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Initiating Irish expansion

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Karen Kelso, Moy Park
Karen Kelso

Director of business for Moy Park, Karen Kelso tells Ireland’s Forecourt & Convenience Retailer why she thinks Moy Park is in the perfect position to expand with the RoI market.

2018 promises to be a busy year for the Moy Park Brand with a key focus to develop sales within the ROI convenience sector.

Speaking to Ireland’s Forecourt & Convenience Retailer, Karen, director of business at Moy Park says: “We see a real opportunity within the convenience sector to extend the reach and penetration of the Moy Park brand in the Irish market – bolstering our position as Ireland’s number one poultry brand.”

Moy Park currently works with distributors across the GB convenience sector, which Karen believes provides the company with a wealth of experience in bringing the right products to market – and places Moy Park in a prime position to expand into the Irish convenience sector. “We work with our customers to ensure we use the best available market and consumer intelligence to develop the best-fit products for them,” says Karen.

“We believe we are in a strong position to do this in 2018 and our brand strategy will also include a packaging refresh and integrated marketing campaign which will include above the line advertising, POS, digital and PR.”

Throughout 2017 product development remained a top priority for Moy Park who continued to produce a diverse range of poultry products across fresh primary, coated, and ready-to-eat categories.

Focusing on NPD, a highlight for the poultry company was the successful launch of two Moy Park branded coated chicken products Chicken Sensations and Crunchy Coated Hot-n-Spicy Mini Fillets. In September, the launch of these new product lines secured listings in Tesco Ireland and Dunnes where Karen reports the products are continuing to perform well.

Last year also saw the company continue to build brand awareness and increase visibility of all their products through a sustained marketing campaign. Speaking to Ireland’s Forecourt & Convenience Retailer, director of business, Karen Kelso says: “In 2017 we really harnessed the power of digital media to great success through the Moy Park ‘Rule the Roost’ campaign. We staged our own game show on Facebook Live and reached millions of consumers across Northern Ireland and Republic of Ireland.

Confident that 2018 will be another successful year for the company, Karen believes that Moy Park’s unique selling point is their reputation for providing a quality product. “At Moy Park we pride ourselves on our heritage, food safety and expertise. We operate a fully integrated farm-to-fork supply chain, and as a result are a trusted supplier for the retailers we work with,” Karen added.

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