Trust and provenance remain key drivers for Irish food shoppers
Trust, provenance and accredited quality marks continue to play a significant role in consumer purchasing decisions, according to speakers at the annual Guaranteed Irish Food and Drink Forum, sponsored by SuperValu and Centra.
The event brought together representatives from across the food and retail sectors, including Glenisk, Bord Bia, Matheson, FoodCloud and Musgrave, to discuss the growing importance of trusted accreditation schemes and the factors influencing shoppers beyond price alone.
Speaking at the forum, Teresa Brophy, senior manager of marketing at Bord Bia, highlighted recent research showing strong consumer recognition of quality assurance symbols, including the Guaranteed Irish logo and Bord Bia’s own Quality Mark.
She also noted that accredited marks present significant export opportunities for Irish businesses. More than 57% of Guaranteed Irish member companies now export, while representatives from Ballymaloe said the Guaranteed Irish symbol has supported the brand’s expansion into international markets.
Kate Malone, sales manager at Glenisk, explained why the dairy producer has increased the use of the Guaranteed Irish logo across its product range.
She said the decision reflected the company’s commitment to supporting local communities and Irish jobs, adding that the Guaranteed Irish licence helps reinforce those values with consumers.
The forum also heard an update on the EU Green Transition Directive from Kate McKenna, partner at Matheson.
She outlined new regulations coming into effect across the European Union this summer that will place greater emphasis on transparency, evidence-based sustainability claims and stronger protections against misleading advertising.
As part of efforts to support emerging Irish food and drink brands, Guaranteed Irish announced a new €25,000 advertising competition in partnership with SuperValu, Centra and Elevate Media.
The initiative will provide one member company with a nationwide digital advertising campaign across SuperValu and Centra stores.
Brid O'Connell, CEO, Guaranteed Irish. Picture by Shane O'Neill, Coalesce.
Guaranteed Irish CEO Bríd O’Connell said accredited marks have “never been more important” as consumers become increasingly conscious of where their food comes from and the wider impact of their purchasing decisions.
She added that initiatives such as the advertising competition can help Irish food and drink businesses increase visibility and reach new customers.
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