The attraction of the 'craft' trend for business, in association with EEN and UCC

This event showcased how the 'craft' trend can be applied to all businesses and was run in association with Enterprise Europe Network (EEN) and University College Cork (UCC). 

There was a time when consumers showed a preference for global brands, with few opting for local alternatives. Big meant safe and trusted, however old-world foundations of building brands are no longer as important to this generation. In a socially-connected world and with empowered consumers, the old rules do not apply any more. Put simply, consumers are now beginning to realise that there can be more to brands and are more mindful about what they consume when it comes to food and drink and are keen to try products that purport authenticity and self-expression. This is particularly reflected in the growth of “craft” around the world.

Attendees had the opportunity to learn from a global analysis of what is driving success of “craft” today with a younger generation. What are the trends behind the change? What are these new brands doing? Are all ‘craft’ brands genuine ‘craft’ products? How can you apply the changing trends to your brand and business to market your product and service more successfully in international markets?

UCC’s Department of Food Business and Development’s guest speaker Ben Itty, a global brand development and innovation expert, shared his insights with attendees on the day. Ben has a proven track record at large multinationals in the areas of brand strategy, consumer insights development, communications development, packaging development and innovation. Having worked across the US, Europe and Asia, Ben shared his insights and experiences with Cork SMEs and how the concept of the craft movement, in particular, can be applied to them in local & international markets.

Scott Baigent of Eight Degrees Brewing, an award-winning independent Irish craft-brewery based in Mitchelstown, shared their story as a case study on the day. Eight Degrees Brewing was founded in 2011 by Scott Baigent and Cam Wallace. The company is passionate about producing exciting and adventurous beers using only natural ingredients and fuses modern artisan brewing techniques with classical Irish beer styles. Eight Degrees Brewing has successfully applied the craft trend to its core business and is reflective of Ireland's shift towards locally-produced food and drink products. The company's range includes ales, lagers and stouts. Scott provided a case study and shared the Eight Degrees story and showcase how they applied the 'craft' trend to their business.  

The seminar featured a ‘Share the Learning’ breakout session, whereby attendees shared their learnings.

Contact Eimear@corkchamber.ie for further information.