In this piece written for the Irish Farmers Journal, newly appointed President of Ornua USA Lindsay Brady explains how Irelands grass based system has been the platform to its successful growth among US consumers.

For over six decades, Ornua, which is a co-operative of Irish dairy co-operatives, has served the Irish dairy sector by building profitable routes to market for Irish dairy products on behalf of its Members and Irish dairy farming families.

A central driver behind the delivery of Ornua’s mission to create value for the dairy sector has been the Kerrygold brand, Ireland’s most successful food export and the only Irish made and owned food brand to reach over €1 billion in sales globally.

This success has been greatly supported by Kerrygold’s impact in the US, home to the world’s largest consumer market, in which Kerrygold holds the number two position for branded butter and number one for imported butter.

Having first launched in the US in 1990 with Kerrygold cheese, the very first pallet of Kerrygold butter arrived to US shores nine years later. Since then, Kerrygold has grown from strength to strength, underpinned by Ornua’s strategic investment in the brand and focus on building strong connections with US consumers who not only appreciate, but favour the distinct credentials of Kerrygold’s Irish grassfed dairy products.

Ireland’s grass-based farming system is the platform that gives Kerrygold the attributes that make it a unique proposition for consumers, and one that distinguishes Kerrygold from other dairy products available in the market. Kerrygold lovers value the premium quality and great taste owing to the grassfed difference, along with the strong sustainability credentials that are associated with Ireland’s grass-based farming system.

Communicating this ‘green advantage’ and Ireland’s reputation as a sustainable producer of dairy, is important for Ornua and the Kerrygold proposition, supported by an active programme of engagement with key buyers and influencers from global markets, including the US.

By bringing key customer partners and opinion formers to Ireland to experience and learn about the Irish grass-based dairy farming model up close, Ornua is focused on both protecting and strengthening confidence in its flagship brand. This involves bringing buyers to visit farms and meet the families that work tirelessly to produce the world-class milk that makes Kerrygold a world-famous butter.

Farm visits also provide an unrivalled opportunity to showcase the deep-rooted commitment of Ireland’s dairy farmers to consistently enhance sustainable practices, supported through programmes like the SDAS.

Following three decades of sustained in-market presence, investment and customer engagement, Kerrygold has built a large consumer following in the US, yet there is significant scope for further growth. Building towards future growth will be supported through the recent doubling in production capacity of Ornua’s flagship butter production facility, Kerrygold Park in Mitchelstown, Co. Cork. This major investment underpins Kerrygold’s plans to become Ireland’s first €2 billion food brand.

The development of the facility, which can now produce up to 1 million retail packs of Kerrygold butter each day, responds to the continued growth in demand for Kerrygold in major international markets like the US. The brand is well-placed to meet that demand and reach more dinner tables across the US, supported by the continued confidence retailers and consumers have in the quality of the product and the high standards of sustainability through which it is produced.

About Lindsay Brady

In January, Lindsay Brady was appointed to the position of President, Ornua Foods North America.

In her role as President, Lindsay will have responsibility for leading the Ornua Foods North America business in driving ambitious growth plans for Kerrygold in the United States – a market in which the brand currently holds the number two position for branded butter – and Latin America.

With over 20 years’ experience in the food and beverage sector, Lindsay is a proven leader in consumer goods and accelerating business growth. Lindsay brings a wealth of experience having held senior leadership positions with multiple organisations including Hillshire brands, Tyson Foods, General Mills, and Campbell Soup Company.

Most recently, Lindsay held the role of General Manager at Conagra Brands, managing a portfolio of brands and businesses including Marie Callendar’s and Birds Eye. She is a passionate champion of diversity and inclusion and vastly experienced in developing strong business culture.

-Ends-