Bord Bia has PLMA retailers in its sights.


Bord Bia and Irish food companies to target Private Label retailers at upcoming PLMA event.

Bord Bia has PLMA retailers in its sights.

  • ADDED
  • 3 years ago

Bord Bia and Irish food companies to target Private Label retailers at upcoming PLMA event.

Bord Bia has announced that it and 20 other Irish food companies will use this weeks Private Label Manufacturers Association (PLMA) trade event to explore new opportunities with Continental European food retailers. The trade event which will be held in Amsterdam, will provide Irish businesses with a chance to go further than their existing UK customer bases.

Bord Bia and 20 Irish food companies will use this week’s PLMA (Private Label Manufacturers Association) trade event in Amsterdam to explore new opportunities with Continental European food retailers as they look beyond their existing UK customer base to grow their businesses.

In preparation for the event, market and category research was carried out by Bord Bia’s Consumer Insight Team. They looked extensively into Private Label opportunities for companies in the Netherlands, Germany and Sweden last year. This was done as an attempt to help Irish companies expand their opportunities and consumer base within the sector. This is now seen as vitally important within Ireland’s food industry ahead of Brexit and its potential implications.

The target categories of the research were frozen ready meals, biscuits, cakes, dairy spreads and flavoured waters. The results of the research showed that there is significant potential of growth in each of these markets. The results also showed that this could be exploited within a particular category or by offering innovative solutions to boost retailer’s business through providing customers with choice and innovation.

These results now shows Irish exporters, already targeting these markets, and will guide all 21 companies on the new European Private Label Programme by Bord Bia. It will also offer support to companies looking to diversify from the now tainted UK markets.

Speaking in advance of the event, Bord Bia CEO Tara McCarthy said:

“Private Label food and drink now forms a significant part of retail sales in Europe, and our recent consumer insight research in Germany, Sweden and the Netherlands indicates that considerable room for expansion exists for certain categories. Irish companies have built an impressive track record in the sophisticated UK Private Label market and are well placed to offer innovative solutions to European retailers who are seeking to develop their Private Label categories….European retailers, for their part are increasingly seeking innovative solutions that will deliver value, choice and responsibly produced food and drink for their customers. Bord Bia’s Origin green programme supports participating companies can meet these challenges by providing proof behind the sustainably produced food that is independently verified…To assist our client companies, succeed in this space we launched our European Private Label Programme (EPLP) 2017-2019 earlier this year and are now actively supporting 21 companies who wish to expand within the sector and diversify from their traditional UK market.”

There, as previously stated, be 21 companies participating in the new programme, with a seminar being held for all interested in Dublin. There will also be a digital marketing campaign set up to include advertising on LinkedIn and Google Adwords also. Bord Bia also have announced they will be launching a new private label space on their new trade website,

EPLP members will be given prime positions on the dedicated Private label section, providing they obtain Origin Green status.

There will be one to one mentoring sessions available for all members. These will be held with local Bord Bia teams and retail specialists who will help assist companies with market entry status.

Two market studies per year will be carried out in following the new programme, one in the Netherlands in May and the other in Sweden in August.

They will release a quarterly e-zine(online magazine) to update all its members on any European Private Label developments.
Customer and Market insights will also be provided as well as category audits per market, with a limit of five markets per company.

This new programme is sure to offer new exciting opportunities to its members. We already know that Irish manufacturers have already seen the benefits and opportunities of supplying Private Label products to retailers in both Ireland, the UK and now further cross continent. This arrival of discounters within the UK markets has opened up new opportunities for the Irish supply base.

Already in Europe retail, Private labelling has a penetration level of 32%. This is well behind Irish and UK numbers. However some retailers have made progress with growths in premium and specialty sectors (premium, health, free from, sustainable, chefs quality, organic etc.).

IRI consumer research figures highlight that the food sector is a key area of focus and for categories such as frozen food, Private Label accounts for up to 43% of sales while in chilled and fresh it represents 39%.

In order to maximise exposure to international buyers before the event, Bord Bia sent an e-newsletter to over 500 European Private Label buyers in 11 different countries to inform them of Ireland`s participation at PLMA. A full-page advertorial was published in the Global Retail Brands PLMA edition. This was sent to a database of 5,000 EU buyers in advance of the show and will be distributed at the show.

To help support the upcoming event Bord Bia have organised numerous events, These include: A two day market study visit, retail and foodservice store visits to leading outlets and cash and carries.

Day two consists of a visit to the PLMA exhibition, while Bord Bia’s Netherlands manager and an international label consultant (Remy Medina) will meet members of the programme to help advise them on the building of relationships with private buyers.

The event involves over 4,000 exhibitors, operating in over 50 national and regional pavilions. There is expected to be over 10,000 trade professionals from over 100 countries in attendance at the PLMA event. It is considered the largest gathering of Private Label buyers ad professionals in the world.

Irish companies participating at PLMA :- ABC Nutrition Ltd., Comerford Nutrition, Coolmore Foods Ltd., East Coast Bakehouse, Glanbia Consumer Foods, Glenisk Limited, Green Isle Food Group, G’s Gourmet Jams, Healy’s Honey, Irish Fish Canners, JDS Foods, Kerry Foods, Rangeland Foods, Loughnane’s, Seerys Heatherfield Ltd, Silver Pail Dairy, Swift Fine Foods, Valeo Foods, Virginia Health Foods Ltd., West- Bake.

For more information please visit www.bordbia.ie

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