Rural Small and Medium businesses adapted faster and more efficiently to the digital changes that were needed to survive the Covid-19 effects on trade and employment. This is one of the key findings of a recent Vodafone report which surveyed 500 Irish SMEs operating in rural and urban areas and across a wide range of industries examining how they adapted digitally to the COVID-19 crisis.
80% of the firms surveyed had suffered full or partial closures during lockdowns and many showed great fortitude and determination in rising to the challenges to keep working. The news that rural based businesses displayed greater use of available digital channels to access new markets than their urban counterparts does not surprise us here in the West of Ireland. Naturally we embraced Zoom, Microsoft teams, phone apps etc. Over the years, we have been used to facing barriers and challenges related to infrastructure etc., yet balanced against a better a quality of life, it just might be more rewarding.
Given the much-flaunted difficulties of poor rural broadband, which has yet to deliver on its promises, the triumph of the country cousin is no mean feat. When we consider the extra logistical requirements of import and export faced by provincial companies whose nearest main shipping port or airport is probably over two hours away, then a degree of admiration for tenacity is not misplaced.
For Sligo, the N4, main route to Dublin is currently undergoing huge upgrading, resulting in road works slowing the progress of trucks and traffic in general. To the north of Sligo, the main bridge on the Donegal road is also a year into an upgrade, resulting in delays there. So effectively, all main routes out of the town are subject to delays and further hamper the smooth cogs of industry. Yet, some businesses are thriving.
Oysters Direct are one such small business who have been weathering the storms of the pandemic from their base on the shorelines of the Atlantic in beautiful Sligo Bay. From this picturesque setting, Eoin and Yvette Carter deliver fresh premium oysters direct (the hint is in the name!) to the door of discerning customers all over the country. Selling online has never been more important to their business and they ship overnight, twice a week, nationwide. Yvette had this to say about the importance of having an effective online presence and an easy-to-use website.
“We don’t have a shop front so the website is our only selling space and thankfully business is good. We are lucky in that our internet access is usually quite reliable and though it may dip in the evenings, we work around that.”
Yvette Carter Oysters Direct
90% of Oysters Direct orders are from Dublin and currently, these are all to private homes as the restaurant and pubs remain closed. Online orders with fast and safe delivery are essential. This high use of technology is crucial if the Carters are to continue to thrive while living in one of the most scenic and relatively isolated places on the western shores.
Another company making full use of natural resources in the West is Triskell Seafood, who supply seafood, oysters, periwinkles and clams, mainly to the very choosy French market and on a much larger scale. Triskell Seafood also trade and supply specialist equipment to the Aquaculture industry. Exporting directly to Europe and the UK, this is a company with over 20 years’ experience in logistics and export.
They also made full use of the unexpected ‘down time’ at the start of the pandemic to update their website and examine their SEO strategies to ensure that they were hitting their target markets. Niamh Doyle, Marketing Manager explains
“We were delighted to receive a Trading Online Voucher from the Local Enterprise Office which allowed us to build a seafood trading website in tandem with our own website. This was a fabulous opportunity as a high proportion of our sales are export and a high visibility online is essential.”
Niamh Doyle Triskell Seafood
Triskell Seafood have gone from strength to strength despite the challenges of the pandemic lockdowns and the dreaded ‘B’ word.
“We were well prepared for Brexit following training from both LEO and Bord Bia. But despite knowing about the paperwork and the commodity codes, Brexit has been a real challenge. Although probably it has turned out to be more problematic for our UK clients and suppliers than working through a pandemic”
Niamh Doyle Triskell Seafood
Taking all the digital changes which were needed to work remotely and to update technology in its stride, Triskell Seafood have worked right through the Covid-19 lockdowns, sometimes remotely, but always consistently.
In Dmac Media too, the past year has been a learning curve and a real chance for growth too as we partnered with so many businesses to make their online presence, which for many had become their only trading presence, work better for them. As the Irish consumer embraced online shopping, our clients recognised the real need to adapt, to improve and to make full use of digital marketing tools and know-how to sell online. We embraced remote working and online meetings just like everyone else, and fully accept that successful IT companies can thrive no matter where they are located. Provided the infrastructure is there to support your industry.
According to the Vodafone report, only 31% of Irish firms have a high use of technology, while the European average is 50%. Author of the report, Economist, Shane Kinsella noted that if Irish rural firms could access proper broadband and the tools to get themselves online, they could reach new markets.
‘We could move to the European average, we could create an enormous number of new jobs, more profits for companies, we could alter the kind of business that takes place in rural Ireland and change the urban structure a little bit. People wouldn't have to be as reliant on Dublin as the centre of the universe. I think there's a real positive message from this"
Shane Kinsella Economist
One of the key take-aways from this survey, is the vital importance of the National Broadband plan. Over 40% of those surveyed agree with Yvette in Oysters Direct and other rural respondents that that they could not have functioned productively during the pandemic without investment in technology. A lack of access prevents SMEs adopting and optimally using digital solutions, such as innovation supports and financial aid such as the Local Enterprise Grants, even when there is a clear business case for digital investment.
There are aspects to the comparative success of rural companies and their adapting of the digital challenges presented by a worldwide pandemic which are not investigated in this survey. What are the factors that made them more flexible and adaptable in the face of a new and formidable adversary, Covid-19? Does the proximity of abundant nature and awesome scenery contribute to overall well-being and resilience? Niamh Doyle notes that most of the small team in Triskell moved Westward for the job
“We made career moves but it brought us to a fabulous place with fresh air, open spaces and everything you could need in close proximity. The fresh shellfish are here, and we need to harvest, ship and export quickly and safely. We need to be here.”
Niamh Doyle Triskell Seafood
Triskell Seafood recognises only one main issue in working provincially.
“We will be ready to expand our staff team and require a unique set of skills, including excellent language skills, but we find that the recruitment pool is quite small. Hopefully, more people will consider living and working in the North West and avail of the great opportunities here”
Niamh Doyle Triskell Seafood
There is no doubt that living and working in a beautiful environment where mountains, rivers, forests and beaches are all within a few (often government restricted) kilometres, can only be good for your health. Yvette Carter spoke to us from the sandy beauty of Lissadell beach with happy toddlers at her feet.
“If we were based in Dublin, we would have access to a much higher volume of customers as we could showcase the oysters at some of the busier weekend markets, but we live beside our product, which needs caring and nurturing. The upside to that is we can be in the woods, the lake, or here the beach within ten minutes and the children are enjoying wonderful nature on their doorstep. It’s a good trade off once we can keep the online orders rolling”
Yvette Carter Oysters Direct
In Dmac media, our dedicated staff include kayakers, mountain climbers, hikers, hill walkers, kite surfers, surfers and those who like to sit in nature and read a good book. And while there may also be a disproportionate interest in computer gaming, as befits any tech company worth its salt, it is a legitimate argument for us that the work life balance of rural employees may well be a major factor in the degree of adaptability to change. But that is a whole other study.
