Four out of five tonnes of organic oats purchased by Flahavan’s are processed and exported to the UK each year. At the company’s Organic Oat Growers Conference on Tuesday, James Flahavan said in 2026 their brand moved from fourth to third in the league table of hot cereals in UK supermarkets and is in a top-shelf position in Sainsbury’s. Demand for the product has increased by 500% in 16 years and very significantly since 2022.

Flahavan said: “We still see potential for growth in this space.” However, he did warn of threats to the market share. England aims to have 10% of its land farmed organically. Canada, one of the biggest global producers of oats, needs to find markets outside of the US at present. Almost 10,000t of organic oats were grown by 238 growers in 2026, 42 more farmers than in 2025. Quality was back and rejection rates increased. Weather in recent years has led to volatility in supply for these markets.

Angus Woods from Ballinabarney, Co Wicklow was announced as the Organic Oat Grower of the Year at the conference.

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