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Research shows that Irish consumers want to buy Irish goods once these are identified and high quality. The Guaranteed Irish symbol was introduced by the Irish Goods Council in 1975 to meet this need and is now promoted by a stand-alone company, Guaranteed Irish Limited, which continues to provide this service to the business community and consumers. Today the Guaranteed Irish Symbol is recognised by 95% of all adult shoppers as the symbol of excellence for Irish products and services.

Promoting Irish products and services is about national pride and enabling consumers to make informed choices and does not conflict with the EU aim of open and free markets in an economically united Europe. In fact the success of the Guaranteed Irish Symbol has led to interest from other EU countries according to Elizabeth Hunt, Guaranteed Irish Marketing Manager.

"More recently, our success has been noticed as far away as Poland, where a similar service is being established," she says.

At home, the advantage of a marketing tool that declares a product to be excellent and supportive of the Irish economy is now apparent throughout the business community, but some misconceptions remain.

"It's not restricted to certain products," says Elizabeth Hunt. "In fact any product or service for which at least 50% of the value added took place in Ireland can qualify. For services, the award criterion is that the company is majority Irish owned and creating employment in Ireland. New sectors that have adopted the Guaranteed Irish Symbol include pharmaceuticals and chemicals, which are using the symbol to challenge consumer assumptions about such products being imported.

Members can use the symbol to meet their needs on packaging, advertising, corporate literature or point of sale material and these efforts are  upported by the Guaranteed Irish marketing drive to promote the symbol and encourage consumers to consider it when buying goods and services.

Full details and forms can be requested from

Guaranteed Irish Limited, 1 Fitzwilliam Place, Dublin 2, telephone

(01) 661 2607 or accessed via the website, www.guaranteed-irish.ie.

Copyright Tribune Newspapers PLC

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