Shane O’Connor and Richard Sharp, co-founders of the Seriously Sound Food Company, found themselves in a common post-lockdown predicament – a few extra pounds to shed. In their quest for healthier eating, the duo, who are passionate food enthusiasts, embarked on a journey to include more plant-based foods in their diets but were disheartened by the lackluster options available.
With shared aspirations of venturing into business together, O’Connor and Sharp identified a gap in the market for a plant-based product that closely resembled meat, seizing the opportunity they had been awaiting.
Headquartered in Tralee, with the renowned Kerry Group as their neighbor, they turned to Kerry Group’s food experts for assistance in realizing their vision. The result of this collaboration is a high-fiber, plant-based product reminiscent of chicken but crafted from soya protein.
O’Connor explains, “By using just two simple ingredients, soya and water, we have developed a plant protein that faithfully replicates the taste and texture of a chicken thigh, bite for bite.” He further elaborates that their Carolina BBQ flavor is coated in a unique mustard-based BBQ sauce, setting it apart in their market segment. Meanwhile, their Naked Pieces feature a mild grill seasoning, serving as an ideal chicken substitute for dishes like curries, stir-fries, stews, and more.
Adopting a streamlined approach, the founders have outsourced production to Nature’s Best in Drogheda, enabling them to concentrate on expanding their brand in Ireland. They have ambitions to enter the UK, Europe, and Gulf countries within the next five years. Their products are currently available in Dunnes Stores and SuperValu, with plans for Tesco to stock them soon. Following a successful “grow with Aldi” campaign, they are optimistic about securing a permanent listing with Aldi.
Earlier this year, they tested the UK market, receiving a positive response. However, like many startups, they encountered an unforeseen setback when their UK distributor faced financial difficulties.
O’Connor and Sharp may not fit the traditional mold of food sector entrepreneurs, as neither has prior food or retail experience, having spent their careers in marketing, media, design, international sales, and business development. Nonetheless, they bring their collective startup experience and a pragmatic approach to developing their business.
Their approach differs from that of many idealistic food entrepreneurs who often assume that having a strong product is sufficient to guarantee market success. O’Connor and Sharp, conversely, identified a niche with the potential for broad appeal and then tailored a suitable product to fill it.
To date, they have invested nearly €100,000 in their venture, with support from Tralee Local Enterprise Office (LEO), Cork Business Innovation Centre (BIC), and the New Frontiers program. Bord Bia has recognized their company as a high-potential startup, and they have recently been approved for Enterprise Ireland’s pre-seed start fund.
