Bord Bia. FOOD+drink awards 2013 CALL FOR ENTRIES. Growing the success of Irish food & horticulture. Media Partner.

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1 Bord Bia FOOD+drink awards 2013 CALL FOR ENTRIES Growing the success of Irish food & horticulture Media Partner

2 Closing date for entries IS Wednesday, 4 September 2013 at 5pm. This year we have seven categories for companies to enter: The Export Award The Branding Award The Entrepreneurial Award The Success at Home Award The Sustainability Award The Innovation Award New: The Consumer Insight Award The overall category winners will be announced at the Bord Bia Food and Drink Awards ceremony, which will be held in conjunction with the Brand Forum End of Year Dinner on Thursday, 14 November at the Royal Hospital Kilmainham, Dublin 8. Enter online at before 4th September

3 WHAT 2011 WINNERS HAVE SAID ABOUT THE BORD BIA FOOD & DRINK AWARDS It s wonderful to have been honoured by the Bord Bia Food and Drink Awards. We were especially delighted to have won in the domestic market category. The Domestic Success Award was a fantastic boost for everyone at Flahavans and served as recognition for all the hard work put into making Flahavans one of Irelands leading brands, despite the difficult economic climate. As an Irish manufacturer, we were delighted to be recognised in this way and were very proud to receive such a prestigious award. John Noonan, Sales & Marketing Director, Flahavans Irish Distillers Pernod Ricard was thrilled to be awarded the Bord Bia Food and Drink Export Award in This was a great recognition of the success we continue to have with Jameson across the world market. Irish Whiskey is the fastest growing category in international spirits with Jameson leading the way. This award has spurred us on to even greater success having sold 4 million cases of our iconic Irish Whiskey in We are proud to be an integral part of Ireland s export led recovery and are on track to reach our next milestone of 5 million cases sold worldwide. Rosemary Garth, Director of Communications and Corporate Affairs, Irish Distillers Pernod Ricard Bord Bia Food & Drink Awards

4 Four reasons why you should enter 1 Publicity Toolkit: Bord Bia will host a media day for all shortlisted companies in October, during which professional photographs of products and personnel will be captured. Short company videos will also be produced. Companies are free to use these materials along with Awards logo to identify themselves as being a shortlisted or winning company. 2 Both shortlisted companies and winners will be promoted in print, broadcast and online media, with a high level of media exposure generated in national and local media and international trade publications. Shortlisted companies and overall winners will be profiled in The Irish Times, our media partner, in November. 3 Being shortlisted and winning will motivate staff as success in the awards sends a strong signal of confidence to staff, clients, consumers and the business community. 4 Bord Bia will host a winners networking lunch in early 2014 to facilitate networking among category winners. Who can enter? Entrants must be a registered participant of Origin Green. The awards are open to all food and drink products that are manufactured in Ireland, using raw materials from Ireland where available / possible. Companies must be in business for a minimum of two fiscal years. Where possible, it is desirable that companies source materials that are approved under the Bord Bia Quality Assurance Schemes. There are a total of seven awards and companies are encouraged to enter more than one category. Please note Bord Bia may reallocate your entry should it be deemed to fit better into another category. Application Information 2

5 The Judges Gordon Campbell Martin Chilcott David Cotter Matt Dempsey John Fanning Helen King Norah Casey Radha Patel Managing Director, Spar International CEO, 2degrees Country Manager, P&G Ireland Chief Executive, The Agricultural Trust Lecturer, Smurfit Business School Head of Consumer Insight & Innovation, Bord Bia CEO of Harmonia Associate Director, The Futures Company How to enter, It s very simple! Visit Complete the relevant application form for your category (Product samples may be requested at a later stage.) Applications will be accepted up to 5pm on Wednesday, 4 September A shortlist will be selected by the judging panel who will also decide the outright winner for each category. The judges decision will be final and no correspondence will be entered into. Please note that short listed and winning entries will be required to participate in promotional activity as arranged by Bord Bia. Bord Bia Food & Drink Awards

6 THE EXPORT AWARD Championing Irish produce abroad In 2012, Irish food and drink exports rose by 2% to exceed 9 billion for the first time. The Export Award recognises outstanding achievement of food and drink companies confronting rapidly changing business and marketing environments. The judging panel will look for products that have shown significant year-on-year growth and demonstrate innovation in promoting and/or awareness in new markets. Companies should also highlight their strategic agility to overcome obstacles to growth or the marketing challenges new markets present. ENTRY CRITERIA: 1 Company must be a registered participant company of Origin Green 2 The category is open to companies who have launched a product in a completely new market as well as companies who have increased exports in an existing market. 3 Proven track record in exporting with export sales being at least 15% of total company turnover 4 Demonstrate innovative approach to growing or sustaining exports in 2011 / Highlight speed of achieving exports 6 Forecasts export growth in 2013 EXPORTS Award Categories and Criteria 4

