Subscribe Login

Maxol Ireland Opens Applications To Boost Home-Grown Businesses

By Sarah O'Sullivan
Maxol Ireland Opens Applications To Boost Home-Grown Businesses

Maxol Ireland has today launched the second year of its Homegrown at Maxol programme, which aims to support small and medium enterprises (SMEs) in Ireland.

After receiving over 100 applications in 2023 from food and drink businesses across Ireland, the 2024 programme is now open for applications.

Maxol Group chief executive Brian Donaldson said that last year’s inaugural programme highlighted the need within the sector for a support of this nature.

The Programme

The Homegrown at Maxol programme aims to provide practical support to local food and drink businesses.

A panel of industry experts selects four winners from the pool of applications. Then, each winner will get the opportunity to distribute his/her/their product across the network of Maxol stores in Ireland.


The winners will also receive marketing support to elevate their brands, along with business mentorship.

Much like last year’s winner – Galway drink company All About Kombucha – one winner will be chosen by Maxol’s retailers as the overall victor.

Entries are open via an online application, available here, until 9 June 2024.

‘Flourish And Thrive’

Chief executive Donaldson said of the programme, “Our aim is to empower small and medium-sized businesses, offering them a platform to flourish and thrive.

“By securing prime shelf space in our company-owned stores across the Republic of Ireland, supported by innovative marketing materials, strategic advertising, and invaluable mentoring from our experienced retailers, we hope we can again help four fantastic indigenous businesses to scale up, reach new audiences right across the country, and pave the way for their long-term growth.”


Donaldson added, “While 70+ stores may seem like a significant leap for some businesses, we recognise that smaller steps can also lead to success.

“Therefore, we are also extending the opportunity for winners to shine regionally.

“As long as the product is made in Ireland, we want to see it.

“Our doors are wide open, and we encourage any food or drinks business not yet on our shelves to seize this chance and apply today.”

Evelyn Moynihan, chief executive of Kilkenny Design, noted Maxol’s continued commitment to sustainability with Champion Green.


Moynihan mentioned the importance of sustainability within the programme, saying, “Homegrown at Maxol remains true to our mission of championing local, sustainable businesses.

“It’s particularly exciting in that it will open new doors to businesses, facilitating the start of something great for four SMEs in the food-and-beverage sector.

“As we strive to boost the local economy, industry leaders like Maxol play a crucial role in supporting small businesses.”

Moynihan will be judging the applicants, along with Donaldson and a panel from Maxol’s wholesale partner, BWG Foods.

Read More: Maxol Announces Electric-Vehicle Hubs For Republic Of Ireland

Stay Connected With Our Weekly Newsletter

Processing your request...

Thanks! please check your email to confirm your subscription.