KENNY TO LAUNCH NEW BANGERS

Jon Kenny will officially launch Truly Irish Country Foods this weekend at the Mitchelstown Food Festival. Truly Irish is the new brand owned by the pork producers of Ireland many of whom are Munster based.

Michelstown is, indeed, itself home to a number of such pork producers, and the area has been synonymous with food production for generations. They say there is no substitute for locally sourced food and judging by the introduction of a unique pig producing company this firmly held belief looks like ringing true.

In operation for the best part of four years, the entrance of Truly Irish onto the Irish food market came about, it is claimed, as the result of market manipulation by more well established outlets to the detriment of small and middle ranging producers.

“It was set up really to get farmers into the market more because there was lot of productivity sold under an Irish name and it really wasn’t,” local pig farmer, Rory O’Brien, told The Avondhu.

" As a pork producer located in the Michelstown area, Rory became frustrated with the way industry heavyweights were squeezing out those at the heart of the Irish food industry.

"As a member of the company whose headquarters are based in Charleville, Rory is effectively a shareholder, which means that he and 140 other countrywide producers carry a concerted interest both from a financial and broader industrial standpoint. It appears that the results have so far proved extremely beneficial for all concerned.

“Our sausages are 82% meat and our rashers are low in salt and don’t shrink when cooked. We are giving people a quality Irish product which we believe is value for money.”

“There is a full marketing campaign that’s going to start in six weeks as well. The initial plan is to get local shops to stock the Truly Irish range and raise awareness,” he said.

Some supermarkets have done just that and in essence the overall scheme remains the same, the only difference is agents’ fees and any other overheads are disposed of thereby bringing the retailer and producer much closer. The other advantage to come from buying produce from farm holdings like Rory’s is the greater prominence given to the consumer in terms of traceability and the much needed stimulus shareholders believe it will have on the industry as a whole.

“Everyone who is a member had to put up share capital and that was done over a few years and whatever profit the company got from selling the sows was then used in developing and setting up this business. What we are trying to do is help secure our future in pig production,” he said.

The company has already managed to gain a substantial hold within the pig processing industry. And should its impressive growth continue, branching off into other facets of the Irish agricultural arena hasn’t been ruled out.

“Truly Irish has been in the supermarkets about ten weeks,” revealed Mr O’Brien.

“It’s not been easy and there are 8,000 jobs depending on this. But we have about 70 per cent of pig farmers in Ireland on board and hope to start a TV advertising campaign in September or October. We are confident in our product and we are confident it will be a success.”

For the moment at least, just being able to establish itself in an increasingly competitive arena is what farmers like Rory and Truly Irish Country Foods more generally are concentrating all their efforts upon.

“We are all looking forward to the Michelstown Food Festival and hope to meet many of our future customers.”

A large food producers market showcasing local and national food products will be held at a 20,000sq.ft indoor premises at the Coolnanave Business Park on the main Dublin road (across from The Firgrove Hotel). There will be a dedicated area for pork and bacon food producers.

 

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