Food Academy Training Programme

Food Academy is a training programme aimed at supporting and nurturing start-up food businesses. The Local Enterprise Offices have joined forces with Bord Bia and SuperValu on this initiative to provide a consistent level of food marketing knowledge to new and early-stage food business owners.

At the final workshop, participants will get the opportunity to present their product to a panel from SuperValu and if successful, can participate in a trial based in local shops, which in the right circumstances, could progress over time to a national listing with SuperValu. (There is no guarantee of your product being listed as part of the programme, however over 80% of products proceed to trial)

Programme Objectives

  • Develop an in-depth knowledge of the tools which can be used to assess market background
  • Understand core technical issues facing your food or drink business
  • Learn how to grow sales for your product range through better branding and packaging design
  • Gain all of the tools and knowledge necessary to launch and build a successful food business in Ireland

Programme Content

The programme consists of four workshops covering 6 modules

Workshop One (Module One and Two)

Module One – The Market and Market Analysis

  • Overview of the Irish Market
  • Routes to Market
  • SWOT Analysis of your Business

Module Two – The Consumer

  • Consumer Lifestyle Trends
  • Interpreting Trends & Data
  • Gap Analysis
  • Supervised Visit to a local Supervalu store

Workshop Two (Module Five)

Module Five - Pricing

  • Introduction to Finance
  • Margin Calculation
  • Promotional Pricing
  • Raising Funds
  • Business Plans for Food Companies

Workshop Three: Delivered by Bord Bia (Module Three)

Module Three – The Proposition

  • Market Mapping
  • Positioning
  • Unique Selling Points (USP’s)
  • USP Development

This workshop is run together with other counties at a national venue

Workshop Three (Module Six and Module Four)

Module Six - Marketing

  • Marketing Plan
  • Preparing for the Retailer Pitch
  • Guest Speaker – Established Food Company

Module Four – The Product

  • Product Launch Checklist
  • Packaging & Sourcing
  • Food Labelling & The Law
  • Food Production & HACCP

Workshop Four Supervalu Presentations and Moving On

This is the presentation to Supervalu which the participants will have worked towards during the programme.

  • Final preparations for the participants presentations
  • Introduction of the Supervalu panel
  • Presentation from Supervalu to the participants
  • Individual presentations from the participants to the Supervalu panel
  • Feedback from the panel to each participant

Moving on

This additional module prepares participants for the next steps in their journey and focusses on marketing, sales and raising brand awareness.
Each participant will receive two mentor sessions as part of the programme which will focus on individual producer needs with customised advice provided.

** Workshop content may vary slightly from that contained above.

Programme Dates : Nuremore Hotel Carrickmacross

Information Session Thursday 5 May 10.00am-12 Noon

Workshops : Tuesday 17 May, Tuesday 7 June, Tuesday 21 June 10.00am-4.30pm

Pitch to Supervalu week commencing 4 July

Who can participate?

The Food Academy is aimed at those in the early stages of developing a food or drink business. Selection criteria will apply.

How much does it cost?

The Academy costs €150 and is inclusive of all course materials, training and mentoring. If you are pre-approved you will receive a link to make your payment online.

How to apply?

Pre-approval is required, please complete the attached Expression of Interest Form and email it to Peggy McGlynn