HAVE A BREAK...

Elevator Promotional Marketing, 2 Pilot’s View, 18 Heron Road, Belfast BT3 9LE

028 9073 0899 info@elevatorpromotions.com www.elevatorpromotions.com

...HAVE A CHIT CHAT!

BEST IN-STORE PROMOTION

WINNER 2013 ULSTER GROCER MARKETING AWARDS

We’re delighted that the Golden Ticket campaign we created for Tayto was awarded Best In-Store Promotion in the Ulster Grocer Marketing Awards. Elevator devises promotional marketing campaigns for brands like Tayto, that deliver results and provide a tangible return on investment. Oh, and that win awards once in a while as well! If you feel your brand needs a break this year, call us for a Chit-Chat to see if we can come up with an award-winning idea for you too.

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ELE Winner UlsGroc Ad.indd 1 08/05/2013 09:03

36 • Ulster Grocer | JANUARY 2011 3

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Volume 48, Number 5May 2013

Editor:Louise MurphyE: louisemurphy@greerpublications.comAdvertising Manager:Karen GrahamE: karengraham@greerpublications.comSenior Accounts Manager:Michelle KearneyE: michellekearney@greerpublications.comArt Editor:Catherine MercerDeputy Art Editor:Karen DonnellyProduction Manager:Stuart GrayAccounts:Gerardine CarsonPublishers:James and Gladys Greer

Ulster Grocer is published byGreer Publications5B Edgewater Business Park,Belfast Harbour Estate,BELFAST BT3 9JQTel: 028 9078 3200Fax: 028 9078 3210Web: www.greerpublications.com

Subscription: £27.50 per annum £37.50 outside UK

Designed & Produced by:Greer Publications DesignTel: 028 9078 3200Printed by:W&G Baird, AntrimTel: 028 9446 3911

CONTENTSemail. louisemurphy@greerpublications.com www.ulstergrocer.com

Greer Publications © 2013. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior permission of Greer Publications.

11-13

ANNIVERSARY

40 Years At the heart of the Northern Ireland food industryGROCER ✦✦

2013

✦

MarketingAwards

ULSTER GROCER MARKETING AWARDS

Best Marketing Campaign

Overall Winner : Premier Bakeries Ireland for Ormo

Sponsored by

19-27

28

Spelga introduce two new products into the yogurt and pots marketWith a great tasting yogurt range

including low fat bio, children’s and 0% fat to Greek and dessert style Crumbles, Spelga has been satisfying the needs of local consumers for over 40 years and is still one of Northern Ireland’s best loved brands. Spelga continues to grow from strength to strength based on a principle of using only the best quality produce to deliver excellent tasting yogurts as well as continually refreshing the range through consumer focused new product development.

New for 2013, Dale Farm Spelga has expanded its increasingly popular 0% Fat Yogurt range which includes Strawberry, Peach Melba and Vanilla with Dark Chocolate Pieces with two new fl avours; Toffee and Mango & Passion Fruit. With double digit growth experienced last year, the new additions to the range are sure to provide continued momentum.

The new yogurts have a delicious creamy texture yet are still 0% Fat, making them an ideal and convenient choice for the health conscious consumer. With distinctive ‘purple’ colour packaging, they are available in 150g single pots. The new products are instore now and are being supported by an extensive sampling campaign.

Also new to the Spelga portfolio this Spring, 0% Fat Greek Style yogurt will

be launching in stores across Northern

Ireland. Addressing a

consumer demand for Greek style yogurt, the new products are high in taste but with 0% fat, making them ideal for health conscious consumers who do not want to compromise on taste. With thick, creamy Greek style yogurt, the new fl avours include Lemon and Coconut & Vanilla and will compliment the already successful fl avours, Strawberry and Heather Honey.

Suzanne McKay, Brand Manager for Dale Farm Spelga comments: “Dale Farm Spelga’s new 0% Fat yogurts and 0% Fat Greek Style yogurts are the latest editions to an already popular 0% range, offering an indulgent yet ‘guilt free’ snack for the consumer at any time of day. The diet sector continues to command the largest share of the yogurt market, and coupled with the fact that consumers are continually looking for healthy yet tasty alternatives from a brand they know and trust, makes Dale Farm Spelga’s 0% Fat Yogurt range a must stock range in the yogurt category.”

colour packaging, they are availasingle pots. The new products arnow and are being supported bysampling campaign.

Also new to the Spelga portfolSpring, 0% Fat Greek Style

be launchinacross

IrelA

Consumers are continually looking for healthy yet tasty alternatives from a brand they trust.”

YOGURT & POTS

28 & 29

35

PagE 11-13: Soft Drinks: We take a look at the soft drinks market; new and bestselling products and feature ideas and suggestions for retailers to make this most from this market.

PagE 16-18: Crisps & Snacks: Crisps, chocolate, lollies - we look at a little of what everyone fancies in this feature. Hear from key industry figures regarding industry trends.

PagES 19 – 27: It was the glitziest night at the local GroceryAid Ulster Grocers’ Ball. Find out who won what, who wore what and what our winners and sponsors had to say.

PagES 28 & 29: Dale Farm unveil their new products in the Yoghurts and Pot category

PagES 35: Brian Crawford from McGowans Printers takes his place ‘In the Hot Seat’ this month

PagES 39: Who’s on the move and to where? Find out in our Appointments Page, sponsored by Sales Placement Ltd.

16-18

4

NEWS

Get out and explore with Centra:Killian McCandless (6), his sister Emily (5) and their father Peter look on while

zoo-keeper Carolyn Hope feeds the sea lions at Belfast Zoo, as the trio help launch Centra’s family days out promotion, which offers shoppers at the 80 local stores the chance to win hundreds of family passes to some of the biggest visitor attractions in Northern Ireland over the coming months. The promotion, part of Musgrave’s marketing campaign in support of the Centra brand and network of retail partners, starts with a competition to give away family passes for National Trust properties, followed by tickets for Belfast Zoo. Media stories placed in local press will highlight that shoppers can enter in-store and access more information at www.centra.co.uk. The promotion is designed to drive footfall to stores and build brand loyalty. Picture: Brian Thompson/Press Eye.

Tayto adds Taste of Home to 2013 World Police and Fire GamesTayto, Northern Ireland’s leading crisp and

snack brand, will be giving thousands of competitors and visitors to the 2013 World Police and Fire Games a unique “taste of home” this summer. From the point of registration when all athletes will be provided with Tayto welcome back packs and for the 10 days of the global event (1st-10th August) Tayto will be the Official Snack and Crisp Provider at all official sports venues across Northern Ireland. The iconic brand will also be prominent at Bangor Sportsplex and the newly opened Bangor Aurora Aquatic and Leisure Centre, both venues for the Toughest Competitor Alive competition which Tayto is sponsoring.

John Tully, Chief Executive, 2013 WPFG explains: “The World Police and Fire Games provide a unique opportunity to showcase many of Northern Ireland’s unique attributes to a totally new audience. Tayto is a much loved taste of Northern Ireland and we are delighted that the company is supporting the Games in such a practical way enabling all our visitors to experience one of our very best local products. It is also appropriate

that a company which creates such unique products and flavours is also sponsoring the Toughest Competitor Alive, an event which is totally unique to the World Police and Fire Games.”

The Toughest Competitor Alive is a multi-discipline event consisting of eight phases which have to be completed within one day’s competition. Shared between the Bangor Aurora Aquatic and Leisure Centre and the Bangor Sportsplex, the phases are 5k run, shot put, 100m dash, 100m swim, 20ft rope climb, bench press, pull-ups and obstacle course. In order to accommodate different age categories the competition is due to take place from 5th-8th August and is open to the public free of charge to watch.

Paul Allen, Chief Executive of Tayto added: “Tayto are delighted to be involved with this global event. As an iconic Northern Irish brand, it made perfect sense for us to support the World Police & Fire Games this year, and to provide competitors and visitors from across the world with the true taste of Northern Ireland.”

Tayto joins a prestigious list of locally

based companies who have signed up to support the Games including Danske Bank, Food NI, Deloitte, Diageo Northern Ireland, Fujitsu, Translink, Coca Cola Hellenic Bottling Company and Kukri.

The World Police and Fire Games is a biennial event commonly referred to as the “Olympics” for serving and retired police, fire and border security officers. It is the third largest multi-sports event in the world and will take place in 42 venues across Northern Ireland.

For more information go to www.2013wpfg.com or follow the Games on www.twitter.com/2013wpfg or www.facebook.com/2013wpfg

Firefighter Andy Gordon from Blue Watch Cadogan gets in some “Tayto” weightlifting practice before the World Police and Fire Games Toughest Competitor Alive event in August, watched by Constable Joanne McKenna who will be competing in Netball and Paul Allen, Tayto Chief Executive.

Newry Pupils are Cookin’ It LocalTesco Cookin’ it Local arrived in Newry recently. St

Colman’s Year Nine pupil, Owen Hamilton, shows Danielle Mitchell of Gilfresh Produce and Caoimhe Mannion of Tesco how to make a nutritious soup from fresh, locally grown vegetables. The Tesco Cookin’ It Local programme is aimed at educating young people about the people, places and passion behind the wide range of home-grown and locally made produce available in Tesco Northern Ireland stores. Photograph: Columba O’Hare

6

NEWS

Belfast City Hall makes Top 25 best Lunch Spots in the UK

Kingsmill, the fresh thinking local bread brand has announced that Belfast City Hall has been shortlisted as one of the top 25 places

to eat lunch outdoors in the UK - beating off competition from 10,000 entries.

In partnership with the Northern Ireland Tourist Board, Kingsmill is searching for the UK’s top ten Lunch Spots and is calling on the support of the people across Belfast to vote Belfast City Hall into the top ten.

A panel of judges made up of representatives from tourist boards across the UK and Kingsmill decided the top 25 shortlist based on a number of factors including accessibility and free entry to all.

Television and radio presenter, Emma-Louise Johnston is encouraging local people to really get behind the campaign: “It’s great to see a local Belfast location triumph over so many other outdoor Lunch Spots across the UK to make it this far. Please log on and vote – every vote counts!”

Victoria Brown, Allied Bakeries explained: “As summer approaches, we all love to eat lunch outside. We’ve got some beautiful locations in Northern Ireland so we are delighted Belfast City Hall has beaten off stiff competition to make it into the top 25 UK shortlist.

“We want to encourage the public across Belfast to really get behind

the campaign locally and get voting ahead of the closing deadline.”Ruth Burns, NITB’s Destination Marketing and PR manager

continued: “Northern Ireland has so many picturesque areas to visit and set up your own Lunch spots. We’re really pleased that this location has been voted into the top 25 and it is a well deserved contender to make it into the top ten UK places to eat lunch outdoors – so get voting!”

The Kingsmill Lunch Spots campaign is in support of The Big Lunch 2013, an initiative to get as many people as possible across the UK to have lunch with their neighbours, for a few hours of community, friendship and fun.

Television and radio presenter, Emma-Louise Johnston with Lucie McLaughlin and Deirdre O’Connor from Kingsmill at the local bread brand’s pop-up picnic at Castlecourt Shopping Centre. The trio are calling on people across Belfast to vote for Belfast City Hall to make it into the top 25 places to each lunch outdoors across the UK.

Mace Express Stores open in North Coast Caravan Sites

Recent expansion across the Mace network of stores has been boosted

further by a unique addition on the North Coast.

Mark Elder, owner of Elder’s Mace Express Coleraine and Clive Eagleson, owner of Eagleson’s Mace Express Portrush have agreed a three year lease to operate stores at the Portrush caravan sites of Carrick Dhu and Juniper Hill.

The sites, prominent on the main coast road from Portrush to Portstewart, will provide high profile exposure for the Mace Express brand to those staying in the caravan sites and also passers-by. The sites will operate April – September each year and will create ten jobs.

Moy Park reports strong recovery in 2012 ‘One of Europe’s leading food’

companies Moy Park, has announced a strong trading performance in 2012. The business has recorded a material recovery in pre tax profits from £4.8 million in 2011 to £24.4m in 2012.

