Guaranteed Irish

What Guaranteed Irish does

Guaranteed Irish is a not-for-profit membership organisation founded in 1974 that operates the national symbol of trust and provenance for businesses based in Ireland. Membership, granted through an appraisal process covering jobs, community, provenance, and (from 2025) Foundation-stage sustainability, permits qualifying businesses to license the Guaranteed Irish symbol — the "G" — for use on products, packaging, websites, and marketing. The organisation serves two end-markets: (i) member businesses that gain a recognised trust mark and access to a network of more than 2,500 companies collectively employing over 150,000 people with combined Irish turnover of €14.22bn in 2024; and (ii) Irish consumers who use the symbol as a heuristic for provenance, with nearly three-quarters recognising it as a mark of trust and quality per Red C research.

The core technology is the licensed brand mark and its supporting platform surface: a member directory (directory.guaranteedirish.ie), the Guaranteed Irish House construction-sector directory, the Guaranteed Irish Gifts retail platform, a Sustainability Hub co-developed with KPMG, the weekly Guaranteed Irish Business Podcast (sponsored by FBD Insurance), and member portals. Distribution blends earned media, events (CEO Alumni, GIBA annual awards), social channels (LinkedIn, Instagram, YouTube, TikTok), a referral programme (€200 incentive per converted referral, capped at three per year), and a 2025 TikTok Shop Ireland partnership.

Revenue is generated from membership licensing fees, awards and events (e.g., the €15,000 Brand Advocacy Champion Award), and ancillary sponsorship. Pricing of the licence itself is not publicly disclosed. The organisation is independently governed by a Board of Directors drawn from member companies including KPMG, Matheson, AstraZeneca Ireland, Musgrave, Kingspan, and Viatel, with no external parent or external investment funding; CEO Bríd O'Connell has led the organisation since July 2016.

Name

Guaranteed Irish

Legal name

Guaranteed Irish

Website

https://guaranteedirish.ie

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Guaranteed Irish is a not-for-profit membership organisation that licenses the national Guaranteed Irish symbol — a recognised trust and provenance mark — to qualifying businesses based in Ireland across all sectors, with 2,500+ members and supporting directory, sustainability, events and awards programmes.

Ownership category

akta.pro rank

Product category

Business Certification and Membership Licensing

NAICS

Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) (533), Convention and Trade Show Organizers (56192)

SIC

Patent Owners & Lessors (6794)

akta.pro primary industry

Geographic Indication & Origin/Authenticity Certification (PDO/PGI, Country-of-Origin) (AFALAMAJ)

akta.pro secondary industries

Traceability & Chain-of-Custody Certification (Mass Balance, Segregation, Identity Preserved) (AFALAMAK), Assurance & Verification of Sustainability Reports (Limited/Reasonable Assurance) (EUAHAJAI), Fair Trade & Ethical Sourcing Certification Services (AFALAMAD)

Keywords

• National trust certification
• Membership licensing program
• Brand provenance mark
• Business member directory
• Sustainability roadmap

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Licensing Fees: Guaranteed Irish operates as a not-for-profit membership organisation. Businesses that meet the criteria (supporting Jobs, Communities, and Provenance in a sustainable manner) pay a licensing fee to use the Guaranteed Irish symbol on their products, packaging, and marketing materials.
2. Referral Programme (Membership Incentive): The referral programme generates new membership conversions. Existing members who refer businesses that become paying members receive a €200 discount off their next membership fee, incentivising network growth.
3. Events and Awards Revenue: Revenue is generated through events including the annual Guaranteed Irish Business Awards (GIBA), CEO Alumni events, and other member events. The Brand Advocacy Champion Award is worth €15,000.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Guaranteed Irish is a not-for-profit membership organisation that licenses a national trust and provenance symbol to businesses based in Ireland. Member businesses are evaluated against criteria covering jobs, community, provenance, and sustainability, and on approval receive the right to display the Guaranteed Irish symbol on products, packaging, websites, and marketing materials. The core offering is bundled with directory listings, events, awards, sustainability resources, and networking for member businesses.

Product overview

Guaranteed Irish is a membership organization operating as a not-for-profit national symbol of trust for businesses based in Ireland. The core offering is the Guaranteed Irish symbol/license, which businesses can earn by meeting criteria around jobs, community, provenance, and sustainability. Supporting the symbol are several interconnected products and initiatives: the Membership Directory (an online vendor database), Guaranteed Irish House (a construction sector supply chain directory), and Guaranteed Irish Gifts (a consumer-facing gift marketplace). Additional services include the Business Podcast, Sustainability Hub (resources and roadmaps for ESG), the annual Business Awards program, a Referral Programme for member acquisition, and a Members Portal for exclusive access. The organization does not operate as a software platform but rather as a certification and networking body for Irish businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Guaranteed Irish House: A national directory and ecosystem of licensed businesses in the construction sector, supporting each other in their supply chain. Offers architects, engineers, quantity surveyors, and interior designers a listing of locally produced raw building materials and home furnishings for both private and commercial builds.
• Guaranteed Irish Gifts
• Guaranteed Irish Business Podcast
• Brand Advocacy Champion Award
• Guaranteed Irish Business Awards (GIBA)
• Sustainability Hub

