Maxol CEO invites local drinks businesses to connect

The Homegrown at Maxol 2024 initiative aims to boost indigenous food and drink producers across Ireland

Homegrown at Maxol applications are open until 9 June (Pictured: Brian Donaldson of Maxol)

Maxol has invited local food & drink producers to enter Homegrown at Maxol 2024, an initiative to support Ireland’s indigenous food and drink producers and help them grow.

Homegrown at Maxol offers winning applicants a boost for their business with prime shelf space in up to 73 Maxol stores right across the country, together with business mentorship and nationwide distribution. 

Brian Donaldson, chief executive officer, Maxol, said: “Some businesses just need a helping hand to get them to the next level with opportunities to scale up, and that is why we launched the Homegrown programme.” 

Homegrown at Maxol is open to food and drinks products of all kinds, applications are open until 9 June and you can enter here.

 What’s in store?

 A panel of industry experts will select four winners from all entries, 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 and mentoring support to help elevate their brand.

Donaldson said: “We want to help four fantastic indigenous businesses to scale up, get nationwide recognition for their products 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 get in touch and apply today.”

Championing Homegrown

At Maxol, the commitment to supporting local businesses is 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.

Evelyn Moynihan, chief executive officer, Kilkenny Design, said: “Homegrown at Maxol is 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.”

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