Bear with me, I'm struggling to get my head around it all. If this supermarket chain sells only products produced by Irish farmers, at the same price as all the other supermarkets, why would any customers darken the door considering they'll have a hell of a lot more choice in SuperValu across the road and won't even have access to everyday run-of-the-mill items like tea, coffee, oranges, bananas? What happens if the cost of processing and selling leaves a smaller margin for the the farmer than the one he's getting from the mainstream system? If no profit is being generated where does the money come from to pay the interest on the initial loans?