The Moy Park business is focused on integrated poultry production, providing fresh, high quality locally farmed poultry and complementary convenience food products and brands to the UK, Ireland and Europe.

Moy Park CEO Nigel Dunlop said: “Despite a difficult economic and trading environment, Moy Park delivered a strong trading performance in 2012. The business grew its turnover by 1.6% to £1.09bn and has posted profits of almost £25m.

“The improvement in pre tax profit and trading margins was achieved by a combination of initiatives including operating cost improvements and productivity initiatives which helped shield the business from the difficult market environment.

“The sales performance incorporates sales mix improvements and we were particularly successful in building our market share both with existing and new customers. We believe this positions the business even more effectively for the

future.”Mr Dunlop continued: “In line

with our strategy, and to support our customers’ requirements to grow sales of chicken farmed in Great Britain and Northern Ireland, we will continue to invest materially in our industry leading farming and operational base. We will also continue to further develop our commercial capabilities through areas such as innovative food development, consumer insight and effective customer and category marketing. We have been particularly pleased with the progress made with the Moy Park brand in Ireland where it is market leader.

“Whilst these results show a strong recovery, we remain conscious of feed cost volatility and the continued challenges it poses to the whole supply chain. However against the backdrop of still difficult markets, we are pleased with the trading progress to date and we look forward to the future with continued confidence,” he concluded.

The Moy Park Group employs over 10,900 people across 11 processing facilities in Northern Ireland, England, and France. The business is part of the Brazilian Marfrig Group, a leading player in the global meat industry.

Q&A

‘A Day in the Life’ Sara Callanan, MD, Elevator Promotional Marketing

7

WhAt is your current role?I’m the MD of Elevator Promotional Marketing, the company I started seven years ago. I work as part of a small, experienced team of marketing professionals who devise creative, effective promotional marketing campaigns for a range of Northern Ireland’s top companies and brands.

A brief outline of your employment history to dAteAfter graduating from UCD with a law degree, I decided against a career in law and moved to London where I got my first job in sales promotion. A couple of years later, I was head-hunted by The Marketing Triangle, one of the UK’s biggest promotional agencies at the time and subsequently broke away with two of the directors to set up a new agency, Brewer Blackler. I moved to Northern Ireland in 1994, and set up GCAS Sales Promotions – part of the old GCAS Group network. I jumped at the chance when the opportunity for a management buy-out arose in 2006 leading to the creation of Elevator.

WhAt does your role involve?I’m very hands on, playing an active role in the handling of all client accounts and developing all campaigns. So in addition to the role of MD which involves all the usual personnel and financial roles and responsibilities, I am part of the day to day client services team for all clients. I am also responsible for business development and identifying new business leads.

When did you tAke up this post?I took on my current role as MD of Elevator in June 2006.

WhAt Are the best/Worst pArts of your job?The best part of my job is the variety. When you work with brands and businesses as diverse as Tayto, Magners, Tennent’s, Beck’s, Stena Line, Irwin’s, Translink, White’s Speedicook, and so on, no two briefs are the same, and the challenge to come up with new ideas is actually great fun. I also get a real buzz from seeing an idea evolving from a brief, and presenting our proposals back to our clients.

Give us A brief outline of WhAt A typicAl dAy involvesNo two days are the same, but a typical day will usually involve a client meeting off-site to run through the status of a current project. Planning plays a key role in our project management, and regular status meetings are as important as creative presentations. As a team, we brainstorm regularly on all client briefs, so most days will see us in our meeting room throwing ideas around. And quite a lot of the day is spent writing – writing proposals, writing copy for our promotions. A lot of time is spent on drafting T&Cs as the promotional code is a constant challenge – particularly when it comes to Facebook and other digital and social media. A proportion of my time each day is spent keeping up with new trends.

WhAt hAs been the proudest moment of your cAreer to dAte?It was a very proud moment for me when

Elevator opened its doors for business. Owning and running your own business doing something you enjoy is a hard feeling to beat. But I also take great pride in creating campaigns for our clients that make a difference to their brands and their businesses. I get a real kick from knowing that a campaign that started out as a brief from a client, and then grew from the germ of an idea in a brainstorming session, to become a promotional campaign on-pack or in-store that consumers then respond to or engage with.

WhAt do you like to do to unWind AWAy from Work? Away from work, I love to cook, read, listen to music and spend time with family and friends. I have a husband and two daughters and a house that gets neglected during the week so weekends are really about relaxing and getting caught up with the day to day family ‘business’!

8

NEWS

Centra Launches Facebook page

Centra continues to support its retailers in an innovative and different way by launching the

Centra NI Facebook page! Facebook is the number one social media site with

approximately 1 billion users worldwide and is used to connect with friends, family, business associates and companies.

Centra NI Facebook will highlight in-store promotions and services, offer exclusive competitions, promote our partnerships with Action Cancer and Ulster Rugby and engage with existing and potential customers.

Visit www.facebook.com/centrani and like and share their new page to see the latest news from Centra.

Cleaning Company Secure ‘Rise’ in Business

Business is on the rise for a Portadown company as they secure a deal to provide

floor cleaning equipment to one of Northern Ireland’s largest bakeries.

The new contract is worth £40,000 to Craigmore, which offers industrial cleaning and engineering products to the tourism, transport and manufacturing sectors throughout Ireland and the UK.

Irwin’s Bakery in Portadown has signed a four year lease agreement to receive cleaning

Geoff Baird, Managing Director of Craigmore is pictured with Eugene Hamilton, Plant and Hygiene Manager, Irwin’s Bakery.

Adair’s Mace, University Road Belfast opens its doorsSuccessful retailer, Gavin Adair has opened his second Mace Express store on University Rd,

Belfast. The location offers a great opportunity, showcasing Mace at a busy city centre junction with school children and university students passing the store all day, it is sure to be hub of activity!

The store offers a wide range of convenience and food to go products and operates a full Post Office service.

machinery for factory and offices, vacuums, single disc scrubbers and scrubber driers alongside servicing and routine maintenance.

Craigmore, which was founded in 1990, is the largest Karcher dealer in Northern Ireland, and one of only a handful of Premier Servicing Dealers on the island of Ireland.

Throughout its 23 year history, the company has been selling power washers, sweepers, scrubber-driers, welding equipment, safety wear, workshop tools and cleaning products from Karcher, SIP, 3M, Arrow, Nielsen and other leading brands to the public and businesses.

Geoff Baird, Managing Director of Craigmore said: “We are delighted to sign this new contract with Northern Ireland’s leading bakery”.

“The Karcher range of floor care equipment is new, innovative, economical in use and with the option of long term lease it is the right choice for buyers and managers in the food industry.

“The equipment will perform a key role in ensuring health and safety and hygiene requirements are maintained at the highest level within the factory where the bread is actually prepared, made and packaged.”

The food sector currently makes up around ten percent of Craigmore’s business and new developments and changes in the Karcher range of machinery, alongside the changes in the economy have enabled them to penetrate new markets such as food, hospitality and tourism.

Geoff continued: “We are starting to see a

new trend emerge with companies like Irwin’s who are realising that leasing with service and maintenance of equipment is a very attractive option”.

“Northern Ireland business owners traditionally like to own everything but this can leave a business with older machinery and out of date technology. Whereas with leasing you can change on a more regular basis and keep abreast of the latest technologies and ensure your business is getting the best equipment to meet your cleaning needs.”

Commenting on the deal, Eugene Hamilton, Plant and Hygiene Manager, Irwin’s Bakery said: “In July 2012 due to costs we were incurring on repairs to our current machines I decided to review the cleaning equipment within the bakery.

“I contacted Geoff in Craigmore to see if Karcher had equipment that would offer the same standard of cleaning with improved reliability.

“They offered a more affordable long-term solution due to contract hire with service and routine maintenance included, this in turn ensures any associated costs are easy to maintain and manage and we have peace of mind that the equipment we are using is of the correct standard and quality.

Eugene concluded: “I am more than happy with the service provided by Craigmore and it is good to know there is a local business that understands the needs and the requirements within the bakery industry, and I look forward to working with Craigmore in the Future.”

IRWIN’S NEWS

With the popularity of bagels on the ‘rise’, Northern Ireland’s only indigenous plant bakery Irwin’s, has launched a range

of pre sliced bagels in three best-selling flavours – Plain, Brown and Cinnamon and Raisin.

This latest product launch will see the Portadown-based bakery, which celebrated its centenary in 2012, supply over 500,000 packs of toaster ready bagels annually to all major retailers and convenience stores throughout Northern Ireland.

John Hopkins, Sales Director, Irwin’s Bakery explains why the family bakery has branched out into bagels.

“Bagels are the fastest growing category within morning goods in Northern Ireland – up 5.2% since December 2011. At Irwin’s we continue to adapt and grow our product range in line with consumer trends and we have seen an increasing demand for traditional products – such as the much-loved Nutty Krust and innovative products like our Muffin Loaf. We believe the key to the success of the bagel is its versatility – it can be eaten at breakfast, lunch or as a snack anytime of the day – covered in a favourite spread, toasted, made into a sandwich or eaten as they come.”

Irwin’s has also launched a 400g lighter fruit loaf – Fruit Toast. John Hopkins continued: “As well as launching Irwin’s bagels into the Northern Irish market we have developed a product called Fruit Toast – it is a lighter version of the traditional and very

popular fruit loaf in a small sliced loaf format. The loaf which is baked everyday for freshness is packed with sultanas and

can be eaten as an all day snack – again increasing the amount of times consumers can enjoy the product.

With over 100 years of baking experience behind us, we’re always keen to combine the traditional with the inventive and look at new ways to develop our product range and offer something new to the consumer.”Irwin’s pre sliced bagels are available in stores

throughout Northern Ireland and come in packs of five and Irwin’s Fruit toast is available in stores through

Northern Ireland and the Republic of Ireland.

The Bagel Boom Irwin’s Bakery launches range of bagels

9

10

NEWS

Double win for Linden Foods at Business AwardsLinden Foods, one of the UK’s leading fresh meat manufacturers

walked away with two prestigious awards at the recent Belfast Telegraph 2013 Business Awards.

The Dungannon-based company received the award for Excellence in Innovation, sponsored by Invest NI and Elaine Willis, Head of Innovation and Business Development at Linden Foods was joint winner of Young Businessperson of the Year award, sponsored by Bibby Financial Services.

Commenting on Linden’s success at the Belfast Telegraph 2013 Business Awards, Gerry Maguire, Managing Director of Linden Foods said:

“We’re delighted to have been recognised by our peers and awarded these prestigious accolades. Innovation lies at the heart of everything we do at Linden Foods. Just two years ago we opened our new Innovation Centre which has allowed us to focus on innovation and developing products for our customers that are ahead of current trends in the food retailing sector and often exceed our customers’ expectations. On behalf of the entire team at Linden, I would also like to take the opportunity to congratulate Elaine Willis who is more than making her mark in our industry and very much deserves the recognition of Young Businessperson of Year accolade”

Commenting on her win, Elaine Willis said: “It’s a great honour to receive Young Businessperson of the Year Award and I’d like to congratulate Robin Brown of Connect Telecom who shares the award with me.

“I’m fortunate to work at Linden Foods who are at the cutting edge of innovation within the meat manufacturing industry. We’re continuing to develop new and innovative products that add value for our customers and to the end consumer and I’m delighted to be part of

what is a really exciting time in the company. ” Linden Foods, employs over 500 people and is one of the UK’s

leading processors of beef, lamb and rosé veal products. Customers include retailers and companies within the catering trade throughout the UK and Ireland, such as, Marks & Spencer and Lidl. Linden Foods was named UK Manufacturer of the Year in the 2012 Meat Management Awards

Linden Foods received the Belfast Telegraph Award for Excellence in Innovation. Pictured left to right are Gerry Maguire, Managing Director of Linden Foods, Minister Arlene Foster who presented the award on behalf of category sponsor Invest Northern Ireland and Julie Driffield from British Airways.

