Flahavan's, Not your run of the mill oats

Flahavan's Timeline

• All
• Heritage
• Brand
• Sustainability

• 1785

  
  

  Since 1785

  Heritage

  The first connection to the mill can be traced back to Thomas Dunn, the great, great, great grandfather of John Flahavan.

• 1890

  
  

  What's in a name

  Heritage

  Ellen Dunn (grand daughter of Thomas Dunn) married Tom Flahavan in the 1840’s. Their son Edward Flahavan, born 1850, took over the running of the mill and is the namesake over the door today.

• 1900s

  

  Kilmacthomas

  Heritage

  Kilmacthomas prospered in the 1900’s and a lot of families were employed by the mill.

• 1905

  

  The Family House

  Heritage

  Mary, Edward Flahavan and friends outside the family house that still stands today.

• 1905

  
  

  Greenway in days gone by

  Sustainability

  Now, a section of the Waterford Greenway, the railway beside Flahavan's was an important link in the supply chain from the late 1800’s to the 1960’s.

• 1910

  

  Kilmacthomas Woollen Mills

  Heritage

  Originally a woollen mill to provide employment during the famine, it was later bought by Flahavan’s and adapted as a warehouse until it was sold in 2000.

• 1920s

  
  

  Sustainable since the start

  Sustainability

  The river Mahon was used as a means to power the mill since it was first founded.

• 1935

  
  

  Progress Oats

  Brand

  The two young sons of Edward Flahavan, James and Tom, made a progressive change in the milling process and began flaking/rolling the oat which decreased cooking time from 20min to 5min. They launched the first Flahavan’s brand, Progress Porridge Oats, selling it locally.

• 1945

  

  Flahavan’s in technicolour

  Brand

  Progress Porridge Oatlets with a new bright colouring in 1945.

• 1947

  
  

  New Beginnings

  Heritage

  A rebuild of the factory was undertaken and the brothers James and Tom reconstructed the new factory responding to developments in the grain business.

• 1956

  
  

  Nourishment & Economy

  Brand

  A Hand drawn draft advertisement from the 1950’s.

• 1950s

  

  The Flahavan’s Way

  Brand

  Progress Oatlets Pack got a new look in the 1950’s.

• 1961

  
  

  Start each day the best way

  Brand

  An advert from a school annual.

• 1962

  

  As seen on Television

  Brand

  Flahavan’s shot their first television ad and the phrase ‘as seen on TV’ was included on the pack to give the brand glamour and authenticity.

• 1970s

  
  

  The sixth generation

  Heritage

  James Flahavan’s sons John and Edward (Ned) Flahavan, 6th generation, joined the company and gradually took over the reins.

• 1980

  
  

  John & Mary Flahavan

  Heritage

  John Flahavan marries Mary Hoynes in 1980. They now have six children. Two of them, Annie and James now work full time in the company.

• 1985

  
  

  Oats so Steamy

  Sustainability

  The mill uses lot of steam in the milling and cooking process. Seeking to find a more sustainable source of fuel, Ned Flahavan investigated the possibilities of using oat husks, and in 1985 Flahavan’s installed the first oat husk powered boiler.

• 1987

  

  James ‘Buddy’ Flahavan

  Heritage

  James ‘Buddy’ Flahavan, father of John Flahavan with grandson Johnny Flahavan at the launch for ‘Wheat ‘n’ Bran’.

• 1990

  
  

  In the finest tradition

  Brand

  A calendar piece featuring a sketch of the traditional mill stones used at the time.

• 1991

  
  

  Start your day the Flahavan’s way

  Brand

  Spot the budding actor Andrew Scott, now best known for his roles in ‘Fleabag’ and ‘Sherlock’.

• 1997

  
  

  Progress Progressions

  Brand

  After roughly 30 years of the same design, our progress range rebranded to appeal to the changing consumer profile.

• 1998

  

  Flahavan’s goes tropical

  Brand

  Our first granola product launched called ‘Crunchy Oats’. Flahavan’s relaunch an Original Granola in 2014.

• 1999

  
  

  The progress evolution

  Brand

  Flahavan’s relaunched their Progress Oatlets line - accounting for 95% of sales.

• 1999

  

  New Horizons

  Heritage

  Flahavan’s sold the agri division of their business to Brett Brothers. This reduces the size of the business but means there is complete focus on consumer foods. In this year, John Flahavan takes on full ownership of the company.

• 2000

  
  

  Recipes by Mary Flahavan

  Heritage

  Mary Flahavan has played an integral role to the new product development journey in Flahavan’s. She created some of the recipes on shelf today from their kitchen. Check out Mary’s legendary Porridge Bread »

• 2003

  

  Flahavan’s UK launch

  Brand

  Flahavan’s Irish Oats were launched in the UK. The Flahavan’s well known red, white and green colours indicated Italian origins when researched in the UK so the packaging was redesigned using a more muted colour palette.

• 2004

  
  

  Selected for you, naturally

  Brand

  Flahavan’s launches an Organic Oats product in the Irish market.

• 2004

  

  Oatstanding Innovation

  Brand

  Flahavan’s develops and launches the innovative Quick Oats microwavable porridge. The product was first launched in Tesco UK and then launched in the Irish market.

• 2008

  
  

  High five for Hi8

  Brand

  Flahavan’s launched a no added sugar Muesli called Hi8. Did you know: The 8 stands for the eight different grains fruits and seeds contained in the muesli.

• 2008

  
  

  Sets you up for Life

  Brand

  The ‘Sets you up for life’ TV campaign featuring a salsa dancing progress pack.

• 2011

  
  

  Flahavan’s Goes Stateside

  Brand

  Flahavan’s, with the support of Bord Bia and Enterprise Ireland, launched in the US with three packaged oatmeal products Steel Cut Oats, Quick to Cook Steel Cut Oats and Rolled Oats.

• 2013

  

  Flahavan’s goes East

  Brand

  Flahavan’s sales in South Korea have performed particularly well due to a government initiative which encourages the consumption of higher fibre cereals. Oats have double the fibre of white rice, making it a popular choice to improve the health of the nation.

• 2015

  
  

  Clean Energy

  Sustainability

  The wind turbine is installed on John Flahavan’s fields – we self-generate over 70% of our own energy

• 2016

  

  Stay Unflappable

  Brand

  Flahavan’s relaunch their flapjack range which now consists of 5 varieties Original, Choc Chip, Cranberry & Orange, Lemon & Poppyseed, and Dark Choc & Orange

• 2017

  
  

  Origin Green

  Sustainability

  John Flahavan with the Sustainable Energy Achievement award. Members of Bord Bia’s Origin Green since 2012.

• 2018

  

  Not your run of the mill oats

  Brand

  The Not your Run of the Mill Oats tv campaign is launched, bringing you inside Flahavan’s mill - did you discover our secret?

• 2019

  
  

  Locally grown, locally produced

  Sustainability

  All our conventional oats are sourced within a 100km radius of the mill.

• 2019

  

  Trusted for 200 years

  Heritage

  In its 7th generation, the Flahavan's family continues to mill oats just like their ancestors did in the very same spot.

• 2020

  
  

  The next generation

  Heritage

  As John Flahavan says, he is only a custodian of Flahavan’s, making sure he passes on the business in better condition to the generations to come.

• 2020

  
  

  Oat Drink Launch

  Brand

  Flahavan's enters a new category with its new range of Oat Drinks