Dee's Goes from Strength to Strength on Channel Clusters Programme

28th January 2011 (Source: IEA)

Dee's is owned by Deirdre Collins, and is based in Ballincollig in Cork.  Deirdre participated on the Channel Clusters Programme* in 2010 and was a member of the Horgan's Deli Supplies cluster.  Dee's are the first company in Ireland to create an innovative range of fresh, organic, wholefood burgers. Indeed, Dee's are the first company to create a Wholefood burger anywhere. 

Deirdre Collins t/a Veg-e-Que now owns the trademark “Wholefood Burger” in the EU along with the trademark name “Omega Burger” and has developed a secret natural organic binding agent. She uses the very best of local Irish ingredients including Irish carrots and onions. She also uses organic and Fair Trade broccoli, grains and spices.

All products used are gluten free, vegan, additive free and naturally low in salt and saturated fats as well as high nutritional health value, through the use of natural ingredients and fresh vegetables. As mentioned, grains are also combined with vegetables, nuts and seeds to give a nutrition powerhouse.


Dee's Key Selling Points:
100% organic ingredients and 100% natural. 

No artificial additives, colourings, flavourings or preservatives.

Local Irish ingredients - Combined with organic and fair trade grains and spices.

Freshly made – chilled product that can also be frozen and cooked directly from frozen.

100% Vegetarian - Suitable for vegans & vegetarians.

High in nutritional value – high in fibre, protein, anti-oxidants and omega oils through the addition of shelled hempseeds along with sunflower seeds.

Wholefoods are rich in micro-nutrients and trace elements. 

Low in Saturated Fat. No added sugar; No artificial binders; No imitation meat substitutes

Great for Kids - good way of getting vegetables, grains, & seeds into the diet of fussy children.

Convenient - “Good and Fast” just pop them on the grill for a few minutes each side! 

100% GM-Free Gluten-Free Wheat-Free Egg-Free Soy-Free Dairy-Free Salt-Free Free from Trans-Fats and Cholesterol

Dee's participated on the Channel Clusters Programme* in the Horgan's Deli Supplies cluster.  The cluster leader (mentor) was Bullseye Food Marketing.  

Key Areas Addressed by Cluster Leader:
Completed Marketing “Brand audit” ; Needs analysis / Competitive Analysis.
Established key brand recommendations based on the brand audit findings.
Prepared a strategic “Marketing plan” and a 12 month “Action plan” for the brand.
Prepared a Market Overview.
Carried out a competitor price audit.
Clarified brand positioning & Unique Selling Points.
Established clear Product and Price positioning for the range.
Established clear brand Unique Selling Points.
Identified improved packaging options for the brand (including design).
Identified new product opportunities and gaps in the marketplace
Identified any grant aid available to the company.
Assisted in the registration of the trade mark.

Key Actions Over 12 Months of Programme (Up to Dec 2010)
Set up Distribution through the cluster leader, Horgan’s Deli Supplies.
Obtained listing in Supervalu (150 stores), Dunnes Stores (50 stores) and Superquinn (all branches), Independents, & 50 Health food Stores. Listed with Tesco from early 2011 (20 stores).
Brand launched into the UK market in Nov 2010.
Developing new sales brochure and Web site.
Prepared various press releases. 
Prepared brand presentation for “Dragons Den” pitch. ( 4th Mar 2010)
Prepared financial projections for business plan
Prepared Buyer Listing Presentation.
Prepared the brand for UK and French market entry.
NPD : New Vegetarian Cottage pie.

Sales : Increased from €80k in 2009 to Projected €200k+ in 2011.
Jobs: 1 New job created in 2010.
NPD: New range of 3 lines to be launched in Qtr 3 2011. 

*This project was made possible through a financial contribution from the European Regional Development Fund Ireland Wales (INTERREG 4A) 2007-2013.  This article reflects the views of the author only and not those of the Programme Authorities.