Products and services

• Guaranteed Irish Symbol / Licence The Guaranteed Irish symbol is the national trust and provenance mark licensed to businesses based in Ireland that meet membership criteria across jobs, community, provenance, and sustainability. Members are entitled to display the symbol on products, packaging, websites, vehicles, point of sale, and marketing materials.
• Guaranteed Irish House A national directory and ecosystem of construction-sector businesses based in Ireland, offering architects, engineers, quantity surveyors, specifiers, developers, and contractors a listing of locally produced raw building materials and home furnishings covering the full construction supply chain for both private and commercial builds.
• Guaranteed Irish Gifts A curated platform showcasing Guaranteed Irish member products suitable for gifting, spanning beauty, food and beverage, homeware, and crafts categories, with retail integration across Irish retailers in every county and a social commerce partnership via TikTok Shop Ireland.
• Membership Directory An online directory at directory.guaranteedirish.ie providing searchable listings of all Guaranteed Irish member businesses, categorised by industry sector (Agriculture, Beauty, Construction, Food & Beverage, Technology, etc.) and business type (Retailer, Wholesaler, Manufacturer, Service Provider).
• Guaranteed Irish Business Awards (GIBA) Annual awards programme celebrating excellence among Guaranteed Irish member businesses across various categories, including the GIBA gala with category sponsors and a panel of judges.
• Sustainability Hub An online resource centre providing sustainability guidance, case studies, member offers, and the Guaranteed Irish Sustainability Roadmap for members, covering ESG reporting, energy efficiency, carbon emissions, circular economy, and SDG alignment.
• Sustainability Roadmap A structured ESG journey guide developed in collaboration with KPMG, providing a graduated approach from Foundation through Implementation to Leadership stages. Starting in 2025, alignment with the Foundation stage is a requirement for new membership applicants.
• Referral Programme A member referral programme where existing Guaranteed Irish members can refer businesses from their supply chain; referrers receive €200 off their next membership fee when a referred company successfully joins and pays. Maximum 3 referrals per membership year.
• Guaranteed Irish Business Podcast A weekly podcast series featuring interviews with leaders of Guaranteed Irish member businesses, discussing how they sustain Jobs, Communities, and Provenance. Available on Spotify, Apple Podcasts, and YouTube, supported by FBD Insurance.

Quantifiable outcome

• 90% of members agree with G being the national symbol of trust and provenance
• +6 more outcomes

