Joyce Country Bakery hit SuperValu shelves after completing Food Academy programme

Joyce Country Bakery is one of 25 new food and drink producers now launching their products in selected SuperValu stores across Ireland following their completion of the Food Academy programme.

This marks an exciting new chapter for Joyce Country Bakery as they bring fresh, locally made cakes and breads to selected local SuperValu stores.

Established in 2020, Joyce Country Bakery is an award-winning artisan bakery based in the Gaeltacht village of Clonbur in north Galway, just over the border with Mayo. The company uses natural ingredients, sourcing locally whenever possible, alongside using regeneratively farmed flour.

This launch highlights the growing impact of the Food Academy in shaping Ireland’s food innovation landscape. By supporting new and growing producers, the programme not only cultivates entrepreneurship but also strengthens Ireland’s vibrant food culture and ecosystem. It ensures that consumers have access to a diverse range of local, high-quality products while nurturing the creative, sustainable, and forward-thinking brands that will define the future of Irish food and drink.

The Food Academy, now in its 12th year, is a partnership between SuperValu and the Local Enterprise Office, and is the only accredited producer development programme in Ireland from Technological University Dublin (TU Dublin). Food Academy offers participants a certificate in food entrepreneurship and a robust combination of mentoring, industry insights, and retail strategy.

Through expert-led workshops and direct engagement with the Food Academy team, producers refine their products and build the skills needed to succeed in a competitive retail environment. The programme’s results speak volumes: Food Academy products have exceeded €260 million in retail sales, with a projected €30 million in sales for 2025 alone.

Anya Aseeva, founder of Joyce Country Bakery, said: “We began our journey in 2020, during the Covid-19 pandemic, as two friends baking in a commercial kitchen at the Petersburg Outdoor Education Centre, delivering locally through an online shop.

“Our small-batch production embraces a slow baking process. Our sourdough, for example, ferments for two days, nurtured by the fresh air from the nearby Clonbur woods.

“The Food Academy has played a crucial role in our growth, providing invaluable exposure through branding and marketing workshops, professional training in food safety, and guidance to help us share our passion for baking with a wider community.”

Luke Hanlon, managing director with SuperValu, added: “SuperValu proudly supports local Irish businesses, working closely with Food Academy participants to drive strong product launches and customer engagement. This year’s participants will get valuable exposure to connect with shopper and showcase their brands.

“We’ve seen first-hand how the Food Academy helps innovative food and drink businesses thrive. The exceptional quality and taste of the products year after year showcases Ireland’s incredible talent and passion.

“As the food sector evolves, the Food Academy remains at the forefront – fostering innovation, empowering entrepreneurs, and building a more resilient, sustainable industry. It’s more than a programme; it’s a movement shaping the future of Irish food.

“We look forward to seeing this year’s participants make their mark and continue Ireland’s rich tradition of food and drink innovation.”