7 THE BRANDING AWARD Excellence in brand creation and transformation Products that are successfully branded, that create attractive images and stories that differentiate themselves from competitors in the minds of the public are more likely to have a profitable sustainable future. Successful branding is even more important in tough economic times because both consumers and retailers respect strong brands. The judging panel will be looking in particular for campaigns that have distinctive positioning and strong story-lines. Supporting evidence of increasing awareness, enhanced brand strength (increased brand attribute ratings compared to competitors) and of course increased sales will also be taken into account, as will imaginative use of paid, owned and earned media. ENTRY CRITERIA: 1 Company must be a registered participant company of Origin Green 2 Open to marketing campaigns and brand management programmes undertaken in 2012/13 which have: Flair and creativity in campaign content Achievement & measurement of stated objectives Attributes to support brand positioning? 1? Bord Bia Food & Drink Awards

8 THE ENTREPRENEURIAL AWARD In recognition of drive, ambition, vision and tenacity to succeed Small and medium enterprises have always been among the great innovators in the Irish food, drink and horticulture industry. This award recognises companies who show true entrepreneurial flair and have extended this originality into their products. The judging panel will be looking for the best and brightest among small food and drink businesses, companies that produce quality food and match it with a strong sales and marketing track record, excellent customer service, environmental integrity, community leadership and smart use of IT and other technologies. ENTRY CRITERIA: 1 Company must be a registered participant company of Origin Green 2 The award is open to companies with annual turnover of less than 3.5 million and in operation for five years or less 3 Product should respond to a proven consumer opportunity 4 Should highlight future growth potential 5 Demonstrate evidence of innovative thinking 6 Show how obstacles to distribution or merchandising were overcome 7 Highlight how small budgets were maximised to create impactful marketing Award Categories and Criteria 6

9 THE SUCCESS AT HOME AWARD Celebrating growth in the Irish market While Irish brands and products have traditionally enjoyed strong brand loyalty in the domestic market, the economic downturn has brought about changes to consumer priorities in the last number of years. The Success at Home Award recognises Irish food and drink companies who have adapted and innovated in response to these challenges, delivering innovative products and effective marketing strategies with national or regional impact. Examples of possible entries include companies that have formed strategic new alliances for new product development, have found new channels or sectors to sell their product or who have sustained or grown their position in the home market with new branding and innovation in line with changing consumer needs. ENTRY CRITERIA: 1 Company must be a registered participant company of Origin Green 2 Highlight a new opportunity availed of to grow product sales in Show how your unique selling point has assisted in gaining sales 4 Demonstrate strategy to secure position on the home market in 2013 Bord Bia Food & Drink Awards

10 THE sustainability AWARD Recognising leading innovation and impact in corporate sustainability Sustainability is a critical value in the evolution of Ireland s food, drink and horticulture industry. This Award recognises Origin Green member companies that show leadership in promoting the principles of sustainability and differentiate their product offering through sound environmental criteria. Origin Green is a unique sustainability development programme developed by Bord Bia to internationally demonstrate the commitment of Irish food and drink producers to operating sustainably in terms of greenhouse gas emissions, energy conservation, water management, biodiversity, community initiatives and health and nutrition. ENTRY CRITERIA: 1 Company must be a member of Origin Green 2 As per the Origin Green Sustainability Charter, the entry should include the company's plans and targets under raw material sourcing, manufacturing processes and social sustainability For more information on Origin Green, visit Award Categories and Criteria 8

11 THE INNOVATION AWARD Celebrating creativity and breakthrough innovation Innovation is the engine of growth throughout the food and drink industry. The Innovation Award celebrates products introduced to the retail or foodservice market in 2012/13, which focus on the consumer in original ways and develop solutions that meet their changing needs. ENTRY CRITERIA: The Innovation Award 1 Company must be a registered participant company of Origin Green 1 Open to innovative food and drink products launched in 2012/13 2 Entries should demonstrate how products meet consumer needs under one or more of the following headings: Fluid Lives I want to manage my busy life and make sure that I am at my best for whatever the day presents Simple Pleasures I want to get more enjoyment from the simple things in life; to have experiences that add more fun and meaning Responsible Living I am mindful that I need to live more responsibly; I want to make better choices that make a difference without having to compromise Quest for health & wellness I want a balanced approach to health and wellness, to have greater control through the choices I make Consumers in Control I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have Keeping it real I am looking for products and brands that are real, authentic and honest, because I know I can trust what s in them and where they come from For further information on the Consumer Lifestyle Trends, visit Bord Bia Food & Drink Awards

