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Project Green. A Business Development Strategy for rural Ireland. Why do we need Project Green ?. The days of high paid jobs from multi-nationals are numbered

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Project green

Project Green

A Business Development Strategy for rural Ireland

Why do we need project green
Why do we need Project Green ?

  • The days of high paid jobs from multi-nationals are numbered

    • The amount of foreign direct investment into Ireland fell again in 2004. FDI was down from over €20 billion in 2003 to almost €9 billion last year.

  • Economy based on Foreign Exports

  • Small scale agriculture and food production in decline – rural Ireland in trouble

  • Can’t be lowest cost producers

  • Government policy favours “Knowledge” economy, may ignore traditional industries

Small scale farming
Small Scale Farming

  • Small Farms are the norm

  • Euro/world drive to commodities, mass production

  • Doubtful future for small farmers

  • Off farm rural jobs limited

  • Lifestyle choices less available

  • Rural communities in decline

  • Rapid expansion of towns and cities

Food processing
Food Processing

  • Scale and muscle are essential for survival

  • Market controlled by supermarkets and multi-nationals

  • Specialists have gone or are going

    • Local Abattoirs, Bakers, Butchers, Dairies, Greengrocers etc.

  • Middle Class reaction is gathering pace:

    • Higher values being placed on ethical production, organics, GMO free, craft, nature products.

Small scale tourism
Small Scale Tourism

  • Reputation for being expensive

  • Weather

  • Reality doesn’t match the ads.

  • Dublin focussed

  • Budget Hotels

  • Mixed marketing messages

    • Fishing ?, Golf ?, Rural Life ?, Dublin ?

So what can we do
So what can we do ?

  • Keep our Foreign Investment and High Tech jobs

  • Keep our commodity farming and food production


  • Put more effort into traditional industries

    • Small scale farming

    • Small scale food production

    • Small Scale Tourism

    • Ethical, higher added value production

The opportunity
The Opportunity

  • European Consumers

    • Cash rich – Time Poor

    • Rise of health consciousness

      • Ethically prepared foods

      • Free range, GMO free, Additive Free, Organic, Traceable

    • Supply still fragmented

      • No one country identified

      • Ireland The Food Island is well placed to capitalize

Ireland the food island
Ireland – The Food Island

  • Market opportunity for Ireland to be the benchmark for quality, natural foods and Tourism

  • Market opportunity could be exploited by building a collective brand

    • That develops a wide range of Irish food products

    • That avoids the supermarket channel

    • That gives small producers and farmers a big brand through which to market

    • That markets a tourism “experience”

What is ireland the food island
What is “Ireland – The Food Island”

  • A brand that defines a resource, a source, a location from which good things come

    • Green and unspoilt, the unpolluted part of Europe

    • Ireland = “real” food - like France for Wine, Holland for Flowers, Scotland for Whisky

    • Environmentally friendly

    • Concerned about healthy eating

    • A place for relaxing with family

What could a brand do for us
What could a brand do for us?

  • Agricultural policy

    • Fits well with CAP reforms

    • Sweat the Farm Asset – investment cash available

    • Willing farmers encouraged

      • Additive Free, Free range, GMO free, Ethically farmed, Organic

    • Higher price achieved

    • Capable farms could extend to tourism

      • e.g. Italian Agri-Turismo model

      • Live the brand experience

Project green1

Project Green

Developing a new international collective brand through franchised routes to market

The collective brand
The Collective Brand

  • Small producers need to achieve “critical mass” – lack of capital prevents this. Branded route to market is limited for most.

  • Franchisee protocols set mandatories for Irish-sourced content, brand growth.

New routes to market
New Routes to Market

  • On-line brand plus geographical supply areas franchised under the master brand.

  • Retail outlets under the franchised brand given geographical exclusivity.

  • Branded Farmers Markets

  • Agri-Tourism experience

Project green2
Project Green

  • Small scale food processors and growers get security under the collective brand

    • Identify products for building through the brand

      • cheeses, jams, yoghurts, ready meals, bakeries, fresh meat, game, country butter, vegetables

    • Grant aid start-ups / expansion in rural towns

Project green3

Project Green

So many routes to market, from Ireland The Food Island

Branded farmers markets
Branded Farmers Markets

  • Licence granted to national operators

  • Licensees negotiate with local authorities and local operators

  • Bord Bia provides central resource to market new brand

Branded internet distribution
Branded internet distribution

  • Model:

    • Order Monday - Pick/Pack Tuesday - Deliver Wednesday/Thursday

  • Territories Mapped

    • E.g. Greater Dublin, Manchester, Leeds etc/

  • Regional franchisees take responsibility for sourcing, pricing and fulfilment

  • Bord Bia provides central resource to market new brand

  • Bord Bia to develop and own website

Branded tourism experience
Branded Tourism Experience

  • Marketed as

    • Upmarket short break destination

    • Natural, traditonal idyll, family values etc.

  • New Product – Family Farming Holidays

    • Programme like sail training programme for families

    • Families take part in day to day running of farm

  • Villages / Towns take pride in their production

    • E.g. “Midleton – Proud home of Ballymaloe Relish”

    • Gourmet tourism – visits to local food producers

Irish branded retail outlet
Irish branded Retail Outlet

  • Tender among premium Irish retailers for U.K. and Irish franchise rights

    • E.g. Donnybrook Fare / Avoca / Meadows & Byrne

  • Grant support to develop franchise model

  • Bord Bia provides central resource to market new brand

An irish collective brand an urgent necessity
An Irish Collective Brand: an urgent necessity

  • This is the only way to secure survival and growth of small producers and to encourage higher value-added farming

  • Essential that Bord Bia involved – private collective has too many difficulties

  • This is a long term strategy

  • It does not impinge on the fast-lane activities

  • It’s not an either or

  • It is realistic – it will work