Leading Northern Ireland dairy co-operative Dale Farm, has unveiled a new look for its brand as part of a major growth strategy for the next three years.

Cited as the ‘start of a new era’ by its group chief executive Nick Whelan, the visual identity of the iconic Northern Ireland brand has been redesigned to reflect a more contemporary style and better communicate its farmer cooperative credentials. 

Dale Farm has completely redeveloped its consumer facing brand with the objectives to protect and grow brand share as well as communicate brand purpose more clearly with consumers.

The new designs bring farming to the forefront visually, as well as incorporating the brand mission ‘Sharing Goodness Everyday’, highlighting that consumers are supporting local farmers. 

Its corporate identity has also been redesigned to align with the new look, using the strapline ‘Your Dairy Cooperative’ to place focus on the role of the 1,300 farmers who own the cooperative and supply it with milk.

“We carried out extensive consumer research aligned with our ambitious business growth plans and our desire to compete at a high level in today’s marketplace,” Mr Whelan said. 

“The results showed that it was time to refresh our identity. The Dale Farm brand has been known and loved for generations yet has not been reinvigorated for half a century.

“Dale Farm is extremely proud to be owned by hardworking dairy farmers who supply us with milk to make our products. This is what makes it the successful company it is. Our new look celebrates the central role of farmers in our products and underlines that consumers are supporting the farming sector when they choose Dale Farm.

“We have created a look for our brand that matches the world-class quality of our products – as well as a corporate identity that will be used to create a more cohesive sense of ownership for our farmer members.

“This is a pivotal time for the Dale Farm business. Our brand portfolio of dairy products continues to perform consistently well, thanks to the excellence of our dairy farmers and the innovation of our people.

“We are seeking out and capitalising on new opportunities all the time – from new markets such as RoI for our ice cream range to exciting new product innovations, that reflect emerging consumer trends.

“Our three year plan will see us grow our share within existing and new markets and deepen our presence in a variety of dairy product categories.

“Redeveloping our identity is a bold and confident step that marks the start of a new era for Dale Farm – one which will see us reach more consumers, and in turn support the businesses of our dairy farmer owners,” Nick Whelan said.

Magherafelt-based Genesis Bakery, has created a new trade-marked biscuit and cake innovation, the Biscake, exclusively for Marks & Spencer stores.

Featuring a biscuit base with a fluffy cupcake top hand-piped by the Genesis team, the Biscake is available in three flavours, Choc Chip off the old block, Cherry Cake-well and Lemon Meringue-a-tang.

Genesis Bakery, which was created in 1968 and bought out of administration by Paul Allen in 2018, has been supplying M&S for over 10 years. 

“The support of local companies has been key to our success in Northern Ireland,” said Philip Conlon, head of region for M&S in Northern Ireland. “It has always been our policy to stock a range of fantastic local produce where possible and Genesis are the perfect example of how successful this arrangement can be. 

“Their expertise and knowledge of the market and their ability to work with us to provide our customers with the highest quality products cannot be beaten. Our 10-year partnership bears witness to both our supplier commitment and the quality of their product.

“This new and exclusive fusion to M&S, the Biscake, is a credit to the new product development team at Genesis Bakery who work hard to produce the most innovative and great tasting products using the best ingredients, many of which are sourced locally.

“The response to the Biscake has been phenomenal in our M&S stores here and we are delighted to share them with our wider customer base across mainland UK – the proof is certainly in the eating.” 

Paul Allen, executive chairman of Genesis Bakery, said: “We are delighted with the response to this exceptional product. We make more than 25 different lines for M&S, who constantly challenge us to come up with baked goods that are new and exciting for customers. 

“Their requirement for the highest possible standards are well known and it is a real accolade when cakes made in our bakery in Magherafelt are on shelves every day in hundreds of M&S stores all over the UK and indeed all over the world. We have invested heavily in new product development and seeing Biscakes being so well received gives us all a real sense of pride in the skill of our development and bakery teams.”