12 CONSUMER INSIGHT AWARD Championing insight and consumer centred marketing Consumer Insights are new discoveries about the consumer that have the potential to unlock growth. An in-depth understanding of your consumer and ensuring the consumer is at the heart of any concept ideas or decisions, is critical. This award will go to the best case study that demonstrates how research has led to an improved or new understanding of the consumer in a particular market. ENTRY CRITERIA: 1 Company must be a registered participant company of Origin Green 2 Demonstration of how the original problem/objective was identified 3 Demonstration of the research process that has led to new consumer thinking 4 Effective application of insight outcomes to influence decisions and strategy 5 Highlight market achievements/brand performance/npd based on the consumer insight outcome Consumer Insight Award Award Categories and Criteria 10

13 BRAND FORUM END OF YEAR DINNER Held in conjunction with the Bord Bia Food & Drink Awards The Bord Bia Food and Drink Awards will be held in conjunction with the Brand Forum End of Year Dinner. We are delighted to announce that this year our keynote speaker will be Paul Duffy, Chairman and CEO, The Absolut Company. Date: 14 November 2013 Venue: Royal Hospital Kilmainham Format: Drinks reception, followed by keynote speaker, dinner and announcement of the winners of the Bord Bia Food and Drink Awards Biography Paul Duffy has been the Chairman and CEO of The Absolut Company, Pernod Ricard since September Paul is based in Sweden and is in charge of the fourth largest international spirit brand ABSOLUT VODKA as well as other brands Malibu, Kahlúa, Wyborowa, Frïs and Luksusowa. He is a member of the Pernod Ricard Comite Exécutif du Groupe. Paul joined The Absolut Company from the US where he had been Chairman and CEO of Pernod Ricard USA from July Previously Paul held a number of other senior management roles in Pernod Ricard including Chairman and CEO of Irish Distillers Pernod Ricard and Chairman and CEO of Pernod Ricard UK. Paul has had a significant involvement with the development of Irish Distillers flagship brand Jameson. Paul graduated in 1987 from the University of Dublin, Trinity College, in Ireland and undertook his training as a Chartered Accountant with KPMG Dublin. After moving to the Paris office of KPMG in 1991, Paul returned to Dublin in 1994 to join Pernod Ricard s Irish Distillers (IDL) unit, where he began his career in a finance position and in 1997 was promoted to Finance Director. Paul also was appointed Chairman of Pernod Ricard South Africa in 1996 and held that position until Paul is married with four children. Bord Bia Food & Drink Awards

14 Special Award Business Referral This year we will have two Special Awards which will also be judged separately by Bord Bia and presented at the Awards ceremony on 14 November, along with the other category winners. Bord Bia s Business Referral Award Programme Benefits: The benefit to new suppliers is new business. The company who identifies the opportunity and /or facilitates the introduction are helping their existing customer(s) to address a supply issue for existing or new product(s). This further strengthens their reputation and enhances the relationship of the introducing company with their customer. Entry Criteria: Companies must be able to show number or level of introductions made Detail an estimate for sales targeted or delivered Detail product range for which the referral was given Special Awards Business referral award prog 12

15 Special Award Online Champion Online Champion Bord Bia is introducing the Online Champion Award at this year s Food & Drink Awards, in recognition of the impact the digital age is having on the industry. Bord Bia is looking for entries from food and drink businesses who have excelled in the digital space. This category rewards a company that has succeeded in increasing business and/or brand awareness, through online and social media. Bord Bia will compile a shortlist of entries which will then go forward for a public vote. The winning company will be announced at Bord Bia s Food and Drink Awards Ceremony. Entry Criteria: Entrants should be a manufacturer of food and drink Provide example(s) of digital campaigns which show objectives, budget spend and results achieved, such as increased sales and/or brand awareness Judges will look at illustrations including multimedia content (videos, images) and samples provided Bord Bia Food & Drink Awards

16 Bord Bia Our mission is to drive through market insight and, in partnership with industry, the commercial success of a world class Irish food, drink and horticulture industry. With its headquarters in Dublin, Bord Bia has a network of overseas offices in Amsterdam, Dusseldorf, London, Madrid, Milan, Moscow, New York, Paris, Shanghai and Stockholm. For further information on Bord Bia s Food and Drink Awards please contact: Paula Donoghue / Niamh MacHale, Tel: paula.donoghue@bordbia.ie / Niamh.machale@bordbia.ie Find us #foodawards Growing the success of Irish food & horticulture