Speciality Foods

Development of a range of innovative, high quality, value added, speciality meat and cheese products

The EU-funded INTERREG project with an Irish-Welsh partnership aims to identify and develop a number of innovative, high quality, value-added, speciality meat and dairy products. Market research was undertaken by AFRC Food Marketing Research Unit for both partners, AFRC and Coleg Menai (Food Technology Centre in Llangefni, Wales).

Following preliminary desk research which explored the speciality meat and cheese market at present, qualitative research (in the form of in-depth face to face interviews) was conducted across the UK and Ireland among key speciality food retailers, delicatessens, caterers, distributors and wholesalers. This research identified the potential opportunities for new product ideas for further technical development by the Moorepark Food Research Centre, Teagasc (MFRC) in the case of cheese; and the Ashtown Food Research Centre (AFRC) for meat and Coleg Menai (Wales) on speciality cheese and meat products.

Twenty seven interviews were completed and analysed and the consequential product concepts were identified and have now moved into the technical development phase at the three different centres. Between 3 and 5 SME’s in both product sectors in each country will be enlisted in a working group that will have a stake in the outcome of the project. Working group companies will come on board at a later stage when prototypes become available with a view to possible commercialisation of the products.

A further market research study will take place towards the end of the technical development phase evaluating both consumer and retailer reaction to the new products.

This research uses market information to identify product concepts for development, develop the products and implement technology transfer to prospective SME’s. It brings together the facilities and expertise within the, AFRC in Dublin and MFRC in Cork with the knowledge and ideas of local businesses to research and develop new innovative, speciality, meat and dairy products which the market desires.

An Assessment of the Irish Speciality Food Enterprises’ use of the Internet as a Marketing Tool

This study set out to explore the role of the Internet as a marketing tool for Irish speciality food producers and to research on-line speciality food sales as a business opportunity. This was achieved through a combination of consumer focus groups, a producer web audit, producer depth interviews and an e-mailed online producer survey. Irish consumers acknowledged potential for on-line sales of Irish speciality food products to export and gift markets, however they could not see significant advantages for online sales in the domestic market. Experience with the product (and consequent importance of the purchase experience), the high delivery cost of an already premium priced product, and difficulties associated with receipt of deliveries were identified as the main reasons for not purchasing online (See more..).

Market for Speciality Foods in Ireland

The speciality food sector has experienced above average industry growth over recent years. Most speciality foods are produced in limited quantities using non-industrial artisan techniques. The majority of speciality food producing businesses were set up in the last fifteen years, have a turnover below €635,000, are based in a rural region and employ less than ten people. The most important markets for Irish speciality food producers are the export market, food service and multiple retailers.

The most significant growth in speciality foods market in Ireland has been in the the cured meats, yogurt and cheese product categories. Speciality food sales via the Internet and delicatessen/specialty stores were forecast to experience the highest growth rates. This research report was completed in May 2001 (See more..).