If you’re a producer who is ready to take your great Irish-made food or drink product to the next level, Homegrown at Maxol wants to hear from you.
Now entering its third successful year, Homegrown at Maxol has become a leading platform for Ireland’s most exciting and ambitious indigenous producers.
The initiative offers small- and medium-sized food and drink businesses the opportunity to see their products stocked and sold across Maxol owned stores in the Republic of Ireland, backed by expert mentoring, marketing support, and the kind of visibility that can turn a local business into a household name.
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.
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The programme is open to every Irish food and drink business ready to take the next step, and applications are open until December 31st at maxol.ie/homegrown.
Proven pathway to growth
Developed by Maxol, Ireland’s leading family-owned forecourt retailer, Homegrown at Maxol has, since 2023, supported some of the country’s finest products and produce, helping small producers grow, scale, and connect with customers nationwide.
The 2023 Homegrown at Maxol winners were chosen from more than 100 entrants, representing a diverse mix of innovation, quality, and Irish craft. Among the winners were All About Kombucha, a vibrant kombucha brewery in the Gaeltacht area of Galway; The White Hag Brewing Company from Sligo, a proudly independent craft brewery; Aunty Nellie’s from Cork, makers of premium, nostalgic confectionery; and Good 4 U, the Sligo-based family business known for its nutritious functional snacks. Jo’s Protein Balls from Dublin also stood out for their creativity and convenience designed for modern Irish consumers who value health and taste in equal measure.
Building on that momentum, the 2024 programme saw the competition intensify with even more outstanding entries. The five winners represented the best of modern Irish food innovation, from sustainable snacks to functional beverages: All Real Nutrition (Co Kerry), creators of highly nutritious, natural snack bars wrapped in plastic-free packaging; Blanco Niño (Co Tipperary), tortilla specialists on a mission to support regenerative farming through authentic Aztec cooking methods; Parachute (Co Dublin), Ireland’s first CBD-infused drink, offering natural refreshment and balance in a recyclable can; Fiid (Co Dublin), a B-Corp certified, carbon-neutral producer of nutritious, plant-based meals made from wholesome vegetables; and The Foods of Athenry (Co Galway), a multi-award-winning bakery known for handmade, gluten-free snacks rooted in traditional baking methods.
These businesses exemplify what Homegrown at Maxol stands for: quality, sustainability, and Irish entrepreneurship at its finest.
Power of partnership
As Ireland’s largest family-owned forecourt and convenience retailer, Maxol has always believed in the power of local business. Founded over 105 years ago, Maxol remains proudly Irish and deeply connected to the communities it serves. That same belief in local talent underpins Homegrown at Maxol.
“We’ve always seen extraordinary creativity and ambition among Ireland’s small food and drink producers, and it was our mission to help amplify this through the Homegrown programme,” says Brian Donaldson, CEO of The Maxol Group.
Homegrown at Maxol is about giving these businesses the tools and the visibility they need to take that next step, whether that’s scaling production, reaching new customers, or simply believing that their product deserves a place on retail shelves nationwide.
“As we enter our third year, we’re doubling down on our commitment to supporting homegrown, local talent. The standard so far has been phenomenal, and we know the next generation of producers will raise the bar even higher. If you’ve ever dreamed of seeing your product on store shelves across Ireland, now is your moment to make it happen.”
What’s on offer
The Homegrown at Maxol programme isn’t just a competition, it’s a launch pad for success.
Up to five winning producers will receive:
• Prime shelf space in a network of Maxol company-owned stores across the Republic of Ireland from 20 to 80 outlets depending on production capacity and demand and with free distribution for six months.
• Marketing and promotional support, including in-store visibility, national PR, radio advertising and digital exposure.
• Mentorship and business guidance from Maxol retailers and industry experts to help refine operations, branding, and growth strategy.
• Being part of the Homegrown at Maxol Alumni, an elite group and support network representing the best of the best.
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.
Why enter?
Ireland’s food and drink landscape is evolving faster than ever, shaped by innovation, sustainability, and the growing appetite for authentic, local products. Homegrown at Maxol is uniquely positioned to support producers in this often-challenging space to thrive.
If you’re a small or medium-sized food or drink company based in Ireland and your product is made locally, you’re eligible to apply. Whether you produce plant-based meals, artisan snacks, craft beverages, or baked goods, this is your chance to reach new customers across the country with the backing of one of Ireland’s most trusted convenience retail brands.
“We know that taking a product from a local kitchen to store shelves can seem daunting,” adds Brian Donaldson. “That’s why Homegrown at Maxol is designed to support every step of the journey from first deliveries to national distribution. We’re here to help small producers take big strides, one shelf at a time.”
How to apply
The closing date for entries is December 31st. The winners will be announced in February 2026, with a view to being on shelves from March 2026.
Applicants are encouraged to share what makes their product unique its story, its ingredients, its connection to Ireland. From there, the judging panel will select the finalists, and ultimately, five exceptional products will be crowned Homegrown at Maxol winners for 2026.
If you’re ready to grow your business, reach new audiences, and see your Irish-made food or drink product on Maxol shelves across the country, Homegrown at Maxol is your chance to make it happen.
Entry is simple and straightforward. Producers can submit their applications online at maxol.ie/homegrown, where full details and criteria are available.