Timed team building for Marie Curie – see you at the Slieve finish line!

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Saturday 8th June will see an exciting twist to an annual favourite as Marie

Curie’s Slieve Donard Mountain Challenge has an element of competition added to the mix!

Starting off from the Slieve Donard Resort and Spa, participants will be able to compete against other corporates by registering a team of five for the ‘Timed Option’.

Chewie the Chewitsauras, IFA’s Footy,

Marie Curie’s Daffy and Mr Tayto are set and ready to take on the Slieve to Slieve Challenge; they are encouraging others to join them at the start line by signing up in teams or as individuals.

After enjoying a walk along Newcastle’s beautiful beach, teams will take on the highest mountain in Northern Ireland; summiting Slieve Donard at 2,788ft.

At the end of the challenge, you will cross

the finish line at the four-star Slieve Donard Resort and Spa (who are offering Marie Curie participants a special B&B rate) where the medal and prize presentations will take place.

Sadly, every five minutes someone in the UK dies without the care they need at the end of their life. Taking part in events like the Slieve to Slieve Mountain Challenge enables Marie Curie to reach many more patients and their families.

Corporate supporters can register in teams of five. If you have a mascot, they’re very welcome at the start line: an altogether great opportunity for positive marketing, as well as a fun team-building exercise for your employees, customers and suppliers.

Participants wishing to join us as a personal challenge are very welcome to choose the ‘Not Timed’ alternative.

Registration Fee: £15Minimum Sponsorship: £100Minimum Age: 14 years old. Under 18s must be accompanied by an adult

For information and how to get registered, please visit www.mariecurie.org.uk/en-gb/events/uk-mountain-challenges/slieve-to-slieve-challenge-2013-90971/ or call our Events Team on 0845 052 4184.

*Sales out for year to 31st August 2011 (based on wholesale sales to more than 30,000 independent stores).

• Gold Medal Brand of the Year Grocery 2012

• No.2 functional energy brand within Impulse*

• No.12 soft drinks brand in the UK

• Great taste, great performance and

even greater margins

B0471331 Boost Trade_UlsterGrocer_297x210.indd 1 12/04/2013 16:16

12

SOFT DRINKS

Putting some sparkle in

Summer will (hopefully) soon be upon us. As the weather hots up, don’t miss out on the opportunity to capitalise on soft

drink sales.From fizzy drinks to fruit juices and everything in between, the

soft drinks market is set to enter its busiest period over the coming months.

With school holidays around the corner, picnics and family days out will call for a steady supply of soft drinks to quench thirsty customers.

In this feature we’ll look at new and best-selling products as well as hearing from industry experts with advice on everything from merchandising to promotions.

Award-winning independent energy drinks company Boost has launched two 500ml cans – the first in its product range – in Original Energy and a new Orange & Mango flavour. The SKUs are

available in price-marked packs at 89p, which, like all Boost’s products, are designed to offer great taste and value to consumers and great profit margins to retailers.

Al Gunn, Boost’s Sales Director, explained: “Sales of 500ml cans have grown by 47.2% in the last year alone, and have shown the strongest growth in the energy drinks sector. The time is definitely right for us to launch into this area of the market and we are doing so with two great products.

Boost is the number two functional energy drinks brand within the impulse channel and sold over five million cases of its products during 2012.

Price-marked packs continue to be a major part of Boost’s strategy to support independent retailers, as Boost’s Managing Director Simon Gray explained: “As a champion of the independent retail sector,

price-marking forms a major part of our business and marketing strategy. Our aim is to price our products at a point which offers the consumer great value for money to drive sales and increase brand loyalty, whilst at the same time ensuring great profit margins for retailers.”

BOOST’S TOp TIpS FOR meRchaNDISINg eNeRgy DRINKS• Keep energy drinks merchandised together to make it easier for your customers.• Stock the drinks in a chiller rather than on the shelf as they will be much more appealing to customers making an impulse purchase. • Make sure your chiller is kept full and regularly re-faced so customers find it more inviting. • Give consumers a choice, but only stock best sellers – speak to your wholesaler or take note of the space they allocate for guidance.• Create interest around the fridges using POS material, shelf talkers etc.

Boost up your sales with new 500ml cans and price-marked packs

10 Flush Park, Lisburn BT28 2DXCall us on 028 9267 3316 or visit www.robert-roberts.co.uk

Available NOW from Robert Roberts

13

SOFT DRINKS

Summer is key to the entire soft drinks market with the total category indexing at +11% between May and September.*1 To help retailers maximise this profit opportunity, AG

Barr is launching its hottest ever on-pack promotion for IRN-BRU, BRU-SKIES.IRN-BRU, the UK’s number one Other Flavoured Carbonate*2, is giving consumers the

chance to win one of over 5,000 prizes every day, including cash amounts of up to £100 and thousands of pairs of bespoke BRU-SHADES.

The promotion will feature on a number of IRN-BRU regular and sugar-free SKUs including 500ml and 2 litre bottles and multipacks of 8x330ml cans. It runs from the beginning of June until the end of August.

BRU-SKIES follows the success of last year’s BRU-ISLAND on-pack promotion which resulted in sales of over £14m*3 and a 11% year on year increase over the summer months.*4

“BRU-SKIES is set to be our biggest ever on-pack promotion. With over 5,000 opportunities to win, this promotion will be driving shoppers to the fixture in record numbers in the search for winning packs,” said Adrian Troy, Head of Marketing at AG Barr.

“With such a heavyweight support package for IRN-BRU our advice to the trade couldn’t be clearer: Stock up on all formats, and brighten up your sales this summer with BRU-SKIES!”

Source *1: Nielsen Scantrack, Value Sales, 2012, Total UK Coverage (Summer months versus rest of the year).Source *2: Nielsen Scantrack, Value Sales, MAT to 30/03/13, Total Impulse.Source *3: Estimated Retail Value based on AG Barr Internal Sales Data.Source *4: AG Barr Internal Sales Data.

Brighten up your sales this summer with BLU-SKIES

36 • Ulster Grocer | JANUARY 201114

SOFT DRINKS

Shloer ‘Summer Sundays’ promotion adds sparkle to seasonal sales

Shloer, the No 1 adult soft drinks brand1 which accounts for almost three out of every four bottles of adult soft drinks sold in Northern Ireland1, is set to make

summer sales sparkle with the launch of a super summer on-pack promotion which is being rolled out by distributor SHS Sales & Marketing this month (May).

Consumers have a one in 10 chance of winning one of 200,000 instant win prizes which are on offer in Shloer’s ‘Summer Sundays’ promotion featured on individually-coded peelable neck labels on two million bottles of the Shloer Red Grape, White Grape and Rosé variants.

The promotion, which forms part of the £16m marketing investment in the brand this year, will run across the summer months (while stocks last) offering consumers a choice of summer-themed gifts ranging from fantastic BBQs and bountiful picnic hampers to sumptuous cupcakes.

Amanda Grabham, Head of Brand Marketing, Shloer, says: “Shloer’s first ever on-pack promotion – the ‘Love Your Shloer Sunday’ activity - last summer proved to be extremely popular with consumers and generated such a good response along with high redemption levels, that we are introducing a new on-pack offer to drive sales across this summer season.

“The ‘Summer Sundays’ activity is a perfect fit with Shloer’s ‘Best Served Shared’ marketing campaign which puts Shloer at the heart of social occasions such as relaxing with friends and family over Sunday lunch or a barbecue, and Shloer stockists can highlight the promotion in their stores by ordering free POS items from the Shloer POS Hotline +44 (0)800 917 3450.”1 Kantar Worldpanel Northern Ireland, Adult Soft Drinks MAT 17.02.13.

Bottlegreen offers an option for every occasionTwo key consumer trends are driving sales of bottlegreen sparkling pressés and

cordials,” says Simon Speers, Managing Director of Bottlegreen Drinks, which are distributed in Northern Ireland by SHS Sales & Marketing.

“People may be cutting back on big ticket items such as holidays and luxury goods, but to make up for this they are looking to treat themselves with small indulgences and are trading up to premium quality products.

And the second factor is the increased focus on healthier lifestyles. More consumers are seeking reduced alcohol consumption, and as part of that lifestyle change they are prepared to pay more for adult/premium soft drinks which contain natural and better quality ingredients.”

The bottlegreen range includes sparkling pressés in a choice of 750ml and 275ml glass bottles, as well as cordials in 500ml bottles; and both the pressés and cordials are available in an impressive variety of flavours.

Elderflower is the biggest selling bottlegreen pressé flavour in Northern Ireland, followed by pomegranate & elderflower, with ginger & lemongrass ranking at No 3.1 However, the biggest growth during the past 12 months has come from an innovative bottlegreen twin-pack containing a 750ml bottle each of bottlegreen elderflower pressé and Cox’s Apple – which has a crisp, fresh, slightly tart flavour suited to the local palate. Sales of the twin-pack have almost quadrupled during the year catapulting it into the No 2 slot as the second biggest-selling bottlegreen pressé sku.1

Elderflower is also the flagship bottlegreen cordial variant in Northern Ireland, while the star performer in the bottlegreen cordials range during the year has been the seasonal spiced berry winter warmer limited edition.2

With the twin-pack and seasonal lines having had such a big impact over the course of the year, and with summer rapidly approaching, Speers suggests retailers review their soft drinks range and consider putting more emphasis on premium brands such as bottlegreen which offer consumers so much variety and choice.

For sales enquiries contact SHS Sales & Marketing on 028 9045 4647 or email: info@shs-sales.ie.

1 Nielsen Scan Track, Defined Adult Soft Drinks, Defined NI Mults, value MAT TY & % change, WE 30 03 2013.2 Internal bottlegreen data, total NI accounts, MAT TY, WE 01 05 13 2013.

PUNJANA ULS GROCER FP HR.pdf 1 13/05/2013 10:03

18

Two of the biggest confectionery brands in the UK now available in the impulse ice-cream market

2013 is looking

like a very exciting year for Tayto with lots of product launches including the brand new special edition Rough Cuts flavour; Crispy Duck. The 40g

bag provides great value for money, price-marked at just 65p. The launch has been supported with a wealth of in-store POS including SEL strips, wobblers and 600 FSUs, a 2 for £1 offer, and a host of sampling activity.

Big into their social media, Tayto devised an online campaign to generate feedback from consumers on the new product. 50 lucky fans were selected to taste and comment on the new flavour. Tayto ‘Tayster’ Emma McFarland said: “It really did taste like sitting down to a meal of crispy duck!’ whilst Neil David noted: “Our whole family love crispy duck in pancake from the Chinese take away and instantly could taste that familiar flavour of crispy duck in pancake with hoisin sauce. You guys have done your homework and have a fantastic product here.”

Tayto have also been working on a new and improved 6-pack range. Tayto Bikers & Spirals have new modernised packaging and there are two new lines; a 6-pack of High Fives, and a 6-pack of Finn McCools. The new range looks fresh and modern and now sits impressively as a range in store.

CRISPS & SNACKS

Exciting times ahead for Tayto!

Fredericks Dairies, the UK’s largest independent ice-cream manufacturer, announced the arrival of The Natural

Confectionery Company Orange & Lemon Ice Squirt and the Double Decker Ice Cream Bar to the impulse market. Following on from successful trial launches in 2012, both products are now nationally available for convenience and independent retailers to order.

The Natural Confectionery Company and Double Decker are both strong players within the confectionery market with Double Decker being a top ten countline SKU and one of Cadbury’s top five. Both brands are understood well by consumers, undoubtedly allowing them to transfer across into the ice cream market by attracting an already loyal fan base plus new consumers.

The Natural Confectionery Company Ice Squirt – a unique combination of refreshing Orange and Lemon flavours, presented in an attractive ‘quadrant’ design, The Natural Confectionery Company’s Ice Squirt has the ability to appeal to a wide demographic of consumers.

