COVA Spotlight: Winter Butter for Puff Pastry
COVA Spotlight: Winter Butter for Puff Pastry
Tirlán’s COVA Program Drives Cost Reduction and Adds Value Across All Teams
In April, we introduced COVA to you. Tirlán’s COVA (Cost Out, Value Add) program is a company-wide initiative designed to either reduce costs or add value through transformative projects. It includes rigorous and independent financial verification, and every function, team, and individual plays a role.
Motto: Everybody–Everyday–Improving
We would like to introduce a Value Add Focus. Value Add initiatives targets higher-margin products with the aim of increasing sales. A notable example of this effort is the Winter Butter project.
Winter Butter for Puff Pastry
Winter butter is produced during the colder months when cows are housed indoors. This results in butter with a harder texture and distinct flavour profile compared to summer butter.
Why It Matters
These characteristics make winter butter ideal for baking and pastry applications, particularly in the high-value industrial butter market. With rising demand and static supply, this presents a strategic opportunity for Tirlán to add mutual value for both customers and the business.
To strengthen Tirlán’s leadership in the butterfats category, the team aimed to create a functional winter butter tailored for laminated pastry applications like puff pastry and Viennoiserie.
Customer-Led Innovation
The project was driven by understanding the needs of our customer. Key bakery industry leaders were engaged to define the specific functional properties needed for successful lamination. These partnerships helped refine the product to meet real-world baking demands.
In 2020, the Commercial team launched a butter mapping project to analyse butter properties throughout the year. Simultaneously, R&D began collecting data on:
- Product performance
- Cream treatment
- Functional requirements for baking and pastry
Trial and Testing
Over three years (2022–2024), 17 plant trials were conducted. These trials, supported by technical projects, helped meet the defined requirements. The Applications team demonstrated Tirlán’s competitive edge over European alternatives.
The project was tracked via the Butterfats hub, focusing on:
- New material and product specifications
- Forecasting
- Customer acquisition
Marketing Execution
To promote the new product, marketing materials were developed and shared through:
- Webinars
- eShots
- Videos
- Food Ingredients First platform
Commercialisation and Customer Feedback
The Winter Butter for Puff Pastry was commercialised in 2024. Partner customers began using it in their bakery production.
Customer Success Story
Belgian bakery specialist Vandemoortelle reported positive results:
“Winter butter for pastry application was utilised in application and we are very satisfied with the performance.”
Collaboration with Vandemoortelle led to a new initiative: Project Humour 2.0, which aims to:
- Maximise winter butter production across both churns in Ballyragget
- Produce Bakery Butter during the summer for bakery and filled Viennoiserie applications
This cross-functional project will further increase volumes of value-add functional butter.
The Winter Butter Project marks a major advancement in the butterfats category. Key achievements include:
- Meeting customer needs through collaboration
- Delivering value-added butter without capital expenditure
- Generating a premium over market benchmarks
The project has successfully positioned Tirlán as a market leader in the butterfats category, especially in high-value pastry sectors like puff pastry and Viennoiserie.
If you would like to learn more about the Winter Butter for Puff Pastry value add project please do not hesitate to contact Olwyn Pentinga on email – opentinga@tirlan.ie
Tour de Tirlán Registration is now live!
Tour de Tirlán Registration is now live!
Join us for the 12th edition of the Tour de Tirlán charity cycle, taking place on Friday, the 5th of September. This year, we’re aiming to raise €85,000 in support of three incredible charities: Aware, Fr. McGrath Centre Kilkenny, and Amber Women’s Refuge.
Whether you’re an experienced cyclist or joining for the fun and community spirit, there’s a route to suit everyone — 185km, 140km, 100km, and a welcoming 45km option.
This year, the Tour de Tirlán committee chose to fundraise for Aware, the Fr. McGrath Centre Kilkenny, and the Amber Women’s Refuge.
On the 8th of May, we welcomed representatives from our three chosen charities to speak with employees about the impact of past donations – and how they plan to use the funds raised through the 2025 Tour de Tirlán
Tour de Tirlán is always a day full of fun, camaraderie, and community spirit – and we’ll wrap it all up with a celebration at the Barrell Yard in the Smithwick’s Experience Centre.
We would especially like to highlight the 45km route as a great way to get involved. It’s designed to be inclusive and welcoming to everyone. Whether you’re a seasoned cyclist or just looking for a bit of craic, we really encourage you (and your friends!) to sign up.
STEP 1: Register as a Cyclist
Complete the Tour de Tirlán Cyclist Registration form by clicking the button below:
Please be aware that a €60 registration fee is required via the iDonate Fundraising page in order to complete your registration for the event and secure a jersey.
