Southern Star, By Jackie Keogh Saturday May 14th, 2011
A SHELLFISH business with production facilities in West Cork has secured a lucrative sales agreement that will see the company supply select Tesco outlets across the country.
From this month, the Kush Shellfish brand will become available at fourteen select Tesco stores throughout Ireland. The announcement comes in addition to sales listings in Dunnes Stores, SuperValu and Superquinn, in what is transpiring to be a highly successful year for Ireland’s first certified organic rope mussel producer.
Within the domestic market, we are seeing a phenomenal increase in demand for excellent quality Irish shellfish.
Company managing director, Mr John Harrington, said the new sales agreement with Tesco is a direct result of the growing consumer demand for premium quality Irish shellfish.
"Within the domestic market, we are seeing a phenomenal increase in demand for excellent quality Irish shellfish. In fact, over the past three years, there’s been a huge revival of interest. Previously, we had been mainly dealing with the continental European market, but now more and more of our business is in the home market,’ he said.
According to Harrington, ‘the reawakening of interest is due to a more adventurous approach to food choices among Irish consumers, coupled with a better strategy of industry communications within the shellfish sector. ‘In the past, many Irish consumers have been perhaps a bit wary of preparing shellfish in their own homes. There was a sense of apprehension about the prospect of cooking and serving shellfish, as well as a bit of anxiety with regard to the best way of assessing the food safety aspect. Irish consumer tastes have definitely become broader in recent years and people are more likely to try more adventurous meal options."
Mr Harrington said the shellfish sector can also take a significant amount of credit for the increase in popularity – the sector has been extremely conscientious in terms of responding to consumer needs. At Kush Shellfish, he said: 'We have been very proactive in relation to developing convenient packaging and easy-to-follow instructions that make home-preparation perfectly simple. We have also been very keen to communicate our food safety procedures and standards.’
Kush Shellfish has been awarded GT Certification for their organic rope mussels and for overall high standards of shellfish production. Companies that want to offer certified organic produce need to meet the highest standards. Confirmation that the company’s rope mussels were to be awarded GT Certification followed several years of meticulous planning and project management. Mr Harrington said: ‘We built on this by gaining EU-approved organic status and the prestigious Naturland and Bio Suisse certs, and we are now the most extensively certified company for organic shellfish production in Europe.
‘We also participate in a strict biotoxin monitoring initiative that is overseen by the Marine Institute of Ireland. As a result of our organic certification and our overall rigorous safety standards, consumers are assured that when they choose the Kush label, they are getting the finest, safest, premium quality brand.’
Based on the stunning Beara Peninsula, Kush Shellfish is now in the process of implementing an ambitious expansion plan. As a result of the new sales agreements with Tesco, and other Irish supermarket multiples, the seafood company is now working with a number of other approved shellfish farms on the peninsula.
Mr Harrington said: ‘The growth of the domestic shellfish business is not just great for Kush – it is also excellent news for our employees and our quality approved partner shellfish producers. ‘Keeping the rural Irish economy vibrant and providing employment in coastal communities can be a struggle. However, the expansion of our business and the general growth in seafood popularity offers an important lifeline.
‘With a number of new “value-added” and ready-prepared shellfish dishes currently in development,’ Mr Harrington said, ‘it is an excellent time for the business, and we are looking forward to continued growth throughout 2011.’