Read how Celtrino helped Kooky Dough move their supply chain to the next level

1. Unit 5
Parnell Business Centre
125 Parnell Street
Dublin 1
Tel: 01 873 9900
Email: michael.obrien@celtrino.ie
News Release
Kooky Dough - Not Just a Tasty Cookie but a Smart One Too!
The publicity surrounding the success of Kooky Dough and its major contract
award with Tesco is proof positive that there is potential for innovation in the
food sector for indigenous Irish businesses. Kooky Dough’s success is also a
case study for other emerging food manufacturers on the journey from the
farmer’s market to a major contract with one of the world’s largest food retailers.
Dublin, Ireland, May 4th, 2011 – Celtrino is proud of its association with Kooky Dough
and the small but critical part we are playing in its continuing success. Kooky Dough
processes all its orders electronically and does so via Celtrino’s cloud based, on-
demand EDI platform.
“Kooky Dough’s progress has been well documented, in part due to our appearance on
Dragons Den, but we began selling Kooky Dough 18 months ago at farmer’s markets to
test and refine our initial product,” said Graham Clarke, Joint Managing Director at
Kooky Dough. “We learned a great deal at the famers markets but that is a cash-based,
low volume supply chain and ultimately we had to look to bigger markets to grow the
business.”
Traditionally, businesses had no choice but to purchase and host their own EDI
infrastructure. This is a cost prohibitive model for any new business as it demands in-
house or expensive outsourced expertise to maintain the service. The Celtrino EDI
enabled order and invoicing solution is an on-demand, cloud-based service, hosted in a
state of the art data centre in Dublin, run by Interxion, Europe’s leading data centre.

2. “To realise our business goals we had to up the ante in terms of our back office systems
as the large retailers process all their orders via EDI technology,” added Clarke. “So we
began a search of the market for a company that could provide the technology to enable
Kooky Dough to meets its electronic trading obligations, especially with Tesco with
whom we had won a €550,000 contract to supply their Irish and UK stores with a Tesco
own-brand product. Celtrino met our requirements as they provided a range of on-
demand EDI options and their entry level Xpress EDI service was a great fit for our
immediate needs.”
“Kooky Dough is a great example of how emerging talent can realise its dreams by
combining drive and passion with astute marketing and business skills’” said Michael
O’Brien, Head of Marketing at Celtrino. “Celtrino is delighted to be playing a small but
critical part in Kooky Dough’s success; success that we hope will lead to more demand
for our services as the business grows its customer base and product range both in
Ireland and overseas. The Kooky Dough case study is a prime example of how new
businesses must be aware of the demands of electronic trading and how important it is
to have a partner like Celtrino that can help you seamlessly navigate the demands of
modern supply chains. You may have the best product and branding in the market but
unless customers can submit orders electronically your emerging business will never
realise its potential”.
ENDS
About Celtrino
Celtrino specialises in business process and supply chain document automation
solutions. With over 20 years of successful trading under our belt, Celtrino has
consistently delivered outstanding business value to a customer base of over 600
companies of all sizes, from sole traders to multinationals.
As a pioneer in the provision of outsourced managed EDI services, Celtrino has long
championed and delivered innovative reliable and feature rich on-demand supply chain
solutions via the cloud.

3. Celtrino Platform
The Celtrino supply chain automation platform is purposely designed to scale to meet
the huge volumes of inter-company B2B commercial transactions whilst providing the
highest level of performance, reliability and business continuity through a fully
redundant and secure architecture. The Celtrino B2B platform enables a suite of
touchless services to be delivered via Software-as-a-Service (SaaS) which offer a
dramatically faster implementation process.
About Kooky Dough
Kooky Dough is the new fun way to bake delicious homemade cookies in minutes. Just
slice and bake Kooky Dough for 8-10 minutes on a baking tray to get 15 scrumptious
and moreish cookies. We even provide the baking parchment for the tray which helps
save the environment, and you the clean up!
The cookie dough will last last for up to 5 weeks if refrigerated, but in the unlikely event
that it hasn’t been gobbled up by then, it freezes perfectly and can be baked straight
from frozen! No waste!
Kooky Dough is handmade and packaged using the highest quality ingredients. Thanks
to our high quality ingredients our cookies taste yummy and fill the whole house with the
fantastic aroma of fresh baking. Our quality ingredients and great tasting cookies were
recently were commended by Blás Na hÉireann who awarded us a Bronze medal in the
snacks and biscuit category. We were the only biscuit/cookie to be in the top 3 products
awarded.
Celtrino contact: Michael O’Brien
Head of Marketing
t: 087 2441044
e: michael.obrien@celtrino.ie
www.celtrino.ie