The Dubai event provided an excellent opportunity to launch the new brand identity to Tirlán’s customers in the Middle East.

Showcasing thousands of new products from over 125 countries, Gulfood, the world’s largest food exhibition, was held in Dubai recently.

Each year, the event provides both attendees and exhibitors with countless networking opportunities to develop new business relationships and strengthen existing ones. This year, attendance was up following Covid and for Tirlán, Gulfood presented the team in Dubai with an excellent opportunity to introduce the newly launched brand.

Ingredients Marketing Manager Aoife Herlihy told Overherd that, “This year’s Gulfood was extremely busy. Capacity was up 30% on the previous event. Gulfood gave the team from both the Consumer and Ingredients divisions a great opportunity to launch the new brand identity in market while meeting existing customers at the show. We had already launched in Europe at FI Europe and in Asia, so to get the chance to introduce a whole other set of customers to the new brand identity was great. As the show was a joint partnership between Consumer and Ingredients, it was the first event that we showcased both businesses as Tirlán and it was a great success.”

“From an Ingredients point of view, along with showcasing the Tirlán brand, we were also showing new and potential customers our range of ingredients across dairy and plant and our new ingredients packaging. The Avonmore brand on the consumer side was their main point focus highlighting UHT Cream and Cheese.”

As well as providing the teams with opportunities to showcase Tirlán, Gulfood is useful for picking up on market sentiment. Discussions are held with potential new customers and there was a lot of interest in our products from a variety of visitors to the Tirlán stand.

To help with the launch of Tirlán’s new identity in the Middle East, a customer event was held one evening after the show. Aoife explains that, “This is where we really launched the brand with our customers across Ingredients, Consumer and Equine in the Middle East. Alison Milton, the Ambassador of Ireland to the UAE, Kuwait and Qatar, was our special guest at the event, which was opened by Kieran Duggan, our General Manager for the Middle Eastern region. Aoife Murphy, Director Ingredients, introduced the story behind the new identity. It was a really nice, informal event and our guests were really impressed by the rebrand and are looking forward to a bright future working with Tirlán.”