We talk to Keelin Walsh and Keith Fitzgerald about how Green Isle Foods – a staple of Irish households since the 1950s – is positioning itself to continue to proudly feed Irish families into the 21st century.
Whether it was during our childhoods and indeed when it comes to feeding our families today, iconic brands like Green Isle and Donegal Catch remain a regular fixture on the dinner table of Irish homes.
That tradition of more than 60 years continues today as Green Isle Foods positions itself for a future where quality, nutritious food remains at the heart of households across the country and abroad. The business is working with Bank of Ireland on a growth strategy for the future with sustainability at its core.
“Busy lifestyles have driven the demand for convenient, quality food solutions. It is also about helping people to reduce food waste and consistently improving our sustainability credentials”
The Irish-owned company has been part of Irish homes for generations. Donegal Catch is the number one frozen fish brand in Ireland and Green Isle is number one in frozen vegetables and number two in frozen potatoes.
The company also supplies a range of fish to export markets and in 2022 launched Ottimo, a quality frozen pasta range made in Ireland.
Food for thought
Olympian Derval O’Rourke with some of the Green Isle range
Headquartered in Naas, Co Kildare and with its fish processing facility in Gurteen, Co Sligo, Green Isle Foods has been in continuous operation since 1984. The business is Ireland’s leading white fish processor and the largest purchaser of white fish from the Irish fishing industry.
The Green Isle and Donegal Catch brands were initially developed and owned by Batchelors and Green Isle itself was first trademarked in 1959.
Green Isle Foods was established as its own business in 1989 when Northern Foods bought a share in Poldy’s Fresh Foods and it has been championing good, convenient and easy-to-make food for Irish dinner tables ever since.
Green Isle Foods’ head of marketing Keelin Walsh said that the company’s brands intend to remain integral to future generations of Irish households by responding to changing consumer preferences, particularly with a focus on health and wellness.
“Busy lifestyles have driven the demand for convenient, quality food solutions. It is also about helping people to reduce food waste and consistently improving our sustainability credentials.”
She explained that since coming back under Irish ownership in 2019, the company has focused on a renewed growth agenda with digital and sustainability at their heart.
“Investment in both the Green Isle and Donegal Catch brands has been at the forefront of the business strategy Marketing investment with a particular focus on digital has helped us drive consumer engagement and strengthen the trust and connection with our shoppers. We are constantly learning and evolving our content, now more than ever as we look to engage with the next generation on platforms like TikTok.”
An example of this could be seen in how three-time Irish Olympian and World Champion Derval O’Rourke has been the Green Isle Foods ambassador since 2022. “Derval understands that life can be hectic between school runs, running a business, and everything in between, all whilst trying to make healthy choices. Through our social platforms Derval shares her experience and tips to help Irish households eat and feel well using the Green Isle range and we have some fun along the way.”
She also explained how they are working to ensure that Donegal Catch, for example, will remain the number one frozen fish brand for another 40 years.
“Our mission is to help Irish families eat more fish. We have great tasting fish for all the family to enjoy; from deliciously breaded and battered fillets to succulent natural fillets or fish in sauce, all the way through to tasty fish fingers, our award winning craft beer and cider battered range and our most recent innovation, a delicious fish cake range. Donegal Catch are the masters of bringing everyday fish to Irish tables.”
Great food for a greener planet
Walsh said that fundamental to Green Isle Foods’ purpose is being an environmentally-friendly and responsible source of quality food.
“As a business our mission is to deliver category growth and leadership in frozen food. We are committed to making great food in a safe and sustainable manner. Under our 3Gs of sustainability we strive to grow our business while reducing our impact on the environment – Growing Communities, Greener Planet and Great Food.
“As the largest processor of white fish in Ireland we have an important role to play in the sustainable development of the Irish fishing industry and the protection of our waters. We are key stakeholders in the Bord Iascaigh Mhara-backed Fishery Improvement Projects (FIPs), which focus on improving health and long term sustainability of Irish fisheries. This is a five-year plan that focuses on fishing practices, fishery management, onshore handling and data collection for marine scientists.
“For our shoppers we have brought them on the journey from sea to plate with an interactive QR code on all of our Irish haddock, whiting and hake products. Consumers are increasingly interested in traceability, Irish provenance and supporting local. By scanning the QR code and visiting our website, they can learn more about where in Irish waters the haddock and whiting are sourced, the importance of Fishery Improvement Projects, the fishermen involved and our processing team who have been supplying Donegal Catch for almost 40 years.”
Pat Purcell from Bank of Ireland’s Business Origination team signalled the importance of working with Green Isle Foods on its sustainable future. “Bank of Ireland is delighted to support Green Isle Foods in the growth of its business across different innovative food ranges, and different markets.
“The sustainability focus of the business is something that aligns with the Bank’s strategy to support the green transition. We are delighted to have a business with such iconic, well known brands as one of our customers, and look forward to supporting its growth into the future.”
His colleague Lucy Ryan, head of Food Sector said that Green Isle Foods is a jewel in the crown for Ireland’s indigenous food industry.
“Green Isle Foods has been synonymous with popular, household food brands for decades and continues to bring innovation to the food sector,” Ryan said.
“We are delighted to work with and support the business and we look forward to building on our relationship to enable its future development.”
The Finance Director of Green Isle Foods, Keith Fitzgerald, said that having a banking partner that shares the same values around sustainability and quality is critical.
“Bank of Ireland has been able to offer us the space and flexibility to be able to achieve the company’s goals,” Fitzgerald said. “From the very beginning, Bank of Ireland has sought ways to make the transition to them as seamless as possible and to seek solutions whenever issues arose.
“We have a very clear growth strategy that we are looking to build upon over the next three years and the products that Bank of Ireland has been able to provide, enables us to execute upon that plan. It will also allow us to invest in new equipment in our factory in Gurteen, Co. Sligo, and to help us towards our sustainability goals.”
Keelin Walsh said that the business intends to maintain its traditions but adapt to a changing world. “Green Isle Foods has a long history of selling high-quality, convenient, accessible and affordable food to consumers in Ireland. From the outset Green Isle Foods’ commitment to quality and consistency has built strong brand loyalty for both Donegal Catch and Green Isle.
“The company has been able to adapt to changing consumer lifestyles and bring new product solutions in response to new consumer preferences. We will do this through building strong strategic relationships with our suppliers and Irish retailers
“We have an engaged high performing team. The people who work behind the brands – their knowledge, dedication and passion are what make Green Isle Foods one of Ireland’s leading food businesses.”
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