Think your brown bread is the best in the midlands? Maybe the best in the country? There is only one way to find out.
The National Brown Bread Baking Competition is back for 2026, and it is bigger than ever. Sponsored by Euronics Ireland in partnership with the National Ploughing Association (NPA) and the Irish Countrywomen's Association (ICA), this year's competition is searching every corner of Ireland for the country's best homemade brown bread.
And once again, Heavins in Shannon Retail Park, Athlone is one of the official drop-off points.
Over 70 years of brown bread baking tradition
The National Brown Bread Baking Competition has been part of the National Ploughing Championships since 1954. What started as a small contest at the Ploughing has grown into one of Ireland's most celebrated food competitions, drawing entries from every county.
Last year, over 130 loaves were collected from bakers right across the country. The judges whittled those down to eight finalists who baked live on stage in Tullamore. The 2025 winner, Maureen Igoe from Bonniconlon in Co. Mayo, took home a cash prize of €5,000 and a NEFF Slide&Hide oven. Maureen, an ICA member who has been baking for over 50 years, proved that experience and a well-loved recipe can still take the top prize.
Now it is your turn.
New for 2026: a junior competition 🧑🍳
For the first time ever, the competition includes a dedicated junior category for bakers aged 12 to 18. Eight junior finalists will bake live on stage at the Ploughing Championships alongside the senior competition, with junior rounds at 10am each day followed by the senior rounds at 1pm.
Whether it is a teenager baking with a grandparent's recipe or a Transition Year student experimenting with seeds and grains, the junior competition welcomes all approaches. And the prizes are well worth the effort: the junior winner receives a €1,500 Euronics voucher, with an additional €1,500 Euronics voucher for their school.
So if you know a young baker who has been perfecting their brown bread, get them involved. This could be the start of something special.
What could you win? 🏆
Senior competition (ages 18+):
🥇 Grand prize: €5,000 cash plus a NEFF Slide&Hide oven (worth over €2,000)
🥈 Three finalists on 17th September: €500 Euronics Gift Card each
🎁 All other finalists: €250 Euronics Gift Card plus a NEFF hamper
Junior competition (ages 12-18):
🥇 Grand prize: €1,500 Euronics voucher for the winner, plus €1,500 Euronics voucher for their school
🥈 Three finalists on 17th September: €250 Euronics voucher each
🎁 All other finalists: €100 Euronics voucher plus a NEFF hamper
How to enter
No complicated applications, no online submissions. You bake, you label, you drop off. Three simple steps:
🍞 Step 1: Bake your bread. Use a standard 2lb loaf tin. Senior entrants can use any ingredients. Junior entrants cannot use alcoholic ingredients.
🏷️ Step 2: Label your loaf. Attach a label with your name, address, age, email, and phone number. Junior entrants must also include their school name and clearly mark the entry "JUNIOR COMPETITION ENTRY."
📍 Step 3: Drop it off. Bring your freshly baked bread to one of the official collection locations between 9am and 11am on the specified date. One entry per person.
Entry forms are available to download from the official competition page on Euronics.ie.
Drop off at Heavins Athlone: Friday 17th July 📅
[IMAGE: Heavins storefront or previous drop-off day photo here]
Heavins in Shannon Retail Park is your local Round 1 drop-off point for the midlands. If you are based in Westmeath, Roscommon, east Galway, Offaly, or anywhere nearby, this is the handiest spot to drop off your entry.
📅 Date: Friday 17th July 2026
🕘 Time: 9:00am to 11:00am (strictly)
📍 Location: Heavins, A1 & A2 Shannon Retail Park, Dublin Road, Athlone, Co. Westmeath
The team in store will be on hand to take your entry and make sure it is properly logged. Bread will not be accepted outside the time window, so do plan to arrive between 9 and 11.
If Round 1 does not suit, there are two further rounds at other locations around the country: Round 2 on Friday 24th July and Round 3 on Friday 7th August. Full details of all drop-off locations are on the Euronics competition page.
Tips for a competition-worthy loaf 🍞
With 130+ entries last year, the standard is high. Here are a few practical pointers to help your loaf stand out:
Get your measurements spot on. Brown bread is forgiving, but at competition level, accuracy matters. Proper weighing of your flour, buttermilk, and bicarbonate of soda makes a real difference to the rise and crumb. A good set of kitchen scales takes the guesswork out of it.
Know your oven. Every oven has its quirks: hot spots, temperature drift, and differences between fan and conventional settings. Do a practice run (or three) in the days before, and note the exact temperature and timing that gives you the best result. If your oven has seen better days, it might be time for an upgrade. We stock NEFF, Bosch, and more, including the same NEFF range that the competition winner takes home as part of their prize.
Use a proper 2lb loaf tin. This is a competition requirement for both categories. Make sure your tin is well seasoned or lined so the bread turns out cleanly.
Bake fresh on the morning. Plan your baking for the early hours of drop-off day. Get your dry ingredients measured and ready the night before so that all you need to do in the morning is mix, pour, and bake.
Let it cool completely. Resist the temptation to wrap a warm loaf. Cool it fully on a wire rack before wrapping and transporting. This preserves the crust and stops moisture softening the outside.
The finals: Screggan, Tullamore, September 2026
From all the entries collected across the three rounds, eight senior and eight junior finalists will be selected to bake live on stage at the National Ploughing Championships in Screggan, Tullamore, Co. Offaly. The semi-finals take place on 15th and 16th September, with the grand final and winner announcement on 17th September.
The baking tent is always one of the busiest spots at the Ploughing, and with the new junior category this year, it promises to be a brilliant few days.
Ready to enter? Let's go! 🙌
Whether you have been baking brown bread for 50 years or you are a teenager giving it a first go, this competition is open to everyone. All you need is a 2lb loaf tin, a good recipe, and a drop-off point near you.
👉 Visit the official competition page for full details, rules, and entry forms
And if Athlone is your nearest drop-off, we will see you at Heavins on Friday 17th July. Best of luck with your bake!
May the best bread win. 🍞
