When people are fighting for survival, something must give…

by Kenneth Keavey

A couple of weeks ago Micheál Martin was in the news for all the wrong reasons and ironically it may have been this time 20 years that he sowed the seeds of the discontent that was so visible last week and the beginning of the demise of the horticultural sector here in Ireland.

When I see a bag of carrots on a supermarket shelf for 29 cent, or a head of cabbage for 49 cent, something inside me tightens. If you are a grower, a farmer, or someone who has spent time working the land and growing food, you feel it deeply — it is demoralising.  

But where did all this start? How did we arrive at a place where fresh, Irish produce — some of the finest in the world — became a loss-leader, a price-war pawn, a way for billion-euro corporations to lure us through their doors at the expense of the primary producers? 

The answer traces back to one decision, made in 2006, by one minister: Micheál Martin.

He repealed the grocery order, imperfect as it was, it held a competitive norm in place across the entire market. When it went, the supermarkets turned to fresh produce as a loss-leader to drive footfall. It was perishable, visible, universally purchased, and — crucially — completely unprotected. Growers had no floor, no alternative buyers, and no leverage. The race to the bottom had found its favourite category.

“It would be cheaper to plough the vegetables back into the ground than to accept the prices supermarkets were offering.”— A carrot grower, recounted in the Oireachtas, 2026

This has left our horticultural sector in a critical condition. We import 83% of the fruit and veg we eat, and we export over 90% of the food we produce (dairy and meat), we are about as food secure as a barren rock in the middle of the Atlantic! The real threat to our food supply two weeks ago during the blockade had nothing to do with local food production and everything to do with the disruption to imports. 

But things could be better, we could grow more here. But to do that it cannot be a business with no margin, no fat in the system, nothing left on the table. When that is the model, all it takes is a fuel shock such as what we have seen last week to bring the house of cards crashing down. 

When costs rocket and you can’t get anymore for what you produce the end result is self-destruction. 

Of course we need to move beyond fossil fuel use, this is an absolute no brainer, and we now have a chance to transition to a clean green future (we have 30KW of solar energy on our packing shed and it is amazing). 

But in the meantime, for farmers and hauliers there really is very little alternative and when people are fighting for their survival something must be done. The irony of course is: if a fair price was paid for the food in the first place, then there would be enough leeway to absorb at least to some extent the price rises that have come over the last 20 years. 

As always only through your support can we continue to farm and support others that farm like we do.

Thank you

Kenneth

I have had enough, have you?

by Kenneth Keavey

The model of loss leading on fresh produce needs to stop, how is it that the cheap ultra processed rubbish food is not cheap, this is food that isn’t even food, why is it that our most valuable food, the real food actually grown in fields is sold at prices that are unsustainable?

During the week I had the honour of talking on a panel at the Climate Carnival on the future of food in Ireland. One of the speakers was the largest broccoli grower in Ireland, and he was very clear in conveying his opinions on supermarkets, and it was a damning verdict. The behaviour of supermarkets over the last 20 years has decimated the horticultural industry in Ireland. There are maybe only 60 growers left in Ireland growing field scale vegetables.

When the skills and infrastructure that provide us with local food are gone they are gone for good (just looked at what happened to the sugar beet industry in Ireland). There are very few people interested in getting into commercial veg growing and why would you? For low returns? For the hard work? For the unpredictability of the climate and then to be pressurised and squeezed by supermarket buyers that hold all the power. That is some thanks for providing our critical nourishment.

The truth of the fact is the supermarkets use fresh produce loss leaders to get shoppers in the door, and there is no escaping the fact that this squeezes the primary producer it always does, always.

Fresh veg for 49c, it is an illusion to think that food can be grown for this. The reality is that whilst these prices may be perceived as good by the consumer the long-term viability of these offerings is absolutely unsustainable, and we will pay in the long run. Not only does this desperate pricing model embed the idea that fresh produce is virtually worthless, but it also reduces the bargaining power farmers have when they come to renegotiate growing contracts in the following year.

If we lose anymore veg growers in Ireland there will be no horticultural industry left. We simply cannot afford to, if you consider food security, it is so important and with the climate in free fall, being able to grow as much food as we can here in Ireland is critical.

Not only do the supermarkets not play fair they also impose quite frankly ridiculous ultra-tight specifications, meaning vegetables must look a certain way and be of a certain size or they are rejected. For the sake of all that is sane, this needs to be stopped immediately. The model of loss leading on fresh produce needs to stop, that is the bottom line. Our most valued commodity, the stuff that sustains our life force, that can be a force for good needs to be protected and celebrated, not beaten down until it is no more.

As always thank you for your support for our farm and the farmers we support

Kenneth

Something that really annoys me…

by Kenneth Keavey

Something that really upsets me is the fact that supermarkets not only sell fresh produce for next to nothing, but they also reject perfectly good produce, leading to increased food waste.

Have you ever seen a head of broccoli like the one in this video that weighs close to a kilogram and looks a bit wonky on a supermarket shelf? You will not, I think. They will never allow something like that for sale. More than likely the broccoli you get in supermarkets will be imported, will always be 400g, probably won’t be that fresh and will be wrapped in plastic and will usually be sprayed with chemicals and be very cheap. Did you know that a broccoli plant is quite big and will produce just one head in its lifespan? It takes quite a bit to bring a broccoli plant to harvest.  

During the week I had a conversation with our potato grower, Cameron from Battlemountain Organic Farm. We needed to discuss potato pricing, we had a frank discussion and came to a fair agreement for him and for us, one we were both happy with. 

If that conversation had went differently and it could have, then that would have been the end of our relationship and would have caused hardship for his farm.  It would not have been fair, and it is certainly not our way. We are growers and we know a little about the costs and the challenges involved in producing and selling fresh organic produce and believe in paying fairly.

Supermarket buyers take a different approach to paying for their produce and this has led to the decimation of the Irish horticultural industry. Only 2% of farms in Ireland now grow vegetables.

The most recent national field vegetable census showed that the number of field vegetable growers fell from 377 in 1999 to 165 in 2014. That is a contraction of 56%.

But supermarkets want it all their own way, there is few countries where fresh produce is as devalued as it is here in Ireland. It really bothers me, obviously it bothers me because it makes it so difficult to stay in business with this backdrop, but it also bothers me because it undermines our food security and has caused untold damage to our indigenous vegetable industry.

Supermarkets demand the cheapest possible price and the most rigorous specifications leading to hardship for growers. 

It is a broken food system. The funny thing is it would take very little to fix it, what if for example the specification on broccoli was relaxed to be above a certain weight, and if there was a slight increase in the price of the product and that went back to the grower and not to the supermarket, then that would fix a lot.  

Your support keeps us in business and supports not only our own organic farm but many other Irish organic producers too.

Kenneth