This month, we’re catching up with Fiona Byrne, who leads marketing across Tirlán CountryLife and GAIN Pet

From building brands in Australia to shaping the future of two growing portfolios here at home, Fiona shares her journey, what keeps her motivated, and why collaboration is at the heart of everything she does.

Fiona’s career path has been anything but linear, and that’s exactly what makes it so interesting. After finishing her studies in Waterford IT, she headed to Australia for what was meant to be a year abroad. Twelve years later, she returned home with a wealth of experience and a passion for retail marketing firmly in place.

“It was in Australia that I really caught the retail marketing bug,” Fiona says. “I got to be part of some incredible growth journeys with brands like Lovisa, expanding from around 30 stores to over 300 across 16 countries, and later DECJUBA, where there was a real focus on purpose, philanthropy and community impact.”

Those experiences shaped Fiona’s perspective on what makes a strong brand. “You really see how powerful brands can be when they’re growing at pace and have a clear purpose behind them.”

Since returning to Ireland, Fiona has continued to build on that experience, including time in the skincare industry before joining Tirlán CountryLife three years ago. “Time has genuinely flown,” she reflects. “What attracted me was the opportunity. The rebrand had just launched, and there was a real chance to help build awareness and shape what the brand could become.”

More recently, Fiona has also taken on responsibility for GAIN Pet, something she describes as “another really exciting growth opportunity,” particularly with the potential of newer products like GAIN Elite.

In her current role, no two weeks (or even days) look the same. Fiona works across everything from shaping strategy and planning campaigns to bringing activity to life on the ground. “It’s about balancing priorities across two brands and making sure we’re focusing on what will have the biggest impact at the right time,” she explains.

While the marketing setup may be lean, the work is anything but. Collaboration plays a huge role in everything Fiona and the team deliver. “Amy Cronin, who joined from the graduate programme, has been a massive support, especially with campaign execution and social content, where the pace is constant,” she says.

Beyond that, Fiona works closely with teams right across the business, from purchasing and commercial teams to colleagues in stores. “Our branch network is a huge part of how marketing comes to life. Whether it’s campaigns landing in-store or feeding back what’s working on the ground, it’s very much a team effort.”

Right now, Fiona and her colleagues are in one of the busiest periods of the year. From supporting peak spring and summer trading to planning ahead for new store launches and product developments, there’s plenty underway.

One of the standout moments in the calendar is always Bloom. “The Postcard Garden sponsorship looks effortless when you’re there,” Fiona says, “but it takes months of planning behind the scenes, from concept and design to logistics and storytelling.”

And it’s not just about the end result, it’s about the people who make it happen. Fiona is quick to highlight the incredible work of teams across the business, from horticulturists carefully nurturing plants months in advance, to colleagues volunteering their time to bring the stand to life.

“It’s a huge cross-functional effort,” she says. “Our horticulture teams lead on the design and displays, our retail colleagues support activity in branches and at the event itself, and there’s great collaboration behind the scenes too.”

This year’s stand had its own special touches, including a beautifully maintained 1957 Massey Ferguson 35, which proved a real crowd favourite. “It definitely attracted plenty of attention, and for anyone wondering, yes, it still runs perfectly… and no, it’s not for sale!” Fiona laughs.

The partnership with the Postcard Gardens is one that Fiona feels is particularly meaningful. “It’s such a natural fit. Tirlán CountryLife is rooted in local communities, and the Postcard Gardens celebrate those communities right across Ireland. The alignment just feels very authentic.”
For Fiona, that sense of connection and community is something that runs through everything the team does. “It’s not just about campaigns, it’s about people across the business stepping in to bring things to life. That’s what makes it feel real.”

A great example of that has been this year’s focus on local marketing, creating tailored content featuring team members from individual branches. “It’s been a brilliant way to connect with local audiences in an authentic way, whether that’s through social, radio or local press.”
Of course, with such a fast-paced role, it’s just as important to switch off when the opportunity arises.

Outside of work, Fiona keeps busy with her local camogie club, both on and off the pitch. “I’m a bit of a fair-weather camogie player,” she says, “but I’ve also recently started coaching the U6 nursery team. It’s equal parts chaos and fun, but it’s a great way to switch off.”

When she’s not on the side-line, you’ll likely find Fiona spending time along the Barrow, enjoying good food and catching up with friends, making the most of the moments in between busy seasons.

June is Pride Month, a time to recognise and celebrate the LGBTQ+ community and to reflect on what inclusion, dignity and belonging truly mean for all of us at Tirlán

At its heart, Pride is about visibility, equality and belonging. It’s about creating a workplace where everyone feels safe, valued and connected, where you can bring your whole self to work, be respected and have your voice heard. While Pride has grown into a global celebration, its purpose remains the same – ensuring that everyone can live and work authentically.

