Mary Shelman

Origin Green: When Your Brand is Your Supply Chain

Abstract Purpose This chapter presents the case study of Origin Green, the Irish food industry’s national program that committed the entire supply chain to meet sustainability targets and simultaneously branded the efforts and outcomes to increase demand for Irish food products. The brand creation is discussed under headings of building predictability, creating innovative capacity, and facilitating an intimate relationship. Methodology/approach The chapter describes supply chain risk mitigation, brand development, and the relationship between the two, proposing that they should be regarded as simultaneous rather than separate processes. This is followed by the case history of Origin Green. Findings The literatures on risk mitigation and brand equity development are extended by suggesting that the development of each should be regarded as simultaneous rather than consecutive activities. Practical implications The chapter outlines a program for national branding and sustainability and an insight on risk mitigation and branding that should be of interest to policymakers designing such programs and senior leaders considering involvement. Originality/value This chapter will be useful to policymakers considering national or industry-wide initiatives. Further, the chapter demonstrates the opportunity and challenges of systemic approaches to sustainability. The opportunity to brand nations and systems and the need to simultaneously build supply chain and brand for such is an original insight that is of value to strategy and planning. Similarly, at firm level, removing risk from the supply chain and building a brand would be of value.