Something went wrong with the connection!

Ireland’s food and drink producers get welcome boost from Maxol’s Homegrown programme

 Breaking News

Ireland’s food and drink producers get welcome boost from Maxol’s Homegrown programme

Ireland’s food and drink producers get welcome boost from Maxol’s Homegrown programme
May 15
10:24 2024
Spread the love

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 has 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 supportto local food and drink businesses, a panel of industry experts will select four winners, 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, coordinated 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.

A family-owned Irish business for 104 years, Maxol has expanded from fuel and services to become a convenience retailer, offering fresh coffee, deli, bakery, as well as household products for a top up shop and fresh food and meal solutions for any time of day. For more information

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)

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


Ciaran McNally and Nikki Maguire of Maxol with Carrie and Lewis Linden (10 & 7 yrs) launching the Homegrown at Maxol 2024 programme.

Warning: count(): Parameter must be an array or an object that implements Countable in /home/fdbusiness/public_html/wp-content/themes/legatus-theme/includes/single/post-tags.php on line 5

About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

    Subscribe Here