The protected crop sector in Ireland consists of predominantly family-run businesses growing strawberries (and other berries), tomatoes, lettuce, cucumbers and peppers, mainly for sale in the Irish retail market. Production takes place in growing media, either in polythene tunnels or glasshouses. Protected crops account for 20% of total horticulture output, 15% of which is food crops and 5% is ornamental crops.
Recent years have seen a noticeable growth in the value of the output from this sector, with the expansion of strawberry production a key contributing factor. Traditionally, the protected crop food sector was dominated by tomatoes and lettuce, however since around 2000, strawberries (and other soft fruit) have become Ireland’s largest protected crops, growing in line with strong market demand. Fresh potted herbs are another category that has seen growth in recent years.
The total retail market for fresh produce in Ireland is valued at €1.6bn annually, which includes fruit (€804m), vegetables (€570m) and potatoes (€236m). Food service is another important market channel that has been seriously impacted by COVID-19 and will take some time to recover. The value of fresh produce food service sales was estimated at €400m (at wholesale prices pre-COVID-19).
Growing conditions
High yields in this sector can be achieved through a combination of best-applied scientific husbandry, environmental controls and many years of crop experience.
Jimmy Kearns, Enniscorthy, Co Wexford with his strawberry crop on his farm for My Farming Week, Irish Farmers Journal.
Glasshouses and tunnels allow growers to regulate optimum plant temperature controls and extend the natural season of availability, given that many of these crops cannot grow outdoors in the Irish climate.
Weather at any given time can create high or low consumer demand for salad or berry crops
The weather, while not as big a determinant on crop success compared to field crops, has a huge bearing. Late, cold springs can delay crops due to a lack of sunshine and excessive heat in the summer can cause crop flushes or even misshapen produce. Weather at any given time can create high or low consumer demand for salad or berry crops.
Employment and regions
The protected crop sector provides 503 full-time jobs and 843 part-time jobs at farm level, excluding seasonal pickers. The strawberry industry in particular has grown significantly in the past two decades, requiring more crop pickers. Hand-picked fresh produce is a superior product, but requires human hands to select the best quality fruit and vegetables.
Strawberry production was traditionally associated with Wexford and the ‘sunny southeast’
Irish growers have to compete in a highly competitive marketplace. There are ongoing challenges in terms of scale, input costs and labour availability. There has been consolidation in the sector in recent years, with existing growers building scale and investing to modernise and improve efficiencies of operations.
Billy McGuinness from Sunglow Nurseries in Rush, County Dublin. Sunglow Nurseries produce strawberries and raspberries and is run by brothers John, Billy and Joe.
Most protected crop enterprises are based in the Leinster region and the Cork city axis. North Dublin has historically accounted for the majority of protected vegetable crop structures. Strawberry production was traditionally associated with Wexford and the ‘sunny southeast’, however modern strawberry production sites are found right across Leinster.
All growing locations are within close distance of the main retail central distribution depots in Dublin and Kildare.
The power of plants
Unlike many other foods at retail level, consumer and market trends have aligned at fresh produce category level. Fresh produce involves plants, connection to nature, humans, the soil, seasons and locality.
Rows of lettuce in the rain. \Ramona Farrelly
The global momentum for consumers to live lifestyles of health and environmental sustainability brings fresh produce front and centre in terms of dietary choices. The increasing consumption of plants has been identified as making a positive contribution to climate change mitigation.
Consumers are receptive to prepared and convenient products, which is creating market opportunities
This mix of consumer trends and market dynamics will realise product opportunities for fresh produce in the future. At a time when consumers are more aware of and open to purchasing local, healthy and quality-assured, sustainably produced fresh produce, products such as seasonal salads and strawberries have a positive platform to build on.
In addition, the prepared fresh produce category is now valued at €124m at retail level, which is an increase of over 10% in the last five years. Consumers are receptive to prepared and convenient products, which is creating market opportunities.
Bord Bia promotional activity
Best in Season
Bord Bia currently promotes protected salad and strawberry crops, under the banner of ‘Best In Season’. ‘Best In Season’ is an online campaign which promotes seasonal, local fruit and vegetables through creative social media content, recipe suggestions and sharing of nutritional information across Bord Bia’s social media channels.
Celebrate strawberry season
Working in collaboration with the IFA and the Irish Soft Fruit Growers Association, Bord Bia organise a ‘Celebrate Strawberry Season’, which promotes strawberries in the summer months from May to September on Bord Bia social media channels, in mainstream media and through social media influencers.
EU funding
Bord Bia has recently submitted an application to the EU, in collaboration with other EU partners, to secure funding to promote the consumption of fresh produce in Ireland. If successful, it will support the promotion of fresh produce on the domestic market in 2021 and 2022.
