When Anne Marie Feighery was spending significant amounts of time going in and out of off-licences analysing bottles of red wine, people either thought she was studying to become a sommelier or, well, drew their own conclusions you could say.

In fact, it was neither of the above. Anne Marie was actually doing product research. But the Feigherys – tillage farmers from Co Offaly – haven’t started growing grapes. She was looking to see what kind of labels are used on bottles of dark red liquids. You see, Anne Marie has started bottling beetroot juice, using home-grown, hand-picked beetroots from her family’s farm in Kilcormac.