Introduce yourself.

Hi, I am Miena, originally from South Africa, my husband and I came over in 2001 working as architects during the building boom. I was made redundant in 2010 and needed to reinvent myself while looking after two very young children. Jeanne told me to do something I love, and we love nougat. There was no proper nougat available in Ireland, so that’s where Miena's Irish Handmade Nougat all started.

What inspired you to join the natural health sector?

I grew up in the countryside, and my mom made pretty much everything we ate, from butter and jam to baking goods, we grew our own fruit and vegetables and had all our own live animals. I know that naturally good ingredients make the tastiest products.  The better the ingredients, the simpler the recipe the better the product.

Where did you get the idea for your brand?

My brother used to call me ‘Miena’ it is short for ‘Willemien’. My logo is a ‘tree lady’ her body is how my mom used to draw the base of a tree; I just put a head on instead of the bushy part my mom used to. I love trees, they give life, shelter, food and protection, like Moms do.

What makes your brand unique?

My brand like my nougat is very much and extensions of myself. It grows with me, it has very strong values, and the core always stays the same, but it evolves and change with time and age.

What are your company’s core values?

Respect and Honesty.

How do you support your community?

We live in a rural community where work is very scares, all the ladies working in the nougat kitchen are local. We support all the local schools, sport and charity events with nougat hampers.

What has been the most rewarding part of your brands journey?

There have been so many rewarding moments throughout the journey. One of the first big milestones was in 2014, when Avoca became the first retailer to stock my nougat. I remember bringing Hannah and Ethan to Powerscourt to see it on the shelves — it was a proud and unforgettable moment.

Over the years, we’ve been honoured to win gold, silver, and bronze awards at Blas na hÉireann, including Best Artisan Producer and Best in Leinster in 2023. Those recognitions meant a lot, not just for the product, but for all the hard work behind it.

Another standout moment was receiving a call from a buyer at Harrods after winning gold at Blas. A year later, we were producing nougat under the Harrods brand. Being able to bring the team to London and see our product on the shelves there was incredibly special.
Seeing our nougat on display for the first time in Chelsea Market Basket in New York was another proud milestone, marking our reach to America.

But just as meaningful are the smaller, more personal moments — like receiving emails from customers saying it’s the best nougat they’ve ever tasted.

Above all, the most rewarding part has been sharing the journey with family. Having Jeanne, Hannah, and Ethan working alongside me makes it all worthwhile.

What in your opinion makes Irish brands unique?

Irish brands stand out because they combine a strong sense of place with openness to change. In my opinion there are three main factors:

1. Influence of new food cultures since 2001 when we came to Ireland.

Ireland’s food landscape has evolved significantly with the arrival of new communities and cuisines. This has pushed Irish brands to become more innovative and globally aware, blending traditional Irish ingredients with international flavours and techniques. The result is something quite distinctive: products that feel cosmopolitan but still grounded in Ireland.

2. Structured support from national and local bodies

Organisations like Bord Bia and Local Enterprise Offices give Irish brands a real advantage. They don’t just provide funding — they help with branding, market research, and export development. This means even small or emerging brands can present themselves with a high level of professionalism and strong storytelling, which enhances their competitiveness internationally.

3. Clean environment and high-quality ingredients

Ireland’s natural environment are a major differentiator. Clean air, fertile land, and a strong agricultural tradition contribute to high-quality raw materials. Irish brands can confidently promote ideas like traceability, sustainability, and purity, which are increasingly important to consumers.

What is your favourite product from your brand?

It always changes, I always love the latest flavour, but then when I eat any of the old ones, I would say ’oh I think this is my favourite’ And whenever I coat the nougat in chocolate, be it white or dark, I would say that’s my favourite.

Tell us about something that has shaped your brand?

Life and the people around me shape my brand.  All the flavours have a story behind it. 

What do you hope to accomplish in the future?

Keep making the best nougat there is.