We talk to Ciara Troy, founder of Oiishi Foods.

Based in Smithfield, Oishii Foods make high quality, authentic Japanese food products, offering customers a “taste of Japan”since 2006.

Oishii Sushi products are currently available in over 100 retail outlets around Dublin, including Tesco, Dunnes Stores, SuperValu, Centra and Spar as well as reputable independent outlets such as Mortons, Nolans and Fallon & Byrne.

Having built up a range of ready to eat sushi & springroll products as well as their own award winning teriyaki sauce, the company have recently diversified with a new range of ‘heat to eat’ Oishii Noodles. This innovative range is currently available in selected Dunnes Stores, Musgrave stores around Dublin.


Ciara – why did you decide to set up your own food business and how did you go about it?

I am passionate about food generally, but having had the opportunity to study and experience life in Japan, I particularly wanted to share my love of Japanese cuisine with a wider audience.

I felt there was a lack of Japanese products available in Dublin and hoped there would be a gap in the market for what I had to offer. Back in 2006, the easiest and most affordable route to market was to make all my own products and sell them at various farmers’ markets in Dublin.

How did your early experiences of working at Farmers’ Markets, prepare you for the road ahead?

Selling produce at farmers’ markets allow you direct access to consumers – their honesty, feedback and hopefully repeat business is invaluable.

There is no point in having a great product idea if it is not what the customer wants. Listening to your customers and tailoring your offering based on preferences can be the difference between success and failure. I started with a broad selection of Japanese dishes, but it quickly became evident that the demand was for sushi. I focused in on this food type and then experimented with variations to see what worked best.

These selections formed the basis of our first retail offerings. The markets prepared me for competition, for hard work and that you had to keep going week in and week out regardless of the conditions.

What part of your business do you feel you best excel at?

I have had to become relatively proficient in all areas of the business as I wore all the hats for so many years! Now that I have built up a solid team around me, it allows me to concentrate on the business strategy overall, to see the bigger picture rather than getting stuck solving day to day issues. I would say that I excel at this strategy and with building positive relationships with customers, retailers and suppliers alike.  

What are your plans for expanding, internationally?  

We do have plans for expansion but I believe that we are still best focusing on the home market at this stage. There is still so much more to do before we stretch further afield. I do think however, that looking at longer life ranges such as Oishii Noodles or sauces like our Teriyaki Sauce would have international potential in the future.

What important lessons have you learned, since starting your business?

At the end of the day, people do business with people. It is important to do what you say you will do, be reliable, reputable, patient and persistent.

Timing is very important and you may not get to where you want to be as quickly as you’d like but if you build solid relationships and maintain consistency and integrity, opportunities can be seized when the time is right.  

What kind of supports have the Dublin City Enterprise Board given you?

We have been very thankful for the support of the Dublin City Enterprise Board (DCEB) over the last two years. It was a significant move for us when we left our Bray premises and did a complete fitout in Smithfield, all of which wouldn’t have been possible without DCEB.

We received assistance in the form of a Capital Funding Grant and also felt we benefited greatly from the mentoring services.

What advice do you have for any aspiring food entrepreneurs in Ireland?

To seek advice and support from your local Enterprise Board, prepare a comprehensive business plan and research thoroughly the sector in which you are hoping to operate.

Make contact with other invaluable supports from Bord Bia and the Food Safety Authority as they’ll be able to guide you in areas ranging from food safety legislation to assistance with branding and consumer research etc.

Lastly, if you have a passion and a desire to be a food entrepreneur, be prepared to give it your all and commit to your business 100%.

Do you think we’re getting more open-minded as a nation when it comes to our culinary tastes?

I really do, I think Ireland is embracing a much broader range of cuisines. In fact, I think the country is hungry for quality and innovative produce, especially if these new dishes can be created using the best of locally sourced ingredients. Provenance is key and people want to know where their food is coming from, but they still want to be excited by new combinations and even higher standards of execution when it comes to the finished product.

What can consumers expect from Oiishi Foods in the near future?

Consumers can expect Oishii Foods to continue to innovate in the area of Japanese and Asian inspired products. What will remain a common thread is our desire to create healthy & delicious food that is high in quality and as fresh as possible.

What food entrepreneur (at home or abroad) do you admire and why?

That’s a tough question as I have such respect for so many foodies here in Ireland.

What I admire most is the lengths artisan producers go to, to stay true to their product, and their commitment to quality. One example would be the Kingstons of Glenilen Farm.


Our thanks to Ciara Troy for taking part in this issue. For more information on Oishii Foods and to view their full range of products, please visit www.oishiisushi.ie