“The secret is coordination, people working together with a common goal. In the Midlands, we have something unique and brilliant. It’s not just Irish hospitality; it’s the quality of Irish ingredients. Coordination is what is needed among the four counties.” (John McKenna, McKenna Guide)
The official launch of Midlands Flavours, a new initiative celebrating the region’s rich food and drink heritage, took place at the beautifully restored Old Warehouse, Tullamore. The Midlands Food and Drink Network hosted keynote speaker John McKenna, of the renowned McKenna Guide, who shared insights and chaired panel discussions on how the ‘Midlands Flavours brand’ will support local producers and businesses and strengthen the Midlands’ reputation for quality and innovation. The event enabled networking among fellow industry professionals, sharing ideas, and exploring potential collaborations. It was also an opportunity for attendees to celebrate the diverse flavours of the region, from coffee to chocolate, beer to beetroot and mushrooms to oils.
“We have a secret in Ireland; the secret is grass, because when you get that wonderful dairy product, cheese, or that amazing piece of beef or lamb, what it comes back to is actually grass. That’s where the flavour is. It’s actually our taste advantage in Ireland, having a grass-based agriculture, and it’s important to preserve it.”
(John McKenna, McKenna Guide)
Midlands Flavours Panel Discussions
Three engaging panel discussions took place, each focusing on a critical aspect of the food and drink industry. Discussions were held around ‘resilience in the food industry’ – how can food and drink businesses remain competitive in an ever-changing landscape? The Role of Food in Regional Tourism Growth – Food and drink play a crucial role in placemaking and attracting visitors to the Midlands, and what does the future hold for food and drink?
Mary Hensey (Tourism Activator for Offaly) spoke of the need to create a cluster and collaborate with other businesses and other attractions to get people to stay in the midlands region a bit longer when they are visiting. “It’s getting a bit better now; now we have the support with the Just Transition fund. So there, there’s been money there for private enterprises to apply for to set up businesses here in the Midlands. So I think it’s a very exciting time for the Midlands. But we really need to collaborate and work together.”
Mary mentioned the Midlands breweries and distilleries and how they should get together to create a trail, alongside a food trail, where local restaurants are actually using local produce, she said “We all want to promote our own, but we’re not great at promoting our friends and their products, and we need to get better at that.”
New Midlands Flavour Brand
James Loughman, Creative Director with Designedly, who was responsible for creating the new Midlands Flavour branding, said, “What’s really important about the brand is that it is about the producers; its about telling your story. So we really wanted to play on the idea of ‘our story’, ‘our flavours’, ‘our produce’ and ‘our location’.
Also speaking about the new Midlands Flavours brand, Evelyn Reddin, Head of the Enterprise Office in Local Enterprise in Laois and Vice Chair of the Midlands Food and Drink Working Group, said, “This is a really exciting time for the Midlands in terms of food and drink brand passion, innovation and commitment. This brand is not just about food; its about showcasing the best of what the Midlands has to offer. It’s about the quality of our ingredients, the dedication of our producers; it’s about supporting local, embracing sustainability, and strengthening the connection between producers and consumers.”
The Midlands Regional Enterprise Plan Pathway for Just Transition project is funded by the Government of Ireland and the European Union under the EU Just Transition Fund Programme 2021-2027
