NearyNógs Stoneground Chocolate is Ireland’s first bean-to-bar chocolate maker, based in County Down. Founded in 2011 by Shane and Dorothy Neary, the company ethically sources high-quality cocoa beans and produces over 60 craft chocolate products. It supplies wholesale, retail, online, and export markets, while also offering workshops, factory tours, and events that immerse customers in the craft of chocolate making.
In this case study, Shane describes how collaborations with retailers, distilleries, and other artisan producers have driven their success, leading to an expanded product range, unique customer experiences, and new business opportunities.
From a hobby to a craft chocolate business
“It started with a fundraiser. A family member was going to India for charity work, so we made chocolate to raise money. People loved it, and soon we were supplying craft markets, weddings, and events. Then life changed. Our youngest child became ill, and we needed flexibility. Regular jobs no longer suited us, so we became self-employed and turned our hobby into a business.”
“From the start, customers asked for dairy-free and gluten-free options, so we decided to produce our chocolate entirely in-house. That’s how our craft chocolate business was born.”
Creating strategic alliances
“Partnerships have helped us grow in ways we couldn’t alone. We work with small retailers, major brands, ethical farming communities, and suppliers worldwide. But being a rural business, we don’t have the footfall of a city-based chocolatier. Collaborating locally helps us to bridge that gap and reach new customers through events and co-branded products.”
“We’ve teamed up with nearby distilleries to create chocolate-spirit pairings, and we’ve run tasting experiences with local artisan producers. These partnerships increase sales, attract visitors, and introduce our products to new markets. They also allow us to experiment with new ingredients, techniques and product ideas, helping us stay ahead in a competitive industry.”
“We’ve also worked with organisations like Tourism Ireland, Tourism Northern Ireland, Invest Northern Ireland, and local council groups to expand our reach and build our brand.”
What we look for in a potential partner
“When choosing partners, we look for honesty, integrity, and shared values around ethical sourcing, sustainability, and craftsmanship. Transparency in the supply chain and fair pricing are essential. And a partnership must feel right – it helps to like the people you’re working with.”
“Locally, we focus on tourism and craft experiences, as well as food and drink producers whose products complement ours. A great example is our work with a local distillery to create a chocolate infused with high-quality craft spirits. Tourists loved it; it was something they couldn’t find anywhere else. This partnership boosted sales and introduced us to a new audience.”
“Working with larger retailers is a different challenge. Orders are bigger, but prices are lower, negotiations tougher, and terms stricter. Project management is more demanding too. Smaller collaborations give us flexibility and shared exposure, so we balance both to stay profitable and visible.”
How we manage partnerships challenges and solutions
“Forming partnerships isn’t always straightforward – pricing must be fair for both sides, and aligning schedules between busy businesses takes effort. However, with experience, we’ve developed a more streamlined approach. We refined our pricing models and learned to adjust availability to make partnerships smoother and more efficient over time.”
“Balancing brand visibility also needs careful handling. When we create a product with a partner, both brands must receive recognition. In our chocolate infused with local spirits, for instance, our branding takes the lead, but we clearly acknowledge our collaborator. When a promotional event takes place at either partner’s venue, one brand will naturally be more visible, but both businesses equally benefit from shared exposure and ticket revenue.”
“Detailed planning is essential for collaborative product development. For new product launches, our core crafting process remains consistent, but partnerships require joint taste testing, collaborative packaging design, and reaching consensus on recipes, flavours, and pricing. This added development time is crucial for creating products that represent both brands and stand out in a competitive market.”
How collaboration fuels our growth
“Partnerships influence every part of our business, especially product development. By using local ingredients and produce in our chocolate, we’ve created new flavours, recipes, and product lines that attract both locals and tourists.”
“Co-branded events attract more customers and allow us to set higher ticket prices. Joint marketing expands our audience, and working with other brands strengthens our reputation. It shows we support local businesses, create unique experiences, and add value to our region’s economy. It also makes us a more attractive partner for future collaborations.”
“We measure the success of our collaborations by tracking customer feedback, analysing lessons learned, and cultivating new business contacts. Every partnership should help us grow – whether in assets, experience, networks, or market reach.”
Future outlook on collaboration
“Collaboration will always be part of what we do at NearyNógs. It builds community, creates new experiences, and strengthens our business. Whether through product development, tourism, or customer engagement, partnerships will remain central to our growth.”
