David Bell
18th September 2014
A Vision for Irish Food Exports
David E. Bell & Mary Shelman, Harvard Business School
What
1. Ireland has green grass, fertile soil, abundant water
a positive world image, (nice people).
2. Ireland has high standards of food safety, traceability
sustainable production practices
3. And we can prove it….. “Come See Us: We are ‘Open for Inspection’”
Whom
1. Affluent Europeans who seek fresh, local environmentally friendly food.
2. Affluent consumers everywhere who are attracted to the romance of
Ireland.
3. Retailers seeking to differentiate their offerings with consumers.
David E. Bell & Mary Shelman, Harvard Business School
How?
1.
2.
3.
4.
A timetable for transition from commodity marketing to differentiation.
Development of an umbrella brand for Irish food products.
Development of a culture of co-opetition around exports
Development of a culture of entrepreneurism.
Companies will be
1.
2.
3.
4.
“Open for Inspection”
Benchmarked against the best in the world (production and taste)
Partners in innovation
Ambassadors for Ireland
David E. Bell & Mary Shelman, Harvard Business School
A Call to Action
2014 Situation Analysis
Ireland still in “Commodity Trap”
Bifurcation of demand: value/premium
China import strategy
Change in how capital allocated
Scenarios for 2030
Scenarios for 2030
The Red Scenario
Ireland still stuck in commodity trap
Land and companies bought by “China”
Ireland used as source of raw material
Profits exit the country
Scenarios for 2030
The Yellow Scenario
Things pretty much the same as in 2014
We discuss Origin Green, Co-opetition
and the need for innovation
Scenarios for 2030
The Green Scenario
Learning from Porter
Five Forces
•
Industry Rivalry
Competiveness of Nations
•
•
Natural advantages
Strong domestic market based on
demanding consumers
Natural advantages
Natural advantages
Coastline
Grass fed beef
Drinks Industry
Dairy Industry
Recommendation
Ireland must add value to food before
it leaves these shores.
Recommendation
Tap into the passion the younger generation
has for food and the food industry.
Recommendation
The Irish food culture should be developed
to match the branding skills of the Irish drinks industry.
Scenarios for 2030
The Green Scenario
Ireland has designated champions
Industry consolidation
Targeting value added markets
Harnessed the passion of the millennials
Vibrant capital market for start-ups
Reinvigorated the domestic market
The Challenge
Create an Irish food culture
•
•
•
Older generation ate what they were given
Ate what tasted good
Younger generation are hungry for
new experiences
How exactly?
Educate the younger generation about food
Encourage entrepreneurs
Businesses embrace consumer insights
Work together to transform the culture
How exactly?
Establish “Thinking Houses” around Ireland
A space where foodies gather and
interact. Entrepreneurs, MBAs, scientists
managers, venture capitalists….
and consumers.
Irish Food Culture as Disruption
French have their rich sauces and foie gras
Italians have pasta with everything
The Irish know what you want.
Hedonism meets Local meets Sustainable
Origin Green
• Sustainability
• Health
• Authenticity
Food Innovation Centre
• Science Park
• Food Hall
• Consumer Insights
• Courses/Talks
• Start-up Spaces
Ireland:
Where Nature
Meets Nurture
Working Together
• Co-opetition
• Mentoring
• Inspiring
Irish Food Culture
• Appeal to youth
• Healthy/Authentic
• Complementary
to branded drinks
industry
• Food Tourism
“We are already doing this”
Have you hired a value added brand specialist
from a world class company?
Is every product decision based on consumer
insight from your target market (millennials)?
Do you have the pick of the crop when
hiring out of school/university?
Origin Green
• Sustainability
• Health
• Authenticity
Food Innovation Centre
• Science Park
• Food Hall
• Consumer Insights
• Courses/Talks
• Start-up Spaces
Ireland:
Where Nature
Meets Nurture
Working Together
• Co-opetition
• Mentoring
• Inspiring
Irish Food Culture
• Appeal to youth
• Healthy/Authentic
• Complementary
to branded drinks
industry
• Food Tourism