From Farmers' Markets to Global Markets

A Conversation with Qasim Mehdi, Director of Business Strategy & Sourcing, Second Nature Oils 

From humble beginnings at Irish farmers' markets to supplying premium organic oils to international markets, Second Nature Oils has built its reputation on transparency, sustainability, and a commitment to making organic, minimally processed everyday essentials more accessible. In this exclusive interview with World Trade Center Dublin, Qasim Mehdi shares the company's remarkable journey, the importance of building trust before pursuing growth, and why creating awareness- not simply increasing sales- is at the heart of their global expansion strategy. 

For readers discovering Second Nature Oils for the first time, could you share the company's story? 

QASIM MEHDI (QM): Second Nature Oils was founded in 2008 on a simple observation. Irish consumers were increasingly interested in organic food, yet organic cereals, breads, and seeds were far easier to find than the one essential everyday ingredient, organic cooking oil. 

The business set out to fill that gap, producing cold-pressed organic rapeseed oil from an Irish farm and selling it directly at farmers' markets. Over the following decade, it built a following among independent retailers, craft butchers, and eventually national distributors. 

Our team acquired the business in 2021. What attracted us was that the original insight still held, namely that demand for genuinely organic, minimally processed everyday products had only grown, and that the brand had earned real trust among the people who used it. Our job since then has been to build on that rather than reinvent it. 

Second Nature Oils has evolved from local farmers' markets to international markets. What have been the most significant milestones? 

QM: The company's growth has always been incremental rather than forced. It began with 500ml household bottles, building relationships with local consumers and demonstrating quality, one market stall at a time. Retail listings followed, then craft butchers, then national distribution. 

More recently, the range expanded into the hospitality sector with professional-grade five-liter containers for commercial kitchens. Notably, many households adopted the larger format as well for its convenience and value. 

Since taking over in 2021, our priority has been securing the supply chain that makes the next stage of growth possible, expanding only when we know we can consistently deliver the quality customers already expect from the brand.  

Quality and sustainability are central to your brand. How do you maintain those values while serving international markets? 

QM: Consistency has always been our priority. The business began by sourcing and producing entirely in Ireland, and we continued that practice after acquiring it in 2021. It became clear, though, that a single Irish harvest could not reliably supply the volumes our customers needed throughout the year. In 2023, we partnered with an organic producer in Denmark whose farming practices closely align with our values. Our rapeseed oil is now produced there and distributed by us from Ireland. 

Our sourcing partners share our commitment to sustainability, biodiversity, and environmentally responsible farming. Every product is fully traceable from field to bottle, ensuring transparency for consumers and confidence among our international partners. 

As Director of Business Strategy & Sourcing, what does your role entail? 

QM: Before entering a new market, I focused on three key areas: consumer demand, regulatory requirements, and supply-chain readiness. 

Each country has different expectations and regulations. Exporting to the United States, for example, requires careful attention to FDA requirements, while other markets have their own compliance standards. 

Equally important is ensuring our supply chain can consistently support new business opportunities. Strong distribution and reliable sourcing are as important as a great product. 

What lessons have you learned from building an international supply chain? 

QM: International expansion involves far more than shipping products abroad. Every market has unique import regulations, documentation requirements, packaging specifications, and labeling standards. Brexit, for example, significantly increased the documentation required for exports to the UK. 

One of the biggest lessons is that preparation matters. Today, we use comprehensive checklists to ensure that regulatory compliance, packaging, warehousing, logistics, traceability, and import requirements are met before entering any new market. 

Transparency is also essential. Second Nature Oils is an Irish company and brand, and we are equally clear that our rapeseed oil is produced by our trusted organic partner in Denmark. Consumers value that honesty, and so do our international partners. 

What consumer trends are shaping the future of organic food? 

QM: Today's consumers are far more informed than they were when the business started in 2008. People want to know where their food comes from, what it contains, and whether it has been minimally processed. They're asking about sourcing, sustainability, and production methods.   

Our role is to continue meeting those expectations by remaining transparent, upholding high standards, and ensuring that every product reflects the values we share with our producers and customers. 

What motivated Second Nature Oils to join World Trade Center Dublin? 

QM: For us, joining World Trade Center Dublin isn't simply about increasing sales; it's about building awareness. 

Before expanding internationally, people need to understand who we are, what sets our products apart, and what organic certification entails. Building that awareness lays the foundation for long-term, sustainable growth. 

Over the next several years, our goal is to pursue structured international expansion, and World Trade Center Dublin offers valuable opportunities to build meaningful business relationships and connect with global markets that share our values. 

Which international markets are you most excited about? 

QM: The UK remains an important growth market, and we're excited to return to the United States. 

The business supplied the U.S. some years ago but couldn't consistently meet growing demand to the standard it expected of itself, so expansion was paused. Solving exactly that problem was one of our priorities after taking over. 

Today, with a stronger supply chain and enhanced production capacity behind us, we're preparing to re-enter the U.S. market. We're also continuing to expand our presence in the UAE, where we already have an established on-the-ground operation. 

What advice would you offer to Irish businesses considering expanding internationally? 

QM: Understand the market before investing your resources. Ask whether there's a genuine need for your product. Before making commitments, research customer expectations, pricing, regulations, logistics, distribution channels, and compliance requirements. The more preparation you do at the beginning, the stronger your chances of long-term success. 

What does the future hold for Second Nature Oils? 

QM: We're excited to expand beyond oils into other organic, everyday products that align with our core values. 

Our vision is to broaden our range while maintaining the same commitment to sustainability, transparency, and quality that has defined Second Nature Oils from the beginning, and to continue our mission to make organic, minimally processed foods and everyday essentials more accessible to everyone. 

Building a Global Future, One Trusted Partnership at a Time 

Second Nature Oils' journey is more than a business success story; it's a testament to the power of purpose-driven growth. From identifying an untapped opportunity in Ireland to building a premium organic brand with international ambitions, the company has never lost sight of what matters most: earning trust, delivering uncompromising quality, and creating meaningful value for its customers. 

As Second Nature Oils prepares to expand across the UK, the United States, and the UAE, its strategy remains refreshingly clear: educate first, build lasting relationships, and grow with integrity. It's an approach that reflects the principles of successful international trade, where sustainable partnerships, transparency, and shared values create opportunities that extend far beyond borders. 

With support from World Trade Center Dublin and the global World Trade Center Association network, Second Nature Oils is well positioned to bring its vision to new markets, demonstrating that when purpose leads, global growth naturally follows.