Food Academy Training Programme

Food Academy Training Programme


Food Academy Logo

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 – 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 5)

Module Five - Pricing

  • Introduction to Finance
  • Margin Calculation
  • Promotional Pricing
  • Raising Funds

Business Plans for Food Companies


Workshop Three: Delivered by Bord Bia (Module 3)

Module 3 – 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 Four Module 6 and Module 4

Module 6: Marketing

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

Module 4 – 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.

Proposed Workshop Dates

Workshop 1 – Monday, 18th September 

Workshop 2 – Tuesday, 26th September

Workshop 3 – Monday, 2nd October (Supervalu Visit)

Workshop 4 – Tuesday, 10th October

Venue for workshops - Meath Local Enterprise Office, Buvinda House, Dublin Road, Navan


Mentor Sessions

Each participant will receive two mentor sessions as part of the programme which will focus on individual producer needs with customized advice provided. 

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

** The above start date may have to be pushed out depending on demand for the programme.

How to apply?

Pre-approval is required, please complete this expression of interest form and email it to with your expression of interest.

Food Academy Course Outline.docx (size 236.8 KB)