How Flahavan's has turned porridge into a multimillion-euro business

The Waterford company is aiming to grow its export business in the US and parts of Asia.

John Flahavan
John Flahavan

It's older than the Irish state by more than a century, but Waterford-based oats business Flahavan’s is giving more youthful food brands a run for their money.

Its breakfast and snacking products fit in with growing consumer demand for healthier products; it has an ‘authentic’ backstory; and it has moulded a trusted and widely recognised brand.

“People remember their parents going down and making porridge in the morning and setting the fire before the children came out of bed and then went off to school,” John Noonan, sales and marketing director, says.

“We tend to get that when we talk to our older consumers rather than our younger consumers, but it does help to illustrate the position the brand holds in people’s hearts in Ireland,” he adds.

With origins dating back to 1785, Flahavan’s is now a seventh generation family business fronted by managing director John Flahavan.

Read the full Article Journal.ie

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