A new organisation, chaired by Friends First economist Jim Power, has been established to promote Irish- manufactured food and drink brands.

Over 30 of Ireland's leading food and drink brands, including Barry's Tea, Tayto, Ballygowan, Batchelors, Avonmore, Cadbury, Goodfella's, Cully and Sully, Flahavans and Follain are involved in the establishment of the independent organization, which is called 'Love Irish Food'.

The group has launched a new logo which will assist in identifying Irish products. The organisation says that many consumers are confused as to what constitutes an Irish brand. A recent study conducted by 'Love Irish Food' found that 84% of respondents believed there is a strong need for a symbol that clearly indicates which brands are Irish.

'Love Irish Food' will undertake a large scale multi-million euro public information campaign beginning in September under the theme 'One More Makes all the Difference' to drive recognition of this symbol. The organisation will also host a 3-week nationwide retail promotion from September 27 to October 17 with promotions on all member brands. In addition, many participating brands will also use 'Love Irish Food' logos on their packaging.