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Glenisk

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Transcript

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