Northern Ireland producers supply milk, eggs, beef, lamb pork and bread to M&S stores in Northern Ireland, the Republic of Ireland and many GB stores.

Mash Direct has launched a novel Curry Chip product on the back of its successful and award-winning Beer Battered Chips.

 The delicious, chunky, beer battered chips are tossed in a mild curry seasoning and take around 30 minutes to cook in the oven.  

Like the rest of the rest of the company’s innovative vegetable accompaniments range they are 100 percent gluten-free and free from artificial colourings and flavourings.  

Mash Direct, which is based on a family farm at Comber in county Down, says the new curry chips are highly versatile and perfect as a ‘fakeaway’ alternative to a takeaway curry chip. “They can and can also be used as the perfect side-dish for any main meal,” the company adds.

 The Curry Chips contribute to its portfolio of innovative, fresh, field-to-fork vegetable accompaniments grown on the Mash Direct family farm.

Mash Direct is a UK leader in the production of vegetable accompaniments and side dishes.

Burren Balsamics, the award-winning producer of infused balsamic vinegars in Northern Ireland, has won its fourth order from Harrods, the iconic department store in London, in less than six months.

The company, a Food NI member, which is based at Richhill in Co Armagh, has received significant new business for its range of balsamic vinegars infused with local fruits including Armagh Bramley apples.

The balsamics are on display in the Knightsbridge store’s vast food halls which draw customers from Great Britain and many other parts of the world.

“We were absolutely thrilled to receive our fourth order just a few months after we won our first business to supply an initial nine lines to the luxury store,” says Susie Hamilton Stubber, who founded the business in February 2014. 

“Harrods is proving to be an immensely important customer for us in London, a market we’ve been targeting for some considerable time. Harrods has given us an important springboard in Great Britain.”

Burren Balsamics has won a host of accolades for its vinegars including UK Great Taste and Blas na hEireann food awards. In addition, Burren’s Irish Peat Smoked was recently awarded Best New Product at the Great British Food Awards. 

Mrs Hamilton Stubber creates the novel products with business partner Bob McDonald, an experienced development chef. 

The vinegars are blended from natural ingredients including quality fruits from local farmers such as blackcurrants, strawberries and blueberries. The company also produces chutneys and jams. Other customers for the vinegars include Aldi Ireland.

Wilson’s Country, Northern Ireland’s leading potato packer and producer, has reported that its potato sales to shops and supermarkets grew at more thandouble the local market average in 2020.

The Wilson’s Country brand grew by almost 18 percent last year against a market rise of just eight percent. The company, which is based in Craigavon, county Armagh, has also been confirmed as the top fresh produce brand in Northern Ireland, according to rankings from Kantar.

They show that the Armagh potato packer is now positioned above many of the world’s most prestigious food and drink names, when it comes to local consumer recognition and their shopping preferences.

The Northern Ireland potato market, according to Kantar data for 2020, grew at just over eight percent in volume, while they recorded the Wilson’s Country Brand growing at almost 18 percent for the same period.

Wilson’s managing director Lewis Cunningham says: “The Kantar figures reflect the culmination of many years’ work and investment. We have always been committed to delivering consumers total satisfaction, where product quality, eating satisfaction and convenience are concerned. 

“By taking this approach, we feel that we are also providing best value for money.” 

He continued: “The reality is that the potato is no longer viewed as the humble spud. Consumers realise that fresh potatoes can be at the centre of an exciting culinary experience and can be used in so many different ways – boil, mash, slice, roast, saute, dice and of course chips

“Variety plays a part in this regard. But so does convenience. In our own case we have developed the ‘You Say Potato’ range, that includes fresh cut chips, skinny chips and baby potatoes with garlic and herb butter. This key step forward for the business has helped to boost our sales dramatically while allowing Wilson’s Country to remain true to the company’s founding principles,” he adds.

Cunningham says all the company’s potato sales have increased significantly across Northern Ireland over the past 12 months. 

He explained: “All of the key indicators are up: market value, number of shoppers buying potatoes and the volume of potatoes purchased per visit. 

