The power of the G licence
Aisling McGann, chief operating officer at drinks company Sisú, and Shannon Forrest, co-founder of Rivesci, at the Guaranteed Irish Food & Drink Forum 2025. Picture: Darragh Kane.
For more than half a century, the Guaranteed Irish symbol has stood as Ireland’s national licence of trust – a visible reminder that the businesses behind it are committed not only to commercial success, but to the country and communities they serve. Its Guaranteed Irish month in March, the organisation has unveiled a new nationwide campaign, backed by retailers and forecourt partners across the country, reinforcing the enduring strength and relevance of that promise.
The Guaranteed Irish message, “Supporting business that supports Ireland”, is a simple line, but one grounded in 52 years of championing businesses based in Ireland – both home-grown and international companies deeply rooted here. The message articulates what the Guaranteed Irish symbol has always represented: credible, responsible organisations that create quality jobs, invest in communities and deliver tangible local value, including prioritising local suppliers wherever possible.
The campaign arrives at a time when trust has become one of the most valuable currencies in business. Consumers are increasingly conscious of where their money goes. They want reassurance that the brands they choose align with their values and contribute meaningfully to society. In this environment, the power of a recognised and respected national symbol cannot be overstated.
Recent 2025 research underscores that power: 75 per cent of Guaranteed Irish members say the licence has contributed positively to their bottom line. On the consumer side, 93 per cent agree that the Guaranteed Irish “G” symbol signals support for local businesses and communities. These are not abstract figures – they are clear evidence that trust translates into impact.
Yet the Guaranteed Irish licence is not simply a badge to be acquired, it is hard won. Businesses must earn it and continue to demonstrate that proof year after year. The standards demand a genuine commitment to job creation, community investment and building enterprises that are rooted in Ireland and focused on Ireland’s future. It is a rigorous process, and rightly so. The value of the licence depends on the integrity behind it.
In a world of rapid change and growing uncertainty, trust has become a differentiator in both domestic and global markets. It shapes purchasing decisions. It influences partnerships. It strengthens negotiations. It opens doors abroad. For businesses that carry the licence, this positions them strongly – not just as commercial operators, but as trusted contributors to Ireland’s economic and social fabric.
However, the true power of the symbol lies in its visibility. The more it is seen, the more it is recognised. The more it is recognised, the more it is sought out. And the more it is sought out, the more consumers and partners will choose to do business with the companies that have earned it, companies built for the long term, companies committed to doing business the right way.
That is why this March – Guaranteed Irish month – it is as much a call to action for members as it is a message to the public. Licensees are being encouraged to use the symbol proudly and prominently, at home and abroad.
Recent research conducted by KPMG says that for every 100 jobs created in a Guaranteed Irish business, a further 49 are supported across Ireland through local supply chains.
Guaranteed Irish members provide more than 150,000 jobs nationwide, with turnover of €14.52 billion to the domestic economy in 2025. Global revenue figure for members is €52.45 billion.
As this new campaign rolls out across retail and forecourts nationwide, its impact will extend beyond a single month. It is a reminder that trust remains Ireland’s competitive advantage. It is a signal to consumers that they can choose with confidence. And it is an invitation to businesses to stand tall in their commitment to Ireland’s future.
Look out for the G when shopping and doing business this March and beyond.
Conor Manning, managing director of Pipelife and member of Guaranteed Irish, recently spoke about the local investment Pipelife were making and why it was a member of Guaranteed Irish.
“This significant investment in new equipment, personnel, and services is without parallel in our sector in Ireland and will position our Irish operations as a world-class manufacturing facility for many years to come. This visible investment shows Pipelife’s long-term commitment to the Irish market, making us an attractive supply chain partner for big merchant groups, builders and installers nationwide.”
Olan Hodnett, marketing manager at STP Packaging, says: “Being a Guaranteed Irish member reinforces our long-standing commitment to Irish industry and local employment. For over 40 years, STP Packaging has supplied Irish manufacturers, food producers, and logistics companies with innovative, sustainable packaging solutions made and supported here in Ireland, something the Guaranteed Irish mark proudly reflects.”
Niamh Garvey, marketing manager at Clonakilty Food Co., says: “At Clonakilty, we proudly display the Guaranteed Irish symbol on all of our product packaging. The GI symbol gives our customers confidence in our Irish heritage, our commitment to quality, local sourcing and our community. We were delighted to take home the food producer award at the 2025 Guaranteed Irish Awards, a fantastic recognition of the hard work and dedication of the entire team here at Clonakilty and a celebration of an Irish family run business."
