When devising a communications strategy to highlight O’Brien Fine Foods’ efforts to reduce its environmental impact, the Kildare based company landed on the idea of re-defining its purpose in response to the increasing challenges of climate change, biodiversity loss, public health and reduced social cohesion. Mairead Golden, Branded Sales and Marketing Director with O’Brien Fine Foods, explains that volatility in the market in recent years had forced the producer of premium cooked meats to think about futureproofing its brand.
