The renowned G sign, a familiar emblem to generations of Irish learners from their exercise books, finds its roots in an initiative started by the Irish Goods Council half a century ago. However, contrary popular belief, it’s not a mark only for Irish made goods from Irish firms.
The organisation, now a separate not-for-profit entity, focuses on backing commendable, sustainable businesses functioning within Ireland, irrespective of their origins, explains the organisation’s chief executive, Brid O’Connell, on the Inside Marketing podcast.
The misunderstanding can be traced back to before the creation of Guaranteed Irish, during a Government scheme named Déanta in Eireann, meaning ‘made in Ireland’. During that period, Ireland wasn’t even a member of the EEC, which later transformed into the present day EU. Being a less wealthy country, primarily reliant on agriculture, rallying citizens to buy Irish goods was a sensible move. Not until later were such nationalistic initiatives viewed as protectionist and inconsistent with the broad European endeavour.
O’Connell clarifies that nowadays, Guaranteed Irish stands as a national symbol of trust available to all Ireland-based businesses, both domestic and foreign, supporting employment, community and authenticity. Yet, she admits that the idea that the Guaranteed Irish approval is accessible to all businesses, and not solely local ones, requires a bit of a mentality change.
O’Connell explains it’s about firms that support employment, community and authenticity, stressing the importance of quality and sustainability of jobs. The emphasis on community resonates with giving back and doing the right thing beyond just profit-making. In terms of authenticity, they stipulate that businesses to add 50% or more value to their product in Ireland to obtain the Guaranteed Irish endorsement.
O’Connell maintains that it’s all rather complex than just a straightforward ‘made in Ireland’ tag. She highlights that it aims to foster support for local, sustainable practices and doing the right thing. O’Connell cited the evident surge in desire during the Covid pandemic, as seen in consumer behaviour to support local businesses in times of crisis, ranging from artisan makers to coffee shops.
Guaranteed Irish, an organisation today boasting 2300 members of both large and small businesses, provides employment to over 150,000 individuals. Entities under this membership infuse the Irish economy with €14.2 billion and the worldwide economy with €52 billion. The significance of this is tremendous, emphasising the urge to recognise and back those firms which operate under the Guaranteed Irish logo.
The organisation which operates independent of state funding has stood for 50 years, and has not picked a penny from the government during this period. All operational expenses are covered by its members, which is a testament to their trust in this label.
Interestingly, the Guaranteed Irish logo goes only to businesses and not specific products. This requires companies to undergo thorough auditing by the Guaranteed Irish panel to ensure they align with the set standards.
Their membership spans some well-acclaimed Irish brands like Flahavans and SuperValu, as well as global magnates like Microsoft and AbbVie, a pharmacy firm. Speaking on the pharmaceutical sector, a significant amount of products are locally made but use parts sourced internationally.
Integrity and reputation of the Guaranteed Irish Label are paramount, and businesses seeking to bear this logo must demonstrate that 50% or more value has been added to a product domestically. Companies are eager to do this right, fearing the possibility of being seen as unethical.
This applies to various sectors, including construction, professional services, food, tourism, and technology, as well as advertising. The process of application for an ad agency is no different. Submission is done via email for a detailed form.
The assessment is not based on a specific product or internal operation within the business. Rather, it looks at the broader business aspects, such as the creation of quality sustainable jobs, being a fair employer, contribution to the community, adding 50% or more domestic value, and endorsing ethical practices.
Several probing questions are asked during this process, including queries about any existing accreditations.
When your application is fully completed, it will be reviewed by an assessment panel. Not meeting the required standards will result in rejection, however, upon approval, an annual charge, based on your staff count, will apply.
Upon obtaining a license, you’ll get a digital wallet carrying all the branding materials you’re authorised to use. It is emphasised that these resources should be utilised only if you intend to make use of them. Gaining access to these assets aids in various endeavours such as talent attraction, corporate and social responsibilities, and sales generation.
Having a trustworthy and reliable company is what draws potential employees to you, thereby creating a solid foundation and culture within your business,” indicates O’Connell.
Regarded as a vital marketing asset, the members are motivated to join forces. O’Connell explains further, “Our catchphrase is ‘altogether better’. Our strength increases when we support each other. The larger entities assist the smaller ones, and there’s trade amongst us. We make an effort to replenish the business ecosystem.”
In addition to adding value, members provide each other mentorship on subjects like sustainability. The Guaranteed Irish organisation also serves as a lobbyist on behalf of the members, communicating with the government. Currently, the aim is to increase preferential treatment for members in the case of public procurement.
The organisation also sets up networking events, runs PR campaigns, and offers individual members an extra visibility platform, including a regular podcast by O’Connell. Research into brand effectiveness is also carried out.
O’Connell says, “The symbol is recognised by three-quarters of the entire population across all age groups. There is no other logo or icon with such an impact.”
TV, radio, press, and online advertising campaigns are all managed by the organisation to boost awareness. To commemorate its 50th year, a 50-50-50 competition was held, offering a €50,000 communications campaign to any member that employs over 50 individuals, and can show their support of other Guaranteed Irish members in their supply chain.
“Speaking to consumers, as well as other businesses, is our primary duty. The message we’re trying to send is that taking care of the “G” will result in the “G” taking care of us,” she said.