What are the greatest challenges faced by family-run businesses?

While small to medium enterprise (SME) have strengths, competing against the big companies is tough – they can always do things one step faster or one step better due to their scale.

What’s the biggest challenge to scaling an SME business?

As an SME you don’t have a huge board of directors with years of experience in expansion and internationalisation to go to for support. It has do be done yourself. Also, dealing with large retailers is so different to independents or distributors. They need things done a certain way and you have to be able to provide that.

Is your primary marketing message that you’re Irish or do you market the brand name first?

Our primary message can change depending on the export market. In some, being Irish is the unique selling point but in others it is the innovation in our products.

Do you think that Ireland should look for PGI (protected geographical indication) status for its food products?

Absolutely. Anything that can increase awareness and move the emphasis away from pricing will be good for the long-term success of the industry.

What advice would you give to an SME that wants to export?

Do plenty of research and link up with an experienced importer or distributor as every country will have its own import regulations and requirements. Give yourself plenty of time as it’s always easier to fix something while it is still in the warehouse.

What impact will Brexit have on a business like yours?

We launched into 477 Sainsbury’s stores two days before the Brexit vote. Immediately pressure came on pricing [from weaker sterling] of exports and in terms of competing against imports from the UK.

As a supplier to retail chains in the UK, have you seen any signs of a price war developing yet?

The products we export into the UK are slightly more high-end and innovative. Because of this, they are probably slightly less price sensitive than the day-to-day commodities.

Should Ireland try to diversify away from the UK market more?

Yes, we need to focus on new markets. There is no need to throw out the baby with the bath water, but you have to always be open to change. We are lucky in Ireland that our reputation is strong worldwide, so we have opportunities open to us.