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Former industry executive Ian Rafferty introduces Better Market, a membership-based online platform designed to reduce the cost of high-quality and sustainable products for the mainstream consumer.
In an era where consumer demand for sustainable and high-quality natural products has reached an all-time high, a significant barrier remains: the price. For many families, the cost of choosing organic or ethically sourced goods is simply too high for daily consumption.
Ian Rafferty, the founder of Better Market, recognized this gap in the market. He noticed that quality products often pass through numerous layers of distribution margins before they ever reach the customer.
Furthermore, traditional retail involves immense overhead costs, such as physical storefronts, large staffing requirements, and general facility maintenance. To combat this, Rafferty envisioned a system that removes these unnecessary costs to make better living more accessible to the general public. The resulting venture, Better Market, operates on a membership-driven model rather than relying solely on the profit margins of individual items.
Members pay an annual fee of 60 euros to access a curated platform offering approximately 2,000 products across various categories, including groceries, household items, beauty care, and supplements. This approach allows the company to keep its operations lean and pass those efficiencies directly to the consumer. Rafferty illustrates the value proposition through a simple example: a consumer buying Pukka tea, which usually retails for 4.65 euros, can purchase it through the platform for 3.70 euros.
For someone drinking three cups a day, the annual savings on just this one product would exceed the cost of the membership itself. By treating the membership fee as a core revenue stream, Better Market can offer significant discounts that would be impossible for a standard retailer. The creation of Better Market is the culmination of a carefully planned career trajectory for Ian Rafferty.
His journey began with studies in hotel management in Shannon and a Bachelor of Commerce at Galway University. He then entered the workforce in catering before joining Independent Irish Health Foods, where he spent nearly a decade and rose to the position of head of sales.
While he gained an intimate understanding of the natural products sector, Rafferty felt the need to break out of what he described as a health foods bubble to avoid becoming too insular in his business thinking. This realization led him to pursue an MBA at the UCD Smurfit School, where he engaged with an international cohort and learned diverse management practices across various global industries.
Following his MBA, Rafferty further diversified his experience by joining Richmond Marketing as the national sales manager, working with world-renowned brands such as Red Bull, Ritter Sport, and Fever Tree. This experience provided him with a masterclass in high-profile marketing and operational excellence. He later moved to the Irish start-up Strong Roots as sales director, during which time the company attracted investment from the global frozen food giant McCain.
This role allowed him to focus deeply on a single brand and understand how to scale a business for international expansion, particularly in the United States. After a brief return to Independent Health Foods as commercial director following its acquisition by Bellingham Capital, Rafferty finally launched Better Market in January. The ultimate goal for Better Market is to move beyond the existing niche of health-conscious shoppers.
Rafferty believes the greatest opportunity lies in attracting the mainstream grocery shopper who genuinely wants to make healthier and more sustainable choices but is currently deterred by high prices or a lack of proximity to specialty stores. By providing a one-stop shop for non-fresh goods that is both affordable and convenient, Better Market aims to democratize access to premium products, making them a realistic part of the everyday shopping list for families across the region
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