'Think Global', Urges Enterprise Minister

Local food and drink companies are being urged to ensure growth by developing new product brands for export.

The Northern Ireland Enterprise Minister Arlene Foster said that she believes it is vital that local companies embrace and develop strong branding and marketing capabilities.

"My Department and Invest NI are working with local companies and industry bodies on measures, such as the Design Development Programme, to assist with the improvement of their branding and marketing capabilities, essential elements in strengthening company competitiveness in the global marketplace."

The Minister was speaking at a special 'Building a Global Brand' conference for around 100 local food and drink companies, which was held by Invest Northern Ireland in Craigavon.

The conference featured a presentation on how to develop a successful global brand by Jo Fairley, co-founder of the Green and Black premium chocolate company.

To encourage more food and drink companies to focus resources on brand development and innovation, the Minister took the opportunity to announce an Invest NI Innovation Mission to New Zealand.

A group of 25 major leaders and influencers from the Northern Ireland agri-food Industry will travel in early 2009.

Minister Foster said: "New Zealand, like Northern Ireland, places food processing amongst its most important industries as it is a significant export earner. It also faces similar problems as Northern Ireland, arising from a peripheral position and a small domestic marketplace.

"The study visit will enable our companies to explore how New Zealand food processors are addressing these challenges and ensuring sustainable long-term growth through techniques including export-focused branding.

"Research shows that brands, particularly in the fast moving consumer goods industry, achieve consistently higher margins.

"While Northern Ireland has many companies doing business in neighbouring markets such as Great Britain, the Republic of Ireland and some other parts of Europe, we have few genuinely global brands.

"Yet, Northern Ireland is highly regarded as a largely pollution-free environment, with superb processing facilities and excellent, safe food and drink that is natural and richly flavoured.

"Our companies are increasingly recognising that they need to innovate to meet fast moving consumer trends," she insisted.

The Minister also presented 'Great Taste Awards' to two smaller companies which had been successful in the 2008 UK Awards – Co Couture, a Belfast chocolatier which gained the top Northern Ireland award, and Suki Tea, another Belfast company which was named runner-up in the Northern Ireland section.

(BMcC)