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Glenisk:  a homegrown success story in the Green Food Sector
About Glenisk <ul><li>Established in 1987, Glenisk is a family business, based in Killeigh, Co Offaly </li></ul><ul><li>Gl...
Glenisk & The Environment <ul><li>A business, driven by a green vision – no greenwashing </li></ul><ul><li>Promotion of Or...
Glenisk & Organic Agriculture From 1 organic farm in 1995, Glenisk now supports 50 family farms across Ireland, procuring ...
Glenisk & Stonyfield <ul><li>In 2006, Stonyfield, the world’s biggest producer of organic yogurt acquired a minority stake...
Glenisk Manufacturing Facility <ul><li>Glenisk’s new manufacturing facility </li></ul><ul><ul><li>Investment of €8.5m in a...
Glenisk Brand Transformation 2006 <ul><li>Switch to a more contemporary and consistent design across SKUs </li></ul><ul><l...
Glenisk Growth Plan   <ul><li>Consumer taste tests </li></ul><ul><li>Behavior, perceptions </li></ul><ul><li>Consumer and ...
Glenisk Brand Position
Marketing Activity: <ul><li>TV, Outdoor, Sampling, PR, Partnerships, Promotions, Online, On-Pack, Events, POS </li></ul>
Glenisk TV Commercial 2010
Glenisk & The Future <ul><li>A multi-award winning business  </li></ul><ul><li>Glenisk is the market leader in organic  </...
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Glenisk

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Glenisk

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

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