Dairymaid wins €200,000 Brand Development Award Award
Love Irish Food has today announced that Cork based Dairymaid Foods Ltd, a subsidiary of JDS Foods has won the Love Irish Food Brand Development Award in association with Independent Newspapers. The company based in Churchfield, Co Cork, beat off competition from an incredib
le 83 companies to win a lucrative €200,000 advertising campaign from Independent Newspapers.
Winner – Charlie Fleury, Managing Director, Dairymaid Foods Ltd
The judging panel which included Tom Trainor, Chief Executive of the Marketing Institute of Ireland, Kieran Rumley, Executive Director of Love Irish Food and Irish Independent Journalist Darragh McCullough looked for companies which they felt had the right mix of ability to capitalise on the prize and most importantly an ability to deliver a clear benefit to Ireland.
Speaking at the announcement Kieran Rumley, Executive Director of Love Irish Food said: “We acknowledge that whittling down the five nominees, 3 of which were from the Cork region, to just one winner was difficult. Dairymaid Foods was a deserving winner from a very high quality of shortlist companies.” He continued “In order to survive the current economic climate the winning company needed to be creative, innovative and have a strong resolve to weather the financial storm. In addition to this, it needed to diversify. Their ambition was to take on a major grocery market category, one of the biggest in the grocery market, against a well established national brand. It did this with an excellent product range both in quality and price point which was well supported by the major retailers.”
Founded by James Daly and Sons, the original business dates back to 1871, and remained in the Daly family until 1980, when it was taken over by Greencorp. Throughout that long heritage the business concentrated on producing margarine and was very much bakery and industry focussed. In 2001, the business changed hands again. This time, Charlie Fleury, Managing Director took over the business re-directed the business towards the retail and food service sectors, focusing on a private label range for Irish and English retailers. When the recession hit, Charlie once again decided to diversify. This time he took the rather brave decision to launch a new brand – Dairymaid, a stand alone company. The brand produces a spread which has reduced salt and is free from hydrogenated vegetable oils.
“Looking at the business from a strategic point of view, there was very little room for us to grow in the private label sector. So we set up Dairymaid Foods Ltd. This meant entering the brand sector, a completely new area for the company and one dominated by one national brand” says Charlie.
Commenting on his award, Charlie continues “This award couldn’t come at a more perfect time for us,” enthuses Charlie. “While we have all the strengths of being an existing producer, what we don’t have is any real brand marketing experience. It’s not just about the value of the award but it’s about working with people who have expertise in the marketing and advertising arena. At the moment we need a little hand holding but I think this award will kick start what is to hopefully be a very exciting future for this brand.”
(Finalists – Ballymaloe Relish, Yasmin Hyde, Myrtle Allen, Maxime Hyde. )
Other worthy finalists in the award initiative included Broderick’s, Ballymaloe Country Relish and Coomara.
Launched in 2011, and growing year on year, the Love Irish Food Development Award in association with Independent Newspapers aims to recognise the significant impact food and drink manufacturers have had on this country and to encourage further consumer support for Irish brands. The winning company will benefit from a €200,000 advertising package from Independent Newspapers aimed at bringing their business to the next level. Whilst the brand does not need to be a member of Love Irish Food it does need to meet the criteria for membership i.e. 80% of the value must be derived from manufacturing in the Republic of Ireland and the brand must use Irish ingredients where available.
(Finalists – Bernard and Barry from Broderick’s )
(Finalists – Coomara Distillery, Gary Gartland and Bronagh Conlon)