This month, we caught up with Alan Lowry, Customer Manager for Northern Ireland, whose role places him at the centre of customer relationships, retail execution and commercial delivery across the NI region

With 22 years in the business, Alan has worked across a number of NI sites, where he looks after all retail and foodservice customers across the region.

When asked what a typical day looks like, Alan quickly points out that no two days are ever the same. His time is split between reviewing sales performance, analysing data to identify new opportunities and preparing for customer visits. Alongside that comes planning and forecasting for market activity, as well as attending regular commercial meetings with teams across the business. Add in frequent customer meetings with the likes of Tesco, Musgrave and Hendersons, and it’s a role defined by variety and pace.

That variety is also what Alan enjoys most about managing key accounts. Building strong customer relationships is central to the job, but so too is the challenge that comes with it. Every day brings a new problem to solve, and Alan enjoys working through those challenges, often collaborating across different functions to find the right solution. While Teams meetings play their part, he believes there’s still huge value in sitting down face‑to‑face with customers and strengthening relationships in person.

From Alan’s perspective, great customer partnerships are built on trust, integrity and consistency. Regular communication keeps everyone aligned, while dealing with issues quickly and constructively helps maintain confidence on both sides. When those foundations are in place, the partnership works not just for the customer, but for the business too.

It’s been a busy and rewarding start to 2026, with retail execution and shopper marketing delivering some strong wins, particularly in Tesco NI. One of the standout moments has been the fixture takeover, where a four‑foot bay was secured to showcase the full Avonmore Protein Milk range across both one‑litre and 500ml formats. The additional visibility has driven sales and strengthened the conversation around extra space in store.

Building on that momentum, Alan also spoke about the introduction of front‑of‑store mod takeovers in Tesco NI, something that hasn’t been done before in that market. Delivered through close collaboration with shopper marketing and agreed with Tesco, these activations bring the brand into high‑traffic areas of the store, helping to drive shopper engagement while further strengthening the customer relationship.

The Tesco NI launch itself was a significant milestone, though not without its challenges. Alan explained that a system limitation initially prevented products from being listed in Northern Ireland if they were already listed in the south. Overcoming that required extensive collaboration with Tesco NI, Tesco ROI and Tesco GB, along with a series of meetings to work through the issue. Getting past that barrier was a major achievement and one that made the subsequent success even more rewarding.

Now, seeing weekly sales continue to build is where the real buzz comes from. After months of effort to get the customer live and the activity right, the results are showing through in the numbers, helping to open up further conversations around distribution and future opportunities.
Looking ahead, Alan is particularly excited about the growth potential for dairy drinks in Northern Ireland and beyond. In a short space of time, Avonmore Protein Milk has grown to account for around 10% of the Tesco dairy drinks section in NI, with sales continuing to build week on week. That performance not only opens up further opportunities within Northern Ireland, but also lays the groundwork for future conversations in other markets.

Cross‑functional collaboration has been a key driver of recent success and Alan works closely with colleagues across brand, shopper marketing and commercial teams to ensure plans land effectively in store. Aligning promotional activity with in‑store execution, while staying consistent across north and south, has been critical.

From a retail perspective, Alan believes the activations that really land with shoppers are those that are impactful, engaging and positioned in the right part of the store. Clear communication of the brand message and strong visual presence help draw shoppers in and drive purchase.
Away from work, Alan’s life is just as busy. He has two teenage daughters who keep him on his toes, particularly with swimming commitments for his youngest. When he does get a chance to switch off, he enjoys walking along the North Coast with the dog, playing golf and heading out on his motorcycle to explore different parts of Ireland. And like many of us, he appreciates those rare evenings where he can properly switch off and do nothing at all.

Two strong Tirlán brands are exemplifying what our core value really means

When two of Tirlán’s most recognisable brands come together, the result is more than just a promotion – it’s a powerful example of collaboration in action.

A new campaign between Avonmore Milk and Tirlán CountryLife offers customers the chance to win a €2,500 garden makeover, bringing together the everyday moments enjoyed in Irish homes with the outdoor spaces where families gather and grow.

The on-pack promotion will run across Avonmore Fresh and Light Milk cartons for a 6-week period and will see one lucky person win a €2,500 garden makeover – including a suite of garden furniture, a BBQ, €1,000 to spend on plants and expert consultations with Tirlán CountryLife horticulturists.

