Anne Marie Feighery is the founder of Feighery’s Farm Beetroot Juice, an agri-food business based in County Offaly, Ireland. Launched in 2019, her company produces beetroot juice made from pesticide-free beetroot grown on her family farm. Her journey into sustainable food production is a testament to the power of consumer awareness, business adaptability, and innovation in the agri-food sector. In this interview, she shares her insights on how consumer behavior, profitability, and digital innovation intersect to drive sustainability in food production.
What role do you think consumer behavior and preferences play in shaping sustainable practices within the food industry?
Consumer awareness and preferences are shaping how food is produced, packaged, and distributed. As people become more conscious of environmental, ethical, and health concerns, they demand more sustainable products.
One of the key areas where we see this shift is in the demand for locally sourced, pesticide-free, and plant-based foods. This consumer preference encourages businesses to adopt sustainable farming and eco-friendly production practices. In turn, companies are responding with regenerative agriculture initiatives, reduced food waste strategies, and innovative packaging solutions.
Another significant factor is the circular economy. More consumers are choosing brands that actively work to reduce waste, whether through compostable packaging, upcycled ingredients, or zero-waste initiatives. Social media plays a critical role in this shift—platforms allow consumers to hold businesses accountable and drive industry-wide change.
Ultimately, when consumers prioritize sustainability in their purchasing decisions, businesses are compelled to follow. Aligning with these evolving consumer expectations is key to fostering a more responsible and transparent food system.
How can businesses in food production effectively balance profitability with the need for more sustainable practices?
Balancing profitability and sustainability requires businesses to integrate eco-friendly practices while maintaining cost efficiency and market competitiveness. There’s a perception that sustainability is expensive, but in reality, it can create long-term cost savings and enhance brand value.
One of the most effective ways to achieve this balance is through operational efficiency—reducing food waste, optimizing energy use, and sourcing ingredients locally to cut transportation costs. At Feighery’s Farm, for example, we are looking at ways to repurpose beetroot pulp from juicing into a secondary product. This not only reduces waste but also adds a new revenue stream.
Another important aspect is sustainable sourcing and packaging. Investing in regenerative agriculture, biodegradable materials, and minimalist packaging can reduce environmental impact while attracting conscious consumers. Similarly, data analytics and AI-driven inventory management can optimize production and reduce inefficiencies.
Consumer engagement also plays a key role. Many people are willing to pay more for ethically produced and eco-friendly food, meaning that businesses that communicate their sustainability efforts effectively can command premium pricing and build brand loyalty.
Finally, partnerships and collaboration matter. Circular economy models—such as upcycling surplus food into new products or participating in food redistribution networks—help companies turn sustainability into a competitive advantage rather than a financial burden.
How do you think initiatives like the Multi-Actor Innovation Platform and digital toolkits can drive sustainability in the agri-food value chain?
Although I am still learning about these initiatives, I believe digital tools have immense potential in improving efficiency, reducing waste, and enabling more responsible resource management in agriculture.
One of the most exciting areas is smart farming—using drones, AI, and automated fertilization systems to optimize resource use, reduce pesticide dependency, and minimize waste. Digital transparency tools, such as QR codes and blockchain tracking, allow consumers to see exactly where their food comes from, promoting accountability across the supply chain.
Technology is also helping to reduce food waste. AI-powered demand forecasting, cold chain monitoring, and food waste tracking apps are ensuring that less food is wasted before it even reaches the consumer.
However, challenges remain—many small-scale farmers may struggle with access to technology and digital literacy. There’s also the issue of data privacy and high initial investment costs. If these barriers can be addressed, digital tools have the power to accelerate sustainable practices and create more resilient food systems.
Sustainability in food production is no longer a niche concept—it is an essential strategy for businesses looking to remain competitive in a rapidly changing market. By embracing consumer-driven sustainability trends, balancing profitability with responsible practices, and leveraging digital innovation, businesses can drive meaningful change while strengthening their long-term success.
The Roots to Resilience campaign continues to highlight the voices shaping the future of food systems. Stay connected as we explore more perspectives from across the agri-food sector!
