Glenisk: Glenisk: a homegrown success story in the Green Food a homegrown success story in the Green Food

SectorSector

About GleniskAbout 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

Glenisk & The EnvironmentGlenisk & 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

Glenisk & Organic AgricultureGlenisk & Organic Agriculture

Supplier Map

From 1 organic farm in 1995, Glenisk now supports 50 family farms across Ireland, procuring 90% of the organic milk produced on the island.

Glenisk & StonyfieldGlenisk & 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.

Glenisk Manufacturing FacilityGlenisk 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

Glenisk Brand Transformation 2006Glenisk 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.

•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

Glenisk Growth PlanGlenisk Growth Plan

Glenisk Brand Position Glenisk Brand Position

Marketing Activity:Marketing Activity:• TV, Outdoor, Sampling, PR, Partnerships, Promotions,

Online, On-Pack, Events, POS

Glenisk TV Commercial 2010Glenisk TV Commercial 2010

Glenisk & The FutureGlenisk & 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

Glenisk Volume Sales (Kg)

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2004 2005 2006 2007 2008 2009 2010 Est

Th

ou

sa

nd

s