The protected crop sector in Ireland consists of predominantly family-run businesses growing strawberries (and other berries), tomatoes, lettuce, cucumbers and peppers, mainly for sale in the Irish retail market. Production takes place in growing media, either in polythene tunnels or glasshouses. Protected crops account for 20% of total horticulture output, 15% of which is food crops and 5% is ornamental crops.
Recent years have seen a noticeable growth in the value of the output from this sector, with the expansion of strawberry production a key contributing factor. Traditionally, the protected crop food sector was dominated by tomatoes and lettuce, however since around 2000, strawberries (and other soft fruit) have become Ireland’s largest protected crops, growing in line with strong market demand. Fresh potted herbs are another category that has seen growth in recent years.
The total retail market for fresh produce in Ireland is valued at €1.6bn annually, which includes fruit (€804m), vegetables (€570m) and potatoes (€236m). Food service is another important market channel that has been seriously impacted by COVID-19 and will take some time to recover. The value of fresh produce food service sales was estimated at €400m (at wholesale prices pre-COVID-19).
Growing conditions
High yields in this sector can be achieved through a combination of best-applied scientific husbandry, environmental controls and many years of crop experience.
Jimmy Kearns, Enniscorthy, Co Wexford with his strawberry crop on his farm for My Farming Week, Irish Farmers Journal.
Glasshouses and tunnels allow growers to regulate optimum plant temperature controls and extend the natural season of availability, given that many of these crops cannot grow outdoors in the Irish climate.
Weather at any given time can create high or low consumer demand for salad or berry crops
The weather, while not as big a determinant on crop success compared to field crops, has a huge bearing. Late, cold springs can delay crops due to a lack of sunshine and excessive heat in the summer can cause crop flushes or even misshapen produce. Weather at any given time can create high or low consumer demand for salad or berry crops.
Employment and regions
The protected crop sector provides 503 full-time jobs and 843 part-time jobs at farm level, excluding seasonal pickers. The strawberry industry in particular has grown significantly in the past two decades, requiring more crop pickers. Hand-picked fresh produce is a superior product, but requires human hands to select the best quality fruit and vegetables.
Strawberry production was traditionally associated with Wexford and the ‘sunny southeast’
Irish growers have to compete in a highly competitive marketplace. There are ongoing challenges in terms of scale, input costs and labour availability. There has been consolidation in the sector in recent years, with existing growers building scale and investing to modernise and improve efficiencies of operations.
Billy McGuinness from Sunglow Nurseries in Rush, County Dublin. Sunglow Nurseries produce strawberries and raspberries and is run by brothers John, Billy and Joe.
Most protected crop enterprises are based in the Leinster region and the Cork city axis. North Dublin has historically accounted for the majority of protected vegetable crop structures. Strawberry production was traditionally associated with Wexford and the ‘sunny southeast’, however modern strawberry production sites are found right across Leinster.
All growing locations are within close distance of the main retail central distribution depots in Dublin and Kildare.
The power of plants
Unlike many other foods at retail level, consumer and market trends have aligned at fresh produce category level. Fresh produce involves plants, connection to nature, humans, the soil, seasons and locality.
Rows of lettuce in the rain. \Ramona Farrelly
The global momentum for consumers to live lifestyles of health and environmental sustainability brings fresh produce front and centre in terms of dietary choices. The increasing consumption of plants has been identified as making a positive contribution to climate change mitigation.
Consumers are receptive to prepared and convenient products, which is creating market opportunities
This mix of consumer trends and market dynamics will realise product opportunities for fresh produce in the future. At a time when consumers are more aware of and open to purchasing local, healthy and quality-assured, sustainably produced fresh produce, products such as seasonal salads and strawberries have a positive platform to build on.
In addition, the prepared fresh produce category is now valued at €124m at retail level, which is an increase of over 10% in the last five years. Consumers are receptive to prepared and convenient products, which is creating market opportunities.
Bord Bia promotional activity
Best in Season
Bord Bia currently promotes protected salad and strawberry crops, under the banner of ‘Best In Season’. ‘Best In Season’ is an online campaign which promotes seasonal, local fruit and vegetables through creative social media content, recipe suggestions and sharing of nutritional information across Bord Bia’s social media channels.
Celebrate strawberry season
Working in collaboration with the IFA and the Irish Soft Fruit Growers Association, Bord Bia organise a ‘Celebrate Strawberry Season’, which promotes strawberries in the summer months from May to September on Bord Bia social media channels, in mainstream media and through social media influencers.
EU funding
Bord Bia has recently submitted an application to the EU, in collaboration with other EU partners, to secure funding to promote the consumption of fresh produce in Ireland. If successful, it will support the promotion of fresh produce on the domestic market in 2021 and 2022.
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