2011 - ?· It gives me great pleasure to announce the call for entries to the Bord Bia Food and Drink…

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    Bord Bia

    In association with

    Call for AwardEntries

    Growing the success of Irish food & horticulture

    Supported by

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    It gives me great pleasure to announce the call for entries to the Bord Bia Food and Drink Industry Awards 2011. Since their launch, in 2003, these awards have provided an unrivalled showcase of the industrys commitment to world-class innovation. This year, we anticipate many new and diverse success stories, impressive not only in their own right but as evidence of the sectors ability to meet consumer needs in the most challenging of economic environments.

    With this in mind, I am delighted to welcome on board Rabobank as sponsor. Their commitment is clear recognition of food and drink as, not only Irelands largest indigenous industry, but its most sustainable.

    Two years ago, few would have predicted that any indigenous industry could prove not only resilient to the downturn but capable of growth in spite of it. In 2010, Irish food and drink exports increased by 11% to 7.88bn and, today, the sector accounts for 64% of manufacturing exports by Irish-owned companies. Most importantly, it supports almost 270,000 jobs in rural and urban communities across Ireland.

    Since the last awards, in 2009, Bord Bia has begun the roll out of the Pathways for Growth strategy, supporting a fresh alignment of innovation to competitiveness and capacity building. New collaborative concepts such as co-opetition are central

    to this and are reflected in the awards categories.

    Those looking for evidence of an industry ready to lead Ireland on the journey of economic recovery will find themselves well rewarded by the Bord Bia Food and Drink Industry Awards 2011. This is an opportunity to make our shared commitment to excellence and to a sustainable, prosperous future abundantly evident.

    I wish you the best of luck in your entries and look forward to a competitive adjudication process and a memorable awards ceremony.

    Aidan CotterChief ExecutiveBord Bia

    These awards are an expression of the industrys determination to meet and adaptto diverse challenges in food and drink markets

    Bord Bia Food & Drink Industry Awards 2011

    In association with

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    Supported by

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    Bord Bia Food & Drink Industry Awards 2011

    Closing date for entries 12 September 2011

    Bord Bia Food and Drink Industry Awards 2011 in association withSupported by Food and Drink Industry Ireland and The Irish Times

    Shortlisted awards will be announced over a two week period in The Irish Times week commencing 7 November, with the category winners being announced at the Brand Forum End of Year Dinner on Tuesday, 22 November at Trinity College Dublin.


    The sustainability award

    The domestic success award

    The export award

    The innovation award

    The entrepreneurial award

    The excellence in branding award


    for Awa



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    Bord Bia Food & Drink Industry Awards 2011

    The JudgesThe independent judging panel will consist of:

    ChairmanJohn Fanning,Chairman of Bord Bias Brand Forum

    Panel of judgesGilles Boumeester,Global Head Food & Agri Business Coverage, Rabobank International

    Gordon Campbell,Managing Director, Spar International

    Matt Dempsey,Editor, Irish Farmers Journal

    Bartley OConnor,Head of Sustainability, PWC

    Senator Feargal Quinn

    Tim Mobsby,Former European Area President, Kellogg Company

    Margot Slattery,Divisional Director, Sodexo Ireland Fran Walton,Director, The Futures Company

    Why enter

    Award winners will be promoted in print, broadcast and electronic media, with a high level of media exposure generated in national and local media and international trade publications.

    Success in the awards is a powerful stimulus to an organisation and sends a signal of confidence to clients, consumers and the business community.

    Rabobank will host a networking lunch for winners on Friday 20 January 2012 with key experts on agrifood in attendance.

    In association with

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    Bord Bia Food & Drink Industry Awards 2011

    Award Categories and Criteria

    The sustainability award

    Sustainability is a critical value in the evolution of Irelands food, drink and horticulture industry. The sustainability award, recognises Irish companies who show leadership in promoting the principles of sustainability and who differentiate their product offering through sound environmental criteria. These are companies who have integrated the economic, social, and environmental dimensions of sustainability into their management practices and express these principles in innovative product or service offerings. The award will showcase Irish companies who think outside the box and who motivate and inspire others by their efforts. The judging panel will assess products for their positive impact on the environment in areas such as reduced carbon emissions, minimised waste, reduced water/energy usage, sourcing of ingredients, packaging materials and increasing the recycling percentage of waste. Entries are invited from both Business to Business and Business to Consumer suppliers.