Behind the collaboration are two leaders who saw an opportunity to connect the strengths of their brands – Mandy Hennebry, Director of Consumer Domestic and Ann Meaney, Chief Marketing & Customer Experience Officer.

Together, they explain how the idea came to life, why it makes sense for both brands and how it reflects Tirlán’s commitment to collaborating for success.

A natural collaboration

For both teams, the idea came from recognising the natural alignment between their brands.
Ann explains that the collaboration quickly felt like a logical step.

“Both brands are deeply connected to Irish homes and Irish agriculture,” she says. “When we started discussing ways to work together, it became clear that there was a real opportunity to create something that would bring value not only to customers, but also to both teams within Tirlán.”

Mandy agrees, noting that the partnership allowed both brands to leverage their strengths.

“It was about using the power of our brands to create something meaningful. By working together, we were able to build a promotion that benefits customers while also strengthening the connection between two divisions within the Tirlán business.”

Why the partnership works

From an Avonmore perspective, the collaboration offers a chance to deliver a compelling and engaging promotion for consumers while reinforcing the brand’s heritage.

“Avonmore has always had deep roots within Tirlán and within Irish farming,” Mandy says. “This campaign allows us to celebrate that connection, while offering something genuinely valuable and relevant for consumers.”

For Tirlán CountryLife, partnering with a well-known household name like Avonmore brings a different advantage.

“Avonmore is one of the most trusted and recognised brands in Ireland,” Ann explains. “Working together allows us to tap into that incredible awareness across Irish households and supermarkets, while introducing more people to the expertise and experience available within our Tirlán CountryLife garden centres.”

More than a typical promotion

While on-pack promotions are nothing new in retail marketing, Mandy believes this campaign stands apart because of the collaboration behind it.

“What makes it unique is that it brings together two strong Irish brands within the Tirlán family,” she says.
“It’s also a great example of how retail presence and authentic brand storytelling can work together,” Mandy adds. “It’s not just about a prize – it’s about connecting different parts of our customers’ lives.”

The excitement of working together

For both Ann and Mandy, one of the most rewarding parts of the campaign has been seeing different areas of the Tirlán business collaborate.

“It’s exciting to see two parts of the organisation come together with a shared goal,” Ann says. “We’re celebrating the same roots in Irish agriculture and community.”

Mandy agrees that the collaboration highlights the potential that exists across the organisation.

“When teams connect and start exploring ideas together, new opportunities naturally emerge. This campaign shows what’s possible when we combine our strengths.”

Bringing ‘Collaborate for Success’ to life

The campaign also reflects one of Tirlán’s core pillars – Collaborate for Success.

For Ann and Mandy, the project is a practical demonstration of what that value looks like in action.

“It’s about teams across Tirlán working together with a win–win mindset,” Mandy explains. “We all share the same goal, creating added value for customers while supporting each other’s growth.”

Ann believes collaborations like this can inspire even more cross-team innovation.

“When people stay curious about different parts of the business, it opens the door to new ideas,” she says. “This campaign shows how collaboration can unlock opportunities that benefit everyone – our teams, our brands and most importantly, our customers.”

In bringing together the trusted presence of Avonmore in Irish homes with the gardening expertise of Tirlán CountryLife, the campaign demonstrates the strength of the wider Tirlán family – and what can happen when its teams collaborate for success.

For more inspiration, expert advice and everything you need for your garden and home, visit one of the 15 Tirlán CountryLife garden centres nationwide or shop with us 24/7 at countrylife.ie – and don’t forget Tirlán staff can enjoy 15% off with their staff discount.

Shredded Chicken, Avonmore’s newest soup, is high in protein and big on taste

Avonmore is delighted to announce the latest addition to the ever-popular High Protein Soup range with the launch of its newest flavour – Shredded Chicken – available in stores from mid‑April.

This marks the fourth variant in the growing Avonmore High Protein Soup family, offering a delicious and satisfying option for consumers seeking convenient, high‑protein meals and snacks.

