Agri Aware, the independent Irish agri-food educational body, is asking shoppers to think local and support Irish farmers and food producers when purchasing food for the festive season.
By filling your shopping basket with quality and seasonal Irish produce, consumers are making the smart choice. “Irish food is of the highest quality, it is sustainably produced and traceable, and it is affordable for consumers,” explained Agri Aware’s chairman and organic farmer, Richard Moeran.
Agri Aware is asking consumers to be mindful of the damage which below-cost selling can have on farmers and food producers. Below-cost selling and heavy discounting of fresh produce diminishes the value of food to consumers and removes the link between the costs of production for the farmer and the price charged for the product.
"Simply put, continuous below-cost selling results in consumers expecting heavily discounted food year-round. Unfortunately, these discounts mean that over time, lower prices become the norm in shops across the country, which ultimately results in a lower price being paid to farmers and food producers," explained Agri Aware’s executive director, Deirdre O’Shea.
"And remember, by purchasing Irish produce at a fair price you will support over 300,000 jobs in the agri-food industry."
All year round, with the help of the Common Agricultural Policy (CAP ), Irish farmers and food producers bring you the finest food in the world. Whether you’re buying turkey from Tipperary, Brussels sprouts from Balbriggan, cream from Clare, or spuds from Spiddal… put Irish food producers first on your Christmas shopping list.
Agri Aware’s Christmas radio advertisement is part of Agri Aware’s ‘Farm to Fork-CAPtured, for over 50 years’ CAP communication campaign and is currently running on national and local radio stations.