From Farm to Fork: A Food Marketing Journey Through Ireland

Florida Atlantic business students embarked on an unforgettable journey to the enchanting Emerald Isle of Ireland for a three-week Food Marketing Study Tour: From the Farm (Ocean) to the Fork. As faculty lead for the second consecutive year, I had the honor of coordinating with Bord Bia, the Irish Food and Drink Board, and University Colleges of Cork and Dublin to guide these bright minds through the country’s lush green landscapes and culinary wonders.

We kicked off our tour in County Cork, home to Ireland’s second-largest city and a top foodie destination and gastronomic haven. We stayed at the University College Cork, a charming and walkable campus, perfectly situated to explore the pristine coastline and rich green pastures of Ireland’s dairies. Here we engaged with water buffalo herds, artisanal farmhouse cheese makers, and a fish smokery along the breathtaking Wild Atlantic Way. At each stop, we indulged in savory samples, learning the fascinating histories of local farming, and gaining valuable insights into food marketing.

The visit to Jameson Whiskey’s Midleton distillery was a highlight of our Cork experience; there where we enjoyed tastings and a sustainability talk from this iconic Irish distiller. We concluded our time in Cork with a visit to Musgrave, a family-owned leader in food retail, wholesale, and food service. Here, marketing executives generously shared their knowledge of the Irish food industry with our eager students.

 "It was a pleasure to host Florida Atlantic University Farm to Fork Study Tour who visited Musgrave as part of their trip. They expressed a genuine interest in our SuperValu and Centra brands and showed a remarkable knowledge of the Irish retail market. We appreciated their enthusiasm and curiosity about our brands, and particularly our sustainability strategy. We think that such visits are beneficial for the exchange of ideas and perspectives between different cultures and generations. We hope that they had a good time in Ireland and learned something new from us. We wish them all the best in their future endeavors.”

~Margaret O’Donoghue, Loyalty Brand Manager, Musgrave

The remaining two weeks of our food marketing adventure unfolded on the vibrant campus of University College Dublin. Our students received a warm welcome from Bord Bia, which connects Irish suppliers with potential customers worldwide. This introduction set the stage for an exciting project: five food companies, all members of Bord Bia’s Origin Green program, a national food and drink sustainability program, presented their marketing challenges to our student teams.

Armed with primary and secondary research, the students developed innovative marketing strategies for companies such as Monaghan Mushrooms, Loughnane’s Sausages, Solaris Tea,Tirlán, and Mr. Crumb. The marketing representatives were thrilled to receive fresh Gen Z perspectives from our talented students.

"It was an absolute pleasure to host the Florida Atlantic University College of Business students. I am very impressed by the group's engagement and curiosity about our food industry in Ireland. Eileen Acello and Florida Atlantic’s College of Business has created an amazing farm to fork marketing study experience for students. It's so great for students to have the opportunity to experience firsthand how other countries outside the USA are marketing food. The addition of the students working on real live projects for some of our great Irish brands will no doubt prove mutually beneficial. What a wonderful foundation for future marketing careers."

~Sharon Colgan, Sustainability Engagement Manager, Bord Bia

To deepen their connection with the food industry, our students visited food retailers across Dublin, including Dunne’s, where they saw firsthand the intersection of products and consumers. We ventured to Howth, a picturesque coastal town, to explore its vibrant fishing village. Kish Fish, a family-run business supplying seafood to Dublin’s finest eateries, welcomed us and provided an in-depth look at fish processing and smoking.

“The Ireland Study Abroad deepened my understanding of sustainability and its impact. Visiting farms, retail stores, ad agencies, and the Irish Food Board revealed the intricate connections between agriculture and the marketplace, reinforcing the power of mindful food systems. Under the leadership of Instructor Eileen Acello during this study abroad, I learned and experienced so much more than I would have sitting in a classroom with four walls.”

~Sean Harrington, Business Management Student

In Howth, students bonded over a cooking class at the Howth Castle Cookery, preparing a meal with locally sourced fish and produce. The tour also exposed students to Boys & Girls Advertising Agency, renowned for their experiential marketing and advertising campaigns for numerous food clients, including some we had visited. We rounded out our 360-degree food tour with visits to the Orchard Centre, a major cream producer for Baileys Irish Cream, and the Kerry Group, an ingredients company providing taste and nutrition solutions globally.

The final leg of our journey ended with a celebratory toast at the Guinness Storehouse, where we immersed ourselves in their interactive brand experience and celebrated their award-winning advertising legacy.

“My trip to Ireland was such a special and enriching experience that I’ll remember forever. I gained valuable educational and personal insight that I can take with me into life following graduation.”

~Allison Todd, Business Student/Graduating Senior 2024

This trip, like any study abroad experience, offered our students a priceless perspective on the world and other cultures. Slainte to the memories and lessons learned on this remarkable food marketing study tour! 

-FAU-