Mayo Blackface Group has rebranded as Ólas Hill Farms
IN partnership with Bord Bia, the Mayo Blackface Group has now rebranded as Ólas Hill Farms and launched a new website and campaign.
A world-class premium brand showcasing uniquely west of Ireland lamb, Ólas Hill Farms brings together a collective of over 400 farmers dedicated to the craft of producing distinctive, free roaming, ethically produced and sustainable lamb.
First established in 2004, it includes sixth-generation farmers, both long-established and experienced, as well as a younger cohort keen to bring their own ideas.
Breege Biggins of Lake District Sheep Producers points to a huge spirit of cooperation which has led to better quality and increased sales. “Whether you have 50 or 500 lambs, your opinion is respected and valued equally,” she said.
With the support of Mayo County Council and bolstered by the expertise and advice of Teagasc, the group has undertaken an ambitious rebranding and strategy for growth.
Reared on hillsides and lowlands, by rivers, lakes and the sea, the provenance and quality of this lamb makes it unique. Ólas Hill Farms reflects the legacy of generations who have maintained this challenging landscape, tending their sheep in areas of special conservation, their flocks acting as its natural keepers. Sustainability and biodiversity are part of their craft and always have been.
The name Ólas (a play on the Irish word Eolas, meaning knowledge) reflects the skill and tradition at the heart of this brand. A unique product set apart - it tastes better because it is better.
Said Seamus McMenamin of Bord Bia: “It is a standout product that is more slowly and naturally produced. These sheep spend 90 per cent of their lives on hillsides, making it the closest you can get to organic (without being organic) and that really appeals to consumers’ desire for sustainability and high welfare.
“The product itself is unique in its taste, texture and quality.”
At the heart of that is its farmers. They are passionate about what they do.
With its new branding, logo and website designed by Cork-based creative design studio Chapter to represent the brand’s ethos and roots, the group sees huge potential.
Seamus Finucane of its production partner Kildare Chilling regards this new direction as the bedrock for future sales and growth.
“The website and the story it tells creates a connection and once people feel an affinity with a product they want to be part of it,” he commented
With existing exports to France, Sweden, Italy and Germany, there is optimism about prospects for the brand in North America.
Aimed at the discerning consumer who sees food as a celebration of life and cares about its provenance and carbon footprint, the story behind Ólas Hill Farms, its dedicated farmers and the resulting product has real resonance. As one of its farmers explains: “We exist to nurture our flocks, our land and our heritage.”
Ólas Hill Farms – Looking to the future to protect and preserve a tradition.
For more information, see https://olashillfarms.ie/. Or contact Ólas Hill Farms, Friars Court, Glebe Street, Ballinrobe, on (094) 9521820.