‘Greenwashing’ more pervasive than consumers realise says Irish Food Writer’s Guild (IFWG)

“Greenwashing has infiltrated the food and drinks sector in ways many of us don’t even realise and when sustainability is merely used as a marketing tactic, consumers are misled and the credibility and reputation of true sustainable producers is undermined,” said Paula McIntyre, chair of the Irish Food Writers’ Guild. Ms McIntyre was speaking at the presentation of the 2025 Irish Food Writers’ Guild Food Awards in Dublin this week. Now in their 32^nd year and with no applications or submissions allowed, eight winners from across Ireland were chosen for an IFWG award based solely on quality, integrity, and a commitment to genuine sustainable practices.

Winners of the 2025 IFWG Food Awards (full citations attached)

1. Food Award: Sneem Black Pudding – Peter O’ Sullivan Butchers, Co. Kerry. A traditional blood sausage with a smooth, mousse-like texture, crafted in small batches using locally sourced ingredients including fresh blood and a recipe passed down through generations, resulting in a rich, earthy flavour with subtle seasoning and exceptional provenance.
2. Food Award: Murphy’s Ice Cream, Co. Kerry. Crafting award-winning ice cream with a focus on local, inventive flavours, Murphy’s Ice Cream uses milk from the Kerry Cow and ingredients sourced from nearby farms, creating indulgent, high-quality treats that celebrate the best of County Kerry.
3. Food Award: 40 day aged Côte de boeuf – Higgins Family Butcher, Co. Dublin. Known for their dry-aged expertise, Higgins Family Butchers’ 40 day aged Côte de boeuf is a standout, expertly aged to enhance its rich, tender flavour and exceptional texture, making it a must-try for meat lovers and a signature offering in their acclaimed range.
4. Irish Drink Award: Pooka Hazelnut Poitín Liqueur – Mourne Dew Distillery, Co. Down. The Pooka Hazelnut Poitín Liqueur combines rich, nutty flavors with hints of vanilla, chocolate, and cream, offering a smooth, innovative twist on traditional poitín. Recognised for its exceptional quality, it’s a standout among Mourne Dew’s renowned range of spirits.
5. Notable Contribution to Irish Food: Moy Hill Farm, Co. Clare. A vibrant regenerative farm that blends sustainability and community spirit, Moyhill Farm nurtures nutrient-dense organic produce while promoting biodiversity and teaching future generations the art of holistic farming.
6. Environmental Award: Master Chefs Ellan Farm, Co. Limerick. A pioneering initiative by Master Chefs, this organic farm blends sustainability and zero-waste practices to supply high-quality, locally grown food to Ireland’s catering industry. Their farm-to-table-back-to-farm approach sets a new standard in ethical, community-focused food production.
7. Community Food Award: Irish Seed Savers Association, Co. Clare. A beacon of sustainable agriculture, Irish Seed Savers works tirelessly to conserve Ireland’s food crop heritage, ensuring the protection of genetic diversity in our food systems. Their efforts to safeguard plant genetic resources are crucial to the future of food security and biodiversity.
8. Lifetime Achievement Award: Jane and Louis Grubb of Cashel Blue, Co. Tipperary. In 1984 Jane and Louis Grubb introduced Cashel Blue, Ireland’s first native blue cheese, made with milk from their family farm. Their legacy continues, blending tradition with innovation, producing award-winning cheeses like Cashel Blue, Crozier Blue, and Shepherd’s Store. Their dedication to quality has made them a cornerstone of Ireland’s cheesemaking industry.

“Ms McIntyre continued. “Offending brands use vague buzzwords, deceptive green packaging, and even dubious certifications to take advantage of consumers’ efforts to shop and eat more sustainably – without making any real environmental impact. Meanwhile, truly sustainable Irish producers work tirelessly to uphold the highest ethical and environmental standards, often without the recognition or support they deserve. For more than three decades the IFWG has been spotlighting many of these outstanding producers, with sustainability a consistent thread linking our annual award winners. And this year is no different.