David Taylor, Managing Director, comments: “The Double Decker Ice Cream Bar and the Natural Confectionery Ice Squirt are perfect for the convenience channel. The child refreshment sub-category into which Ice Squirt is launching is up +4.4% over the last year, whilst the Double Decker Ice Cream Bar has the potential to bring new consumers and growth back to the chocolate bar sub-category. We’d therefore advise retailers to stock up on both following their successes in 2012.”

KP Ireland Meanies Brand, Ireland’s number one economy snack brand, has added a new Mammoth Beef Flavour to join their

Classic Mammoth Pickled Onion Flavour within their handy pack range. Mammoth Beef is available now on store shelves in Northern Ireland.

The new flavour is currently being rolled out across the province and Joanne McCracken, Brand Manager from Robert Roberts believes that this new flavour can only support keeping the brand as one of the most popular snack choices for consumers in Northern Ireland.

“We decided that the time was right to add the new flavour; with strong packaging to increase its on-shelf presence and make consumers aware that the brand is an evolving locally produced snack,” Joanne McCracken said.

As part of the brand’s flavour extension, MAMMOTH MEANIES’ cuddly and fun, red character – MAMMOTH Monster will be taking to the streets and local brand owner and distributor Robert Roberts is giving snack lovers the chance to sample MAMMOTH MEANIES Beef for free with a number of in store and other sampling opportunities in Northern Ireland over the coming months.

“Northern Ireland consumers love value for money; we are delighted to offer consumers a snack that tastes great, now in two flavours has only 141 calories and is value for money at only 35p per pack, factors that are very important during the current economic climate,” Joanne McCracken added.

For further information please contact Robert Roberts 028 9267 3316.

Local snack brand goes with Mammoth new flavour!

25thAnniversAry40 Years At the heart of the Northern Ireland food industry

Grocer✦✦

2013

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MarketingAwards

ULSTER GROCER MARKETING AWARDS

Best Marketing Campaign Overall Winner : Premier Bakeries Ireland for Ormo

L to R, Ryan McFarland (Bacardi Brown-Forman Brands) Tiffany Brien, Jackie Kirk (Ormo Brand Manager Ireland) and James Greer

groceryaid ULSTer grocer’S BaLL

2013

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MarketingAwards Guests on the night...

20

1.1. 2.

3. 4.

5. 6.

7. 8.

2013

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MarketingAwards

groceryaid ULSTer grocer’S BaLL

21

9. 10. 11.

12. 13. 14.

15.

16.

1. Mark and Sandra Gowdy with Robert and Heather Brown.

2. The Bacardi Brown-Forman group; Ryan McFarland, Ashley Douglas, Louise Johnston, Mark Glover, Phil Patterson and Liam O’Connor.

3. David and Yvonne Neill of Kerry Foods, with Sam and Eleanor McCormick of Muller Dairy.

4. Sabel Irwin, George Irwin, Florence Hunter and Nigel Scarlett, with Ballyclare Lions.

5. Jamie Cochrane, Nora Armour, Heather Mills and Melissa Steele.

6. Leanne and Allan Hall, with Kerry Foods.

7. Lyndsey and Bernard Monaghan of McErlain’s Bakery.

8. Keith Hassard, Susanna Lloyd, Jill Berry and Mervyn Jones, with Asda.

9. Andrew Corscadden and Candida Corscadden of Grocery Aid.

10. David Halliday, Alison Halliday, Julie Cherry and Graham Cherry, with Musgrave.

11. Caroline Ferguson and Seamus Gillespie, with Irwin’s Bakery.

12. Maria Whyte and Thomas Whyte, with Courtney and Nelson, and Carla Whyte with Britvic.

13. Brian Henderson, Bronagh Henderson, Helen Gibson and Stephen Gibson, of Henderson’s.

14. Lloyd Graham of Jacobs with Patricia and Martin McClinton of Hunky Dorys.

15. Cliff Kells with the Tesco group.

16. Gerry Cassidy with members of the GroceryAid Ball Organising Committee Cliff Kells, Mark Gowdy, James Greer, Jonathan Verner and David Neill.

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 20114 36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 201122

ULSTER GROCER MARKETING AWARDS

Best CSR InitiativeSponsored by Northern Snack Foods

Overall Winner : Eurospar & ViVOXtra

Eurospar & ViVOXtra’s charity partnership with the Northern Ireland

Cancer Fund for children. The partnership began in May 2011 and in less than two years has achieved £170 000 and counting…

This initiative was described by the judges as: “Fully capturing the CSR spirit, clearly demonstrating corporate involvement to benefit the charity. There was a huge personal effort and commitment from staff also. This ticked all the boxes.”

Paddy Doody, Sales and Marketing Director at Henderson Group spoke of the win: “We are extremely pleased to be recognised for our commitment to the

local community. Our partnership with the Northern Ireland Cancer Fund for Children, through our large format supermarket brands, has been a resounding success. As community retailers we have put in place a strong CSR strategy that is implemented across our network of stores. This in turn extends to our environmental pledge, which along with our marketing, received a nod of acknowledgement on the night.

“2012 was a successful year for the Group and we will continue with our marketing, CSR and environmental strategies in order to deliver our promises to retailers and shoppers alike.”

Best In-Store Consumer Sales PromotionSponsored by Overall Winner : Tayto Group LtdGolden Ticket CampaignPraised by the judges for its clear simple objectives and clear target market, the Golden Ticket Sales Promotion was a “simple and professionally executed promotion that actively boosted brand share and significantly countered the effects of a declining sector”.

Elly Hunter, Group Marketing Director said: “Here at Tayto we are absolutely delighted to have won the Best In store Consumer Sales Promotion award. The Golden Ticket promotion was our biggest ever on

pack promotion where we teamed up with the Northern Ireland Tourist Board’s ni2012; Our Time, Our Place campaign, to give away prizes that showcased the very best of Northern Ireland’s events, attractions, family days out, eateries and places to stay.

“2012 was a big year for Northern Ireland and a big year for Tayto. We are very proud to have been recognised for our hard work, and our commitment to showcasing the very best that Northern Ireland has to offer.”

Best Green Retailer Overall Winner : Sainsbury’s

In this closely contested category, Sainsbury’s came out the overall winner for

the impressive breadth of their environmental programme which extends outside the business to their suppliers and customers. The scale and impact and their commitment to embrace both customers and suppliers makes them worthy winners.

Nigel Macaulay, Regional Operations Manager at Sainsbury’s Northern Ireland

said:“We are absolutely delighted to be awarded

Best Green Business at the Ulster Grocer Marketing Awards. It’s great recognition for how our values make us different. Our customers trust us to do the right thing and this award reinforces the importance of the work we are doing and our firm commitment to reduce the impact of our Northern Ireland operations on the environment’

Best Off-Sales Drinks CampaignSponsored by

Overall Winner : DR:NK

DR:NK won this award for their freshers and student return ‘Party Buckets’ drinks campaign… This campaign was described by judges as doing “exactly what it said on the

tin. A clear marketing campaign, simply and professionally executed with good results.”Linda Rodgers, Marketing Manager, Botanic Inns said: “We are absolutely delighted to have

won Best Off Sales Drinks Campaign for our Party Buckets. It was such a great promotion and we had a great night at the awards. Thank you very much to Ulster Grocer Magazine for the award and for a lovely evening.”

Sponsored by

Martin McClinton (Northern Snack Foods), Tiffany Brien, Bronagh Luke and Paddy Doody (Henderson Wholesale)

Ryan McFarland, Tiffany Brien, Elly Hunter (Tayto Group Ltd) and James Greer

Alan Egner (Power NI), Tiffany Brien, Stuart Lendrum and Nigel Macaulay (Sainsburys)

Ryan McFarland, Tiffany Brien and Barry McLaughlin (DR:NK)

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 2011 536 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 2011 23

Overall Winner : Tayto Group Ltd

Overall Winner : Sainsbury’s

Best BrandSponsored by

Overall Winner : Mash Direct

Mash Direct took the prize for Best Brand for “an excellent entry, a prime example of brand planning at its best”. Judges felt there was “a real love for the brand from the owners and

that it still felt like their brand even after all their success.”Martin and Tracy Hamilton commented on winning Best Brand Award: “It is incredible to

win such a prestigious and competitive award. It is a tough category and I am extremely proud of our achievement. This is a fantastic endorsement of the hard work and commitment by everyone at Mash Direct to achieve the highest standards.

“We pride ourselves on being a unique and innovative company and are always prepared to break convention with new ideas and strive to be the best in the market. A key element of this has been our focus on driving the business forward with innovative marketing strategies and expanding the Brand.”

Best Food Export Overall Winner : PRM group

PRM Group were awarded the prize for their export of cheesecakes to Holland.

Judges commented: “The manner in which they have taken a research based approach to the development of the Dutch cheesecake market is commendable and to date they have sold over 4 million cheesecakes which is a phenomenal achievement for a local dairy Northern Ireland product”. It was noted that it was “a wonderful submission, especially given the fact we are selling cheese to Holland!”

David Connolly, PRM Business Development Manager said: “PRM Group are delighted to be named the winner of the ‘Best Food Export Award’ in the 2013 Ulster Grocer Marketing Awards.

“We are thrilled that our partnership with the Netherlands has been very successful as recognized by winning this food export award. From this success we are in discussion with key retailers in other Northern Europe countries that are in reach of logistics for chilled food products.”

Overall Winner : Premier Bakeries Ireland for Ormo

Ormo took home the biggest prize of the night for a “well-executed multi-

media Marketing campaign which had the capacity to promote Ormo brand”. There was evidence of “very strong branding and brand awareness”. And the visuals were described as being: “mouth-wateringly good!”

Jackie Kirk, ORMO Brand Manager, who picked up the award said: “We are delighted to have won this prestigious award for the best marketing campaign. ORMO is part of the fabric of Northern Ireland and by building on the strength of the local heritage, this campaign achieved and exceeded all objectives.”

ULSTER GROCER MARKETING AWARDSMarketingAwards

2013

Sponsored by

Best New Product Launch/RelaunchSponsored by

Overall Winner : Linwoods

For the launch of Linwoods milled flaxseed, Probiotic &Vitamin D for an innovative

application to a niche market and excellent packaging design. This was described by the judging panel as: “An excellent, classic, well executed marketing campaign.”

Karla McAviney from Linwoods commented: “The team at Linwoods are delighted to have been awarded ‘Best New Product launch’ 2013 at the recent Ulster Grocer Marketing Awards event, which is an

excellent means of showcasing the talent within the industry. Linwoods have continued to develop the Superfoods category in both health and grocery retail with the launch of a new and innovative product, Linwoods Milled Flaxseed with Bio cultures & Vitamin D.

“The results of the launch have been fantastic, and it is an honour to have received this prestigious industry award in recognition for all the hard work and achievements of the entire team by such a distinguished Marketing Awards panel.”

Best Marketing CampaignSponsored by

Ryan McFarland (Bacardi Brown-Forman Brands), Tiffany Brien, Martin Hamilton (Mash Direct)

Karl Devlin (Invest NI), Tiffany Brien and David Connolly (PRM Group)

Ryan McFarland, Tiffany Brien, Jackie Kirk (Ormo) and James Greer

James Greer, Christine Adams (Abbey Bond Lovis), Tiffany Brien, Emma Gribben and Karla McAviney (Linwoods Foods) and Michelle Kearney

ULSTER GROCER MARKETING AWARDSMarketingAwards

2013H

ighl

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24

Best New Product Launch/Relaunch

Best BRaNd:

Highly Commended – Asda (in association with Irwin’s) for their Chosen By You (NI) Range

Judges commended this entry, in particular, for their good promotion of a Northern Ireland brand.

Michael McCallion, Buying Manager for Scotland and NI commented: “We are delighted by our success with Chosen By You Northern Ireland – not only through this recognition by the Ulster Grocer, but also through the response from our customers. It is further proof of the strength of our relationship with Irwin’s Bakery which is a long established supplier to Asda both locally and across the UK as a whole. Together we have created a highly compelling and engaging own label brand which is fully in line with our local sourcing policy and which seeks to maximise all opportunities for partnership and growth.”

