Euronics Proudly Sponsored the National Brown Bread Baking Competition 2025
A Tradition Dating Back to 1954
The National Brown Bread Baking Competition first took place at the Ploughing Championships in 1954, and over seven decades later, it remains one of the most popular and anticipated events at the championships. Organised in association with the National Ploughing Association (NPA) and the Irish Countrywomen's Association (ICA), the competition continues to shine a spotlight on the craft of home baking — a tradition that runs deep in Irish households.
As NPA Managing Director Anna May McHugh noted at the competition's launch, the event remains every bit as popular today as when it first began.
L-R: Mary D'Arcy (ICA President), Eileen Brennan (Judge & Former Winner), Robert Kennedy (Euronics), and Anna May McHugh (NPA Managing Director) at the competition launch.
How It Worked
The competition was open to the public, with home bakers invited to drop off their freshly baked brown bread at participating Euronics stores across Ireland during July and August. Entry was completely free, and bakers from all corners of the country submitted their finest loaves to nine Euronics drop-off locations — from Letterkenny and Galway to Dublin and Wexford.
Step 1 — Drop-Off at Euronics Stores
Home bakers dropped their freshly baked brown bread at their nearest participating Euronics store during scheduled dates in July and August for local judging.
Step 2 — Top 8 Selected
The eight best bakers were chosen from all entries and invited to the National Ploughing Championships to bake live in front of the judges.
Step 3 — Live Bake-Off at the Ploughing
Finalists baked their brown bread live on the NEFF stage at the Ploughing on 16th and 17th September, with two winners from each day advancing to the grand final.
Step 4 — The Grand Final
Four finalists competed on 18th September, baking under pressure in the competition tent. The winner was crowned live at the championships.
And the Winner Was…
Maureen Igoe from Bonniconlon, Co. Mayo was crowned the 2025 National Brown Bread Baking Champion. A member of the Irish Countrywomen's Association, Maureen has been baking for over 50 years, inspired by her mother who had an entire household to bake for. She was joined at the final by fellow ICA guild members, a bus-load of neighbours, and many of her children and grandchildren — a truly community occasion.
I can't quite believe it! I've been baking for over 50 years and this is definitely a highlight. People keep asking if I have a special ingredient, and I definitely think a drop or two of Guinness and a spoonful of treacle makes the difference. I'm going home to Mayo a very happy woman!
The judging panel included Eileen Brennan (herself a winner of the competition back in 1973), Eleanor Martin from NEFF, and Thelma Burke from the ICA. Together, they assessed the finalists on flavour, texture, appearance, and that unmistakable quality that makes a great Irish brown bread stand out.
The Prizes
The Runners-Up
Joining Maureen on the podium were three talented bakers who each took home a €500 Euronics gift card: Kathy Bolger, Áine Cotter, and Pauline Browne. All four finalists demonstrated exceptional skill and brought their own unique twist to the classic Irish brown bread — from seed-studded loaves to recipes enriched with treacle, honey, and buttermilk.
Euronics: Proud to Support Irish Baking Heritage
As title sponsor for the second consecutive year, Euronics was honoured to play a central role in keeping this wonderful tradition alive. Our network of local Euronics Specialist stores across Ireland served as the drop-off points where bakers submitted their entries, and the competition brought genuine excitement and community spirit to each participating store.
Why We Sponsor
At Euronics, we believe in supporting the communities we serve. The National Brown Bread Baking Competition is more than just a contest — it's a celebration of skill, heritage, and the kind of home cooking that brings families together. Partnering with NEFF, the NPA, and the ICA allows us to champion something authentically Irish while connecting with our customers in a meaningful way. We look forward to continuing this partnership for years to come.
In Partnership With
Visit Your Local Euronics Store
Inspired to upgrade your kitchen? Browse our range of NEFF ovens and baking appliances, or pop into your nearest Euronics Specialist store for expert advice.
Find Your Local StoreImages courtesy of RTÉ, ICA, Farmers Journal, and NEFF. This article has been written by the Euronics Specialists. The National Brown Bread Baking Competition is organised by the NPA and ICA, sponsored by Euronics in partnership with NEFF.
