Louth producers invited to take their products nationwide
Maxol has announced the return of its Homegrown at Maxol programme
Photo Caption: Back Row L-R: Paul Friel & Bob Coggins (The White Hag), Paul Lawless (Food of Athenry), Daniel Gleeson & Harrison Altman (Parachute), Ross McDowell (All Real), Anna O’Connor (Blanco Niño), Front Row L-R: Giselle Makinde (Fiid), Brian Donaldson (CEO, The Maxol Group), Denise Foley (All Real), Emma Keating (Blanco Niño). Credit: Robbie Reynolds photography
After two years celebrating Ireland’s most exciting food and drink producers, Maxol has announced the return of its Homegrown at Maxol programme and wants to hear from local producers in Louth. The competition offers small and medium-sized producers the opportunity to expand their business and see their products stocked across Maxol-owned stores next year.
Now entering its third year, Homegrown at Maxol will offer free distribution for a six month period, mentorship, marketing support, and nationwide visibility, to help producers grow and scale sustainably.
Launched in 2023, Homegrown at Maxol was created to celebrate the creativity, innovation and resilience of Ireland’s food and drink sector. Over the past two years, it has helped propel some of Ireland’s finest homegrown brands onto retail shelves from All About Kombucha, the inaugural Homegrown Champion from Galway, to All Real Nutrition, Blanco Niño, fiid, Parachute and The Foods of Athenry, among others.
Reflecting on the success of the initiative, Brian Donaldson, CEO of The Maxol Group, said: “Homegrown at Maxol has uncovered an incredible depth of talent within Ireland’s food and drink community. We’ve seen producers with passion, purpose and creativity take their products from small kitchens and local markets to store shelves across the country.
“As we launch the 2025 programme, we’re continuing our commitment to supporting local producers who have the ambition to grow. Homegrown at Maxol isn’t just about shelf space it’s about giving producers access to our large convenience retail network, as well as mentorship and marketing visibility to support winners as they take their business to the next level.”
The winning producers benefit from:
- Prime shelf space across Maxol stores in the Republic of Ireland
- Marketing and PR support, including in-store visibility, national promotion, radio advertising and digital exposure
- Expert mentorship from Maxol retailers and industry leaders
- Membership in the Homegrown at Maxol Alumni, a growing community of standout Irish producers
Maxol is also offering Homegrown winners the chance to shine regionally. As long as the product is made in Ireland, Maxol wants to see it. The programme is open to every Irish food and drink business ready to take the next step and applications are open now at www.maxol.ie/homegrown
Entry to the 2025 Homegrown at Maxol programme is now open.Applications can be submitted via www.maxol.ie/homegrown until 31st December, with winners to be announced in February 2026 and launching into stores from March 2026.
The judging panel, which is made up of representatives from Maxol and its retail network as well as BWG Foods, will select up to five winning producers, each of whom will receive tailored support to help them grow, scale and connect with new customers.
“If you’ve ever dreamed of seeing your Irish-made product on store shelves across the country, now is your moment,” added Brian Donaldson. “We’re inviting all producers from artisan bakers to beverage makers to apply, share their story, and be part of something that’s truly shaping the future of Irish food and drink.”