Having received over 100 applications in 2023 from food and drinks businesses all looking for support, mentorship  and an opportunity to secure prime retail shelf space, Maxol today launched year two of its Homegrown at Maxol programme.   

According to Maxol Group CEO, Brian Donaldson, the inaugural programme highlighted the genuine need within the food and drinks sector for a support programme of this nature. “The response from Ireland’s SMEs and the number of entries received last year were instrumental in our decision to relaunch Homegrown at Maxol for 2024.” said Brian Donaldson.

What’s in store?

Providing direct and practical support to local food and drink businesses, a panel of industry experts will select four wiers, each of whom will have the opportunity for their products to be distributed across the network of Maxol stores in Ireland.* All four winners will also receive marketing support to help elevate their brand, together with invaluable business mentorship.

 Following in the footsteps of Galway drinks company, All About Kombucha, who were crowned the inaugural Homegrown at Maxol Champion last year, one of this year’s winners will be chosen by Maxol’s retailers as the overall Homegrown at Maxol Champion for 2024.

 Entry to the programme is open until 9 June 2024 via a simple online application HERE

Supporting local

“Our aim is to empower small and medium sized businesses, offering them a platform to flourish and thrive,” said Brian Donaldson. “By securing prime shelf space in our company-owned stores across the Republic of Ireland, supported by innovative marketing materials, strategic advertising, and invaluable mentoring from our experienced retailers, we hope we can again help four fantastic indigenous businesses to scale up, reach new audiences right across the country and pave the way for their long-term growth.

 “While 70+ stores may seem like a significant leap for some businesses, we recognise that smaller steps can also lead to success. Therefore, we are also extending the opportunity for winners to shine regionally. As long as the product is made in Ireland, we want to see it. Our doors are wide open, and we encourage any food or drinks business not yet on our shelves to seize this chance and apply today.” said Brian Donaldson. 

Championing Homegrown

At Maxol, the commitment to supporting local businesses is deeply ingrained in the fourth-generation family-owned Irish company. The company’s long-standing strategy aims to uplift enterprises that might otherwise lack the resources to gain visibility.

 It’s also part of Maxol’s commitment to Champion Green, a national movement dedicated to supporting local businesses, co-ordinated by Evelyn Moynihan of Kilkenny Design, who said: “Homegrown at Maxol remains true to our mission of championing local sustainable businesses. It’s particularly exciting in that it will open new doors to businesses, facilitating the start of something great for four SMEs in the food and beverage sector. As we strive to boost the local economy, industry leaders like Maxol play a crucial role in supporting small businesses.”

 Evelyn Moynihan will join Brian Donaldson along with a panel of Maxol retailers and its wholesale partner BWG on the expert judging panel.

 The programme invites entries from those operating in a wide range of areas including ambient, confectionery, deli, hot, fresh, soft drinks, juices and smoothies, teas, health and fitness, milk and dairy based drinks and alcohol.

*Placement in Maxol stores will depend on the type of product and distribution capabilities of the winner.

Homegrown at Maxol 2023 winners:   

•White Hag Brewery (Sligo) a contemporary independent brewery, creating modern beer

•Good 4 U (Sligo), a range of functional, healthy snacks

•SAGE Meal Solutions, (Cork) an extensive range of condiments, meal pots, sides, bakes and pies

•Aunty Nellie’s from The Luxury Confectionery Company, makers of premium chocolate bars produced in Cork

•Jo’s Protein Balls from Absolute Nutrition, whose range includes convenient, “functional” protein and energy snacks, produced in Dublin

•All About Kombucha (Galway), a freshly fermented sparkling tea made from organic ingredients (Homegrown at Maxol Champion for 2023)

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• Six Irish SME Food and Drinks businesses win prime spot in Maxol stores, mentorship and marketing support
• Galway’s All About Kombucha crowned overall champion
• Founders, Emmett Kerrigan and Keith Loftus pictured with Maxol CEO, Brian Donaldson

Shining a light on six of Ireland’s leading, indigenous food and drinks producers , Maxol has announced the winners of its inaugural Homegrown at Maxol Programme.

The announcement followed a month-long search for Ireland’s finest small to medium sized food and drinks businesses, with the aim of providing winners with a free listing at up to 72 Maxol stores in the Republic of Ireland, as well as invaluable mentorship along with PR and marketing support.

Initial programme

While the initial programme sought to reward four indigenous producers, such was the calibre and scale of entries that six winners were chosen from more than 100 hotly contested entries. The winners are: White Hag Brewery (Sligo) a contemporary independent brewery, creating modern beer; All About Kombucha (Galway), a freshly fermented sparkling tea made from organic ingredients; Good 4 U (Sligo), a range of functional, healthy snacks; SAGE Meal Solutions, (Cork) an extensive range of condiments, meal pots, sides, bakes and pies; The Luxury Confectionery Company (Cork), makers of premium chocolate tablet bars and truffles; and Absolute Nutrition (Dublin) whose range includes convenient, ‘functional’ protein and energy snacks.

2023 Champion

An expert panel of judges reviewed the entries before the six winners were finalised.  However, it was one outstanding producer, All About Kombucha that was crowned inaugural Homegrown at Maxol Champion for 2023. More than 200 retailers cast their vote at Maxol’s recent Retailer Conference at The K Club, with All About Kombucha, a freshly fermented sparkling tea brewed from organic ingredients securing the overall title.

