Today we’d like to introduce you to Alastair Bell.
Hi Alastair, we’d love for you to start by introducing yourself.
I have a family farming background which lead as an adult into a world of collecting and customizing model tractors and organizing toy tractor shows. Leading on from this, I was writing and preparing to launch a children’s story – Jake The Tractor. I think it was a combination of the creative juices being in flow and some thoughts from the 2016 Northern Ireland Year of Food and Drink that stirred me to explore creating black butter; a historical product said to date from Medieval times, something which Jane Austen is said to have referenced and which I had noticed in different formats over the years. Underlying this initial idea was my personal desire to ‘spread a little happiness’ – to create something particular and positive from Ireland that anyone could enjoy and which would evoke warm memories of this place wherever people may be in the World. This ‘spread a little happiness’ message is something that I have long carried with me and given expression to whether in the world of work, DJing on local hospital radio, and now through Irish Black Butter.
Irish Black Butter is steeped in provenance. At its core is the EU PGI Status Armagh Bramley Apple. This is grown only in the Archdiocese of Armagh. Of course, Armagh is widely known as the ‘orchard county of Ireland.’ It is an area with hundreds, if not thousands of years of apple-growing heritage. To infuse Irish Black Butter with that provenance and heritage, it has been pivotal to use only the locally grown Armagh Bramley. It is making great use of what we have where we are at and valuing our heritage.
Irish Black Butter intrigues people. The title creates a question, the artwork gives a strong guide, and the information leads people on to a journey of culinary creativity. There are different things which appeal to people. Irish Black Butter is dairy and wheat free meaning that it is suitable for vegan and vegetarian users. It has sweet and savory uses all year round. The adaptability to different uses gives users an enormous choice of usage, whether as a spread, chutney, marinade, glaze, baking, BBQ, or cooking ingredient – even as a drink’s mixer. Indeed, the versatility of Irish Black Butter has seen it being used with yogurt, biscuits, sausages, hams, and award-winning ice cream. In Ireland, Irish Black Butter has been described as the hottest-selling cheese accompaniment and referred to by others as ‘the other dark stuff.’ I believe people really love the fact that this is a local Irish heritage product, and they have a definite affinity with it, which is expressed through personal use and also by giving it as a gift to family and friends near and far. It is not unusual for me to hear stories from retailers of customers buying multiple jars to give as gifts. The fact that I went on to BBC Dragons Den with Irish Black Butter has a certain resonance with people who enjoy that Show. For others, the three stars in the Great Taste Awards, Chefs Choice in the Irish Food Awards, and Gold Award Winner in both the Irish Quality Food and Drink Awards and the Quality Food Awards, as well as Regional Winner in the Great British Food Awards, are clearly important to people seeking the finest produce. Aside from anything else a jar of Irish Black Butter is a talking point at events, in retailers, or when entertaining friends. It’s a great product to share and give as a gift and people often send Irish Black Butter to family and friends across the World and are spreading a little happiness.
Irish Black Butter is stocked in leading delis, cheesemongers, high-end retailers, airports, and visitor destinations across Ireland, and in London, it is stocked in the Houses of Parliament Shop.
We are now stocked in Central Market stores in Texas, where Irish Black Butter is distributed through our local partner, Eurok Inc. Recently, I had the pleasure of making my first visit to Central Market stores in Dallas and Fort Worth, where I met both Staff and customers and introduced many to our unique product, which received an absolutely amazing response. Everyone seemed to love it. Thankfully, as I write this, there is another consignment en route to Texas. Hopefully, there will be an opportunity to be back in Dallas again soon. I strongly believe that there are opportunities for local businesses to integrate Irish Black Butter into their existing produce and create a major point of differentiation with our Irish dimension.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Well, my journey started on the beach, and it has went from there. I nearly feel like I have been on a journey in some ways similar to Colonel Saunders. Over the years of working, I often found myself saying, ‘There has to be something more,’ and I dare say some of my colleagues wondered at me, but I always felt a strong sense of purpose. From when I became self-employed and right from the start, I have believed in the power of this Irish Black Butter and its ability to enhance and transform foodstuffs. This is a truly unique Irish product and I have pushed the bounds from the day I started. Of course, taking an old idea and creating a modern version was not without challenges. It took considerable work to perfect our recipe and bring forward what, for many, was a new idea. The mission of informing people about Irish Black Butter, what it is, and what they can do with it has been an evolving challenge. Thankfully, the message is getting through, and people are adopting Irish Black Butter as a staple item. In many ways, I find that our USA friends seem to grasp the idea really quickly as they have an easily understood comparator with apple butter. However, that’s where the similarity ends as I frequently have been told that what we have is way beyond apple butter.
Getting uptake from larger companies here has been a challenge as there is a degree of risk aversion as opposed to opportunity embracement. Thankfully, we are making progress, and in Ireland, we have a major partner using Irish Black Butter as a ham glaze, and a famous Italian ice cream company makes an award-winning ice cream with Irish Black Butter.
We are a small family team, and the demands of the business can, at times, be challenging. However, we are passionate about what we are doing and have a strong mission to ‘spread a little happiness.’
Alright, so let’s switch gears a bit and talk business. What should we know?
I have an amazing one-of-a-kind Irish Business. I am the founder/owner of Irish Black Butter Ltd.
Our specialty is a modern interpretation of an old Irish heritage product.
Irish Black Butter is one of a kind.
This multi-award winning spread has incredible versatility and an appeal that stretches to audiences far and near.
I stand out from the crowd as I wear a fine leather hat which distinguishes me and my brand. Some refer to me as ‘the man in the hat.’
I am so proud of the way people have embraced Irish Black Butter and shared it with others. I am thrilled with the awards and accolades received. People just love the brand.
Irish Black Butter is about heritage and authenticity. We don’t do artificial additives. Ours is a sincere desire to spread a little happiness to people across the World and evoke warm memories and associations with the Emerald Isle.
Can you talk to us a bit about the role of luck?
I find the harder I work, the luckier I am. Recently, when I visited Dallas, I was only meant to be there for a few days to do sampling at Central Market Stores. However, on the last day of my trip, an opportunity arose to be on the Eurok Inc. stand at the Winter Fancy Food Show in Las Vegas. Now I had only been in the USA once when I visited Nashville two years ago and suddenly here was an opportunity to see even more of this amazing country. I didn’t have to think twice and headed to Vegas which was a tremendous experience filled with opportunities.
I do believe there is more to life than luck and that God has a plan for each of us when we follow in his path.
Contact Info:
- Website: www.irishblackbutter.com
- Instagram: https://www.instagram.com/irishblackbutter/
- Facebook: https://www.facebook.com/irishblackbutter/
- Linkedin: https://www.linkedin.com/in/alastair-bell-3528b236/
- Youtube: https://www.youtube.com/channel/UC82f9Qo3X_ysqaQC-zRnydA
- Other: https://www.tiktok.com/@irishblackbutter