    Show vision and stewardship in environmental and community issues

    Demonstrate a sound basis for claims of sustainability

    Show revenue growth and/or cost reduction potential of the sustainability initiative

    Highlight market achievements based on sustainability

    In association withBord Bia is actively supporting the principle of co-opetition, where companies work together to create synergies resulting in cost savings, improved returns and/or increased market access. Please ensure to include examples of co-opetition in your application form for all categories.

    Entry criteria:

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    Bord Bia Food & Drink Industry Awards 2011

    The export award

    Irish food and drink exports rose by 11% in 2010 to 7.88bn. The export award, recognises the outstanding achievement of food and drink companies confronting a sometimes radically changed business and marketing environment. The category is open to companies who have launched a product in a completely new market as well as companies who have increased exports in an existing market.

    The judging panel will look for products that have shown significant year-on-year growth in the value of export sales which demonstrate innovation in promoting and/or awareness in new markets. Companies should also highlight their strategic agility to overcome obstacles to growth or the marketing challenges new markets present.

    In association with

    Open to established or new products

    Proven track record in exporting with export sales being at least 15% of total company turnover

    Highlight speed of achieving exports

    Demonstrate innovative approach to growing or sustaining exports in 2009 / 2010

    Forecasts export growth in 2011

    Entry criteria:

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    Bord Bia Food & Drink Industry Awards 2011

    The domestic success award

    While Irish brands and products have traditionally enjoyed strong brand loyalty in the domestic market, the economic downturn has brought significant changes to consumer priorities in the last number of years. Irish food, drink and horticulture companies are developing new strategies to confront market turbulence and changing consumer demands. The Domestic Success award, recognises Irish food and drink companies who have adapted and innovated in response to these challenges, delivering innovative products and effective marketing strategies with national or regional impact. The judging panel will look for entries where the response to changed economic circumstances has been impressive. Examples of possible entries include companies that have formed new strategic alliances for new product development, that have found new channels or sectors to sell their product or those who have sustained or grown their position in the home market with new branding and innovation in line with changing consumer needs.

    In association with

    Highlight response to changing consumer demands to grow product sales in 2010/2011

    Show how your unique selling point has assisted in gaining sales

    Demonstrate strategy to secure position on the home market in 2011

    Show how your unique selling point has assisted in gaining sales

    Demonstrate strategy to secure position on the home market in 2011

    Entry criteria:

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    Bord Bia Food & Drink Industry Awards 2011

    The innovation award

    Innovation is the engine of growth throughout the food and drink industry, relevant in a recessionary environment. The innovation award, celebrates products introduced to the retail or foodservice market in 2010/11, which focus on the consumer in original ways and develop solutions that meet their changing needs.

    The judging panel will look for entries that demonstrate the creative spirit of the Irish food and drink industry and confirm its world-class capability to recognise, anticipate and grow from changing consumer demands.

    In association with

    Open to innovative food and drink products launched in 2010/11

    Entries should demonstrate how products meet consumer needs under one or more of the following headings:

    Fluid lives Making the most of life Sustainable lives Quest for health & wellness Consumers in control Keeping it real

    Entry criteria:- I want to stay in control of my busy life and make

    sure I am at my best for the challenges the day presents.

    - I need to balance the stresses in my everyday life with experiences that are fun and fulfilling.

    - I would like products that are better for the world and my community; I want choices that make me feel good without harming my wallet.

    - I want to be in control of my health and wellness, to manage or improve it through making better choices.

    - I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have.

    - I am looking for products and brands that are real and authentic, because they have stood the test of time and remained true to their heritage; they provide me with comfort and reassurance.

