Northern Irish meat business rebrands to grow exports

Doherty's, the Northern Irish gluten-free meat specialist, has refreshed its brand as part of a marketing drive to expand business in Britain and the Republic of Ireland.

The company, based in Londonderry, county Derry, has invested in a new corporate identity and packaging along with a revamped website for its extensive range of gluten-free burgers, traditional Irish pork sausages, special mince and other meat products.

Doherty's has developed business in Britain with multiple retailers and is keen to increase sales by sharpening its presence in the chillers.

Doherty's is a family-owned and managed business which has been at the heart of the meat business in Derry for six generations.

Established in 1830, Doherty's currently employs 40 people at its production unit in Derry. It won gold and silver for its gluten-free burgers and sausages in this year's inaugural Free From Food Awards held in Dublin.

Seamus Doherty, managing director, who oversees the business with his brother, Ian, says the rebranding will help raise awareness of the company's products in its key markets.

"The single biggest challenge for our business has been the changing pattern in retailing with the rise of the multiples and discounters. We like to think we have a good, broad customer base that covers both the independent grocery sector and the multiples.

"There is a lot of competition; it was easier for us a few generations ago when there was not such a variety of options for the customer. We remain a small entity among all the giants in the business world but we are competing through the quality of our products and the reputation of the business for service and value for money. And it was the commitment to competitiveness that led us to invest in a new and contemporary product identity.

"Our business is based on the commitment of family and staff; attention to detail at all times and determination to produce wholesome and safe and delicious products of consistent high quality."

The company has a longstanding commitment to new and innovative ideas and invests in ongoing research and development.