I took my annual trip to town this week to help out with the “big shop” for Christmas and couldn’t help feel sorry for the poor vegetable growers.

The 49c deals are available from the big supermarkets on brussels sprouts, carrots, parsnips and tropical fruit flown halfway across the world.

There’s not much of a margin for the farmer there, and not much of an incentive to stop food waste or reduce climate emissions. A colourful plate of vegetables for the family’s Christmas dinner for just €1.50. Bags of 7.5kg of Rooster potatoes were also on sale for just €6.