This year, Good Food Ireland (GFI) celebrates ten years of work linking the agri-food industry with the hospitality/ tourism sector. Founder Margaret Jeffares looks back on its success and stresses the importance of maintaining our reputation as a place of safe, high quality food
When it comes to being at the coalface of an industry, Margaret Jeffares is well placed to discuss her credentials. Living and working on a blackcurrant farm, Margaret also has a background in marketing, so it seems like a natural fit that she would ultimately work in a position that brought a marketing edge to the agri-food industry. Where GFI sits apart is in its pioneering work to link the agri-food scene and the tourism/hospitality sector under the one roof, promoting a ‘farm to table’ experience. “I wanted to recognise the opportunities that existed based on new consumer requirements by bringing together our two biggest indigenous industries.”
The vision behind GFI, she explains, was simply to shine a light on all of the amazing work being done by so many across the sector. “It’s not about marketing spin. Restaurants and hotels were using incredible local foods but not telling anyone about it, and they were looking for standout recognition. So GFI was about pulling together the concept of a brand based on the philosophy of these amazing people.”
At the time of GFI’s infancy, Margaret says that safety was a big issue for consumers and tourists traveling from abroad. There had been a number of global scares such as foot-andmouth and SARS, and so food was front of mind for tourists travelling to different places. “The island of Ireland has always been perceived as a safe place for food; we are very fortunate. However, in 2002/2003 tourists travelling to the island of Ireland started to ask about our food. Traditionally, you wouldn’t have heard of that. World food safety issues drove this question.” This opened up the opportunity to showcase food from the island of Ireland and what it stood for. “We have always stood confidently and proudly over our food safety. Our reputation when it comes to food is very strong, particularly when you start to introduce the strength of the agri-food sector and the scale of our exports.” Margaret points to the growth in artisan foods and medium-sized farmers diversifying into addedvalue products, which has helped to underpin the development of the food tourism sector, and this availability of product has allowed chefs to experiment more with local and regional food.
Margaret highlights a number of the organisation’s achievements over the years, including the Web Summit in Dublin two years ago where 250 food businesses from across the island of Ireland were showcased to an international audience. “We have brought our brand to over 60 different cities around the world. It is always an honour to be asked by your Government to represent your country internationally in a gastro-diplomacy role.”
This year, GFI has set up a tour operating division marketing packages for tourists with a gastronomic angle: “Not every visitor wants an immersive food experience but everyone has to eat”. In November, GFI will host a celebratory food tourism and culture event in Croke Park, Dublin, to mark the organisation’s anniversary. Visit www.goodfoodireland.ie