“We know that for the most part Ireland’s food and drink industry is committed to playing its part in tackling climate change.  But we cannot allow greenwashing to go unchecked and ultimately, consumers rely on producers to be honest and transparent in how they communicate and promote their produce.”  The IFWG’s chairperson called on regulatory bodies to adopt a more proactive and vigilant approach to tackling the issue of greenwashing and for environmentally conscious consumers to be even more discerning.  “Unfortunately, when it comes to sustainable practices, we cannot simply accept a brand’s claims at face value.  We must interrogate claims more carefully to ensure authenticity and while this can be challenging, it’s critical if we are to protect the integrity of our world-class food sector, and the vibrant and hard-working producers who make it so. I’d like to commend the work being done by Bord Bia to support Irish producers through collaboration and education, helping them navigate sustainability challenges with integrity and authenticity.”

Una Fitzgibbon, Director of Marketing said: “Bord Bia is proud to support the Irish Food Writers’ Guild and its annual awards, which celebrate the excellence and integrity of Irish food producers. These awards are a testament to the dedication and hard work of producers who uphold the highest standards in quality and sustainability. Bord Bia values the opportunity to collaborate with the Guild in recognising and promoting these outstanding contributions to the Irish food sector. The IFWG plays a vital role in highlighting the achievements of these producers, and we commend this year’s eight recipients for their leadership and commitment to sustainable food production.”

The IFWG Food Awards are unique in that no business or individual can enter, nor do they know if they have been nominated for an award. The Guild is the sole nominating and decision-making body whose members nominate and anonymously buy products for tasting. Proportional representation voting is undertaken at a Guild tasting meeting. Winning products must be produced in Ireland and the main ingredient must be Irish grown or produced.

The IFWG Food Awards took place at ANANDA Restaurant in Dublin, chosen for its consistent use of high quality Irish produce, where guests enjoyed a lunch featuring the winning produce.

www.irishfoodwritersguild.ie

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Popular products like Variety Bags, Drumstick Choos, and Refreshers Choos are among Swizzels’ vegan sweets anticipated to see a significant rise in popularity as consumers continue to seek plant-based options from established brands.

The sweet maker urges retailers to stock up on its expanding vegan range as demand for vegan confectionery continues to grow. In 2024, vegan claims in sugar confectionery have risen by 33%, compared to just 17% in 2019*, reflecting the increasing consumer preference for plant-based treats.

With over 25 million participants worldwide in January 2024**, Veganuary’s growing popularity highlights the importance of retailers stocking well-known brands to entice customers looking to explore plant-based options.

Swizzels’ vegan range is a popular addition to any retailer’s sugar confectionery selection. The company has also seen a 34.1% increase in its vegan Countlines***, including Drumstick Choos, Love Hearts and Refreshers Choos, as well as an 38% increase in its Hanging Bags range and Clipstrips***, including Luscious Lollies, Scrumptious Sweets, and Curious Chews.

The sweet maker’s popular vegan Drumstick Choos and Refreshers Choos are now available in PMP formats, with a £1.15 MRSP for 115g bags and 12 x 135g SRP.

Clare Newton, Trade Marketing Manager at Swizzels, said:

“Vegan sweets are growing in popularity, with vegan claims now way more common in sugar and confectionery products than they were five years ago*.

“Swizzels has long been ahead of the trend, offering a vegan-friendly range well before the current surge in demand. Today, nearly all of our products are fully vegan, catering to a diverse customer base and helping boost sales for the retailers and wholesalers we work with.

“We are at the forefront of the vegan confectionery movement, offering an exciting range of sweets that deliver the familiar taste and texture of classic treats, all with a plant-based twist!

“Our vegan range is available all year-round, ensuring customers can enjoy their favourite sweets anytime, not just during Veganuary.”

In its sixth year running a campaign in support of Veganuary, Swizzels has made what started as a Veganuary-only movement a year-round trend with the key focus message: ‘All These, All Year, All Vegan’, to promote the extensive range of vegan sweets.

