The 1952 World Ploughing Championships were held in Killarney, Co. Kerry, For the event, the National Ploughing Association (NPA) requested ESB’s help in providing electricity for the event. ESB seized the opportunity, sparking a long-lasting exercise in co-operation with the NPA, and further enabling regular showcases demonstrating the benefits of electricity on the farm to targeted audience.

By way of promotion, the concept of a competition and side-attraction for female visitors was developed, and the Annual National Wholemeal Breadmaking Championship was born. ESB wanted to demonstrate to the housewives of Ireland that an electrical oven was just as good, if not better, than a traditional pot oven for baking bread.

The competition proved a huge success, and was soon supplemented by county and student championships. The judges were M Curtis of the ICA, EM Bonfil of the Department of Education, and Mona Fitzpatrick, Chief Demonstrator with ESB.