Could you tell us a bit about the history of Batch Cookies?
Batch was officially born in the first lockdown of March 2020. I had gone to New York the year before and had the most amazing cookies around the city. I had massive cookie cravings when I got back, but it was soon obvious that there wasn’t any bakery in Ireland that had anything quite like it. It was then I knew there was an opportunity to bring something to Ireland that wasn’t currently available. When lockdown hit, I knew it was time to launch and, after perfecting the recipe and focus group testing, I took the leap and set up the business – cut to one year, and hundreds of thousands of cookies later, and here we are!
Why is using Irish ingredients important to your company?
Quality is the core of Batch’s ethos. We use only the best ingredients and buy as much Irish as possible. I’m a firm believer that no matter how a recipe is prepared, it will never reach its full potential without high quality ingredients.
What is the biggest challenge that you face as a food producer in Ireland?
I’ve been blessed so far in that the food industry began to reach its all-time peak at the time I entered into it. But I would say the most awkward part of the business is delivery logistics.
We want to reach everywhere in Ireland, but there is a huge amount of planning in it logistics wise, especially for fresh bakes. Right now, our focus is getting our products out through cafes and partners who have the delivery systems already in place – there’s a workaround for everything.
What new trends do you see that are emerging in your industry?
I think cookies will see a massive uptake over the next few years and will replace donuts in popularity. Hot sauces and fried chicken seem to be others that people can’t get enough of. It’s great to see so many Irish businesses taking off. We’ve such talent on our shores and I applaud anyone who takes the leap into the unknown during the pandemic.
What has running your own business taught you?
Work smarter not harder. At the beginning I did everything in the running of the business myself. While I grew in so many ways, I ended up burnt out once or twice. As soon as I enlisted help, the business grew. I have such a clear vision for what I want batch to be, but it will never get there without my team. It took me a while to learn this but I’m grateful for the lesson.
Who are some other Irish foodie brands you draw inspiration from?
I absolutely love Bread 41. From their brand to their bakes, they are meticulous. They’ve such a grá for what they do and it really comes out in what they produce. I also have such respect for vegan bakeries – I really love the story of Bear Lemon and Buttercream Dream is another that I’ve watched grow over the last year or so.
What’s next for the company?
Where do I start! I have such big plans for Batch and I am one of those people who wants it all done now. It can be tempting to jump ahead and do a million things at once. I remind myself of the long-term build in those moments and how far it’s come since day one. I’ve also learnt that good things take time – I’ve been careful in the crafting of Batch and it has grown from strength to strength, so I trust the process.
My grand vision is still the same as it was when I first wrote the business plan, and, thankfully, everything so far has unfolded as intended.
Find out more about batch cookies on their website batchcookies.ie