Irish support for functional foods
burgeoning functional foods industry, providing specialised
training and support to help companies successfully commercialise
their functional ingredients, food and beverage products.
The vast majority of the companies operating in the Irish functional foods market are small and medium-sized enterprises (SMEs) which often do not have the budget or the staff numbers to effectively promote their products. The Irish government's Enterprise Ireland initiative is hoping to redress the balance by offering these companies targeted skills training.
"Enterprise Ireland recognises that scientific knowledge of ingredient functionality and food structure is critical to the provision of innovative solutions to customers," commented Margaret O'Connor, functional foods advisor at the consumer foods department of Enterprise Ireland.
"However, there is a parallel and equally important need for insightful marketing and commercialising capabilities that can steer new products through the complex regulatory, B2B and consumer environment. Through this new initiative, Enterprise Ireland will help fill communications and knowledge gaps identified by our start-up and SME functional ingredients, food and beverage clients. The long-term aim is to encourage the creation of successful functional ingredients and branded products."
The Irish market for functional foods is conservatively valued at $10 million, O'Connor said, and while it is largely dominated by functional dairy products, a number of SMEs have identified the growing opportunities offered by wider consumer demand for healthy eating.
Offering a wide range of microingredients and services, Enterprise Ireland's functional ingredients cluster includes natural antioxidants producer AlphaOmega Nutraceuticals, Deoxy, which refines and markets carbohydrate-based ingredients for gastro-intestinal health, marine-based minerals manufacturer Marigot and EuroFlavour, which develops and produces phytosterol esters for cholesterol lowering products.
Enterprise Ireland has already run a one-day interactive workshop, 'Commercialising New Ingredient Science', which addressed key issues such as the importance of science and branding, how to navigate the regulatory and claims environment and the vital need for relevant and cost-effective marketing communications. Three further workshops have been organised for 2004.
