Get in season

Chefs certainly know the importance of eating in season and our grandparents would have known too but many of us just don’t anymore.

A new Bird Bia campaign aims to highlight what is in season and and is encouraging people to simply add one more fresh fruit or vegetable to any meal.

The Best in Season campaign highlights the taste, texture, and vibrancy of colour of seasonal fresh fruit and vegetables, as well as the important role they play in health and nutrition.

Minister of State for the Department of Agriculture, Food and the Marine, with responsibility for Land Use and Biodiversity, Pippa Hackett stated: “By seeking Irish quality assured produce in season, we support Irish producers, Irish jobs and make a strong contribution to the Irish economy. We also get quality food that has been produced and delivered to the highest standards with minimal impact on the environment.”

New market data shows an increase in the purchase of fresh produce in Ireland, with the total retail market for fresh produce valued at €1.78bn. Consumers increased their average annual spend on fresh vegetables by 7.5 per cent from the previous year and the total retail market for fresh vegetables, which make up 37 per cent of all fresh produce sales, is now valued at approximately €659.7m annually, an increase of 8.6 per cent on 2020.

Lorcan Bourke, Sector Manager for Fresh Produce and Potatoes, Bord Bia said, “With 2021 being designated by the UN as the International Year of Fruit and Vegetables, it is heartening to see the latest market data showing that Irish consumers are continuing to purchase more fresh produce, with the record sales achieved during the pandemic being sustained into 2021.

“July marks the peak growing season in Ireland and growers are working around the clock to deliver fresh fruit and vegetables to shops, often within 24 hours of produce being harvested. The Best in Season campaign, which encourages people to choose locally grown, fresh, seasonal produce, is closely aligned to the UN’s objectives to highlight the important role of fresh produce in nutrition, food security and human health. We’re lucky to have over 50 types of fruit and vegetables grown in Ireland, giving us plenty of options to ‘add one more’ to meals this summer.”

Best in Season

Bord Bia’s annual Best in Season campaign highlights the taste, texture and vibrancy of colour of seasonal fresh fruit and vegetables. There is an abundance of locally grown fruit and vegetables now in-season and available at supermarkets and shops nationwide:

Vegetables include: Broccoli; cabbage; carrots; cauliflower; celery; courgette; cucumber; leeks; lettuce; mushrooms; onions; pak choi; parsnips; peppers; radish; rhubarb; scallions; swedes and tomatoes. Fruits include: Blueberries; blackcurrants; gooseberries; loganberries; raspberries and strawberries. To find out which crops are currently in season, along with some inspiring recipe ideas, visit Bordbia.ie/bestinseason.