A St. Patrick’s Day Visit with Flahavan’s

When the faint sound of bagpipes can be heard throughout New York City, it’s a telltale sign the St. Patrick’s Day festivities have begun. Of course, I heard that distinct sound as I made my way into the office today. While I did not have any plans to partake in NYC’s St. Patrick’s Day bash, I was fortunate enough to learn about one of Ireland’s oldest oat makers on the widely celebrated Irish holiday.

Flahavan’s, a 230 year-old Ireland-based company that makes oatmeal, visited the Grocery Headquarters office to tell us about the company’s history, products and recent expansion into the U.S. market. In partnership with Source Atlantique, the company’s rolled oats, steel cut oats and quick-to-cook oats are now being distributed across the U.S., with a specific emphasis on stores in the Northeast like Wegmans, Kings Food Markets and Balducci's. 

The family-owned, seventh-generation company sources its oats within a 60-mile radius of its mills. “We’ve been buying from the same growers for generations,” says Karen Fennell, brand manager. “Ireland has the perfect micro climate to grow the oats. It’s not too hot, and it’s not too cold.”

“Oats do best in milder, cooler climates,” says John Flahavan, chairman and CEO.

With its new distribution in the U.S., Flahavan’s is focusing on sampling products with consumers. The company’s relationship with Wegmans allowed them to develop a sampling program that ran in Wegmans stores last weekend through St. Patrick’s Day. “The key for the U.S., is to get consumers to taste the product,” Fennell says. “The Irish oats profile has a more natural creaminess. It looks creamy, and it’s naturally creamy. There is also a more natural nutty aroma,” than what most Americans may be used to, she notes.

Sampling at Wegmans included giveaways of promotional items like a green Flahavan’s reusable tote bag as well as a spatula specifically designed to scoop oatmeal.

In addition to sampling its oatmeal in supermarkets, Flahavan’s has also developed recipes, which incorporate its products, to show consumers the different ways in which Flahavan’s can be used outside of breakfast. Recipes range from sweet (bread and biscuit options) to savory (Turmeric Porridge with Kimchi and a Fried Egg). The recipes can be found on the company’s website, and they are promoted through social media and at in-store sampling events.

“We’re really trying to drive sales outside of breakfast,” Fennell says.

The company is looking to expand its distribution outside of the Northeast and will continue to focus on in-store sampling. “We will continue doing things like that if we get the right quality and consistency for the in-store sampling,” Fennell says.

Flahavan’s is betting on its more than 200 years of experience—and maybe a bit of the luck of the Irish—as it makes its debut in the U.S.