Nestled in thick forests around Doneraile in north Cork, organic farmer Patrick Frankel has made a living for himself and his family from six acres of a market garden and four polytunnels.
The focus on quality has worked, but Frankel is as concerned as every other vegetable grower in the State about the public and the supermarkets’ demand for lower prices, and the need to keep growers in business.
“In a market where a normal bag of carrots will cost the same as a 50-cent shot of vanilla for a coffee, it should be easy to see how most vegetable growers are frustrated,” he said.
Before Covid-19 struck two years ago, Frankel was supplying up to 30 restaurants with fresh vegetables. Hit by closures, he moved online with Neighbourfood, selling directly to customers.
“When the lockdown started, we fell off a cliff with our restaurant customers but two weeks later we were up selling again thanks to Neighbourfood contacting us,” he said.
“We sell mainly salad and charge €3 for a 125g bag. Consumers like that it’s chemical free. From operating our own market stall, I know it’s not just the middle class who care about buying local, organic food.
“But I don’t know how to convey to consumers the time, effort and skill that’s needed in vegetable production. There’s a generational disconnect there.” Frankel has been in business for 16 years.
He has had a few complaints that some of Doneraile farm’s vegetables “weren’t symmetrical, which is just harder to do in a small organic system”.
Price vs quality
The Irish eat a lot of fruit and vegetables, better than elsewhere in the European Union, while consumption jumped by a quarter during the pandemic's home cooking "craze", where more than €600 million was spent.
However, the biggest driver is price, not quality. Nearly half of people say prices dictate whether a bag of vegetables is bought or not – all of which keeps the State’s 200 growers – and especially the 135 larger ones on tight margins.
A one cent change is often the difference between profit and loss, say some growers. One, who did not want to be named, told of how he was “laughed out of the room” recently when he asked one supermarket for an increase.
“Electricity, labour and fertiliser costs have all gone up. Last year, we would have paid around €190,000 for fertiliser and we’re expecting to have to pay €400,000 for the same amount this year,” he said.
He has warned he will go out of business if prices do not rise: "Part of it is they want to see if they can bring in the same vegetables cheaper from Scotland or Holland."
Relations with buyers are poor: “A lot of them would cut you as soon as look at you and it’s all a bit sinister and horrible to be honest. I genuinely believe that there will be shortages on the shelves this year.
“I don’t know where the retailers are thinking they can get Irish vegetables in the future if they’re driving growers out like this.” He said pledges by Minister for Agriculture Charlie McConalogue have done little to help.
Imports already feature heavily. Over 60,000 tonnes of apples and 47,000 tonnes of onions are imported annually, while 72,000 tonnes of foreign-grown potatoes are bought, too. Despite talk of inflation, prices have fallen since 2013.
However, the supermarkets defend themselves. Aldi Ireland's group buying director John Curtin insists they have built "long-term, mutually beneficial relationships with our suppliers.
“Aldi is a committed supporter of both Irish growers and Irish food and drink producers, paying fair prices to all its Irish suppliers,” he said, adding that it is working with suppliers faced with significant cost pressures.
The company’s focus on sourcing in-season Irish produce remained, he said: “We spent over €1 billion with Irish producers last year, an increase of almost 20 per cent on 2020, including €250 million on Irish food and drink [at Christmas].”
Lidl was recently criticised by farmers for slashing the price of its organic range, but the company insists that the items listed in its weekly super saver deal "in no way impacts the price paid to suppliers".
Faced with pressures, more farmers want to go organic. Eleven growers, backed by the Irish Organic Association’s use of a European Union fund, saw sales rise from €3.8 million to €8.1 million over three years.
However, bread tomorrow is not bread today, with growers complaining that supermarkets boast of paying their own employees the living wage, but leaving vegetable suppliers on the minimum wage.
“I invested half a million euro into my business 10 years ago but if I had the same choice again today, I wouldn’t do it,” said one grower, who cannot be named to protect his relationship with his supplier.
Back in Doneraile, Patrick Frankel knows there is a battle to convince a doubting public. Yes, he must cut costs, he says, but he must also teach people to grow their own vegetables. If only so they learn how hard it is to grow quality food.