AS we sit in the headquarters of the flourishing company he developed with his brothers Vincent, Liam and Freddie, Joe Keeling points to the black and white photograph on the wall. Taken in the 1940s, it shows rows of people walking through various furrows, picking strawberries on the farm run by his father, William.

Joe studied commerce in Rathmines and after emerging with his degree, joined the family business. The brothers started the trading company in 1973.