Developed with shredded chicken and blended with potatoes, leeks, onions and spices, Avonmore Shredded Chicken Protein Soup delivers a hearty flavour and filling texture — perfect for busy days when you want something that’s both tasty and nourishing. This range resonates with health‑conscious shoppers looking for quick, wholesome options that don’t compromise on flavour.

To build awareness of the new flavour, shoppers will see advertising across, In‑store displays, Digital screens, YouTube and Social Media channels.

Each pot contains:

• 19g of protein
• 216 calories
• Gluten‑free
• Low fat
• Low sugar

Many thanks to the many team members who collaborated to make this launch a success!

To celebrate the arrival of the new Shredded Chicken variant, Avonmore is giving away a €150 shopping voucher to spend at a food retailer of your choice.

Simply answer the below question:

Avonmore Shredded Chicken contains 19g of protein per pot – true or false?

A new partnership with Virgin Media will shine a light on Avonmore’s range

We are delighted to announce a new advertising partnership between Avonmore and Virgin Media Television.  As part of the partnership Avonmore will be the official sponsor of Cookery on Ireland AM, Virgin Media Ireland’s flagship breakfast television programme. This collaboration marks an exciting opportunity to showcase Avonmore’s much‑loved portfolio to Irish households nationwide.

Broadcasting live every weekday morning from 7:00am to 10:00am, the programme attracts a loyal, habit‑driven audience of predominantly household shoppers aged 35-55, with particularly strong appeal among the ABC1 demographic. With daily viewership regularly reaching over 200,000 people, it offers exceptional national reach and engagement.

For Avonmore, this partnership provides a powerful platform to connect with consumers at a key moment in their day. The sponsorship will run until January 2027 and will feature multiple daily advertising segments across the programme, spotlighting core Avonmore products including Fresh Milk, Supermilk, Avonmore Soup and Cream. In addition, the brand will be integrated into a series of sponsored cooking demonstrations throughout the year with Ireland AM’s well‑known celebrity chefs, bringing Avonmore products to life in a relevant, inspiring and family‑friendly context.

In March, Krissy Gibson, an American-born baker and owner of the Dublin-based premium dessert company “Take the Cake,” baked a delicious Easter themed dessert – chocolate mousse – using plenty of Avonmore Cream. This cooking demonstration is the start of Avonmore Cream’s wider Easter advertising campaign which went live across outdoor media, radio, social media, instore advertising and influencer support.

Beyond Ireland AM, Avonmore will advertise across Virgin Media’s daypart timestamps which integrate seamlessly with Avonmore’s role in everyday life by highlighting key consumption moments across the day featuring key Avonmore products including Protein Milk, Mooju, Cream and Soup.

Tirlán’s Graduate Programme has been shortlisted twice at the Grad Ireland Awards 2026

We are delighted to share that, for the second consecutive year, Tirlán’s Unearth Your Future (UYF) Graduate Programme has been shortlisted at the Grad Ireland Graduate Recruitment Awards. This year, the programme has been recognised in two categories: Best Graduate Training & Development Programme and Best Food Science Graduate Programme.

Being shortlisted in two categories is a significant achievement and reflects the continued evolution of the programme. Last year, Tirlán proudly took home the Silver Award for Best Graduate Training & Development Programme. This year’s recognition highlights the momentum and continuous improvement of our graduate programme. The strength of the programme reflects the work of many people right across Tirlán – our graduates, their managers and teams, mentors, facilitators and everyone who continuously invests in early talent at Tirlán.

The programme is central to our long‑term People & Leadership Strategy and is intentionally designed to develop future leaders and technical specialists. Built around our values and our co‑operative ethos, the programme equips graduates with essential skills, strong commercial acumen and real responsibility from day one. We look forward to the awards ceremony on the 30th April and to continuing to strengthen a programme that reflects who our future as a co‑op.

Apprenticeship applications now open for 2026

Applications are now open for our 2026 Apprenticeship Programme, offering an exciting opportunity to build a career with Tirlán while gaining hands‑on experience and industry‑recognised qualifications.

For 2026, we are offering craft apprenticeship opportunities across the following locations:

• Ballyragget
• Belview
• Virginia

Apprenticeships are available in the following disciplines:

• Electrical Instrumentation
• Mechanical Automation

These programmes provide a strong foundation in technical skills while working in a dynamic, safety‑focused and supportive environment.