Kerrygold’s expansion into United States a “strategic success”

Kerrygold’s expansion in the U.S. has been a strategic success, driven by its focus on premium, grass-fed dairy products.

Owned by Ornua, the brand entered the U.S. in the late 1990s, capitalising on the growing demand for natural, high-quality food. Its butter and cheese, sourced from cows grazing on Ireland’s lush pastures, resonated with health-conscious consumers seeking authenticity and superior taste.

Their strategy was to get the butter in front of culinary writers, food media and chefs. They started doing an annual media event in New York with Irish chefs. Their other key strategy was to tell the story of Irish food through the lens of the culinary community back in Ireland, through chefs and farmers. That, according to the company, is what really brought Irish food to life.

Key to its growth was its ability to tap into the farm-to-table movement, leveraging its Irish heritage and commitment to sustainability. Distinctive packaging, strategic partnerships with retailers like Whole Foods and Costco, and influencer-driven marketing helped establish Kerrygold as a premium player in the dairy sector.

By expanding product lines and maintaining a focus on quality, Kerrygold successfully transitioned from a niche brand to a mainstream choice, making it one of the top-selling imported butters in the U.S. market.