At Tirlán, we don’t want inclusion and belonging to be something we talk about at certain times of the year. Our values are how we live and work every day. When people feel they belong, they do their best work, for themselves, their teams, our farm families and our business. It strengthens wellbeing, collaboration, innovation and ultimately helps us build a stronger co-op, together.

As Karen O’Brien, Head of People Experience, puts it: “When people feel seen, valued and safe to speak openly, we make better decisions, look after each other better and create a culture where everyone can thrive. “

Ways to get involved at Tirlán

There are lots of ways to mark Pride Month, in ways that feel meaningful to you:

• Show your support with Pride-themed visuals at your site, lanyards or Teams backgrounds
• Take part in learning opportunities and allyship training
• Pride in Action: Building Understanding & Inclusion Together – 10th June 2-3pm
• Being an Ally: Supporting LGBTQ+ Inclusion Every Day – 19th June, 11am-12pm
• Join inclusion and wellbeing webinars from Vhi & Aware
• Connect with colleagues and conversations across the business
• Get involved in our Belonging Employee Resource Group (ERG) – email kaobrien@tirlan.ie for more information.

Inclusion is shaped by everyday actions, small moments that build respect, trust and connection over time.

GAIN Equine Nutrition continues its support for RDA Ireland

Pictured (l-r) were Joanne Hurley, Head of Equine at GAIN Equine Nutrition; Bill Carroll, Tirlán Board Member; Seán Molloy, Tirlán CEO and Mary Walsh, RDA Ireland Chairperson

GAIN Equine Nutrition has announced the continuation of its support for Riding for the Disabled Association (RDA) Ireland, reaffirming a partnership that is delivering meaningful impact for children and adults with disabilities across the country.

The announcement was made at RDA Ireland’s Member Event and Fun Day at Stradbally Hall, Co. Laois, which brought together service users, families, volunteers and supporters from across Ireland for a day of celebration and connection.

This ongoing support reflects Tirlán’s Living Proof sustainability strategy and its strong commitment to supporting farm families, volunteers and rural communities. It also underlines a shared focus on inclusive wellbeing initiatives that make a tangible difference in people’s lives.

 A Shared Commitment

The Board of RDA Ireland highlighted the importance of this continued backing: “The ongoing support of sponsors like Tirlán allows the organisation to continue delivering safe, inclusive and life-enhancing equine activities, with clear benefits for participants, their families and the volunteers involved.”

Joanne Hurley, Head of Equine at GAIN Equine Nutrition, added: “The partnership reflects Tirlán’s long-standing connection to the equine sector and its belief in the positive role horses play in wellbeing, confidence and independence.”

Pictured (l-r) were Mary Walsh, RDA Ireland Chairperson; Emily Logan (RDA Ireland Rider Ambassador and Seán Molloy, Tirlán CEO

Making a Difference

For volunteers, the experience is both rewarding and impactful. Maureen Ní Chonchobhair, who volunteers with a group in Carlow, described it as: “An incredibly meaningful experience – reconnecting with horses while working alongside a wonderful team, amazing ponies and inspiring children.”

The benefits are equally powerful for families. April, whose daughter Anna attends RDA Ireland sessions, shared: “Since my daughter started riding with RDA Ireland, we’ve seen changes that have touched our whole family. She’s happier, more settled and has found ways to communicate that we never thought possible. Horse riding is the highlight of her week.”

As part of our ongoing focus on keeping our people and data safe, it’s important to be aware of a growing threat – Bluetooth-based attacks

Recent reports show that criminals are using simple Bluetooth scanning tools to detect nearby devices such as phones, laptops, tablets and even keyless car keys. By tracking signal strength, they can estimate where a device is located and use this information to target high-value items, often without any visible signs.

Why this matters

Many of the technologies we use every day, both at work and at home, rely on Bluetooth and other wireless connections. While these make life more convenient, they can also introduce risks if not managed carefully.

These types of attacks:

• Exploit trusted wireless connections
• Work silently in the background
• Can impact both work devices and personal devices

In some cases, they may even be combined with more advanced techniques that could compromise data stored on a stolen device.

Staying aware, staying secure

Cybersecurity is something we all play a role in. As technology evolves, so do the ways it can be misused, but staying informed and taking small precautions helps protect not only our devices, but each other.

Need support?

If you have any questions or concerns, please contact the Global Service Desk (056 444-4000 or +1 312 319 1492) or visit the IT Security Risk & Compliance page on the intranet.