Keith Loftus and Emmett Kerrigan, creators of All About Kombucha spoke about being crowned the inaugural Homegrown at Maxol champions, “We’re delighted; ‘Buzzing’ as Emmett would say! We joked that the only thing better than getting a Hole in One in The K Club was being crowned Homegrown with Maxol champions in the first year of the competition. The importance of awards such as Homegrown cannot be overstated here. We’re always impressed to see the best of what Ireland’s producers bring to these types of events. Securing the listing, not to mention all of the additional support that comes with this programme is invaluable to us and we are looking forward to seeing our products in Maxol fridges over the coming weeks.”

Opening doors

Brian Donaldson, CEO, The Maxol Group said: “The decision to award six local producers in our inaugural Homegrown programme is a clear indication of just how good Ireland’s artisan food and drinks sector is right now. The win will not only help drive much-deserved awareness for these amazing producers, but it will hopefully enable them to scale up and open doors to new opportunities. Maxol strives to be at the heart of communities right across Ireland and we’re proud to play our part in spotlighting these wonderful local producers and products and look forward to running this programme again to support even more local producers.”

Homegrown at Maxol

Homegrown at Maxol was launched in partnership with Champion Green, an initiative that supports local businesses across Ireland. Speaking about the programme, Evelyn Moynihan, Kilkenny Design CEO and Champion Green co-founder said: “This programme is about larger, successful businesses giving a hand-up to the many exciting SMEs and start-ups we have in Ireland by championing our local producers. Maxol is offering tremendous market exposure for new brands and businesses within the forecourt and convenience store sector. On behalf of Champion Green, I’d like to extend a hearty congratulations to this year’s winners.”

This is the first programme of its kind in the forecourt and convenience retail sector to offer immediate and tangible support to local businesses across Ireland. It’s a central part of Maxol’s focus on expanding its range of homegrown products across its network, reflecting its transition in the food and drinks arena.

ABOUT THE WINNERS

All About Kombucha, Galway

Established in 2017 by two young entrepreneurs from Galway, All About Kombucha brews freshly fermented sparkling tea from organic ingredients. After graduating from university, Emmett Kerrigan and Keith Loftus emigrated to Vancouver, which is where they tried kombucha for the first time. When they returned to Ireland, they struggled to find a worthy successor to their newfound favourite brew and so All About Kombucha was born. The success of All About Kombucha lies in the ethos and commitment of the founders. Their Kombucha is live and unpasteurized meaning all its health benefits remain intact. Emmett and Keith have a deep commitment to the value of their product, their community and the environment. Their sustainable brewing and transparent practices are rooted in five core company values: be sound, cause minimal harm, work hard, uncap creativity, and practice self-actualisation.

White Hag, Sligo

The White Hag Irish Brewing Company is an award-winning craft brewery from Sligo, which specialises in contemporary beer with the influence of ancient styles. Built by a young Irish team and with a brew team bringing experience from across Europe, it is regarded as one of the most innovative and modern Irish breweries today.

The White Hag is a mythical character and entity, who is essentially Mother Nature. The brewery has undertaken a mission to make great Irish beers, and in some cases recreate beers that have not been made here for hundreds of years. Their outstanding range of IPAs, sour beers and stouts saw them crowned Irish Brewery of the year in 2022, for the second time. The White Hag export their famous beers across Europe and even into Asia. They are world famous for their International Brewery festival Hagstravaganza, held each August at their modern brewery in Ballymote, Sligo.

SAGE Meal Solutions, Cork

Sage Meal Solutions was created by multi award-winning TV chef, Kevin Aherne in 2020, and includes a vast range of condiments, meal pots, funky sides, bakes and pies. These tried and tested recipes include high quality Irish ingredients with no preservatives or additives and the condiments and dips are a great addition to any larder for everyday use. SAGE’s meal pots and pies are a delicious easy option for a meal at any time of the day and the company’s Ranch dressing has won several IQF awards.

The Luxury Confectionery Company, Cork

The Luxury Confectionery Company make a premium 42% Milk Chocolate Couverture, which then goes into their range of chocolate tablet bars and truffles. This chocolate couverture is made at their own facility using their universal conche machines, patiently grinding batches for 17- 24 hours to create the perfect product for customers to enjoy. The best part about their chocolate is that it has less sugar and more cocoa. Their chocolate occasion and location lines are an excellent gifting option for busy customers on the go.

Good 4 U, Sligo

A multi-award winning, wholesome family business, Good 4U produces an on-trend innovative range of functional, healthy foods including snacks for kids and adults, salad toppers, and breakfast boosts. Being an Origin Green member for the last six years, this close-knit family business offers a range of products that are 100% natural and contain only whole food, plant-based ingredients.

Absolute Nutrition, Dublin

Founded in 2014 by Jo Davey who is a trained holistic nutritionist, Absolute Nutrition is an Irish snack food brand and manufacturer with an award-winning range including convenient, ‘functional’ protein and energy snacks that hit that ‘sweet tooth’ craving. Not only is Absolute Nutrition’s philosophy one of minimal processing but it is also about taking care of our planet and reducing, reusing, and recycling. All their packaging is fully recyclable or reusable and they boast a zero-food waste policy in their bakery.

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