Best New PRoduct LauNcH/ReLauNcH:

Highly Commended - Mackle Pet Foods for their Brandy Dog Food relaunch

The company were praised for the “excellent, classic & well-executed Brandy re-launch campaign. Judges particularly liked the “overall ‘family element’ message, portraying the dog as a member of the family.”

Claire McCann from Mackle Petfoods commented: “Mackle Petfoods were delighted to be highly commended for Best Product Re-launch at the recent Ulster Grocer Marketing awards for their dog food brand, Brandy. 2012 was a very exciting year for brandy with the successful re-launch of Brandy and Brandy Complete back in January with their campaign, “Brandy…because they’re 100% Family”.

“Brandy is about to launch an exciting Facebook campaign for Summer 2013 and the brand will continue to be supported by strong promotional activity throughout the coming year.”

Best Food exPo:

Highly Commended – Mash Direct for exporting their products to the Middle East & beyond

Judges noted “this entry encapsulated the highest level of professionalism in creative and assertive marketing, and an extensive track record to back it up.”

Best MaRketiNg caMPaigN:

Highly Commended – Spar for their 3 ‘V’ Campaign – Value, Valued, Values

Spar were praised for a “well thought out, thorough and well executed marketing strategy… their campaign certainly achieved what they set out to.”

Best gReeN RetaiLeR: Henderson Group were Highly Commended for their green strategy and environmental ethos, by improving waste management, pollution prevention, noise reduction and recycling.

The judges praised the Henderson’s entry by saying “Hendersons put forward a very convincing, well structured presentation”.

WELCOMETO THE FAMILY

Brandy is made with 100% Irish Meat which is fully traceable from farm to can.

With two new additions to the range – packs of succulent meaty chunks in both gravy and jelly – our family just got a little bigger.

So join the family, stock up today and be prepared to keep your customers 100% satisfied.

Contact us on - Tel: 048 87784641, Fax: 048 87784955 or visit www.macklepetfoods.com facebook.com/brandydogfood

Because they’re 100% family

perspective

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 20114 36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 201126

ULster GrOcer MArKetiNG AWArDs

2013

✦

MarketingAwards A word from our

pOWer Ni spONsOreD the AWArD fOr GreeN retAiLer Of the YeArSpeaking about their sponsorship, Alan Egner, Commercial Sales and Marketing Manager commented: “Power NI is delighted to have been part of the Ulster Grocer Marketing Awards 2013 as sponsor of the ‘Green Retailer of the Year Award.’ We would like to congratulate Sainsbury’s on receiving this award, showcasing energy excellence in the local retail sector.

“Power NI pioneered ‘green’ energy in Northern Ireland and has been offering green energy options to local businesses since 1999. With over 80 years in doing business here, we continue to provide a full range of products and services including discounted fixed and variable contracts, paperless billing discount with Energy Online, plus energy efficiency grants and special offers to help our customers cut their energy costs.”

AbbeY bOND LOvis spONsOreD the best NeW prODUct LAUNch/reLAUNch AWArDChristine Adams, Group Marketing Manager Abbey Bond Lovis / Abbey Insurance said:

“Abbey Bond Lovis is delighted to have been part of such a fabulous event, which not only showcased our amazing local food and drink companies and their produce, but also raised a great deal of money for such as worthy cause as Grocery Aid.

“As a judge I would like to congratulate all those who participated in the Ulster Grocer Awards 2013. I had the privilege of reviewing all the entries, the passion and hard work put in by everyone involved was evident. A special congratulations goes to Linwoods for winning the Abbey Bond Lovis sponsored category of ‘Best product launch / re-launch’ and Mackle Pet Foods for their highly commended entry.”

NOrtherN sNAcK fOODs spONsOreD the AWArD fOr best csr iNitiAtive Martin McClinton, Managing Director of Northern Snack Foods had this to say about the company’s sponsorship of the award: “We were delighted to be involved with the sponsorship of the Ulster Grocer Marketing Awards for the first time this year. The award which Northern Snack Foods sponsored, Best CSR Initiative received a high number of outstanding entries and I was genuinely blown away by the standard of those I read.

“It was fantastic to attend the gala ball and present our award. It was great to celebrate the very best marketing achievements from the grocery trade. I was very privileged to be a part of it all and I hope this is a partnership we can grow on moving forward.”

iNvest Ni spONsOreD the best fOOD expOrt cAteGOrYNigel Hardy, Food marketing Manager, Invest Northern Ireland: “Invest Northern Ireland was happy to be a sponsor of this year’s Best Food Export Marketing Award, and we congratulate the PRM Group on winning this important category.

“Food is one of Northern Ireland’s largest and most important industries employing around 90,000 people. Whilst we currently sell 70% of our output valued at £3.2bn to around 70 countries we know we have many innovative producers who could develop their own businesses in export markets.”

Sponsors...Bacardi Brown-Forman Brands sponsored the awards for Best Brand, Best In-Store Promotion, Best Marketing Campaign and Best Off-Sales.

Commenting on their involvement with the awards, Ryan McFarland, Bacardi Brown-Forman Brands, Customer Business Manager for NI said:

“We were delighted to be part of such a fantastic event that not only recognises the achievements of businesses in Northern Ireland but also gives us all a chance to celebrate a fantastic year together.”

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 2011 27

Allied Bakeries puts the ‘Sun’ in Sunblest for lucky prize winnerSunblest put a smile on one lucky winner’s

face at the recent GrocerAid Ulsters’ Gala Ball Grocer by giving away a fabulous family holiday to the sun worth £2,500.

The ceremony, which was held at the Culloden Hotel, encouraged all guests to enter the Sunblest prize draw by simply making a donation to the charity GroceryAid – a successful welfare fund which looks after current and former food and drink industry colleagues.

Elva O’Connor, Sunblest Brand Manager, said: “The Sunblest brand has been a Northern Irish favourite since 1956, so we’re delighted to have been able to support the GroceryAid Ulster Grocers’ Ball by offering this holiday voucher as the star prize giveaway.

“We’d like to congratulate our winner, Mary Quinn and hope that the funds raised from the prize draw continue to support the ongoing work of GroceryAid.”

groceryaid ULSTer grocer’S BaLLMarketingAwards

2013(L-R) Sunblest Brand Manager, Elva O’Connor with UTV presenter and awards’ compère Paul Clark, prize winner Mary Quinn and Gillian Barker, Director General, GroceryAid.

John Stewart, Fionnaula O’Neill, Nikki Stewart and David O’Neill, with SHS

Chairman of the Ball organising committee Gerry Cassidy of Allied Bakeries with Grocery Aid Director General Gillian Barker and Colin Barker

David Moore, Gillian Moore, Catherine Spence and Barry Spence, with Hovis Premier

Grocery Aid Director General Gillian Barker with John Barrett

The GroceryAid Ulster Grocers’ Ball 2013 was celebrated in grand style for the 25th year by 440 guests from all sectors of the food industry, wholesalers, producers, retailers, from multiples to independents, all in support of the work of GroceryAid.

Before dinner commenced, Gillian Barker, Director General of GroceryAid had a few words to say about GroceryAid, followed by Cliff Kells, Chairman of the GroceryAid NI fund-raising committee, who welcomed the guests and thanked the main sponsors, Allied Bakeries, Coca-Cola Hellenic, Henderson Group, Kerry Foods, SHS Group and Tesco for their generous donations, and Ulster Grocer for their involvement in the Marketing Awards.

It was a fun-filled night. After a sumptuous six course feast there were amazing prizes to be won in the ballot and to bid for in the auction conducted professionally by Richard Livingston, together with top line entertainment from the famous Fiddler Adam and Northern Ireland’s bill- topping band, Freefall...and if all that was not enough you could party on into the wee small hours in the Richmond Rooms below. Then, on your way home, you could pick up the famous GroceryAid Ulster Grocer’s hamper at the back door to give you something to remember afterwards!

28

Spelga introduce two new products into the yogurt and pots marketWith a great tasting yogurt range

including low fat bio, children’s and 0% fat to Greek and dessert style Crumbles, Spelga has been satisfying the needs of local consumers for over 40 years and is still one of Northern Ireland’s best loved brands. Spelga continues to grow from strength to strength based on a principle of using only the best quality produce to deliver excellent tasting yogurts as well as continually refreshing the range through consumer focused new product development.

New for 2013, Dale Farm Spelga has expanded its increasingly popular 0% Fat Yogurt range which includes Strawberry, Peach Melba and Vanilla with Dark Chocolate Pieces with two new flavours; Toffee and Mango & Passion Fruit. With double digit growth experienced last year, the new additions to the range are sure to provide continued momentum.

The new yogurts have a delicious creamy texture yet are still 0% Fat, making them an ideal and convenient choice for the health conscious consumer. With distinctive ‘purple’ colour packaging, they are available in 150g single pots. The new products are instore now and are being supported by an extensive sampling campaign.

Also new to the Spelga portfolio this Spring, 0% Fat Greek Style yogurt will

be launching in stores across Northern

Ireland. Addressing a

consumer demand for Greek style yogurt, the new products are high in taste but with 0% fat, making them ideal for health conscious consumers who do not want to compromise on taste. With thick, creamy Greek style yogurt, the new flavours include Lemon and Coconut & Vanilla and will compliment the already successful flavours, Strawberry and Heather Honey.

Suzanne McKay, Brand Manager for Dale Farm Spelga comments: “Dale Farm Spelga’s new 0% Fat yogurts and 0% Fat Greek Style yogurts are the latest editions to an already popular 0% range, offering an indulgent yet ‘guilt free’ snack for the consumer at any time of day. The diet sector continues to command the largest share of the yogurt market, and coupled with the fact that consumers are continually looking for healthy yet tasty alternatives from a brand they know and trust, makes Dale Farm Spelga’s 0% Fat Yogurt range a must stock range in the yogurt category.”

Consumers are continually looking for healthy yet tasty alternatives from a brand they trust.”

YOGURT & POTS

30

food news

Bank of Ireland Managers updated on dairy sector

A new, pioneering €2.2m EU INTERREG IVA-funded programme aims to increase

sales by €30m across 90 food and drink manufacturers, as well as enhancing the marketing skills of 400 companies in Northern Ireland and the border regions of Western Scotland, the Republic of Ireland.

‘Access 6’ is an innovative programme which introduces the theme of ‘co-opetition’, bringing together the collective skills and experience of the sector’s three main representative bodies – Northern Ireland Food & Drink (NIFDA), the Irish Exporters Association (IEA), and Scotland Food & Drink (SFD).

Over the next three years the three bodies will work collaboratively with a core group of 90 SME food and drink manufacturers from across the three regions (30 per region), overcoming the barriers which have hampered growth and establishing a strong presence on the world market. Through mentoring, marketing assistance and logistical support, the programme will help develop the skills required to trade in key export markets including the USA and Europe.

In addition to sales growth, the programme aims to create an additional 90 new jobs within the participating businesses, and also up-skill a further 400 SMEs across the region as a whole. The longer term aim is to reinvigorate the food & drink sector on a cross border basis, helping it achieve world-class status by realising its full export potential.

While initially selected on a geographical

basis, the companies will be grouped into market-specific clusters and embark on a schedule which includes knowledge exchange, management practice training and support, and overseas study tours.

Each cluster will also work alongside a channel partner within each export market, such as a major distributor, wholesaler or retail multiple. This will create a strong competitive advantage by providing a clear route to the end market.

Speaking at the launch of the project, Michael Bell, Executive Director, NI Food & Drink said: “This project will accelerate consumer focused innovation in products, processing and packaging which is critical for our regional food and drink companies to reach new markets and remain competitive. We are confident that the project, over the three years, will broaden the export reach of many such companies which are peripheral to the main consumer markets and under pressure to survive.

“The project’s collaborative approach is unique, bringing together complementary skills and expertise, delivering the best management tools and techniques, and sharing the most relevant experience and contacts. Ultimately this market expansion scheme has the capacity to impact beyond regional level, delivering economic benefits across the food & drink sector as a whole.”

