Good Food Ireland®

What Good Food Ireland® does

Good Food Ireland® is a privately held, founder-led Irish food tourism brand founded in 2006 by Margaret Jeffares and headquartered in Wexford, Ireland. The company operates an all-island (Republic of Ireland and Northern Ireland) Trustmark and curated membership directory — the Good Food Ireland® Collection — covering vetted restaurants, hotels, pubs, cafés, cookery schools, artisan food and drink producers, and culinary experiences. Members are assessed for local Irish sourcing, sustainability, and quality, and display the Good Food Ireland® Trustmark as a consumer-facing quality marker. The company is small (approximately 13 employees) and operates without disclosed external funding, with Margaret Jeffares as Founder/Managing Director/CEO and Susan Kerr in an advisory capacity since 2022.

The business is multi-platform rather than single-product. Core assets include GoodFoodIrelandExperiences.com, launched in March 2025 as the first dedicated all-island booking platform for provenance-led food and drink experiences (powered by FareHarbor), and goodfoodirelandshop.com, a WooCommerce-based e-commerce store selling gift vouchers, artisan Irish food and drink, cookbooks, and branded merchandise. Revenue is generated through five primary streams: recurring Collection membership/onboarding fees, transaction commissions on bookings, retail product margins, event ticket sales (annual Awards and Conference, hosted at venues such as The K Club and InterContinental Dublin), and sponsorship revenue from partners including FBD Insurance, Kerrygold, Waterford, Roe & Co, AIB, Tourism Ireland, and Bord Bia. A Corporate and Private Events division delivers bespoke dining experiences at scale (e.g., Web Summit for 20,000+ delegates, a 2,500-guest US corporate incentive at Ardgillan Castle). Distribution channels include B2C e-commerce, a B2B trade/operator portal with commissionable rates, and an International Ambassador Programme (e.g., Andrew Walsh's CURE Singapore) extending the brand beyond Ireland.

The company has built reputational moats through two decades of operation: a 2015 White House invitation from US President Obama, a 2012 commendation from An Taoiseach (Irish Prime Minister), partnerships with state agencies (Tourism Ireland, Bord Bia, Safefood), and a 20-year continuous Awards and Conference programme. The 2026 calendar marks the 20th anniversary with a Conference (April 2026, InterContinental Dublin, sold out), five regional Connect Sessions (February 2026), and 20th Anniversary Awards (November 2026). Geographic footprint is concentrated on the island of Ireland, with brand extension into international markets through ambassadors and corporate event representation (Volvo Ocean Race stopovers in South Africa, China, USA, Spain, Sweden; Dubai, Amsterdam, Oslo, Cologne, London, New York showcases).

Name

Good Food Ireland®

Legal name

Good Food Ireland®

Website

https://goodfoodireland.ie

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Food Ireland® is a founder-led, all-island Irish food tourism brand operating a Trustmark-certified Collection of vetted restaurants, hotels, producers, and culinary experiences, with a booking marketplace, e-commerce shop, annual awards, and corporate events division.

Ownership category

akta.pro rank

Product category

Food Tourism Certification

NAICS

Restaurants and Other Eating Places (72251), Caterers (722320), Special Food Services (7223)

SIC

Retail-Eating Places (5812), Food And Kindred Products (2000), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Exclusive Dining Access & Chef’s Table Reservations (HSACAMAJ)

akta.pro secondary industries

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH), Specialty & Dietary Catering (Halal, Kosher, Vegan, Allergen-Free, Medical) (THAHAKAK)

Keywords

• Irish food tourism
• Food certification trustmark
• Culinary experience booking
• Artisan food marketplace
• Hospitality brand endorsement

