Benefits of Irish Fresh Produce

Opportunities at Home: Import Substitution and Health

• Despite improvements, average fruit and vegetable consumption in Ireland still falls short of the WHO’s 400 g/day guideline
• In fact, Irish data suggests typical consumption among adults is around 285 g/day, leaving a significant “gap” to meet recommended levels
• On a brighter note, 33% of Irish adults now report eating five or more portions of fruit and vegetables daily — placing Ireland among the highest in OECD comparisons
• Irish-grown produce is well positioned to help close that gap — making healthy, fresh food more available and reducing reliance on imports
• Several crop categories currently reliant on imports present strong local potential: onions, tomatoes, celery, brassicas, apples, salad vegetables, among others
• Emerging or under-utilised crops — such as pak choi, & kale— are increasingly in consumer demand and can help diversify the horticulture portfolio

Export potential - Under-exploited Scope

• The mushroom sector already leads by example: in 2023, horticulture and cereal exports in Ireland were worth €295 million, with mushrooms alone accounting for nearly half of that total
• Beyond mushrooms, export activity in fresh fruits and vegetables is currently limited — indicating untapped opportunity
• Ireland’s strong food safety and quality reputation, combined with Origin Green credentials and sustainable practices, can provide a unique selling proposition in competitive export markets
• Given Ireland’s geographical proximity to EU markets, logistical advantages, and brand image, coordinated industry and government support could unlock much greater export volumes

Employment and Rural Economy

• The horticulture sector supports thousands of jobs, many in rural areas where employment alternatives are limited
• Income generated is typically spent locally, reinforcing rural economies and small-town supply chains
• With supportive policy, increased scale, and market access, there’s potential to create many more sustainable, full-time roles across production, processing, logistics, and retail

Health, Well-Being and Public Savings

A stronger horticulture industry is not just about food — it's about health.

• Ireland has one of the highest obesity rates in Northern Europe: ~ 28–29% of adult men and women are living with obesity
• Rising obesity and diet-related illness place long-term strain on healthcare systems
• Studies across Europe show that increasing fruit and vegetable consumption leads to measurable reductions in chronic disease incidence, improving population health and lowering treatment costs
• For example, research in the Netherlands estimated that an increase in daily intake could save €2.7 billion in healthcare costs over 20 years.
• Early exposure to fruit and vegetables in childhood promotes healthier eating habits into adulthood
• Locally grown produce is often freshest — harvested at peak ripeness and reaching consumers much faster, which helps maintain both flavour and nutrient content
• Supporting domestic production also fosters a more resilient, secure, traceable food supply chain — important in times of global disruption