Named customers27 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• The Nature TrustcoreStrategic or Co-development Partner · 1 January 2024Guaranteed Irish partnered with The Nature Trust (a not-for-profit backed by Coillte and Forestry Partners) to create the first Guaranteed Irish Forest — a 12-hectare native Irish woodland near Inistioge, Co. Kilkenny. The forest features oak, birch, and holly saplings and will be open to the public. Guaranteed Irish Construction members support the forest's establishment and maintenance over three years as part of their sustainability journeys. The initiative contributes to UN SDGs 11, 13, and 15.
• Supply Chain Sustainability SchoolcoreStrategic or Co-development Partner · 1 January 2024Guaranteed Irish House and the Supply Chain Sustainability School announced a strategic collaboration to accelerate sustainability awareness in the Irish construction sector. The Supply Chain Sustainability School is a free virtual learning platform upskilling businesses in the built environment through sustainability training, resources, and industry events. The collaboration provides Guaranteed Irish members access to trusted knowledge, practical learning, and promotes Irish-based suppliers committed to sustainable and ethical practices.
• BallymorecoreGTM or Marketing Partner · 1 January 2024Ballymore (property developer founded in Kildare in 1982) partnered with Guaranteed Irish through the Guaranteed Irish House initiative. Currently, 60% of the products used in Ballymore's developments come from Guaranteed Irish members, and the company aims to significantly increase this figure. Ballymore has created 35,000 homes across Ireland, the UK, and Europe, and plans to develop more homes across Dublin, Wicklow, and Kildare.
• Appraisals Advisory Council memberscoreOthersThe Appraisals Advisory Council includes senior professionals from member companies who assess applicant businesses for membership: Crystel Robbins Rynne (CEO, HR Locker), Emma Lohan (Business Banking Manager, PTSB), Mark Keller (Chief Commercial Officer, Drink This), Karen Deignan (Director, SustainabilityWorks), John Reade (Head of Business Insurance, FBD Insurance), Brid O'Connell (CEO, Guaranteed Irish), Aíne Byrne (Head of Finance, Guaranteed Irish), Melissa Cowman (Membership Manager, Guaranteed Irish).
• FBD InsuranceminorGTM or Marketing PartnerFBD Insurance is the named supporter of the Guaranteed Irish Business Podcast. FBD Insurance provides sponsorship of the weekly podcast where leaders of Guaranteed Irish member businesses discuss Jobs, Communities, and Provenance.
• TikTokminorGTM or Marketing PartnerTikTok launched TikTok Shop in Ireland in partnership with Guaranteed Irish. The platform serves shoppable videos on the For You feeds of TikTok users in Ireland, featuring products from Guaranteed Irish gift members.
• DID ElectricalminorGTM or Marketing PartnerDID Electrical sponsors Guaranteed Irish's Gifts and Retail month content, promoting Irish retail products and member brands.
• RIAI (Royal Institute of Architects of Ireland)minorStrategic or Co-development PartnerThe Royal Institute of Architects of Ireland supports the Guaranteed Irish House initiative as a trusted resource for architects to source Irish suppliers for construction projects.
• Engineers IrelandminorStrategic or Co-development PartnerEngineers Ireland supports the Guaranteed Irish House initiative, endorsing it as a useful specification listing of businesses based in Ireland for the construction industry.
• CIF (Construction Industry Federation)minorStrategic or Co-development PartnerThe CIF supports the Guaranteed Irish House initiative and endorsed the concept of providing a one-stop-shop for local Irish suppliers of building materials at the Construction Forum.
• ENSOminorImplementation/ SI/ Consulting PartnerENSO is described as the expert partner of Guaranteed Irish on sustainability matters. ENSO is an award-winning platform supporting Guaranteed Irish's sustainability strategy.
• Mantra StrategyminorImplementation/ SI/ Consulting PartnerGuaranteed Irish members have access to a free independent strategic assessment of DEI (Diversity, Equity, and Inclusion) efforts with Mantra Strategy as part of the Sustainability Roadmap journey.
• Trident ControlsminorImplementation/ SI/ Consulting PartnerTrident Controls (Guaranteed Irish member) offers 30-minute free sustainability consultations to fellow Guaranteed Irish members, supporting their sustainability journeys.
• ASafe GlobalminorImplementation/ SI/ Consulting PartnerGuaranteed Irish members receive 20% off environmental audits/assessments from ASafe Global, a member providing comprehensive environmental assessment services.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• B Corp (Certified B Corporation): Global certification for businesses meeting verified standards of social and environmental performance. Overlaps with Guaranteed Irish's growing sustainability focus, but B Corp is a broader global brand rather than a country-of-origin mark, and competes for SME sustainability certification spend.
• Rainforest Alliance: Global non-profit certifying responsibly sourced agricultural and forestry products. Shares the membership-licence and consumer-trust-mark model with Guaranteed Irish but with global scope and a single sustainability/ethical-sourcing lens.
• Marine Stewardship Council (MSC): International non-profit setting standards for sustainable fishing and seafood traceability. Comparable as a certification/licensing non-profit monetising a trust mark on consumer products, though operating in a single vertical (seafood) and globally rather than nationally.
• Fairtrade International: Global ethical-sourcing certification system with consumer-recognised label. Overlaps with Guaranteed Irish's ethics/sustainability framing (community impact, supply-chain responsibility) but operates globally rather than nationally, and is product-category specific rather than cross-sector.

Direct peers

• Label Rouge (France): France's national quality mark for higher-quality food and agricultural products, overseen by INAO. Similar provenance/certification model with licensing, criteria-based assessment, and consumer trust positioning — though more regulatory-state-driven than Guaranteed Irish's NGO model.
• Made in Britain: UK national membership mark certifying British-made goods, offering a licensed symbol to manufacturers. Functionally analogous to Guaranteed Irish but UK-focused: members pay for the right to use a provenance mark on products and packaging, with directory listings and event programming.
• Swissness (Switzerland): Switzerland's federally backed 'Swiss' origin labelling regime for products manufactured or substantially processed in Switzerland. Comparable function — a national provenance mark governing what can claim country-of-origin — though Swissness is enforced by law rather than voluntary membership.
• Bord Bia (Origin Green): Irish state agency running Origin Green, Ireland's national food and drink sustainability programme. Closest peer within Ireland — both are trust/provenance marks for Irish-based producers, with Bord Bia focused specifically on food and horticulture, while Guaranteed Irish operates across all sectors. Both compete for the same 'Irish provenance' consumer mindshare and enterprise sustainability messaging.
• Buy Irish / Love Irish Food: Irish food-sector campaigns promoting Irish-produced grocery products. Adjacent direct peer: similar consumer trust and provenance mission for Irish food brands, smaller and more narrowly focused than Guaranteed Irish, but competes for the same shelf-side Irish-provenance signalling.

Others

• EU Protected Designation of Origin (PDO/PGI): EU-wide regulatory regime granting protected status to regional products (PDO/PGI/TSG). Not a peer in the membership sense but a structural alternative/competitor: producers may prefer EU-level protected status over a national voluntary mark like Guaranteed Irish for export and consumer-trust purposes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/guaranteed_irl
• YouTubeyoutube.com/channel/UC-HE_PW8whxCMzEn5QjYesQ
• Facebookfacebook.com/GuaranteedIrishOfficial
• LinkedInlinkedin.com/company/guaranteed-irl
• Instagraminstagram.com/guaranteed_irl
• TikToktiktok.com/@guaranteed_irl

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Guaranteed Irish