*Source: Sugar and Gum Confectionery report, Mintel, 2024

**Source: Veganuary 2024

***Source: Ex-Factory Data value month of January 2024

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Galway- based, Sons of Butchers, the fourth-generation master butchers turned plant-based foodie masterminds, are thrilled to announce the expansion of their already popular range with the launch of their new ready meals. With two tasty options – Veggie Curry and Plant Based Bolognese – these sons of butchers never sit still when it comes to finding innovative ways to expand their range tasty plant-based alternatives.

Sons of Butchers swapped herds for herbs in 2021 and developed a wide range of plant-based meat and dairy alternatives. The new plant-based ready meals have been designed to complement and enhance the brand’s current top-selling products, presenting customers with even more tasty options to choose from when it comes to meat alternatives.

Exciting new range

The new products are perfect for vegans, veggies and anyone looking to reduce their meat or dairy intake, without sacrificing taste and texture. The ready meal products added to the Sons of Butcher’s range include:

1. Bolognese: rich and hearty, this Bolognese, delivers all the comforting flavours of the classic dish with a plant-based twist. Crafted with quality ingredients, this ready meal offers a satisfying, wholesome option for those seeking a quick and easy dinner solution. Ready in just 2-5 minutes, it pairs perfectly with your favourite pasta, making it an ideal choice for busy evenings.
2. Veggie Curry: This vibrant veggie ready meal features a mix of fresh vegetables in a fragrant curry sauce, designed to provide a delicious, nutritious dinner in minutes. Quick and convenient, this curry is perfect for pairing with rice and makes an excellent option for anyone looking to enjoy a plant based meal without the hassle of cooking from scratch.

Each new product has been crafted with the same dedication to quality and taste that has become synonymous with the Sons of Butchers brand. From the spicy kick of the Veggie Curry to the classic Italian flavours of the Bolognese, these offerings cater to a wide range of palates and dietary preferences.

“We are excited to introduce these new ready meals to our range,” said Daire Loughnane, Managing Director at Sons of Butchers. “While our roots are grounded in producing quality Irish meat products, we recognise the growing demand for convenient, high-quality plant-based alternatives. Our latest creations, plant-based Bolognese and Veggie Curry, reflect our commitment to offering consumers a broader range of choices for sustainable, flavourful meals, without compromising on taste or convenience.”

Sons of Butchers new ready meal range also features 93% less plastic packaging as well as the box itself being compostable, reflecting their ongoing commitment to reducing waste and offering more sustainable choices to their customers.

Sons of Butchers new ready meal range is available in select Tesco and Dunnes Stores retailers across Ireland, both instore and online.

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New research commissioned by SuperValu highlights startling changes to dinnertime habits. 

• More than half of respondents (60%) say that they sometimes let their family use a device at the dining table; with 1 in 3 allowing laptops at the table, indicating that work is spilling into mealtimes.
• More than two thirds of the nation eat dinner on the couch in front of the TV; with more than 1 in 5 (23%) doing this five times a week.
• Almost one third of people see making dinner as a chore/stressful.
• Yet all of this aside, over 80% believe dinnertime is an important ritual that brings the family together and it’s a ritual we cannot afford to lose.

As part of SuperValu’s new Dinner Time Well Spent campaign, it has launched a comprehensive study on the current state of dinnertime rituals in Irish households. The findings reveal both the enduring significance of family mealtimes, and the increasing challenges posed by modern lifestyles.

According to the research, 80% of people in Ireland still believe that dinnertime is an important ritual that brings their family closer together and is a habit that we can’t afford to lose. 8 in 10 also expressed a desire to share more meals together, recognising the importance of this time spent with loved ones. Additionally, 92% of households with children over 5 years old want to have dinner together more often yet 1 in 5 are only doing it twice a week.

The research has also highlighted other alarming stats that uncover significant obstacles to families and households maintaining regular mealtimes. And it appears that although the desire to sit down and eat together is strong, technology, busy schedules and the effort of making the meal, means Ireland is on a downward spiral when it comes to taking this important pause at the end of each day.

