NEW YORK– E. Flahavan & Sons Ltd., producer of Ireland’s no. 1 bestselling oatmeal brand and oldest family-owned food company, has unveiled its new packaging for the USA market.
While US oatmeal lovers will continue to enjoy the same high-quality, minimally processed, naturally creamy Flahavan’s oats, the new visual identity marks a decisive change in the approach to communicating the company’s values. Flahavan’s have been producing quality Irish oats for over 230 years, seven generations, at the family-owned mill in Kilmacthomas, which is nestled beneath the Comeragh Mountains in County Waterford. Each pack features a spotlight on one of the local oat farmers who has supplied these wholesome oats to the Flahavan’s mill for generations. Flahavan’s works with these like-minded farmers, families they know and trust, to select the best quality non-GMO oats, while protecting and sustaining the land.
The new packaging will cover the full US range, including Rolled Oatmeal, Steel Cut Oatmeal and Quick-to-Cook Steel Cut Oatmeal.
“We’re proud of our long-standing partnerships with local Irish oat farmers,” said John Flahavan, the sixth-generation managing director of Flahavan’s Irish Oats. “We’re excited to show our customers more of the people behind our brand. Most of our oats are grown within 60 miles of the mill by oat farmers who have been supplying our mill for generations. We feel it’s important that those who enjoy Flahavan’s oatmeal know that our small-scale farmers are dedicated to growing the finest Irish oats, using decades of expertise which has been passed from father to son.” Flahavan’s brings oatmeal from the farmers’ fields to your spoon in a sustainable way.
Flahavan’s oats are naturally low in saturated fat, are a good source of soluble fiber and may help reduce the risk of heart disease. Flahavan’s oats are a versatile superfood that can improve the health and taste profiles of favorite recipes thanks to their naturally creamy texture. These qualities result from a combination of the optimum Irish oat-growing climate and Flahavan’s unique slow-milling process.
Flahavan’s is a founding member of Origin Green, an initiative of the Irish Food Board. Origin Green aims to achieve 100% sustainability among Irish food exporters and is the only sustainability program in the world operating on a national scale. Sustainability is natural to Flahavan’s, with nearly 70% of the mill’s energy generated by the mill’s renewable sources.
Flahavan’s Irish Oats are imported by Source Atlantique, a partner that shares the Flahavan family’s commitment to high-quality, authentic products and excellent customer service.
About Flahavan’s Irish Oats
Ireland’s oldest family-owned food business is situated at the family mill in the Southeast of Ireland. Flahavan’s can trace its oat milling history and its expertise in producing naturally creamy oatmeal back to 1785, over 230 years. A seven-generation family business, Flahavan’s is the bestselling oatmeal brand in Ireland, where people eat more oatmeal per capita than anywhere else in the world. Flahavan’s is a founding member of Origin Green, the first-ever national initiative to mandate 100% sustainability for food exports.