by Klaudia Pasik, MSc Student Wageningen University
In the face of intensifying social inequalities, the traditional growth-driven economy is increasingly scrutinised for it’s transactional and unsustainable narrative. In spite of these exclusionary systems a powerful but often underestimated force is quietly shaping the economic landscape: small-scale women entrepreneurs in the agrifood sector. By intrinsically and unconsciously embracing principles of degrowth—a transformative approach advocating for equitable downscaling of production, prioritisation of community well-being, and local resilience, these visionary women entrepreneurs offer a compelling alternative economic future.
This article provides an overview of a study conducted through Wageningen University, in collaboration with the team involved in the Grass Ceiling project. The content reflects the experiences of 11 small-scale rural woman entrepreneurs involved in the Acorns network across Ireland. These women’s entrepreneurial approaches highlight an intrinsically socially conscious business blueprint, casting essential light on the crucial role women play in forging pathways toward sustainable economic transformation. But how exactly do these women entrepreneurs enact these transformative practices in their daily business operations?
Rooted in Values: Ethical Decision-Making is an Action
The interviewed small-scale women entrepreneurs naturally ground their business decisions in deeply held personal ethics, prioritizing empathy, local culture, and environmental integrity over purely financial considerations. Their intuitive and resilient approach to decisions promotes community resilience and long-term sustainability. For instance, one bakery owner consciously turned down profitable contracts with large supermarkets due to her unwavering stance against food waste. As she puts it, “I refuse waste… I always make less than I know I’m going to sell. I always sell out, and I never throw anything away.” Another entrepreneur similarly exemplifies these intrinsic values by instinctively choosing sustainable glass packaging for her beetroot juice, remarking simply, “I wouldn’t even think of using plastic. It just doesn’t fit our values.”
Seeding Innovation: Reinventing Tradition in Harmony with Nature
Rather than pursuing radical technological disruptions, these women redefine innovation by thoughtfully adapting traditional processes and aligning their products closely with local needs and values. Their innovation is a nurturing act, focused on authenticity, meaningful impact, and operational efficiency. One oyster farmer creatively responded to the challenge of tourists wanting to take home oysters—a product difficult to transport. By introducing an oyster pickle, she cleverly reinvented tradition while meeting her customers’ unique needs. This thoughtful adaptation was celebrated, as she later won Ireland’s top seafood innovation award, demonstrating how genuine connection to customers can inspire authentic innovation.
Growing Together: Embedding Social Sustainability in Practices
The businesses actively cultivate social sustainability through empowering local employment, prioritizing employee welfare, and investing in community relationships. Collaboration, mentorship, and inclusive practices deepen their roots within the community, creating robust networks of support and shared prosperity. A small café owner located in a village of only 300 residents explained how her business serves as the community’s “living room,” becoming a safe, welcoming space for elderly locals. Another entrepreneur emphasized her responsibility towards her employees, noting, “Everyone’s on their journey… I try to give them a good experience. To me, that means I’ve done a good job.” This genuine concern for community, staff, and social cohesion significantly contributes to regional resilience and collective well-being.
Weathering the Economic Storm: Overcoming Structural Challenges Together
Despite their vital contributions, these women entrepreneurs face significant headwinds, including societal undervaluation of manual labour, persistent gender biases, limited institutional support, and unclear financial pathways. These barriers threaten their capacity to thrive and expand their transformative impact. One artisan food producer highlighted cultural biases undervaluing manual labour, lamenting how Irish flour was inadequate for quality bread production, compelling her to source ingredients internationally. Another entrepreneur vividly described a situation of gender-based intimidation during a business meeting, underscoring the persistent sexism and discrimination women in business still endure. Institutional supports also often fall short, leaving these women entrepreneurs feeling isolated and overlooked by the very structures intended to foster their growth.
Nurturing Potential: The Essential Support for the Flourishing of Degrowth-Focused Agrifood
To enable these women-led enterprises to flourish, targeted supports are essential, including clear pathways to funding, improved vocational training, educational initiatives promoting the value of local agriculture, and increased recognition of their non-financial contributions. Investing in these supports ensures the sustainable growth of an economic model that benefits society, the environment, and local communities. An entrepreneur called for clearer, more transparent grant processes, noting frustration that her local café, despite employing ten locals and acting as a community hub, was unable to secure institutional funding without portraying itself differently—such as a tourism venture. Another entrepreneur passionately argued for educational programs starting at school-level, advocating for broader respect and recognition of vocational and manual labour as critical to Ireland’s future sustainability and economic resilience.
The Key Takeaway
Small-scale women entrepreneurs in the agrifood sector intrinsically embody degrowth, naturally prioritizing community resilience, environmental responsibility, and social well-being over traditional growth metrics. However, to truly harness this transformative potential, these entrepreneurs require targeted support including clearer pathways to funding, recognition of their non-financial contributions, advanced vocational training, and meaningful institutional backing. Recognizing and nurturing these women-led, socially conscious businesses not only empowers local communities but presents a compelling, sustainable economic blueprint worth pursuing for a more equitable and resilient future.
By addressing these barriers and providing the necessary supports, society can ensure these naturally sustainable enterprises not only survive but flourish, setting a powerful precedent for sustainable economic transformation led by small-scale women entrepreneurs.
The author of the article has included an infographic outlining the key elements of her work, which is reproduced below.