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    Bord Bia Food & Drink Industry Awards 2011

    The entrepreneurial award

    Small and medium enterprises have always been among the great innovators in the Irish food, drink and horticulture industry. This award recognises companies who show true entrepreneurial flair and have extended this originality into their products.

    The judging panel will be looking for the best and brightest among small food and drink businesses, companies that produce quality food and match it with a strong sales and marketing ability, excellent customer service, environmental integrity, community leadership and smart use of IT and other technologies. The award is open to companies with an annual turnover of less than 3.5 million and that are in operation for 5 years or less.

    In association with

    Product should respond to proven market opportunity

    To show future growth potential

    Demonstrate evidence of innovative thinking

    Show how obstacles to distribution or merchandising were overcome

    Highlight how small budgets were maximised to create impactful marketing, PR, social media, consumer activities

    Entry criteria:

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    Bord Bia Food & Drink Industry Awards 2011

    The excellence in branding award

    Marketing is, sometimes, mistakenly perceived as a luxury add on to a business. Its a misconception that is never more important to correct than during an economic downturn. Great branding is not just a business skill but an art and craft fundamental to the lifeblood of a company. The excellence in branding award, recognises the fundamental role of branding and marketing in the overall success of a product, whether that product sells in the business to business or business to customer space.

    The award is open to marketing campaigns and brand management programmes undertaken in 2010/11. The judging panel will be looking, in particular to campaigns or programmes that have been effective in increasing awareness, building lasting loyalty or have led to additional sales or listings for a new, repositioned, or existing product. Also to be recognised are imaginative uses of media paid (press, TV etc), owned (website, delivery vans etc.) and earned (social networks) to maximize exposure and consumer engagement. The judging panel will evaluate the creative accomplishments of entries on a number of criteria including the strength of the central idea, the quality of execution and the ability of the programme to communicate and persuade consumers.

    In association with

    Flair and creativity in campaign

    Achievement and measurement of stated objectives

    Attributes to support brand positioning

    Details of campaign budget

    Evidence of campaign success in building loyalty to the brand

    Imaginative uses of media

    Entry criteria:

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    Bord Bia Food & Drink Industry Awards 2011

    Bulmers was delighted to receive the Home Grown award for the success of Bulmers Pear. The award ensured that Ireland embraced the Pear and assisted us in bringing further innovations to the market.Anne Hogan, Senior Brand Manager, Bulmers

    We were delighted to receive the Born Global award from Bord Bia for the success we have had with Cheesestrings. In the last few years, we have gone on to launch the brand in France, Benelux and more recently Germany. Kerry Foods has always been an export focused company, believing that it is the way forward for brands to achieve growth beyond the highly competitive domestic market.Denis ORiordan, Manager of Continental EU Markets

    ABC Nutrition were absolutely delighted to win the Bord Bia award Small Business Thinking Big in 2009. This award was a huge endorsement of what we do in ABC Nutrition. Winning the award has provided a platform for ABC Nutrition to grow its business internationally. We now export sports nutrition and health nutrition products to over 15 countries around Europe. As Ireland has a top class reputation for food production worldwide, it was a great honour for the team at ABC Nutrition to receive this Bord Bia award.Sean McNamara, ABC Nutrition

    What previous winners have said...

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    Brand Forum End of Year Dinner Date: 22 November 2011Venue: Trinity College Dublin Format: Drinks reception, followed by keynote speaker, dinner and announcement of the

    winners of the Bord Bia Food and Drink Industry Awards

    The Bord Bia Food and Drink Industry Award winners will be announced at the Brand Forum End of Year Dinner. We are delighted to announce that this year our keynote speaker will be Irial Finan, Executive Vice President, The Coca-Cola Company and President, Bottling Investments and Supply Chain.

    Irial is responsible for managing a multi-billion dollar internal Bottling business, Bottling Investments Group (BIG), which has operations on 4 continents (South America, Europe, Africa and Asia), with revenues of over $8 billion and employs in excess of 85,000 people. Additionally,

    Irial is responsible for stewarding the companys Equity Investments and leading Global Supply Chain.

    Irial has over 29 years experience in the Coca-Cola S...


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