As for those who are taking the time to sit together for dinner, more than two thirds of the country eat dinner on the couch in front of the TV each week, with 1 in 5 (23%) doing this five times a week! These figures highlight the growing fragmentation of family mealtimes and pose questions on how future generations will be impacted by this detachment.

Distractions at mealtime are another major concern, with over half (55%) of those surveyed acknowledging that they experience some form of disruption during dinner. The most common barrier, cited by 23%, is the difficulty of getting everyone together at the same time. Furthermore, a staggering 60% of households let family members use a device during meals as phones and TV perceived most permissible.  In addition, 30% of households allow laptops at the table, indicating that work and other obligations are increasingly encroaching on this valuable family time.

Interestingly, Monday (31%) is the day most likely for us to share a meal together outside of Sunday (33%). However, Tuesday (3%), Wednesday (3%) and Thursday (4%) are the least likely days, potentially indicating that, amongst other possibilities, the hybrid working model (most popular days in the office) could be having an impact on mealtimes.

While there is a clear recognition of the benefits of shared meals, the research also reveals that for many, preparing dinner has become a source of stress, with 31% of adults viewing it as a chore. Nearly half (49%) of respondents expressed a desire to cook from scratch more often but cited a lack of time or energy as the main reasons for not doing so — an issue particularly prevalent among younger adults aged 18-35, where the figure rises to 59%.

This research coincides with the launch of SuperValu’s Dinner Time Well Spent campaign which encourages people of Ireland to take back dinnertime and remember to pause, together, at the end of each day and enjoy dinner.

Shane Lynch, SuperValu Marketing Manager said: “At SuperValu, we understand the importance of dinnertime as a moment for families to reconnect. Our research shows that while the desire to preserve this tradition is strong, there are significant barriers that need to be addressed. We are committed to helping families across Ireland reclaim dinnertime, making it easier for them to come together, enjoy a meal, and strengthen their relationships. Our ‘Dinner Time Well Spent’ campaign is a call to families to prioritise the dinnertime tradition, by coming together and enjoying the freshest, best tasting quality food that makes every family dinner a special occasion”

To support the spread of awareness on the ground across Ireland and to really drive this movement to reclaim dinnertime, SuperValu is leaning into the universal, cross-cultural ritual: lighting a candle on the dinner table. As part of the campaign people are being encouraged to put away all the gadgets that interfere with the dinnertime conversation and light a candle or two to demonstrate that it’s family down time.  To get people started SuperValu is gifting a number of candles that will enhance any dinner table – for more information check out  https://supervalu.ie/about/news/2024/09/10/the-table-or-the-tablet

*Research was carried out by Empathy Research’s proprietary research panel in early August 2024 with a national sample of 1000 18+ adults.

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This innovative paper refill pack reduces packaging weight by a remarkable 97 percent compared to the traditional 200g glass coffee jars.

Designed with convenience in mind, the paper packs can be used to refill the glass jar and give it a longer life, all whilst providing the same great taste and iconic rich aroma that Nescafé fans know and love. Once the refill pack is empty, it can be easily recycled through kerbside collection.

Carol Anne Deasy, Nescafé Marketing Manager at Nestlé Ireland, said:

“We are thrilled to introduce Nescafé’s first paper refill pack representing a positive step towards our sustainability goals.

“Nescafé is dedicated to driving positive change and offering more sustainable choices whilst offering the same great coffee and the iconic rich aroma that people love.”

The new 150g paper refill packs will be available in Tesco stores across Ireland from May.

The launch builds upon Nescafé’s earlier success with the introduction of recyclable refill pouches in 2022, demonstrating the brand’s ongoing commitment to sustainable packaging and to Nestlé’s goal to reduce its use of virgin plastic by one third by 2025.

In addition to improving the sustainability of its packaging, Nescafé is striving to make coffee farming more sustainable. All coffee used in Nescafé products made in Ireland is 100% responsibly sourced, ensuring that every cup of Nescafé coffee can help make a difference.

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