Welcoming the launch of the programme, Lorraine McCourt, Director, SEUPB, said:

“This EU-funded project is truly unique and will provide an invaluable boost for the food & drink sector on a cross-border basis. Not only will it benefit those companies selected to participate but it will also significantly impact on the long term competitiveness of the industry through job creation, skills development and R&D.”

Local food & drink SMEs to share €2.2m in funding

CAFRE Staff at Greenmount Campus recently delivered a dairy farming update

to Bank of Ireland managers from across Northern Ireland, who were all keen to further develop their knowledge and expertise on what is a very important sector for the local economy.

Ian McCluggage, Head of Dairy Development Branch, welcomed everyone and provided an overview of the dairy industry, touching also on Business Health. Ian was joined by Senior Business Technologist, Jason McFerran, who outlined in some detail, the benefits of benchmarking, which sparked a

Joining forces to launch the new €2.2m EU funded programme which aims to boost sales in food & drink companies based in NI, the border region of Ireland, and western Scotland are (from front l-r): Michael Bell, NIFDA, John Whelan, IEA, Lorraine McCourt, SEUPB and Amanda Brown, SF&D.

healthy discussion between the group.The team were given a guided tour of the

dairy unit by Ian, who explained the key technologies being farmed and handled many questions being directed to him.

Nigel Moore, Senior Renewable Energy Technologist, joined the group for the remainder of the afternoon, where he and Renewable Energy Technologist, David Trimble explained the benefits and issues associated with the various renewable energy options available for consideration.

Bank of Ireland’s Agri Manager, William Thompson commented: “I would like to thank the team at CAFRE for taking the time to cover in great detail the challenges and opportunities that face the dairy sector at this present time.

“I’m confident I speak for all staff who attended from Bank of Ireland, when I say it was a very enjoyable and worthwhile day. The information we received, including the presentations on renewable energy options, will benefit us as we continue to engage with both new and existing customers.”L-R: John Barclay, Roisin Monaghan, Annette Boyle, William Thompson and Eamon McGuckian from Bank of Ireland UK.

A fond farewell to Ken McWhinneyHundreds of colleagues from the grocery trade and friends turned

out at the recent funeral in St Johns Parish Church, Malone, of Ken McWhinney, such was his popularity and the impact his lengthy career had on the retail industry throughout Northern Ireland and beyond.

He retired in 2006 as Deputy Managing Director and Corporate Development Director of Henderson Wholesale after more than 20 years service with the company. His 40 year career in the grocery retailing business began as a trainee manager in Marks & Spencer after Queen’s University, serving in management positions in England and Scotland, then joining John Henderson Ltd to launch a chain of Pik ‘n’ Save discount stores. However, in 1978 he was offered the role of CEO of Belfast Co-operative Society, which owned not only Belfast’s biggest supermarket/department store at York Street but the Co-op Dairy, a chain of pharmacies, 54 neighbourhood stores, an undertaking business, and a household fuel operation, all of which he took in his stride.

During his absence the John Henderson Group had acquired the VG franchise to add to its successful SPAR business and in 1983 Ken was approached to rejoin them as Sales Director of their wholesale company. In his new broader role he worked closely with suppliers and retail partners to develop the independent sector to make the Spar, EUROSPAR, Vivo and ViVOXtra a first choice for consumers, in the face of competition from new arrivals in the shape of the UK multiples.

At his funeral passages of scripture were read by Mr John Agnew, chairman of the Henderson Group, and friends paid tribute and reminisced on old times with fondness for a successful businessman who enjoyed meeting people and having fun.

We extend our condolences to his wife Rosemary, and the family circle in their sad loss.

31

APPRECIATION

We have listened to our customers. Recent research here in Northern Ireland revealed that local sourcing is one of the top two most important factors for more than 50% of shoppers

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 201132

SPOTLIGHT ON LOCAL MEAT

Tesco has followed up on an announcement made just weeks ago by

the company’s UK Chief Executive. As of recently, all Tesco brand fresh pre-packed beef, pork and chicken in its Northern Ireland stores is 100% local.

The deal, which has been almost six months in the planning, will support over 2,500 Northern Ireland beef, pig and poultry farmers. Working directly with three key processors, Foyle Food Group, Karro (Cookstown) and Moy Park. Tesco stores across Northern Ireland are now stocking only locally sourced product in the Tesco pre-packed fresh beef, pork and poultry ranges. Tesco meat counter beef and sausages are already locally sourced. The counters sell Aberdeen Angus beef, which is supplied from around 500 NI-reared Angus herds and the Butcher’s Choice sausage range in counters is also all locally sourced, from Ballymena-based Doherty & Gray. Tesco is working to ensure that all products in the meat counter are locally sourced.

The announcement comes just weeks after Tesco UK CEO Philip Clarke visited Queen’s University Belfast, where he announced the company-wide commitment to increase local sourcing of meat, reducing the complexity of the supply chain and establishing industry-leading standards in traceability.

Tesco personnel, from both the GB-based Head Office and the Newtownabbey-based NI Regional Office, have been in talks with the three Northern Ireland meat processors since October 2012. Together, Tesco and these three partners have been working to put operational plans in place to ensure the local supply chain can meet local demand. This sees the first transition to 100% local supply on Tesco pre-packed fresh beef, pork and poultry.

Cliff Kells, Commercial Manager for Tesco NI said: “This is a very significant move for Tesco in Northern Ireland. The company has invested very significantly to ensure that not only is there capacity in place to guarantee a steady and exclusively local supply, but also to ensure that any cost implications of this move are not passed down the supply chain.

“We have listened to our customers. Recent research here in Northern Ireland revealed that local sourcing is one of the top two most important factors for more than 50% of shoppers. In the last 18 months, connecting consumers with the growers and producers of all our local food and drink and building on that passion for local provenance has shaped, and will continue to be, a major part of the ongoing Tesco Taste Northern

Tesco Serves up 100% Local Meat Deal

Ireland campaign. “Although, operationally, it has taken several months to put in place, this decision was straightforward because it is what our customers want. In addition, in Northern Ireland we have a farming industry which is committed to the highest standards of farming, quality and traceability and produces a superb end product. Trust is critical for our customers and for us as a business. We know that Northern Ireland consumers trust in the quality of our local meat and this is given further weight by the industry bodies which have supported this move. All Tesco fresh pre-packed beef now bears the Farm Quality Assured validation marque and all beef, pork and chicken products will be clearly labelled “Northern Irish” as well as carrying the green and purple Taste Northern Ireland logo.”

Colin Smith of the Livestock & Meat Commission said: “LMC welcomes this move by Tesco to source 100% of its pre-packed beef locally. LMC has been working hard to highlight the benefits of Farm Quality Assured beef through a recent media campaign and our in store sampling sessions. Northern Ireland farmers set high standards, taking enormous pride in the way they care for

their animals and manage their land and we hope this commitment will have a long term positive impact on our local farmers and the industry as a whole.”

The move has also been welcomed by Norman Robson, Chairman of the Ulster Pork and Bacon Forum. He said: “We welcome the Tesco 100% Northern Ireland provenance for their fresh pork and we hope Northern Ireland Assured Labelling would be the next step, as consumers need to clearly identify Northern Ireland Quality Assured pork, bacon and sausage produce.”

Cliff Kells said: “We are proud to be able to say today that all our Tesco pre-packed fresh beef, pork and chicken comes from Northern Ireland and will be served on family dinner tables within just a few miles of where it was reared. This is how it should be. We are extremely proud to have made this commitment to our customers and to the local farming and agri-food community.

“But that’s not the end: we are also working on increasing the amount of Tesco Finest beef and pork which is exported from Northern Ireland to other parts of the UK business. This in itself presents a huge additional opportunity to the local industry.”

Tesco meat counter advisor Martin Colgan has plenty to be proud of: from this week, 100% of Tesco fresh pre-packed beef, pork and chicken sold in Tesco Northern Ireland stores is supplied exclusively by local farmers.

JTI comment on recent developments and current tobacco trendsJTI noted with interest, the absence of proposed legislation to

introduce plain packaging in The Queen’s Speech during this Parliamentary session.

Commenting on the development, Jeremy Blackburn of JTI UK Head of Communications, said: “The decision of the UK Government not to include plain packaging in the Queen’s Speech reflects that the regulatory principles of evidence based policy not policy based evidence are being observed. The tobacco control lobbyists have attempted to convince MPs that plain packaging will discourage young people from taking up smoking; they have tried to use emotion to circumvent the Government’s own consultation process and to close down any debate.”

“Despite the UK Government having decided not to bring forward plain packaging at this time, this hasn’t stopped a UK-based MEP from attempting to amend the Tobacco Products Directive to include plain packaging and introduce the measure via the back door. Despite Europe-wide economic difficulties it appears some are still in favour of ever increasing nannyism, red tape and costly but ineffective regulation.”

“Greater investment in resources to eliminate the illegal trade in tobacco in our communities would be a major step forwards in preventing the access of tobacco to those under age. Reinforcement of retail access prevention measures, such as the “No ID, No Sale” programmes and the Scottish example which penalises proxy purchasing by adults and the purchase or attempted purchase of tobacco products by minors are workable solutions.”

“We would welcome dialogue with Government and enforcement agencies to discuss our proposals in more detail.”

JTI work hard to keep their product offering fresh and leading the market. Jeremy ran me through some of the company’s latest developments.

“Sovereign Blue – a new cigarette range – is available now in both King Size and Superkings in 10s and 19s pack formats, with a £5.99 price marked pack for both 19s packs.

“Another new product is Winston 19s – which is available nationally in a £5.99 Price Marked Pack (19 cigarettes) in both Blue and Red variants, helping retailers capitalise on the growing demand for Value products, with a well-established, quality brand.

“JTI adapt products in order to meet with market trends. One such product which fits in with this demand is B&H Dual 10s. Available to all channels, B&H Dual 10s will help retailers to capitalise on the growth of the new capsule cigarette segment.”

Jeremy continued: “B&H Dual is an innovative capsule cigarette which allows existing adult smokers to customise their smoking experience with an alternative fresh taste, by crushing a capsule embedded in the filter.

“Capsule technology is rising at an incredible rate and so it’s vital for us to be at the forefront of this trend.”

33

TOBACCO NEWS

Greater investment to eliminate the illegal trade in tobacco would be a major step forward.”

Minister for Employment and Learning, Dr Stephen Farry MLA, has addressed

a conference to promote the benefits of skills in the food and drink industry.

The conference, organised by Improve, the Sector Skills Council for the food and drink sector, aimed to engage with employers to highlight the skills challenges facing the food

34

NEWS ROUND-UP

Pictured (right to left) Dr Stephen Farry, Minister for Employment and Learning, Michael Bell, Executive Director, NIFDA and Geoff Lamb, Business Development Manager, Food and Drink Sector Skills/Improve NI.

Farry outlines how skills can support the growth of food and drink industry

and drink manufacturing and processing sector.Speaking at the conference in the Hilton

Hotel, Templepatrick, Minister Farry said: “This conference has given employers in the industry the opportunity to discuss their skills needs and to find out about the wealth of training provision offered by government departments.”

The conference is one initiative arising from the Future Skills Action Plan for food and drink manufacturing and processing. This Plan has been developed by representatives from the industry, education providers and government and sets out the actions needed to address many of the skills challenges facing the sector.

The Minister continued: “My Department has a range of programmes available to help. I would encourage all employers to consider the benefits of investing in their workforce. The Skills Solution Service provides trained Skills Advisers to your business to talk through your specific skills needs and help you discover the assistance that we can offer to your business. Other programmes available include ApprenticeshipsNI and Bridge to Employment.”

NIFDA Executive Director Michael Bell commented on the importance of the conference: “This conference is a clear demonstration of the food and drink industry’s determination to reach its target to increase output by 40% to £5.4 billion by 2020. It is imperative that there is joined up thinking in the supply chain and we continue to focus on developing skills, innovation and sharing best practise.”

