A strategy was developed around their incredible passion for farming, the art of meat management and cooking. ‘Joyful Connection’ between producer and consumer is the mantra that Pat Whelan uses to convey the natural unadulterated process that happens from field to plate to bring his customers meat excellence.
The new brand logo embodies this journey and creates a seal of Irish-born excellence. The packaging is designed around the theme of a simply wrapped gift in each case.
At launch, the brand gained critical acclaim from the press with very strong sales from the start. New stores were opened in Avoca at Rathcoole and Kilmacanogue. The original Clonmel store was also rebranded.
JW subsequently struck an operational buy-out with Dunnes Stores, allowing the Whelan family to concentrate on high integrity farming, butchery and supply.
“I am proud to have worked with these talented people bringing together my vision”. Pat Whelan