The 39-year-old managing director of Greenstuff, Mr Conor Brennan, is not shy about declaring his intentions. "We want to be the Kerrygold of Irish organic meat." Considering his track record and the surge in demand for organic produce in Britain - his first targeted market - such talk cannot be dismissed as being implausible.
Britain and Europe has "gone ballistic over organics", he says, indicated by the organic market being the most bouyant retail sector at present, with at least 20 per growth per annum and even greater growth likely for organic meat. Moreover, demand for fresh organic meat in British food multiples outstrips supply.
He eats, drinks and sleeps brand development. With more than 15 years experience in advertising, he founded Bright Partnership in 1993 which was to the forefront of development of the micro-brewery phenomenon in Britain, notably as European importer of Pete's Wicked Ale, a trail blazer in the US. He is also a director of a hub - total marcomms limited, which develops brands.
Irishness, organic and quality beef (untainted by the BSE crisis) were obvious elements to him that could combine to access British multiples, where he estimates demand for organic meat exceeds supply by a factor of 10. "There is huge opportunity for an Irish organic brand in the UK, but there is no really strong Irish branded organic meat label in the market."
To say we are "almost organic" in the Republic in terms of our milk and beef is to mis-understand the concept of a strong brand and the potential market. A packaged, branded product ensures traceability and provenance, Mr Brennan says. He estimates the Irish organic market is some two years behind Britain in terms of market awareness and consumer demand. There is also a discernible reluctance among Irish farmers to take the jump into organic production. "Ireland is perfectly suited to organic farming, yet there is still a huge resistance to change. We are finding a lot of farmers don't want to listen."
Mr Frank Burke of Ashgrove Meats in Newcastle West, Co Limerick, was one who did listen. His company has been contracted to source and pack Greenstuff product, which comes from 60 certified organic farmers in a small mid-west co-op. From August, they will be processing 100 cattle a week, with 50 tonnes throughput projected for the first year; a turnover of £1.5 million sterling. With availability expected to rise by 150 per cent a year, he predicts a turnover of £11 million within three years.
For many farmers change is a foreign concept, according to Mr Michael Collins, the former general manager of Clover Meats and ACC Bank chairman, now chairman of Greenstuff. It was his son Martin's friendship with Mr Brennan that led him to coming on board. Mr Martin Collins - human resources director with Kerry Foods in the US - is also on the Greenstuff board. The Greenstuff chairman says farmers should compare the 2 per cent gross margin on traditional beef carcasses - "if they're lucky" - to the premium paid for the organic equivalent. Ashgrove can grow with its 60 suppliers, he says, because of an unique co-operative spirit and the linchpin of Mr Anthony O'Dwyer, who is stock co-ordinator with Shannon Region Organic Meat Co-op. The farmers are saving on costs and securing a 15 per cent premium over the price of an ordinary Irish bullock. "They are seeing the proof of their courage in going organic." He expects this arrangement to ensure "criteria of excellence" are applied at every stage of production. "One of the greatest destroyers of our business is lack of continuity of quality cattle."
Intervention was an easy way out but it led to breaks with sophisticated markets in France, Germany and Italy. Ashgrove will in time supply quality branded organic beef (followed by lamb and complementary processed foods such as sauces) to such markets, and sell in Ireland, Mr Brennan predicts.
Coming from a Co Kilkenny farming background, he is relishing the chance to do business back home, though he finds differences in the way things happen here a little frustrating. The meat business has its differences too; 75 per cent of meat in Ireland is sold through traditional butchers rather than multiples. In Britain, it is the other way round. He expects to sell exclusively through one British multiple initially.
He is confident he will soon be able to market any organic beef coming out of the Republic. He intends doing it with the Greenstuff imprimatur and its distinct typeface; accompanied by the phrase "only organic, only Irish". Greenstuff emerged from a careful evaluation process; primarily, a wish to be contemporary and "a bit young" (young people under 30 are among the big eaters of organic foods). There was a wish to contrast with the tradition of "worthy but geeky, dull and uninspiring" organic labels. He wanted to invoke a sense of Ireland, but not in a schmaltzy way. Mr Brennan has a board which combines knowledge of the Irish meat industry with expertise in food technology, brand-building and marketing.
His cousin, Mr John Brennan, who started a successful hotel/restaurant business in Waterford after returning from Australia, will be in charge of Irish operations from Greenstuff's base in the south-east. Among the board members are Mr Scott Barnum, international vice president of the successful eBay on-line auction company and Mr Sean Brennan, managing director Europe of Virgin Interactive.
As a man who appreciates a good brand, Mr Conor Brennan will not be perturbed by any comparisons between his Greenstuff and the black stuff in terms of brand success, even if the market potential of organic meat might not be as colossal as that of Guinness. That said, all independent indicators point to further dramatic growth within the realm of organics, with meat as a star performer. He intends to have Greenstuff up there too.
