Pictured: Brid O’Connell, CEO, Guaranteed Irish. Picture by Shane O’Neill, Coalesce.
Brid O’Connell is CEO of Guaranteed Irish, a not-for-profit membership organisation that champions businesses rooted in Ireland, which marks its 50th anniversary this year. Over the past half-century, it has grown into a national symbol of trust and provenance, representing over 2,300 members who collectively employ more than 150,000 people across the country with a turnover of €14.2 billion to the Irish economy. Established in 1974, the organisation has long been a stalwart in supporting Irish jobs and strengthening communities.
What are your biggest challenges as CEO?
Remaining relevant, unique and financially sound as a not-for-profit national organisation.
What are the challenges facing the industry going forward?
The cost of living presents significant challenges for many, and the rising costs of doing business in Ireland add to the strain, for numerous sectors. With 98% of Irish businesses being SME’s, we are proud to represent them. Securing a platform for SMEs alongside multinationals is no small task. However, we welcome both into our ecosystem, providing opportunities for networking and expanding supply chains for all members.
The current climate for SMEs is especially tough, as they strive to remain competitive amidst increasing business costs. At Guaranteed Irish, our mission is to support andadvocate for our members, helping them navigate these challenges effectively.
What new trends are emerging in your industry?
Desire to support local and ensure the supply chain features lots of local businesses that otherwise would have been international and not based in Ireland.
Supporting local eco systems which Guaranteed Irish assists members with, enabling networking opportunities in person and online. For example our partnership with Ballymore, shows their commitment to integrating a Guaranteed Irish supply chain into their projects and is a significant step towards promoting sustainability and supporting local businesses. This collaboration exemplifies the essence of what Guaranteed Irish stands for—trust, provenance, and community support.
The cost of living presents significant challenges for many, and the rising costs of doing business in Ireland add to the strain, for numerous sectors.
Are there any major changes you would like to see in your sector?
The Government should engage more closely with Guaranteed Irish, as we offer significant opportunities to support its efforts. As the national symbol of trust in Irish business, representing over 2,300 members and countless SMEs, we are well-positioned to assist in driving positive outcomes for businesses across the country. I would also like to see increased collaboration across the public and private sectors to
support businesses in their journey towards sustainability.
How do you define success and what drives you to succeed?
At Guaranteed Irish we believe in our ability to effect positive change in the communities in which we live. This collective sense of agency is at the heart of why Guaranteed Irish exist. Our beliefs include Quality of Life (in the form of quality jobs for people) Enterprise (enterprise is at the heart of thriving communities) and Inclusivity (inclusive, diverse definition of Irishness).
For me, success is when Guaranteed Irish can genuinely impact our members’ businesses, helping them thrive and make positive contributions to their communities. My motivation comes from seeing our members succeed and knowing that we are fostering a business environment that values communities, quality jobs in a sustainable manner.
What have been your highlights in business over the past year?
The past year has been so busy for Guaranteed Irish as we reached the milestone of 50 years supporting businesses in Ireland!
We commissioned a stamp with An Post in March which was launched with An Taoiseach Leo Varadkar. Designed by Dublin-based CI Studio, the special stamp captures the essence of Guaranteed Irish in a simple and playful way, with the iconic symbol rendered in gold. A hand selecting the green dot over the ‘I’ represents the act of choosing to support businesses in Ireland.
We launched a book, Lessons from the Past for a Sustainable Future: 50 years of Guaranteed Irish, written by historian Enda MacMahon and edited by Londubh Books, which outlines the evolution of the not-for-profit organisation and, in doing so, provides an extremely detailed, informative and insightful record of Ireland’s social, political and economic history over the past half century.
We launched a supplement with the Irish Times, hosted our most successful Guaranteed Irish Business Awards event yet where Riverdance wowed attendees, launched a multi-channel campaign – The Guarantee of Guaranteed Irish and the development of the Sustainability Roadmap in association with KPMG.
We have also seen the successful growth of our membership to over 2,300 members across a range of sectors including Tech, Construction, Food, Energy, Professional Services, and more.
What’s next for your company?
We are focused on implementing the Sustainability Roadmap fully, which will provide actionable steps for businesses to integrate sustainability in their operations.
We’ll continue expanding our support for Irish businesses to ensure they’re competitive and resilient in a changing global economy. We will be focusing on building trust in the ‘G’ across sectors.
We are focused on implementing the Sustainability Roadmap fully, which will provide actionable steps for businesses to integrate sustainability in their operations.
Where do you want your business/brand to be this time next year?
At Guaranteed Irish, we deeply value our ecosystem and encourage our members to strengthen their supply chains by collaborating with one another, as Ballymore has demonstrated. Sustainable supply chains present significant growth opportunities for all our members. We actively create environments that facilitate connections and foster future business partnerships among our networks.
What is the best book you’ve ever read (non-business) and why?
The Hearts Invisible Furies by John Boyne
What is your favourite hobby and why?
Walking and running.
What is your mantra for life?
If at first you don’t succeed, try and try again!
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