An Armagh husband-and-wife team who set out to build a family business around premium Irish potatoes have expanded from local deliveries to more than 40 stockists in just a few months.
Jonathan “Jonny” and Maria Fahy run Lislea Roots themselves, with occasional help from their five children. The business began by supplying shops in Keady and Armagh before expanding into south Armagh, Newry, County Tyrone and Belfast.
Lislea Roots specialises solely in potatoes. Jonny, who has worked in the food industry for more than 15 years, said he saw an opportunity for a premium, hand-packed potato grown on the island of Ireland and sold in packaging designed specifically for the product.
Starting with one product
The decision to establish the business came earlier this year, when Jonny began building what he described as a family business for the future. Rather than offering a wide range of produce from the outset, the couple chose to concentrate on potatoes and keep the operation small and manageable.
“I felt that there was a gap in the market in NI for a premium quality, hand-packed potato grown on the island that was presented in more traditional, potato friendly packaging.”
Lislea Roots currently supplies four potato varieties in small white paper bags. The couple are working towards launching a larger bag in the coming months, while other fruit and vegetable products could be added later.
For now, the focus remains on maintaining quality and ensuring customers are happy with each bag. Sustainability is also part of the business model, with paper bags used instead of plastic to reduce single-use plastic in the food chain.
“We are passionate about Irish potatoes, undoubtedly the humble spud has a long-standing history in Ireland, and it is something we should be incredibly proud of.”
A working day that starts before dawn
Running the business involves early mornings, late evenings and long delivery routes. Jonny and Maria begin work at 4.30am, checking every individual potato to make sure it meets their standards before orders are packed.
Jonny then spends up to eight hours on the road delivering to different locations. The couple also handle the administration, packaging preparation and the other practical demands of operating a growing business.
Although the hours are longer than in Jonny’s previous employment, self-employment has given the family more flexibility to organise work around their children’s activities and spend time together in the evenings.
“The early start allows us to have more time in the evening to dedicate to the kids, so although we are probably working more hours than ever, we now have the flexibility to plan it around our family.”
Jonny said the move from working for others to running his own company had shown him that the working day does not necessarily end when the business is yours.
“To be honest we are learning every day, it is really nothing at all like a 9-5 job, everything takes a lot of planning, because you can’t afford to waste any time or effort.”
More than 40 locations
The couple say securing more than 40 customers in a short period has been a major achievement. Lislea Roots products are now stocked across counties Armagh, Tyrone and Down, with the business aiming to expand its presence across Ireland.
Jonny said the growth reflected the work put into developing the product and its presentation. The couple’s ambition is not centred on becoming millionaires, but on creating work they enjoy while being there for their children and each other.
Lislea Roots potatoes are available from various stores in counties Armagh, Down and Tyrone, as well as Belfast. Customers seeking their nearest stockist can contact Jonny on 07516943922 or email [email protected]. The business also has a Facebook page.
