Shoppers are being asked to think local and support Irish farmers and food producers when purchasing food this Christmas by Agri Aware, the independent Irish agri-food educational body.

Reminding consumers of the importance of supporting local jobs, Agri Aware is encouraging everyone to purchase produce that is fairly priced.

By choosing heavily discounted produce consumers reduce the value of the food on your plate.

In the long term, it said that below cost selling removes the link between the cost of producing food and the price charged for the end product.

By filling your shopping basket with quality and seasonal Irish produce, consumers are making the smart choice, according to Agri Aware.

Agri Aware Chairman, Richard Moeran, said that Irish food is of the highest quality, sustainably produced, traceable and affordable for consumers.

Executive Director of Agri Aware, Deirdre O’Shea is asking consumers to be mindful of supporting Irish farmers this Christmas by purchasing local produce.

One in seven jobs are agri-food related and by choosing Irish you are supporting the wider community, including 300,000 plus agri-food related jobs.

All year round, with the help of the Common Agricultural Policy (CAP), Irish farmers and food producers bring consumers the finest food in the world.

Whether you’re buying Turkey from Tipperary… Brussels sprouts from Balbriggan…cream from Clare… spuds from Spiddal… Agri Aware is asking consumers to put Irish food first on their Christmas shopping list.

Agri Aware is currently running a national and regional radio advertisement from December 8-22 for Christmas as part of Agri Aware’s ‘Farm to Fork-CAPtured, for over 50 years’ CAP communication campaign.

The campaign is co-financed by the EU Commission Directorate General for Agriculture and Rural Development and was awarded to Agri Aware following a competitive bidding process. The campaign is also supported by the IFA and FBD, in addition to Agri Aware’s other patrons.