Tipp couple singled out for Lifetime Achievement Award

“When sustainability is merely used as a marketing tactic, consumers are misled, and the credibility and reputation of true sustainable producers is undermined,” said Paula McIntyre, chair of the Irish Food Writers’ Guild (IFWG), who was speaking yesterday at the presentation of the 2025 IFWG Food Awards, which saw Jane and Louis Grubb of Cashel Blue presented with a special Lifetime Achievement Award.

“Greenwashing has infiltrated the food and drinks sector in ways many of us don’t even realise,” Ms McIntyre continued. “Offending brands use vague buzzwords, deceptive green packaging, and even dubious certifications to take advantage of consumers’ efforts to shop and eat more sustainably - without making any real environmental impact. Meanwhile, truly sustainable Irish producers work tirelessly to uphold the highest ethical and environmental standards, often without the recognition or support they deserve.

“For more than three decades the IFWG has been spotlighting many of these outstanding producers, with sustainability a consistent thread linking our annual award winners including this year, Jane and Louis Grubb of Cashel Blue.

Lifetime Achievement Award for Jane and Louis Grubb of Cashel Blue, Co Tipperary.

When Jane and Louis Grubb first launched Cashel Blue in 1984 it was made - eight cheeses at a time - in a repurposed 80-litre copper brewer’s vat using milk from the family farm at Beechmount, near Fethard, County Tipperary. This small beginning was to be followed by great things. By taking first-class grass-fed milk and introducing it to Penicillium Roqueforti during the cheesemaking process, the Grubbs created something very special: Ireland’s first native blue cheese. Over the last 41 years, Cashel Blue has won numerous awards and plaudits while production has expanded to keep up with demand at home and abroad. By carefully blending tradition and technology with the best of local milk this family-run business has managed to become bigger and better without losing the focus on quality and authenticity. It continues to be one of the best known of the Irish farmhouse cheeses.

In 2003, Jane and Louis’ daughter, Sarah, and her Italian husband Sergio Furno, joined the business, working to ensure that the Cashel Farmhouse Cheesemakers future is sustainable on all levels.

Well-balanced, rich and creamy with a delicious tang, Cashel Blue - what John McKenna called “a monstrously wonderful cheese” back in 1989 - is most democratic. It can be found across supermarkets, cheese counters and delicatessens or used by chefs on high-end restaurant menus and café sandwich boards. That is why most Irish people’s first experience of blue cheese is, quite simply Cashel Blue. It always brings something special to the table.

Now in their 32nd year and with no applications or submissions allowed, all eight winners of the 2025 IFWG Food Awards were chosen based solely on quality, integrity, and a commitment to genuine sustainable practices.

Honest & transparent

Paula McIntyre continued: “We know that for the most part Ireland’s food and drink industry is committed to playing its part in tackling climate change. But we cannot allow greenwashing to go unchecked and ultimately, consumers rely on producers to be honest and transparent in how they communicate and promote their produce.”

The IFWG’s chairperson called on regulatory bodies to adopt a more proactive and vigilant approach to tackling the issue of greenwashing and for environmentally conscious consumers to be even more discerning. “Unfortunately, when it comes to sustainable practices, we cannot simply accept a brand’s claims at face value. We must interrogate claims more carefully to ensure authenticity and while this can be challenging, it’s critical if we are to protect the integrity of our world-class food sector, and the vibrant and hard-working producers who make it so. I’d like to commend the work being done by Bord Bia to support Irish producers through collaboration and education, helping them navigate sustainability challenges with integrity and authenticity.”

Una Fitzgibbon, Director of Marketing said: "Bord Bia is proud to support the Irish Food Writer's Guild and its annual awards, which celebrate the excellence and integrity of Irish food producers. These awards are a testament to the dedication and hard work of producers who uphold the highest standards in quality and sustainability. Bord Bia values the opportunity to collaborate with the Guild in recognising and promoting these outstanding contributions to the Irish food sector. The IFWG plays a vital role in highlighting the achievements of these producers, and we commend this year’s eight recipients for their leadership and commitment to sustainable food production."