Have you plans for brand extension at Glenilen Farm?

Like all manufacturers if you spread your product base too much you become unviable in terms of production. Getting into different categories just complicates things and makes production a lot more expensive. One of the reasons we’re exporting to the UK is to get more volume out of our existing lines. We do desserts, but for us right now it’s about yoghurt production and we’re trying to get more volume out of that rather than spreading ourselves too thin.

Is expanding your product lines too fast a threat to businesses?

It’s very tempting to expand your product range, especially with a small population in Ireland. When you’re always looking at ways to try and grow your existing business here in Ireland it can force a lot of producers like us to go down routes that may not always work. And then you spread yourself too thin and lose focus.

Do you follow food trends? Are you tempted to go down the protein yoghurt route?

We haven’t gone down that route as we feel that our brand is classic by nature. We’re not into the ups and downs of food fashion. You can suffer in the short-term because there is huge market share to be gained by going down the road of a protein yoghurt or a Greek-style yoghurt. Glenilen Farm is about staying core to our traditional style of products and not getting caught in the fashion of yoghurts. It may be tempting to change your messaging but we’re going to stick with our traditional recipes and not go down that route.

As an SME exporting to the UK, how much of a concern is Brexit?

Right now, the only challenge companies have in the UK is the currency challenge. Tariffs will become a concern when Brexit becomes a reality, but right now I think Irish food producers just have to crack on. Our geographical location beside the UK is always going to remain the same.

There’s no referendum going to change that. They’ll always be our closest neighbour and they depend on Irish food. Also, taste buds don’t change with tariffs or a change in policy. We’re very much aligned to the UK in terms of our taste profile.

What makes you confident the UK will remain a major market for Irish food?

Research has shown that the UK consumer regards French food as imported but Irish food as local. I get the feeling from buyers in the UK that they align themselves to Irish food and don’t think twice about a taste difference or profile difference.

How competitive is the UK retail sector?

Trading in UK retail is much more competitive than it is in Ireland. We do achieve a slight premium there. It’s not huge but it’s enough to make it work. At the end of the day, the British consumer is part of a mass market. But I also think the Irish consumer is willing to spend a little bit more on food compared with the average consumer in the UK.