Headquarters

HQ city

Not specified

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership/Collection Fees: Approved businesses pay to join the Good Food Ireland® Collection and receive the trustmark endorsement, marketing support, and listing on the platform. Revenue generated from onboarding restaurants, hotels, pubs, producers and experiences into the curated collection.
2. Experiences Booking Commission: GoodFoodIrelandExperiences.com serves as the first dedicated all-island destination booking platform for provenance-led Irish food and drink experiences. Commission earned on bookings made through the platform for cooking courses, tours, tastings, and culinary experiences.
3. Retail Product Sales: E-commerce shop (goodfoodirelandshop.com) selling Irish food products (honey, preserves, chocolates, charcuterie, cheese), cookbooks, branded merchandise (aprons, tea towels, chopping boards), and Irish woollen/cashmere items. Revenue from product markups and sales margins.
4. Awards Tickets and Tables: Annual Good Food Ireland® Awards events generate ticket revenue. Individual tickets priced at €160 + VAT, table tickets (10 people) at €1550 + VAT. 2024 Awards held at The K Club, Co Kildare.
5. Conference Tickets: Annual conference events (20th Anniversary Conference 2026 at InterContinental Dublin) generate ticket revenue. Individual tickets €150 + VAT, table tickets (10 people) €1450 + VAT. 2026 conference theme 'From Local Roots to Global Connections'.
6. Sponsorship and Partnerships: Annual awards and events generate sponsorship revenue from partners including FBD Insurance, Kerrygold, Waterford, Roe & Co, AIB, Irish Hereford Prime, Tourism Ireland, Bord Bia, National Dairy Council, and others. Different sponsorship tiers available for award categories.
7. Corporate and Private Events: Bespoke dining events and catering services for incentives, conferences, launches, pop-up villages, sporting events, Ireland representation at international events, and corporate occasions. Projects include Web Summit food service (20,000+ delegates), British Ambassador's Garden Party (1,300 guests), Dubai Duty Free Irish Derby Festival pop-up villages.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Good Food Ireland® is an all-island (Republic of Ireland and Northern Ireland) food tourism brand that curates and certifies a Collection of approved restaurants, hotels, pubs, cafés, cookery schools, shops and artisan producers under the proprietary Good Food Ireland® Trustmark. It monetises this Collection through paid membership, an e-commerce shop (WooCommerce) selling Irish artisan food and gift vouchers, a FareHarbor-powered experiences booking platform earning commissions, an annual Awards programme, an annual industry Conference & Celebration Showcase, regional Connect Sessions, and a Corporate & Private Events division providing bespoke dining services.

Product overview

Good Food Ireland® is an all-island Irish food tourism brand operating as a multi-platform ecosystem rather than a single product. The portfolio consists of the Good Food Ireland® Shop (a WooCommerce-powered e-commerce marketplace selling Irish artisan food, drink, cookbooks, and branded merchandise), the Good Food Ireland® Experiences Platform (a booking marketplace for provenance-led culinary experiences), and the Good Food Ireland® Collection (a curated membership directory of approved restaurants, hotels, producers, and food shops displaying the Trustmark). Supplementary offerings include an annual Awards programme, a B2B Conference & Celebration Showcase, regional Connect Sessions, a Corporate & Private Events service, and an International Ambassador Programme. The company connects tourists and consumers with Irish food producers, chefs, and hospitality providers across the island of Ireland.

Differentiator

Problem solved

Functional benefit

Brands

• Good Food Ireland® Collection: A curated collection of approved restaurants, accommodation, cookery schools, shops and producers committed to Irish ingredients.
• Good Food Ireland® Awards
• touRRoir
• Best of the Decade Awards

