glenisk
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Glenisk: Glenisk: a homegrown success story in the Green Food a homegrown success story in the Green Food
SectorSector
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About GleniskAbout Glenisk
• Established in 1987, Glenisk is a family business, based in Killeigh, Co Offaly
• Glenisk produces a range of organic dairy products and goats milk products, now available nationwide in all multiples and independents
• Driven by a green vision, Glenisk pioneered organic dairy sector in Ireland:
• Converted to organic production in 1995, despite absence of supply of organic milk and low apparent consumer demand
• Three-fold challenge involved securing a viable organic milk supply (encouraging farmers to convert); building consumer demand by educating consumers on the benefits of organics; encouraging retailers to list the ranges
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Glenisk & The EnvironmentGlenisk & The Environment• A business, driven by a green vision – no greenwashing
• Promotion of Organic Agriculture.
• Fairtrade policy regarding sourcing of ingredients; focus on sustainable sources i.e. packaging approved by Forest Stewardship Council; fruit by Rainforest Alliance
• Eco-build manufacturing facility
• Commitment to sustainable energy – wind turbines, airtricity at plant, bio fuel for vehicles, electric sampling vehicle etc.
• Measurement and reduction of carbon footprint – auditing plant and farms
• 97% Internal Recycling Rate • Support for environmental charities and causes including GM Free Ireland Network, Cultivate, The Organic Centre etc.
• Winner of multiple environmental awards: Environmental Enrichment Award 2009; National Organic Awards 2009, 2008; Repak Award for Outstanding Practice 2008; Green Product of the Year 2008; Bord Bia Making a Difference Award 2007
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Glenisk & Organic AgricultureGlenisk & Organic Agriculture
Supplier Map
From 1 organic farm in 1995, Glenisk now supports 50 family farms across Ireland, procuring 90% of the organic milk produced on the island.
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Glenisk & StonyfieldGlenisk & Stonyfield
• In 2006, Stonyfield, the world’s biggest producer of organic yogurt acquired a minority stakeholding in Glenisk allowing Glenisk to invest in new facilities and in R&D.
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Glenisk Manufacturing FacilityGlenisk Manufacturing Facility
Glenisk’s new manufacturing facility– Investment of €8.5m in an eco-friendly build
using sustainably sourced materials– Organic certification from IOFGA and Soil
Association– State-of-the-art systems for unrivalled quality– Powered by Airtricity, supplemented by our own
wind turbine
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Glenisk Brand Transformation 2006Glenisk Brand Transformation 2006• Switch to a more contemporary and consistent design across SKUs
• Ownership of ‘For an Organic Ireland’ strapline, communicating Glenisk’s mission
• Distinctive blue packaging to help brand blocking on shelf.
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•Consumer taste tests
•Behavior, perceptions
•Consumer and market trends
•Packaging appeal
•Competitive data
•Pricing•Harvest secondary research regularly
•Monitor ROI on Trade and Marketing activities
• Export brands to drive volume
• Hire dynamic sales force
• Increase Marketing spend
• lead in grassroots marketing initiatives
• Spokespeople in organic industry
• Leadership in agricultural policy making
•Focus on milk utilization
•Diversify the Range
• Innovate compatible value added products
•Keep a closer eye on the competition (organic and conventional)
• Keep focus on quality, taste and innovation, reasons to buy.
• Grow brand loyalty, reasons to believe.
• Steady sustainable growth
• Profitability, but not at the cost of quality and taste
MORE FOCUS ON RESEARCH
INVEST IN BUSINESS &
CONTROL DESTINY
PRODUCT INNOVATION
OUTPACE COMPETITORS
GROW ORGANICALLY
Glenisk Growth PlanGlenisk Growth Plan
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Glenisk Brand Position Glenisk Brand Position
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Marketing Activity:Marketing Activity:• TV, Outdoor, Sampling, PR, Partnerships, Promotions,
Online, On-Pack, Events, POS
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Glenisk TV Commercial 2010Glenisk TV Commercial 2010
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Glenisk & The FutureGlenisk & The Future
• A multi-award winning business
• Glenisk is the market leader in organic
(80% share – March 2010)
• 2009 Turnover: €12.5m
• 2010 SKU Number: 40+
• 2010 Employees: 40+
• 2010 Farmers: 50 family farms
• 2010 Export Programme:
Northern Ireland, UK, Europe
Glenisk Volume Sales (Kg)
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1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2004 2005 2006 2007 2008 2009 2010 Est
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