Linden Foods, one of the UK’s leading fresh meat processors, has developed a new

Irish Hereford burger now available across all Lidl stores in Northern Ireland in time for the summer barbeque season.

In response to consumer demand for a more premium burger, the new product is available under the supermarket’s Deluxe range.

Catherine Hunter, Retail Account Manager, Linden Foods said: “We are delighted to continue to develop our business with Lidl with the launch of this new Deluxe Irish Hereford burger. Consumers are demanding high quality, locally-sourced meat at affordable prices and this is exactly what we deliver for Lidl. The Hereford burger is the ideal addition to our existing range of Hereford products as we move into the summer barbeque season.”

Lucia Christy from Lidl Northern Ireland said: “The Deluxe Hereford range has been incredibly popular with our customers – they

recognise its superior quality and flavor and we predict the new Hereford burger will be just as big a hit.”

Complementing the new Hereford burger

will be two new flavoured burgers that Linden Foods and Lidl have worked together to develop – Irish Cheddar and Onion beef burger and Irish Peppered beef burger. These new product innovations will also be part of the Deluxe Hereford range and offer Lidl customers even more variety and choice and are available now in Lidl Northern Ireland stores.

Linden Foods won a contract with Lidl at the end of last year to supply the chain of grocery stores with a number of new product lines under its Deluxe range, including a premium Northern Irish Hereford specialty fillet steak, a Northern Irish Hereford sirloin steak and Northern Irish Hereford Lean Mince Beef.

Linden Foods’ Hereford products, are aged on the bone for 14 days and matured for a total of 28 days, to offer meat that is tender and succulent and has more marbling leading to better flavour.

Pictured is Lucia Christy, Project Manager, Lidl Northern Ireland with Catherine Hunter, Retail Account Manager, Linden Foods at the launch of the new Irish Hereford burger, part of the Deluxe range.

Linden Foods launch deluxe Irish Hereford burger in Lidl in time for the barbeque season

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 2011 35

Q&A

WORKCompany:McGowans Printers.

Job Title:Sales Director.

How long here?Since September 2011.

What’s in a day?That old cliché ‘no two days are the same’. Everything from client meetings and pricing jobs to sales and marketing reviews.

What was your first job?Earliest memory was working in my Dad’s menswear business but my first job after University was as a trainee accountant for Express Dairies in London in the late 80’s.

In another life?Manager at West Ham United.

PLAYOutdoor:I try and get a run in a couple of times a week.

Indoor:Football.

Last time at the cinema?At Easter with my youngest son Oliver to see The Croods.

What’s the last event you went to?Family wedding.

LOVEAbout work?The people both internal and external.

Where in the world?London, football on the Saturday afternoon, theatre in the evening and shopping on the Sunday.

In the Hot Seat

The love of your life?My wife and family.

One night wonder?Drummer in a rock band.

HATEAbout work?Losing a contract.

In a person?Negativity.

Household chore?Emptying the dish washer.

Go away!?Reality TV wanabees.

BODYI love… Eyes.I hate… BO.

Favourite food?Steak.

Elbow bender?Peroni.

SOULMusic?Rock... everything from AC/DC to Thin Lizzy.

Book, film or play? Musical.

Star sign?Gemini.

Inspiration in life?I take inspiration from many people but growing up I had great admiration for the late Joey Dunlop. He showed sheer determination to succeed yet was such an unassuming character away from the race track.

EITHER – ORCats or Dogs: DogsBach or Beatles: The BeatlesBottle or Draught: BothPC or Mac: MacFootball or Rugby: Football Sun or Snow: SunCottage or Castle: CottageCity Life or Country Time: City LifeBlonde or Brunette: BrunetteWhiskey or Gin: GinDavid Beckham or David Cameron: David BeckhamThe Sun or the Telegraph: The Times… downloaded every morning to my i-padRadio One or Radio Four: Today FMMan’s Man or Metrosexual: With four women in the house... MetrosexualStarter or Pud: PudBeach Bum or Culture Vulture: Beach BumRoyal Portrush or Down Royal: Down RoyalAutobiography or Novel: Autobiography

Brian Crawford, Sales Director, McGowans Printers

From card board displays, to floor graphics, billboards and banners, to building wraps and posters, to shelf talkers as well as providing direct mail and cross media solutions, McGowans are uniquely positioned in the local market to maximise your marketing budget. Your No.1 choice for Point-of-Sale and outdoor advertising.

For better understanding of how we can help you, visit our website www.mcgowansprint.com or call 028 9081 2108

36 • Ulster Grocer | JANUARY 20118 • Ulster Grocer | JANUARY 201136

BUSINESS NEWS

Back in 2011, those of us with an interest in the BBQ category were anticipating

2012 with glee; it was going to be the year of the BBQ, make no mistake. After all, with a European Football Championships, a Diamond Jubilee, and the (almost) once-in-a-lifetime event of a Home Olympics, what could possibly go wrong?

Well, as we now all know, it rained all year, and hopes of a bumper season for the category fizzled out as emphatically as hot charcoal in a torrential downpour. In fact, expectations of record growth turned out to be very misplaced, and the category actually went into decline, with 2.5% fewer BBQ occasions in 2012, compared to the previous year(1). Within a few weeks of launching their ranges, many retailers were actually forced into emergency promotions, in a bid to shift stock and minimise wastage as the weather resolutely failed to play ball. As we enter spring, and with hopes of better weather never far away, it is worth considering what the 2013 season may have in store for us.

Starting on a positive note, the BBQ category shows good long-term growth, with the Fresh BBQ Poultry sector now 75% larger in value terms than it was in 2009, and the Frozen Poultry sector up by 61% over

Titanic Quarter has welcomed the opening of Mace, its first convenience store.

Located within the award-winning ARC Residential Complex, now home almost 1,000 people, the new 2,700 sq ft shop is close to Titanic Belfast, Belfast Metropolitan College and the Nomadic tourist attraction.

Annual footfall in Titanic Quarter has grown strongly in recent years following the opening of Titanic Belfast and other Titanic heritage assets. In its first year since opening Titanic Belfast has attracted over 800,000 visitors..

The new Mace store is owned by Andrew Davis and Graham Johnston, who already run two Mace stores in Ballynure and on Belfast’s Lisburn Road.

Andrew Davis added: “This is our third Mace store and we’re looking forward to providing residents, workers, students and visitors to Titanic Quarter with a mix of great quality and great value food and goods. We are delighted with the welcome we have already had and see the great potential that this place has created.

“We’re particularly pleased that we’ll be able to offer our popular own-brand Green Deli

Consumer Insight and Market UpdateBy JaSoN WINStaNlEy, Moy Park SENIor INSIght & rESEarch MaNagEr

the same time period(2). Such strong growth is driven by high usage, and a real desire from consumers to BBQ – 59% of surveyed respondents stated that, over the summer, they buy from retailer BBQ ranges on at least a monthly basis, with only 15% never buying into them(3).

One way for retailers and suppliers to capitalise on this willingness to BBQ is to weather-proof their products wherever possible; many ranges are now branded or sub-branded as grill or griddle, and this is a sound strategy, as many consumers now plan for the worst. For instance, although small, outdoor, family BBQs still make up the majority of occasions for which BBQ products are bought, (53% of consumers use the products in this way), a sizeable minority, (40%), are also replicating this al fresco eating occasion by using the products indoors instead(3).

Users of BBQ products have proved they are nothing if not adaptable; a mere 19% only buy the products if the sun is shining, with the largest group, (42%), less influenced by the weather, and prepared to do their cooking either outdoors or indoors. Barbecuing in the UK is an activity which lends itself to stoicism; when asked what they would do

if the weather took a turn for the worse before a planned BBQ, the majority, (57%), would just move the event indoors, with only 13% grumpily cancelling the whole thing. Meanwhile, a magnificent 22% would carry on with the BBQ outdoors regardless!

So, the moral here is that consumers want to BBQ, and actively seek the products to do so, even when the weather isn’t kind. If the sun shines, then great, but, if not, a weather-proofed range is the catalyst for the rallying cry of “everybody inside!”

Sources: 1 – Kantar Worldpanel 52 w/e 30th November 2012; 2 – Kantar Worldpanel 52 w/e 17th March 2013 and previous years to 2009, using attributes maintained by Moy Park; 3 – Moy Park / Toluna survey of 600 consumers, September 2012.

Mace ‘checks-out’ at Titanic Quarter

counter, which will sell and deliver freshly made lunches and breakfasts throughout the wider Titanic Quarter area. Fit-out of the store took just a few weeks and we’re already enjoying meeting some of our new regular customers.”

Over the next decade Titanic Quarter aims to attract two million visitors annually, provide employment for 30,000 people and secure 10,000 residents, underpinning its ambition to be one of Europe’s great transformation projects.

Pictured outside the new store at the ARC Residential Complex near Titanic Belfast are store owners Graham Johnston and Andrew Davis with Titanic Quarter’s James Eyre.

Brandy’s recent successful re-launch campaign saw the introduction of two new variety 6 packs to their canned

range, a Variety Chunks in Jelly 6 Pack and a Variety Chunks in Gravy 6 Pack, to complement their existing loaf product. Both new packs are performing exceptionally well and continue to experience growth. Brandy is made using only 100% Irish Meat sourced from across the island of Ireland.

During the summer of 2013 Brandy will be launching an exciting new Facebook campaign. Check out our new campaign from June on facebook.com/brandydogfood. Brandy will continue to be supported by strong promotional activity throughout 2013.

Brandy’s back!

Heather’s Heavenly Side of Goodness

37

IN ASSOCIATION WITHSHELFLIFE

shelf lifeemail: karengraham@greerpublications.com www.ulstergrocer.com

for more information visitwww.hunkydorys.ie

Northern Ireland’s favourite dairy company, Dale

Farm, has secured a new ‘sweet’ deal with Asda for its latest fresh dairy product, Dale Farm Trifles. Responding to customer demand, and adding to its already popular fresh chilled desserts range including cheesecakes and crumbles, Dale Farm Trifles launched with retailer Asda across Northern Ireland.

“Bringing consumers new products is a driving force for Dale Farm, and our development team have been channelling their energy into perfecting the Dale Farm Trifle – a dessert which will give local consumers what they want – great taste, quality, and convenience,” said Jason Hempton from Dale Farm.

“Our new Dale Farm trifles are full of fruit, jelly, custard and cream – perfect for a delicious single serving dessert, without hours of preparation.”

Dale Farm Trifles will be available in 3 x 110g packs in Strawberry or Fruit Cocktail varieties and will be on shelf in Asda stores across Northern Ireland.

Pictured launching the new product at Asda is Jason Hempton from Dale Farm and Brian Conway from Asda.

Dale Farm adds a ‘sweet’ new layer of business with Asda

Heavenly Good Food, the Ards business behind successful cheesecake and

desserts brand A Slice of Heaven, has launched a new retail range of fabulous new fresh crisp salads and side dishes: A Side of Goodness.

With supply deals for its desserts with major catering and food service chains across Ireland and a contract with a food distributor which services high-end hotels and restaurants in London, the Ards business run by Heather Boyle is growing from strength to strength.

Last year Heavenly Good Food expanded its product line to develop fresh salads and sides under the brand name A Side of Goodness. The salads, which are now well-established in the foodservice sector are launching into the retail sector, just in time for summer barbecue season.

Heather Boyle believes that there is a gap in the convenience market for good quality salads. She said: “Here at Heavenly Good Food, everything we produce is made with love. We are passionate about food and only use the very best ingredients available.

“The Side of Goodness salads are top notch, using the best local produce. The range includes firm favourites such as Potato Salad, Waldorf and Florida salads and a few tasty new ones, including Moroccan Orange Fruity Cous Cous and Sweet Chilli and Cranberry Coleslaw.

“At this time of year we’re all looking forward to firing up the barbecue and having friends and family around. When (and optimistically I say when, not if) the sun comes out, we all want to make the most of whatever salads days, picnics and barbecue parties we can get! A Side of Goodness is guaranteed to provide a taste of summer

freshness even if we don’t get lucky with the weather.”