Products and services

• Good Food Ireland® Shop An e-commerce marketplace featuring curated premium Irish food, drink and lifestyle products — including gift vouchers, artisan chocolates, farmhouse cheeses, charcuterie, preserves, apple juices, BBQ meat boxes, cookbooks, branded aprons, woollen throws and picnic blankets. Powered by WooCommerce. For consumers and corporate gift buyers seeking authentic Irish produce.
• Good Food Ireland® Experiences Platform An all-island destination booking platform for provenance-led Irish food and drink experiences, enabling tourists and locals to book curated culinary experiences such as cookery courses, distillery tours, farm visits, brewery and cider tours, afternoon teas and dining events directly with approved Collection members. Powered by FareHarbor. For food-conscious consumers, tourists and travel trade.
• Gift Vouchers Physical gift vouchers redeemable across the Good Food Ireland® Collection at approved restaurants, hotels, cafés, pubs and food places committed to sustainably sourced Irish ingredients. For individual gift purchasers and corporate gifting.
• Good Food Ireland® Collection (Membership / Trustmark Programme) A curated directory and approval programme of hotels, restaurants, cookery schools, shops and food/drink producers dedicated to prioritising Irish ingredients and supporting local farmers, producers and fishermen. Members undergo vetting and display the Good Food Ireland® Trustmark, gaining marketing visibility, consumer discovery and platform listing. For hospitality businesses and artisan producers.
• Good Food Ireland® Awards Annual awards programme recognising the best of Irish food, drink, hospitality and tourism across categories including Hotel of the Year, Restaurant of the Year, Pub of the Year, Producer of the Year, Sustainability Award, Food Lovers Choice Award, Best Irish Seafood Experience, and Lifetime Achievement. For hospitality businesses, producers and industry stakeholders seeking industry recognition.
• Good Food Ireland® Conference & Celebration Showcase Annual business conference bringing together leaders from Ireland's food, farming, hospitality and tourism sectors, featuring speaker sessions, networking and a celebration showcase. The 20th Anniversary Conference took place on 20th April 2026 at the InterContinental Hotel Dublin. For industry professionals and partners.
• Connect Sessions (Regional Roadshow) Five regional Connect Sessions held across the island of Ireland as part of the 20th Anniversary programme (February 17th–26th), fostering collaboration among producers, hospitality partners and tourism businesses. For Collection members and regional food/hospitality businesses.
• Corporate & Private Events Bespoke dining events and catering services for corporate clients, incentive trips, conferences, product launches, pop-up villages, sporting events, and Ireland representation at international events, including virtual events such as online cooking courses, chef masterclasses and virtual tours. Notable projects include Web Summit food service (20,000+ delegates) and the British Ambassador's Garden Party (1,300 guests). For corporate clients, embassies and event organisers.

Quantifiable outcome

• Served 20,000+ delegates from 100+ countries at Web Summit, changing perceptions of Irish food internationally
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

15 partnerships are on record, tiered flagship, core, minor and regional.

• FBD InsuranceflagshipGTM or Marketing Partner · 1 January 2024Official sponsor of Good Food Ireland® Awards and 20th Anniversary Awards 2026. Aligned with Ireland's trusted food tourism brand to reach quality-conscious hospitality businesses and food producers. FBD Insurance supports Irish businesses with insurance solutions for over 50 years.
• KerrygoldcoreGTM or Marketing PartnerGold Partner and sponsor of Sustainability Award. Kerrygold is a proud Irish brand with 60-year tradition, producing natural Irish premium butter from grass-fed cows. Deep alignment with Irish provenance values.
• WaterfordcoreGTM or Marketing PartnerGold Partner and sponsor of award categories (Culinary Haven of the Year, Restaurant of the Year). Irish luxury crystal brand bringing craftsmanship and artistry to the awards. Gio tea set prize at awards events.
• Roe & CocoreGTM or Marketing PartnerGold Partner and sponsor of Hotel Restaurant of the Year, Pub of the Year, producer award categories. Modern Irish whiskey distillery in Dublin's Liberties, reimagining Irish whiskey with immersive experiences.
• AIBcoreGTM or Marketing PartnerSponsor of Food Innovator of the Year award. Supporting Irish food and drink business growth with financial solutions for cashflow and investment needs. Consumer demand for different food/drink options creates growth opportunities.
• Tourism IrelandflagshipGTM or Marketing PartnerSponsor of Excellence in Food Tourism Award. State agency responsible for promoting Ireland overseas. Good Food Ireland® has long worked with Tourism Ireland at international events (Amsterdam, Oslo, Cologne, London, New York, Dubai).
• Bord BiacoreGTM or Marketing PartnerSponsor of Producer of the Year award. Irish food board supporting producers with market development. Alignment on promoting Irish food quality and provenance internationally.
• National Dairy CouncilminorGTM or Marketing PartnerSponsor of Outstanding Contribution to Food Production award. Representing Irish dairy industry, aligned with sustainable farming and quality produce values.
• The K ClubcoreGTM or Marketing PartnerHost Partner for 2023 and 2024 Good Food Ireland® Awards. Luxury resort in Co Kildare with produce-led dining approach. Provides venue and hospitality for flagship industry events.
• InterContinental DublincoreGTM or Marketing PartnerHost Partner for 20th Anniversary Conference (April 2026) and 20th Anniversary Awards (November 2026). Five-star hotel venue for flagship annual events celebrating Irish food and hospitality.
• Ards and North Down Borough CouncilregionalStrategic or Co-development PartnerPartnership with Taste Ards and North Down initiative bringing curated taste of Northern Ireland's Ards and North Down region to Good Food Ireland® platform. Joint marketing of local food experiences, producers and festivals (Comber Earlies Food Festival).
• Irish Hereford PrimeminorGTM or Marketing PartnerSponsor of Hotel of the Year award category. Premium Irish beef brand aligning with quality Irish hospitality.
• IrishCentralminorGTM or Marketing PartnerMedia Partner and sponsor of Shop of the Year and Sweet & Savoury Producer awards. New York-headquartered trusted source for Irish diaspora (39 million Irish Americans, 70 million diaspora) reaching 2 million+ monthly visitors.
• Ballymaloe FoodsminorGTM or Marketing PartnerSponsor of Café of the Year award. Iconic Irish food brand with deep roots in Irish culinary culture, aligned with local produce values.
• Bord Iascaigh Mhara (BIM)minorGTM or Marketing PartnerSponsor of Fish & Seafood Producer of the Year award. Irish seafood development agency supporting sustainable Irish seafood industry.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Eatwith: Global online marketplace for hosted food experiences and culinary tourism in private homes and restaurants. Comparable online marketplace layer for curated food/drink experience bookings, though without the Irish provenance Trustmark or regional certification angle.

