Guaranteed to help our own
campaigns first started around the turn of the century in the late 1800s/ early 1900s.
Decades later, in 1964, the British introduced a 15 per cent tariff on imported goods. Ireland had no choice but to do the same back – and called on the Irish to “buy Irish “to counteract the levies.
But it wasn’t until 1974 that the Guaranteed Irish scheme came to be, under the Irish Goods Council, with the aim of sustaining jobs and communities and benefiting businesses. It encouraged manufacturers and retailers to co-operate in the promotion of Irish goods and found ways to increase consumer appeal.
Brands that carried the GI mark made a pledge to guarantee that 40% of the product was made in Ireland, and gave a commitment to high standards, as well as prompt action on complaints. Companies such as Batchelors, Cavan Crystal, Jacobs, Navan Carpets and Newbridge Cutlery were some of the earliest to sign up, with products bearing the GI tag.
The GI logo – with its iconic letter ‘i’ within the ‘g’ – was recognisable by more than 80 per cent of people on its release. Richard Whyte, director of graphic design company Concept Teoranta, is credited with coming up with the successful symbol.
A controversial 1982 EEC ruling found against Ireland in relation to supplying state sponsorship for the scheme, saying it breached intra-community trade rules.
In 1984, the scheme came back as a not-for-profit, member-funded company and was particularly important in the recession-hit 1980s.
One ad featured the Guaranteed Irish logo on a playing card, with the slogan: “Irish industry is fighting back – this is its trump card.”
The roles played by a host of politicians and other stakeholders over the years are also included, such as former Taoisigh Jack Lynch, Enda Kenny and Leo Varadkar as well as previous Ministers for Industry and Commerce Justin Keating and Desmond O’malley.
Other names connected with Guaranteed
Irish over the years are Gay Byrne – who hosted TV ads for it in the 1970s – and Ronnie Drew, whose 1978 album Guaranteed featured the symbol.
Micheal O’muircheartaigh, Mary Kennedy, Ryan Tubridy and Rachel Blackmore have all also been involved.
Guaranteed Irish now supports a network of over 2,000 member businesses, employing more than 120,000 people across Ireland, generating an annual combined Irish turnover of more than €14.5bn. It now supports international businesses based in Ireland in addition to jobs, communities and provenance here.
This year, An Post launched a special Guaranteed Irish stamp to commemorate its 50 years.
50 Years of Guaranteed Irish: Lessons From The Past For A Sustainable Future (right), by Enda Macmahon is out now, priced €30. Available from Guaranteed Irish website and from Chapters bookstores.