The Organic Supermarket in Dublin

The Organic Supermarket in Dublin is Ireland's first organic supermarket. Darren Grant, the dedicated founder and owner of the supermarket, has also launched an online shop. The supermarket is located on 110 square meters and stocks 3,000 lines. Supporting local, traditional companies and being an independent source of healthy food are important motivations for Darren.

Darren quit his secure job as a senior manager at a well-known international company to dedicate his energies to the organic sector. After opening his supermarket in July 2008, he started his online business in August 2009, so that everybody in Ireland – all over the country - can profit from his nationwide delivery service. Since there are not yet enough specialised wholesalers in Ireland, Darren Grant and his staff are busy finding all the organic items needed to offer people one-stop shopping. So Darren and his seven employees contact one supplier for some dried goods and a further 115 farms and other producers for everything else.
 
Prices, according to Darren, are at a realistic level, since the economy is down and he regards it as very important that everybody should have access to organics. In his store, there is no “typical consumer”. Old people show just as much interest as young ones but, just as in many other countries, especially mothers show a particularly high level of interest in organics. For Darren, it is very important to operate an independent store to uphold the Irish tradition and to support local farmers. Wherever possible, goods are bought therefore from local suppliers. Small artisan producers still exist in Ireland and companies like Just Food are able to supply a variety of hand-made soups, and Clanwood farm supplies local farm products, for example.
 

Another important issue for Darren is reconnection with nature. Since many people do not know which products are grown in Ireland and when they are in season, he sees his task as helping to re-educate people and to give them a better understanding of what they buy. The store puts much emphasis on fresh, seasonal fruit and vegetables, sourced locally whenever possible. Sales of these products increased by 45 % in the past year – a clear sign that even during the recession people try to get back to nature. The baby food section has also been doing well. Chocolate sales have increased recently by 20 %, and organic wine by 15 %. People seem to be ready for organics and know that they meet their needs, Darren told Organic-Market.Info. Cookery shows with chefs like Jamie Oliver help people to understand the importance of using high-quality raw products. It seems people want to get back to the basics. In 2009, at the Irish National Organic Awards, a simple product – milk - was awarded a prize as the best overall product.
 

A full range of milk and dairy products, including the award-winning milk, is offered at the Organic Supermarket, as well as a range of dry goods, soy and rice drinks. Fish is sold as well, like smoked, sliced salmon, trout, tuna and sardines in olive oil. Meat is also available – chicken, mincemeat, burgers, steaks, beef products and lamb. The only meat which is not always on display due to supply difficulties is pork. Supplements are available in health food stores and are not part of the Organic Supermarket’s range, since it concentrates on basic ingredients and home-cooking. However, cosmetics like skin care are available and hair care in particular is in high demand. So far, no make-up products are part of the range. Cosmetic products are still not readily available in Ireland, since there is still no certified Irish producer and they have to be brought to Ireland from the UK. Skin care products in the store, such as those from the Company Green People in the UK, are certified organic, however. Household detergents are also part of the range, like Lilly's Eco Clean range, made in West Cork in Ireland. People can bring empty bottles to the store to refill them with detergents.
 
Organic Supermarket's online store was launched in 2009 and won the 2009 Irish Web Award for the most attractive website, and the Golden Spider Award, which recognises excellence in internet and digital media. This means the company was promoted straightaway through national shows as well as through newspapers and other media. Still in the middle of the recession, this gave the company a huge boost and in consequence it received a very high number of orders from all over Ireland. In 2010, the Organic Supermarket was named “Best in Ireland 2010, recommended by John and Sally McKenna's Bridgestone Guides” (silver medal).
 

For the future, Darren aims to continue expanding his organic business as an independent retailer and to focus on growth. He sees his task as supporting local businesses to secure jobs and to keep traditional foods. A second location might be opened in Dublin, and further expansion into foreign countries could be a possibility. A website will be launched for the UK. 

The Organic Supermarket