Look out for A Slice of Heaven’s tempting and decadent range of desserts in delis, butchers, independents and convenience retailers across Northern Ireland and check out A Side of Goodness in the chiller cabinet.

For more information visit www.sliceofheavenni.co.uk or contact Heather on 0291811622.

38

BUSINESS NEWS

Foster announces 179 new jobs at Linden FoodsEnterprise Minister Arlene Foster has

announced a £5m investment by Dungannon-based Linden Foods, which will create 179 new jobs.

Linden Foods is a market leader within the Northern Ireland fresh meat processing industry, sourcing and processing top quality beef and lamb. Invest Northern Ireland has offered assistance of £520,000 under its Jobs Fund to support the company’s plans for growth within the food retailing sector.

Speaking during a visit to the company, Arlene Foster said: “This investment is very welcome news for the food industry which is a key contributor to Northern Ireland’s economy. The 179 new production and managerial positions, to be created in Dungannon with support from the Jobs Fund, will generate over £2.5m annually in additional salaries. This is a fantastic boost to the local area, the local community and to the wider Northern Ireland economy.

“Linden Foods has demonstrated a clear desire to continually innovate, maintain its reputation for quality products and retain its focus on growing export sales of its products for the retail sector. Invest NI’s support will enable this progressive meat processing firm to recruit its new staff members quickly and capitalise on growth opportunities within the convenience food market.

“To date Invest NI’s Jobs Fund has helped

create over 2,600 new jobs, providing not just much needed employment but also increasing the capacity of the businesses it has supported, allowing them to take advantage of market opportunities.”

Linden Foods, which is a subsidiary of Fane Valley Co-operative Society, services a range of retail multiples, convenience food manufacturers and the wider meat packing industry in the UK and Europe and is actively recruiting for the Dungannon site.

Trevor Lockhart, Chairman of Linden Foods, said: “This investment is an important part of our long term development strategy and underlines our commitment to the Dungannon area. The support from Invest NI through its Jobs Fund will allow us to create the workforce we need to meet the demand for our range of new and innovative products among export customers and enable us to cement our leading position within the meat processing industry.”

Two years ago Linden Foods opened a new purpose-built facility adjacent to the company’s main processing site at Granville. Along with new preparation, production and dispatch areas, the 5,740 sq m premises included a dedicated innovation centre and development kitchen enabling the business to continually innovate and create products that are ahead of current trends in the food retailing sector.

Enterprise Minister Arlene Foster has announced a £5m investment by Dungannon-based Linden Foods, which will create 179 new jobs. Arlene Foster is pictured at Linden Foods with Trevor Lockhart, Chairman and (left) Gerry McGuire, Managing Director.

The Northern Ireland food sector is faring better than others in the

current recession.That’s according to the Ulster Bank

whose specialists have been examining the issues facing today’s agri-food sector as the 2013 RUAS Balmoral Show looms.

Chief Economist, Richard Ramsey, said: “There are no doubt challenges for agri-food, and 2012 was a difficult year for farmers.

“But farming and food are doing well relative to other sectors of the local economy. The weakness of Sterling has assisted Northern Ireland companies competing with rivals from the Republic of Ireland for business in GB.

“Global demand for food is also growing, so farming and food has what some other sectors don’t have – demand. The oil price being lower than at the same time last year will also be welcomed by many.”

Outlining the bank’s commitment to supporting the food sector, Ian Jordan, Director, Corporate Banking Division, Ulster Bank, also said that whilst 2012 and the early part of 2013 have been challenging for many farmers and food companies, the outlook is positive.

Journalists were invited to the bank’s Belfast headquarters as part of the build up to Ulster Bank’s principal sponsorship of the Balmoral Show 2013 (May 15th-17th), and was attended by members of the Guild of Agricultural Journalists as well as other members of the media.

Commenting, Ian Jordan said: “This is our fifth year as principal sponsor of the Balmoral Show, and the show’s first year at its new home, Balmoral Park.

“Farming and food are absolutely key sectors for Ulster Bank, symbolised by our sponsorship of the show and other sponsorships such as the Northern Ireland Food and Drink Association Awards. We are strongly committed to providing support to these sectors and we very much welcome demand from them.”

Northern Ireland food sector faring wellBy Brian McCalden

appointments

47

RECRUITMENT, CONTRACTING & FIELD MARKETING CONSULTANTS3O YEAR’S RECRUITING IRELAND’S TOP SALES & MARKETING PERSONNEL

Unit A4, 17 Heron Road, Sydenham Business Park, Belfast, BT3 9LE. Tel: 028 9045 5040 • Fax: 028 9073 9058

PeoPleon the move

in association with

Unit A4, 17 Heron Road, Sydenham Business Park, Belfast, BT3 9LE. Tel: 028 9045 5040 • Fax: 028 9073 9058

Name: Mr Gary McFarlane

Position: The Director for the Chartered Institute of Environmental Health (CIEH) in

Northern Ireland has been appointed to safefood’s Advisory Committee.

Role: Gary McFarlane joins 12 other high calibre experts on the committee, providing a balance of expertise across the key disciplines involved in food safety, healthy eating, consumer behaviours, and food and health communications.

Experience: He is currently the co-chair of the Public Health Alliance and is a board member of Sustainable Northern Ireland and Northern Ireland Environment Link.

Name: Prof Margaret Patterson

Position: The Head of Food Microbiology at the Agri-Food and

Biosciences Institute (AFBI) in Belfast has been appointed to safefood’s Advisory Committee.

Role: Professor Patterson joins 12 other high calibre experts on the committee, providing a balance of expertise across the key disciplines involved in food safety, healthy eating, consumer behaviours, and food and health communications.

Experience: Her area of expertise lies in the development and evaluation of new food processing technologies to ensure their safety and quality.

Two new appointments to safefood Advisory Committee

Henderson Foodservice appointments

Name: Barry Reilly

Position: Business Development Executive

Company: Henderson Foodservice, Henderson Group NI

Barry Reilly joins Henderson Foodservice as a Business Development Executive, specifically managing and growing existing business and relationships within the Louth and Meath territories of Ireland, whilst developing new business.

Barry has five years in the foodservice industry, with roles at BWG Foods and StaffordLynch Foodservice Sales.

Name: Eoin Cullen

Position: Business Development Executive

Company: Henderson Foodservice, Henderson Group NI

Eoin Cullen joins Henderson Foodservice in a Business Development Executive role, building, managing and maintaining relationships in North Dublin and the city of Dublin.

Eoin was previously employed at Deli Meat Supplies, a van sales operation in Dublin.

Name: Malachy McAleese

Position: Business Development Executive

Company: Henderson Foodservice, Henderson Group NI

Malachy McAleese joins Henderson Foodservice as Business Development Executive for Co. Antrim, responsible for developing, managing and growing the existing customer base sales within Co. Antrim, while maximising sales through building and maintaining sound customer relations with outlets not currently trading with Henderson Foodservice.

Malachy joins the team after 12 years at RHM Foods (Ireland) before a role at CEMEX N.I.

Henderson Foodservices, part of Henderson Group NI, has made three new Business Development Executive appointments...

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42

NEWS

Henderson Group defies economic outlookHenderson Group NI has once again

defied the economic outlook by announcing a 6% rise in turnover thanks to a successful performance in 2012.

The family-run company has reported a turnover of £620.4m. This represents a £37.2m increase on last year’s results, alongside improved operating profits.

The Group, based in Mallusk owns the SPAR, EUROSPAR, VIVO, VIVOXTRA and VIVO Essentials franchises in Northern Ireland, and supplies to over 400 stores.

Employment currently stands at 2,495 across the Group, including Henderson Foodservice, Wholesale, Retail and Group Property.

The company continued to reinvest in the business with a capital spend of £7.7m in 2012, and a further £11m planned for 2013. A key focus has also been on adapting relationships with retailers, shoppers and suppliers within a changing consumer and economic landscape, without compromising its commitment to local suppliers.

Consistent achievements of Henderson Foodservice over the past year are also an essential part of the Group’s success. Henderson Foodservice experienced a 22% sales increase in 2012, 10% of which relates to sales from the exclusive Country Range acquisition in Ireland. Investment continues to be key in this area of the business, as exemplified by the state-of-the-art £14m central distribution centre in Newtownabbey, now home to Henderson Foodservice’s operations.

Paddy Doody, Sales and Marketing

Director, commented on the latest figures: “Experiencing growth of any sort in these stringent economic times is testament to the commitment of our retail partners, our work force, continued investment, training and innovation within the Henderson Group. We have also had another award-winning year recognising our excellence in marketing, our Corporate Social Responsibility, and charitable partnerships. We’ll continue to think outside the box and be the leading player in retail and foodservice in Northern Ireland.”

Ron Whitten, Group Finance Director added: “We’re delighted to see another strong trading performance with a pre-tax profit increase of 15.1%. This is a welcome result after a slight dip last year, due both to our

continued focus on operational efficiency as well as the growth in headline turnover following our strategic investment in gross margin. Current figures show that the strong value-driven customer proposition the company embarked on at the start of the downturn in response to changing consumer trends has paid off.

“2013 holds many exciting opportunities for further growth and development of the business, as we continue to invest in our business and our people for the future.”

In 2012, the Group opened ten new stores. Earlier this year, the state-of-the-art SPAR on the Knock Dual Carriageway opened which will lead the way and set an example in terms of sustainability and store innovation for further new builds in 2013.”

Ulster Farmers’ Union Deputy President Ian Marshall has attended the Northern

Ireland Environment Link seminar to give an update on the progress the agri-food industry is making to tackle greenhouse gas emissions and to reiterate the Union’s opposition to the creation of a Northern Ireland specific Climate Change Bill.

Ian Marshall said: “The Union recognises that climate change and greenhouse gas emissions are crucial issues that need to be addressed. We also recognise that the agri-food industry is a cornerstone of the Northern Ireland economy and one of the key challenges facing our industry now is how do we keep the balance between producing more food, more efficiently, in a way that is sustainable for Northern Ireland’s family farms while at the same time reducing our impact on the environment.

UFU present agri-food perspective on proposed BillThe agri-food industry has already taken steps to address this challenge with the development of the ‘Efficient Farming Cuts Greenhouse Gases’ Strategy and Action Plan and the UFU firmly believes that the creation of specific climate change legislation is totally unnecessary.

“Many farms are already adapting their businesses in an attempt to maximise efficiencies and improve performance and these efforts are helping to reduce greenhouse gas emissions. In addition, initiatives launched through the Rural Development Programme, such as the Farm Modernisation Scheme and Manure Efficiency Technology Scheme, have given farmers greater access to new technologies which have also improved farm efficiency while providing environmental benefits. Furthermore, we can expect CAP Reform to progress these

measures further in the future.Ian Marshall concluded: “The UFU

is aware that all industries have an obligation to reduce greenhouse gas emissions however, it is disappointing that the Minister for Environment has not acknowledged in his pre-consultation document the progress which has been made within the agri-food industry to date. We believe the Minister would receive more support for measures designed to tackle greenhouse gas emissions in the agri-food sector if he were to support the voluntary and proactive framework which has been collectively introduced rather than imposing further legislation. We have made good progress so far and the UFU is confident that the agri-food sector will deliver on reducing greenhouse gas emissions in all levels of the food supply chain.”

Henderson Group’s Paddy Doody (left), Sales and Marketing Director and Ron Whitten, Group Finance Director.

Copyright © 2012 JACK DANIEL’S. JACK DANIEL’S and TENNESSEE HONEY are registered trademarks. All rights reserved.

Fly straight. Drink responsibly.

JACK DANIEL’S HONEY UK

* Nielsen Off Trade MAT Value Sales to 24.12.11 / CGA On Trade Value Sales to 29.10.11.

** AC Nielsen, New Spirits Brands Past 12-mo Dollar & 9L Case Sales, Ending 3.3.12.

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