How Berlin-based group Private Pier Industries is helping Ireland make waves in global consumer markets
Akin to the role of a traditional Gaelic storyteller, also known as a seanchaí, Private Pier Industries (PPI) builds brands that can be appreciated worldwide and serve as a means of sharing Irish culture and stories with the rest of the world. In this way, PPI helps preserve Ireland’s extensive cultural traditions through the art of storytelling via consumer goods.
Stefan Hansen, Managing Partner of PPI stated, “Thanks to Ireland’s outstanding reputation across the world, we can build strategies that increase Irish exports and enable us to grow PPI’s local operations. We’re proud to be spearheading innovative ways of bringing new Irish products to market, from spirits to premium pet food and more. We are investing heavily in Ireland and developed a diverse portfolio of businesses operating on the island. Among our brands are premium dog food Irish Pure, several Irish whiskey brands such as Grace O’Malley, and Lemanjá – our fashion label based out of Berlin.”
Irish Pure
As a premium brand of dog food, Irish Pure offers high-quality nutrition to canines. Made from grain-free ingredients and high meat content, Irish Pure also incorporates the superfood kelp-algae to provide essential vitamins and minerals.
Hansen, a dog lover, was on a quest to find the perfect dog food for his beloved pets when he discovered kelp seaweed,a superfood harvested in the Atlantic off the west coast of Ireland that supports digestion and the immune system. Hansen formulated a recipe known for its natural and healthy ingredients including fresh Irish meat, vegetables, herbs, and kelp. Today, Irish Pure is a popular dog food brand in Europe that is produced exclusively in Ireland using Hansen’s recipes.
He added, “Another one of the reasons for producing Irish Pure in Ireland is the renowned high quality Irish livestock and poultry. The lush green pastures and favorable climate provide ideal conditions for the animals to graze, and Ireland’s strict animal welfare regulations ensure they are raised humanely, with plenty of space to move and access to clean water and food.”
This careful management translates into healthy, high-quality meat that is prized worldwide for its superior taste and nutritional value. Irish Pure’s focus on quality and environmental responsibility helped it gain a loyal following among dog lovers, and is set to be introduced to the American market towards the end of 2023.
The Spirit of Irish Heritage
Other brands under PPI’s umbrella are equally impressive. Their spirits are crafted with the utmost care and attention to detail, using traditional distilling methods and the finest ingredients. Each brand offers a unique taste profile, from the smooth and rich original Grace O’Malley, to the complex and layered flavors of the limited edition Independence by Grace O’Malley, as well as Ór Irish Gold’s heart-opening flavor. Hansen enjoys sharing the inspirational stories behind the group’s brands. One of his personal favorites being Grace O’Malley.
The Irish Pirate Queen
Grace O’Malley, was a trailblazer for women in leadership and a symbol of strength and independence for Ireland. She was an Irish pirate queen who became a legendary figure during the 16th century. She was a formidable seafarer and leader, commanding a fleet of ships and fighting against English invaders. Grace’s reputation was built on her bravery, resourcefulness, and her unwavering allegiance to her nation and her people.
Westport House, in Westport, County Mayo
The Irish Pirate Queen was a mother, a warrior, a diplomat, and a savvy businesswoman. She was a complex figure who defied societal norms and stood up for what she believed in. Her story continues to inspire generations. In the eyes of Hansen, her legacy should be shared with, “a glass of Irish whiskey in hand.”
Many of PPI’s brands stem from inspirational heroes. Hansen stated, “Our spirit, Independence, is also a tribute to Grace O’Malley as well as honoring history and the people behind the birth of Ireland’s independence. It is a symbol for the celebration of freedom and self-determination, which can be shared across the world.”
In three years Ireland will celebrate its 110 year anniversary since its proclamation of independence, which will coincide with the United States celebrating its 250 year anniversary of independence. The two countries share a common bond in their pursuit of freedom, and the upcoming anniversaries serve as a reminder of the importance of fighting for self-determination.
Sustainability
PPI’s commitment to Ireland goes beyond its product offerings. The group is also committed to supporting local communities and promoting sustainable practices. “We ensure sustainability across all our brands. We strive to stay away from unnecessary plastic waste, creating sustainable packaging, and are continuously looking for new ways to decrease our carbon footprint. Being environmentally conscious is one of our primary goals,” concluded Hansen.
PPI’s emphasis on sustainability, authenticity, and quality puts it in a prime position to carry on sharing Irish culture through its brand offering. The group’s distinct brands transcend borders, allowing every consumer to embrace Gaelic storytelling, sharing Irish history and culture across global markets.
