2006
‘Increasing Sales in European Markets -A Buyer and Supplier Perspective’
A seminar entitled ‘Increasing Sales in European Markets: A Buyer and Supplier Perspective’ took place Wednesday 15th November 2006, at the Carlton Hotel, Dublin Airport.
The Irish Exporters Association put forward the needs of the food and drink sector through an excellent line up of speakers. Barry Blackmore, Former Head of Buying at Sainsbury’s, Damien Carolan, Former Executive Director at Superquinn Supermarkets, Muiris Kennedy, Marketing Director at Bord Bia and Colin Kiddell from CS Sales Management gave participants an excellent insight into the Irish, UK and the emerging Eastern European markets: Poland, Czech and Hungary. Celine Hayes provided a case study on Couverture, The Premium Dessert Specialist.
Opening the event, Minister for Food and Horticulture, Mr. Brendan Smith stated: ‘the food sector, both at home and abroad, is becoming increasingly competitive. The Agri-food sector contributes €17 billion annually to the economy in sales and €7.5 billion in exports, which grew by approximately 7% in the first six months of this year. If we wish grow this business, it will be necessary to build in competitiveness not only in the products, but also in the marketing, customer service and business skills. I highly commend the ACCEL project, and the increased in-business training, focus and support it can provide.’
Irish Food and Drink companies identified the process between them and international Buyers as one of the major challenges a small and medium enterprise has to face in developing its business at home and overseas. Different business patterns and requirements need to be addressed and evaluated before going international.
Welcoming the audience at the Buyer Event, Pat Higgins, Managing Director at Pasta Concepts Ltd stated: ‘The challenges facing Irish food and drink exporters have never been greater. Speed in getting from product presentation to purchase order is key. This event provides a superb opportunity for exporters to get practical guidance as to how to secure and grow export business successfully.’
Competitiveness and high-level skills in dealing with international buyers are key issues and vital features for this challenging sector. They are a must for Irish Food and Drink companies looking at international markets, as well as core targets of the Irish Exporters Association.
Monica Duff, Programme Manager at Food and Drink Export Ireland added: ‘Being prepared before you meet the buyer is key. A detailed presentation including insights into your product category and future trends, competing products, price points and supply capability are some of the key issues that the buyer will expect you to know. The sale has to work for the company as well as the buyer and it must be a win win.”
Speaking at the event, Colin Kiddell said ‘Ireland offers a great deal of high quality products that would sell well in any export market. The UK offers a natural extension to any companies sales area being so close and, with a population of 60,000,000, if offers opportunities in a number of different sectors of the market.’
‘This is a significant event for companies who want to increase their export business’ added Damien Carolan. ‘By hearing from experienced buyers, suppliers and Bord Bia,companies learn more about how to create, maintain and increase exports as well as how to negotiate those all important deals.’
The Event has been organised within the ACCEL Food and Drink Export Project. The Programme is run by Food and Drink Export Ireland and is funded by the European Social Fund, the National Development Plan and member companies. It provides support to companies through a series of training sessions and workshops in international sales, marketing management and e-business. A number of Irish food and drink companies all over the country have already joined the Programme.
For further information on Accel Food and Drink Export Project, contact Monica Duff, Project Manager, on mduff@irishexporters.org or telephone 087 051 7410. Alternatively, contact Chiara Mazzetti, Marketing Executive, on cmazzetti@irishexporters.org or on telephone 01 642 4177.
For further information on Accel, contact Rachel Gaffey, Communications Skillnets Ltd, at 01 207 9630
Speakers' profiles
Damien Carolan
Damien spent 39 years helping to build Superquinn into a world renowned brand in the FMCG industry. He joinedSQ when they had2 supermarkets andwhen the business was soldto SRH in 2005; they had amassed 19 supermarkets, 2 'C' stores, 9 shopping centres, 4 office blocks and a Distribution Centre. Former Purchasing/ Trading Director of SQ, Damien has experience of the VFMCG business both at home and abroad and was awarded the "Lifetime Achievement Award" in '03 by Checkout for his contribution to the grocery industry. He also served on the boards of AMS, IDA, Aontas, Highlighters, ECR Ire, ECR Europe, COMAD, CCRRGE andnow runs his own business, DCD Direct,advising companies either as a NED or as a consultant. He is currently a NED of Label Tech.
Barry Blackmore
Barry has been providing training and business development solutions to large and SME food, drink and non-food producers and suppliers since 2001. This followed a successful 30 years career at Sainsbury’s as Head of Buying and latterly Business Unit General Manager. He has extensive knowledge of the UK Food and Drink marketplace and a long career with a leading UK Multiple.
Colin Kiddell
Colin worked in the UK grocery trade for 30 years initially working for companies such as Spillers, Colman’s of Norwich, Dairy Crest and Kettle Foods. For the last five years he has run his own company, CS Sales Management, working with companies from the UK and abroad, selling their products into the UK market and covering all sectors such as Multiples, wholesale, Food service and Hamper Companies. Colin has successfully introduced products from a number of UK companies and companies from Belgium, Northern Ireland, Australia, Switzerland, USA, Italy and Germany.
Muiris Kennedy
Muiris Kennedy is a Senior Director with Bord Bia. He is a member of the executive management team, heading up the Marketing Services Directorate with responsibility for marketing grant programmes, small business and promotional events.
Muiris has over 25 years experience in international marketing, working at senior management level with Bord Bia and previously with the Irish Export Board as regional; manager for East Asia and as Director for Italy, based in Milan for five years.
Muiris has a degree in marketing from the Dublin Institute of Technology, and a Master in Business Studies (MBS) from The Michael Smurfit Graduate School of Business, University College, Dublin. He is council member of the Irish Exporters Association and also a member of the Management Board of the Product Development Centre at Dublin Institute of technology Cathal Brugha Street in Dublin.
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