“All of these parameters have been reflected across the industry and particularly in our own case.”

He attributes most of these developments to the Covid-19 lockdowns and the fact that people are now cooking much more than ever before in their own homes. 

He adds: “People have had time at home to prepare and enjoy food with their families.

“Consumers are also much more interested in the provenance of the food they are preparing and cooking.”

The Covid-19 lockdowns impacted adversely the company’s business with hotels, restaurants and contract catering. “It’s now exactly a year since Covid reached Northern Ireland and sales especially to the food service sector have simply been decimated for the last 12 months. In our own case the processing sales to the food service and contract cateringsectors have fallen by over 60 percent. A return to what was the norm for this sector pre the Covid pandemic, unfortunately still feels some way off.

“The perfect scenario moving forward would be for local consumers to retain the interest in potatoes that has been rekindled over recent months and to have this reflected in their eating choices, both at home and while out,” he adds.

It was interesting to compare notes about our coronavirus exit framework with colleagues from Scotland, Wales and England last week.  Their view was that a timetable based on reaching goals was more sensible than one based on indicative dates. It’s hard to know. Northern Ireland is also the only part of the United Kingdom not to have some indicative dates of when progress is projected to occur.

Executive ministers are quite right to be concerned about another lockdown that could result in even more damage being inflicted on society and the economy. We all share this concern. No-one wishes to see the sacrifices of the past year being squandered by premature measures especially as a result of political pressure. 

The pandemic has presented the five-party coalition Executive with unprecedented challenges which ministers and advisers, especially medical experts, have generally handled very well. They’ve been operating in largely unchartered territory. They deserve great credit for their dedication, commitment, skills and leadership to overall community wellbeing. 

The Executive’s commitment to economic recovery has also been encouraging, and a number of important initiatives have been taken in support of key sectors. Of course, I’d wish to see much more done to ensure the survival of our hospitality sector which is such an important part of the local economy. 

The endeavours of the industry to ensure the safety of customers and employees merits even greater recognition and financial support. As I wrote last week, hospitality can drive the regeneration of our city and town centres which have been under pressure for many years and been devastated during this awful pandemic. 

Hospitality will draw people back into city and town centres and enhance their attractiveness when the lockdown is eventually lifted. Strong recovery in hospitality is also essential to support tourism in the aftermath of the lockdowns. While it’s likely to be a couple of years before tourism returns to the pre-pandemic position, the sector requires greater investment now. A vibrant hospitality sector also benefits the overall food and farming industry.

Food production has developed in many sectors during the pandemic in ‘feeding the nation’. In Food NI, we’ve been impressed by the resilience of our companies and their focus on coming up with new ideas for consumers. The food industry is poised for further growth here and in key markets such as Great Britain and Ireland. 

There were also several large and small companies showing products – with Invest NI –  at the big Gulfood show in Dubai last month. They all did very well. There’s a strong appetite with the food industry for further growth in Great Britain, Ireland and global markets. This ambitious industry would clearly benefit from greater support for marketing its original products abroad when the pandemic ends. 

It’s also important to recognise the six local distilleries winning at last month’s prestigious World Gin Awards, recognition which will be beneficial as they seek global sales. They were: Belfast Distillery; Boatyard; Echlinville; Killowen; Symphonia; and Wild Atlantic, many of them Food NI members. In addition, Irish Craft Beverages gained widespread acclaim in the US for its highly innovative Irish Whiskey Dram in a Can, the very first canned Irish Whiskey.

There was also some hope from Chancellor of the Exchequer Rishi Sunak last week in his Spring Budget. The crucial business rates holiday is being extended to the end of June, and the furlough scheme will now run until the end of September. Help for the self-employed will also continue. In addition, assistance for small businesses will be extended. 

Also important was the chancellor’s decision to maintain pressure on costs such as fuel prices and also to encourage investment. The continuation of the existing low level VAT rate was also an important development for this immensely important industry which will be an engine of recovery. Better days ahead.