To mark the UN International Year of Fruit and Vegetables 2021 and the launch of its ‘Best in Season’ campaign, Bord Bia is encouraging people to simply add one more fresh fruit or vegetable to any meal.

The 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.


Bord Bia’s annual ‘Best in Season’ campaign highlights the taste, texture and vibrancy of colour of seasonal fresh fruit and vegetables.

This year, people are encouraged to simply add one more fresh fruit or vegetable to any meal. 

There is an abundance of locally grown fruit and vegetables now in-season and available at supermarkets and shops nationwide, as follows:

– Vegetables: Broccoli; Cabbage; Carrots; Cauliflower; Celery; Courgette; Cucumber; Leeks; Lettuce; Mushrooms; Onions; Pak Choi; Parsnips; Peppers; Radish; Rhubarb; Scallions; Swedes; Tomatoes

– Fruit: Blueberries; Blackcurrants; Gooseberries; Loganberries; Raspberries; Strawberries.


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% from the previous year and the total retail market for fresh vegetables, which make up 37% of all fresh produce sales, is now valued at approximately €659.7m annually, an increase of 8.6% 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.”

To find out which crops are currently in season, along with some inspiring recipe ideas, visit