Silver Pail Dairy
Specialist in quality Ice
Cream, Sorbet and
Ice Cream Cakes
19 November 2009
Agenda
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Company Background
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Current Position in Foodservice
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Approaching the Irish Foodservice Market
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Innovation and NPD
Silver Pail Dairy
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Private family owned
business located in Fermoy,
Co Cork
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Retail and Foodservice
product ranges
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Current markets are Ireland,
UK and Middle East.
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Key customers are a mix of
major international
companies, retail groups and
foodservice wholesalers and
operators
Silver Pail & Foodservice
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Key route to Irish foodservice market is via
wholesalers
Wholesalers are strategically targeted by
geographical location and customer base

Foodservice customers vary greatly in size
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Product ranges are designed specifically for the
Irish market

Products are both branded and private label
Our Approach
1. Prepare
Define clear targets of who will use/sell your products
2. Understand
Be clear on what makes your products different within
potential customers existing range
3. Make the Sale
Success for both parties!
4. Retain and Build
Long term relationships BUT margin for both parties
1. Prepare
Know your Unique Selling Points
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What makes your products different?
Is there anything unique about your process that
gives you an edge above the competition?
Be creative with your UPSs
Wholesalers
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Identify clearly who to target and why
Ensure their customer profile fits your range of
products
Operators
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Is there a central buying office?
What is their preferred distribution method?
Do they trade in the Cost or Profit sector?
2. Understand
Wholesalers
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What ranges do they currently stock and how is
your product different?
When does their catalogue go to print?
What do they expect in terms of support?
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Marketing
Practical
Operators
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Menu cycles
Branded v’s non-branded
Site visits
Standard equipment available in sites
Help and support with operational issues for your
product.
3. Make the Sale
Wholesalers
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Margin expectation
Driving volume
Promotional activity
Train the sales force
Operators
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Product innovation
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New to market
Tastes and/or looks better
Operational benefits
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Saves time
Packaging benefits
Assistance with training
4. Retain and Build
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Constantly innovating
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Attentive account management
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Be the industry expert
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100% service levels
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Proactive support

Customer insight/research grabs attention
Innovation and NPD
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Bord Bia as a resource
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Constantly reviewing ranges
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Use key foodservice customers for market research
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Take inspiration from other areas of the business
and apply to foodservice
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Review and understand your competitors products
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Aim to launch a new concept to the market at least
every 2 years
Summary
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Rewarding market to operate within
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Fully understand the market
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Allocate sufficient resources
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Challenging times for all
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Stay abreast of changes and trends
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Watch your credit control
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Don’t put the Irish Foodservice Directory on the
shelf!