OPINION: Offaly consumers should prioritise local and Irish goods this Christmas

WITH Christmas Day fast approaching consumers caught up in the rising cost of living crisis are planning their seasonal shopping requirements.

Apart from the big ticket food items such as the turkey and ham which may be already ordered much of the other festive food items will be purchased in the days leading up to Christmas itself.

Most consumers are anxious to buy Irish and local produce where possible because of its reputation for quality and their desire to support Irish farmers and workers.

The Irish Farmers Association has issued a warning to consumers that their good intentions can be exploited through misleading labelling and unsustainable discounting.

In recent years the farming organisation has called some retailers out on the use of ‘False Flag’ tricolour images and Irish sounding brand names to give the impression that food comes from Ireland and that in buying it consumers are supporting Irish farmers.

Consumers must realise that the only labels they should trust to signify Irish origin are The Bord Bia Quality Mark – Origin Ireland and the National Dairy Council Guarantee. 

Many consumers were being misled through the use of tricolour images boasting "produced in Ireland" or "processed in Ireland" on non-Irish food.

The practice of using fake farm and creamery brand names to mask non-Irish product and displaying Irish product next to identically packed non-Irish product also causes confusion for consumers.

Playing with perceptions is designed to mislead consumers. It denies them the opportunity to make informed choices and gives the impression the retailer cares about local suppliers when in reality there is no guarantee their suppliers are being paid a fair price.

The IFA and other farming bodies such as the ICMSA have also hit out in the past at at what is termed the unsustainable discounting of products which does not cover the true costs of production.

Unsustainable pricing leads to reduced farmgate prices, it puts primary producers out of business and it alters consumers’ perceptions of the value and cost of food. In addition, volume based discounts encourage over-buying and cause food waste.

Such advice is timely as we enter the final month of the pre-Christmas shopping period.

Consumers should also pay heed to the shop local call being made by Chamber of Commerce groups and retail associations throughout the region.

Here in the county town the Tullamore Christmas Project Group, a partnership between Tullamore business groups, Offaly Co. Council and the Chamber of Commerce, is encouraging people to shop in town where possible this year.

The clear message that Tullamore is open for business after the Covid-19 pandemic. “We have seen many improvements in our town after the past difficult few years and we would like to encourage everyone to think local this Christmas," said a spokesperson for Tullamore Chamber.

The statement continued: "Our Christmas Quid vouchers are the perfect gift and are accepted in many businesses throughout the town and we would encourage people who perhaps are unsure of buying a present for a loved to consider buying a Tullamore Quids voucher." This year Tullamore celebrates its 400th anniversary of the beginning of the township and the celebrations continue with the official switch on of the Christmas Lights and the opening of “Tullamore this Christmas”.

This weekend kick starts the County’s seasonal celebrations, with a promotional drive to encourage people to come into the town centre and to shop locally in the lead-up to Christmas. The switching on of the Christmas Lights officially marks the start of the countdown to Christmas in Tullamore and will take place at approximately 6.00pm on Sunday next, 27 November.

The popular Christmas Markets also return with 20 stalls across O’Connor Square, selling food, drink and a wide range of crafts and seasonal gifts.