Glanbia Co-operative, one of Ireland’s largest dairy companies, has unveiled its new identity as the next step after being taken over by suppliers.
The deal will see the farmers take control of Glanbia Ireland, buying the remaining 40% stake in Glanbia Ireland from Glanbia plc to become the outright owners of the Irish dairy and grain business. However, as part of the deal, it was agreed that the new company would have to change its name.
Combining the Irish words ‘Tír’ for land and ‘Lán’ for full, the new name, Tirlán, means ‘Land of Plenty’ and represents the deep connection and relationship between the cooperative, its people and the land they cultivate. together. cultivate and maintain.
Co-op shareholders will be called to vote to approve the co-op’s name change in the coming weeks.
Glanbia plc will retain and continue to operate as Glanbia as an entirely separate entity. Tirlán will remain the largest shareholder in Glanbia plc, with a 31.9% stake.
The new identity was revealed at the co-op’s new collaboration center at Abbey Quarter in the city of Kilkenny, where Leinster, Ireland and British and Irish Lions rugby international Tadhg Furlong, who comes from a farming background in County Wexford, were also unveiled as Tirlán’s first ambassador.
The Tirlán brand will begin to become visible over the next few months, with a gradual transition to the new identity on trucks, products and facilities.
The 52 agricultural branches and retail stores will be renamed Tirlán FarmLife and Tirlán CountryLife on a phased basis. The popular Glanbia Connect website will switch to Tirlán FarmLife with immediate effect.
Tirlán’s portfolio, with sales expected to exceed €3 billion this year alone, includes many of Ireland’s best-known and most-loved dairy brands, such as Avonmore, Kilmeaden, Premier, Wexford and international brands such as such as GAIN Animal Nutrition, Truly Grass Nutritional Milk Protein Fed, Millac and Solmiko.
The co-op is supplied with milk and grain by over 6,000 Irish farming families. Last year, it paid more than €1.6 billion directly to farming families for milk and cereals. As the largest buyer and user of Irish grain, Tirlán manages over 270,000 tonnes, including a premium grain portfolio.
Speaking at the new identity launch event, Managing Director Jim Bergin said: “It is with a sense of history and optimism that we unveil Tirlán as an ambitious, innovative cooperative and modern that combines the best of our heritage, all our people and our expertise. Our organization has evolved over our 100 year history.
“As we enter this new phase in our cooperative’s journey, Tirlán has the ambition to play an increasingly important role in the wider economy, the international food and nutrition sectors, and in particular in rural communities across the country.
“We are so proud of our history and heritage and determined that a sense of pride and identity will always be at the heart of our business. This is what Tirlán represents.
Tirlán President John Murphy added: “Over the decades, Tirlán has always supported the livelihoods of our people and communities. This exciting next step in our evolution will see even stronger ties with our farmers, employees and customers.
“Our farmers own the business and provide very high quality products from family farms that contribute enormously to the rural economy.
“Our strong ambitions require an identity that reflects our position as a cooperative that cares about our people and strives to deliver a sustainable future for all. I firmly believe that Tirlán achieves this goal.