr & Sons Seafood that makes it stand out on the shelf. The artwork was created by Philippa Sinclair and the vivid colours, coupled with the clean and classic font captures the essence of the company heritage. “With the amount of products to choose from, it is important that we catch the customer's eye through our packaging design. Whether you buy our products as a snack or for guests at a dinner party you can be confi dent in the quality of the produce that you have purchased and that's what maintains our popularity,” Anne adds.


Kerry – Irish Food Ad.indd 1 02/03/2016 17:40Kerry 210x280.indd 1 03/03/2016 14:15IrishFood_Issue4_Jun2016.indd 39 09/06/2016 12:51 p.m.

Today, leading businesses and their customers are increasingly looking for evidence of the care with which their dairy products and ingredients are produced and sourced. Origin Green, Ireland’s world-leading sustainability programme, can uniquely provide the reassurance that is needed. Origin Green operates on a national scale, already encompassing 90% of all dairy farms. Each participating farm is audited and carbon footprinted every 18 months, through a cycle of measurement, feedback and continuous improvement.

Ireland’s dairy industry is rooted in an outdoor-reared, grass based system, with cows free to graze outdoors up to 300 days a year, 24 hours a day. Our rigorous Origin Green programme protects and builds on these natural assets. It’s what the world needs now and it can help your business grow more resilient.

Ireland’s dairy industry. Proof of sustainability from the ground up.

an initiative bySee how our dairy industry delivers for business at origingreen.ie/dairy

161657 OG Irish Food 210x280.indd 1 03/06/2016 14:22

Today, leading businesses and their customers are increasingly looking for evidence of the care with which their dairy products and ingredients are produced and sourced. Origin Green, Ireland’s world-leading sustainability programme, can uniquely provide the reassurance that is needed. Origin Green operates on a national scale, already encompassing 90% of all dairy farms. Each participating farm is audited and carbon footprinted every 18 months, through a cycle of measurement, feedback and continuous improvement.

Ireland’s dairy industry is rooted in an outdoor-reared, grass based system, with cows free to graze outdoors up to 300 days a year, 24 hours a day. Our rigorous Origin Green programme protects and builds on these natural assets. It’s what the world needs now and it can help your business grow more resilient.

Ireland’s dairy industry. Proof of sustainability from the ground up.

an initiative bySee how our dairy industry delivers for business at origingreen.ie/dairy

161657 OG Irish Food 210x280.indd 1 03/06/2016 14:22Bord Bia 210x280.indd 1 08/06/2016 14:50


focus: sustainability, health and wellness · canadean outlined top trends to watch in dairy and...

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