Broad incumbents

• Bord Bia (Irish Food Board): Irish state agency promoting Irish food and drink exports globally. Core sponsor and aligned with Good Food Ireland® on provenance promotion; comparable mission but state-funded mandate covering exports rather than curated tourism certification.
• Airbnb Experiences: Online category within Airbnb for booking host-led local experiences, including food tours, cooking classes and tastings. Comparable consumer-facing experience-booking marketplace, with massive distribution reach that competes for the same tourist mindshare.
• Tourism Ireland: State agency marketing the island of Ireland overseas. Flagship sponsor and long-standing partner of Good Food Ireland®; comparable international food/destination promotion mission but on a much larger public-sector scale.
• GetYourGuide: Global tours and activities marketplace with strong presence in Ireland. Comparable booking layer for food/drink experiences with international tourist reach; directly competes with GoodFoodIrelandExperiences.com for outbound travel bookings of Irish culinary tours.
• Failte Ireland (National Tourism Development Authority): Irish state tourism authority managing Wild Atlantic Way, Ireland's Ancient East and Hidden Heartlands brands. Provides the official tourism infrastructure Good Food Ireland® plugs into; comparable food-tourism content curation but as a state agency rather than a private Trustmark.

Regional players

• Burren EcoTourism Network: Regional Irish eco-tourism network with a Trustmark certifying businesses meeting sustainability and locality criteria. Comparable curated-endorsement approach for Irish food/tourism experiences, though concentrated in the Burren region rather than all-island.

Direct peers

• Euro-Toques Ireland: Irish chapter of the European chef Trustmark, a membership community of chefs committed to quality, provenance and local sourcing. Directly comparable curated-endorsement model for Irish restaurants and chefs with a similar values-based Trustmark.
• Love Irish Food: Not-for-profit Trustmark brand identifying products made from Irish ingredients and manufactured in Ireland. Comparable provenance certification scheme serving Irish producers with a consumer-facing endorsement mark, an adjacent food Trustmark.
• Ireland's Blue Book: Private consortium and curated collection of Irish country houses, hotels, restaurants and manor homes. Directly comparable curated-membership/Trustmark model focused on quality Irish hospitality experiences, the closest commercial analogue to the Good Food Ireland® Collection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GoodFoodIreland
• YouTubeyoutube.com/user/GoodFoodIreland
• Facebookfacebook.com/Good-Food-Ireland-119632236735
• LinkedInlinkedin.com/company/good-food-ireland
• Instagraminstagram.com/goodfoodireland

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Food Ireland®