LEADERSHIP
New Zealand example Ireland could do well to emulate the example of New Zealand in terms of more integration and co-ordination from the farmer up to the world's consumers, according to Shelman. “It is similar to Ireland in that it has limited land resources and is surrounded by water. The New Zealand food industry has focused on the consumer right down to the level of the farmer producer. “As a result, kiwi fruit from New Zealand has a much better brand image with consumers than kiwi fruit being produced from, for example, China. Similarly Ireland can build on the positive reputa- tion of its grass-fed beef when competing with meat from Brazil or parts of Latin America.” In order to achieve all of these goals, it will be vital that the food and drink industries invest in talented young managers, maintains Shelman. “Unfortunately when sales in an industry are stagnant
there can be a tendency amongst senior management to stay where they are. “The food industry needs to concentrate on marketing itself to young dynamic managers and to invest in the education of these young managers. And the food companies have to be able to excite young people as managers, if Ireland is to achieve that potential suc- cess,” she concludes.
Mary Shelman lectures on the Food Industry Strategic Growth Programme at UCD Smurfit School. It is a two-year programme to further enhance the leadership capabilities of employees of Irish food and drink companies. For further information see
www.smurfitschool.ie/bordbia
UCD BUSINESS CONNECTIONS 29
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56