After The Dealer reported a sighting of “magic” reindeer hay selling at €10/bale in Co Kilkenny, Backchat has been in contact with Justin Conway of Hay There Bales Ltd to learn more about the product.

“It’s the perfect snack for reindeer, made from 100% natural hay from Irish grass,” says Justin who, when not catering for the nutritional needs of Rudolf and company, is a suckler farmer in Mayhora, Castlecomer.

“As you know yourself, it is very hard to make any profit from suckler cows and I am rearing a young family,” he continues. “At the minute, I am practically working 16 hours a day, six days a week trying to get this product up and running.”

Orders have already been dispatched as far as Donegal in advance of Santa’s arrival, but for a full list of stockists, see “Santa’s Magic Reindeer Hay” on Facebook.