STEP 2: Pay the €60 Registration Fee
To register, donate €60 to the Tour de Tirlán iDonate general page. Be sure to include your name and write “REGISTRATION” in the comment section.
STEP 3: Set up your personal iDonate Page to collect donations
CLICK HERE for a step-by-step guide to setting up your personal iDonate page and reaching your fundraising goal.
Entry Costs & Fundraising
We are aiming high this year with a fundraising goal of €85,000 for our three amazing charities.
To get there, we need as many cyclists and supporters as possible on board. Your entry fee includes everything for the day-event support, insurance, a branded jersey, post-cycle BBQ and drinks, plus access to physio and massage therapists.
Registration Fee
| Distance | Registration Fee | Includes |
| 45km, 100km, 140km, and 185km | €60 | Cycling jersey, physio access on the day and post event BBQ. |
Please note:
Route distances are subject to change slightly.
To be guaranteed a jersey for the event you must register by Friday, 15th of August.
All cyclists are expected to reach the following fundraising targets (all money raised will go directly to the charities) not including the registration fee.
| Distance | Fundraising Target |
| 45km | €200 |
| 100km, 140km, and 185km | €300 |
CLICK HERE for a step-by-step guide to setting up your personal iDonate page and reaching your fundraising goal.
Why It Matters
Tour de Tirlán has raised over €486,000 to date, supporting vital services across Ireland. This year’s funds will go toward mental health support, community outreach, and safe spaces for women and children.
Register Today!
Starting and ending at the Collaboration Hub in Abbey Quarter, this one-day charity cycle offers four route options for all levels, with full route details coming soon. We’re pleased to welcome new cyclists to this year’s Tour, and our upcoming online briefings will guide you through all route options.
If you have any questions in the meantime please feel free to contact any member of the Tour de Tirlán committee or email employeecomms@tirlan.ie.
Looking forward to yet another great event!
Tour de Tirlán 2025 Committee Members
- Jim O’Neill
- Eoin Murphy
- Paul Byrne
- Gerry Warren
- Kieran Fitzgerald
- Barbara Brown
- Carol Power
- Ed Elder
- Lisa O’Rourke
Tirlán Mountain Challenge 2025 Raises Over €30,000 for Aware
Tirlán Mountain Challenge 2025 Raises Over €30,000 for Aware
A huge thank you to everyone who took part in this year’s Tirlán Mountain Challenge – what a day! On Friday, June 20th, 60 colleagues and farmer suppliers laced up their boots and took on the mighty Lugnaquilla Mountain in Co. Wicklow, all in support of Aware, our charity partner.
Together, we raised in excess of €30,000 to support mental health supports delivered by Aware across Ireland. That’s a powerful reminder of what we can achieve when we come together.
The day kicked off bright and early at Abbey Quarter, with a buzz of excitement and a few nervous glances at the forecast. But spirits stayed high as we made our way up Ireland’s highest peak outside of Kerry. The views were stunning, the chats were flowing, and the sense of teamwork was unforgettable. The hike concluded with a celebratory gathering at the Abbey Quarter Canteen.
James Brennan, who led the organising team, shared: “This wasn’t just a hike – it was a show of solidarity for mental health. The energy, generosity, and support from across the business were phenomenal. Thank you to everyone who made it happen. It was great to get the chance to talk and meet with people from right across our business. I’d like to encourage people to sign-up and take part in our next event.”
Lisa Koep, Chief ESG Officer, added: “As we climbed, we were reminded of the personal mountains many face every day. Supporting Aware means helping people find the strength and resources they need.”
Stephen Butterly, CEO of Aware, also shared his thanks: “Support from organisations like Tirlán helps us keep vital services running—and helps break the stigma around mental health.”
Special thanks to the organising team, volunteer guides, and everyone who helped behind the scenes. Your efforts made the day safe, smooth, and seriously inspiring.
Winners Announced! Tirlán Mountain Challenge 2025 Competition
| PRIZE | WINNER |
| Two premium seated tickets to Robbie Williams on Saturday, 23rd August in Croke Park | Aidan Rowan (Ballitore) |
| A €500 heating oil voucher – Sponsored by Circle K
|
Marypaula Kelly (Abbey Quarter) |
| €100 Castlecomer Discovery Park voucher – Sponsored by the Castlecomer Discovery Park
|
Enda Healy (Ballyragget) |
| €100 Castlecomer Discovery Park voucher – Sponsored by the Castlecomer Discovery Park
|
Paula O’Dwyer (Abbey Quarter) |
