After two successful years celebrating Ireland’s most exciting food and drink producers, Maxol has announced the return of its Homegrown at Maxol programme. The competition, launched today, offers small and medium-sized Irish producers the opportunity to expand their business and see their products stocked across Maxol-owned stores in 2026.
Now entering its third year, Homegrown at Maxol has become a leading platform for nurturing local enterprise, and the programme not only offers free distribution*, but also mentorship, marketing support, and nationwide visibility, to help producers grow and scale sustainably.
Supporting Irish Producers
Launched in 2023, Homegrown at Maxol was created to celebrate the creativity, innovation and resilience of Ireland’s food and drink sector. Over the past two years, it has helped propel some of Ireland’s finest homegrown brands onto retail shelves from All About Kombucha, the inaugural Homegrown Champion from Galway, to All Real Nutrition, Blanco Niño, fiid, Parachute and The Foods of Athenry, among others.
Reflecting on the success of the initiative, Brian Donaldson, CEO of The Maxol Group, said: “Homegrown at Maxol has uncovered an incredible depth of talent within Ireland’s food and drink community. We’ve seen producers with passion, purpose and creativity take their products from small kitchens and local markets to store shelves across the country.”
“As we launch the 2025 programme, we’re continuing our commitment to supporting local producers who have the ambition to grow. Homegrown at Maxol isn’t just about shelf space it’s about giving producers access to our large convenience retail network, as well as mentorship and marketing visibility to support winners as they take their business to the next level.”
A Proven Launchpad for Growth
Since its inception, Homegrown at Maxol has provided a powerful platform for Irish producers to gain national recognition. Previous winners represent a diverse cross-section of Ireland’s vibrant food landscape from artisan confectionery and healthy snacks to plant-based meals and craft beverages.
The winning producers benefit from:
- Prime shelf space across Maxol stores in the Republic of Ireland
- Marketing and PR support, including in-store visibility, national promotion, radio advertising and digital exposure
- Expert mentorship from Maxol retailers and industry leaders
- Membership in the Homegrown at Maxol Alumni, a growing community of standout Irish producers
This combination of practical support and national exposure has already proven to be transformative for past winners. For many, Homegrown at Maxol has not only boosted sales and awareness but has supported innovation and new product development, while also supporting an ambition to scale the business strategically.
Recognising that nationwide distribution might be too big a step for some producers at this point, Maxol is also offering Homegrown winners the chance to shine regionally. As long as the product is made in Ireland, Maxol wants to see it. The programme is open to every Irish food and drink business ready to take the next step and applications are open now at www.maxol.ie/homegrown
Nikki Maguire, Marketing Manager at The Maxol Group, added: “The Homegrown at Maxol programme continues to go from strength to strength. It gives emerging Irish producers an invaluable platform to reach new audiences while benefitting from marketing expertise and national visibility. We’re proud to play a part in helping local businesses realise their potential and build brands that resonate with today’s consumers.”
How to Apply
Entry to the 2025 Homegrown at Maxol programme is now open.
Applications can be submitted via www.maxol.ie/homegrown until 31st December, with winners to be announced in February 2026 and launching into stores from March 2026.
The judging panel, which is made up of representatives from Maxol and its retail network as well as BWG Foods, will select up to five winning producers, each of whom will receive tailored support to help them grow, scale and connect with new customers.
“If you’ve ever dreamed of seeing your Irish-made product on store shelves across the country, now is your moment,” added Brian Donaldson. “We’re inviting all producers from artisan bakers to beverage makers to apply, share their story, and be part of something that’s truly shaping the future of Irish food and drink.”
