Grocer cashes in on lost tourists

An innovative businessman is generating extra cash by capitalising on the number of tourists getting lost on one of the country’s most scenic routes.

Aware that satnav systems have been causing confusion in the area, Aidan Benson has erected a giant sign at a busy crossroads encouraging visitors unsure of their location to call to his shop where direct-ions are available free of charge.

“When we get them in the door we encourage them to treat themselves to something nice. We’d do anything for a euro,” he said.

Aidan and his wife, Eileen, own a busy grocery store, post office, and petrol station in the rural Kerry parish of Keel, Castlemaine, 32km from the busy holiday town of Dingle, and it is the last stop on the road where motorists can access a filling station before hitting the west Kerry town.

The confusing crossroads, which offers visitors several direction choices, is located just down the road from the store and Aidan was quick to spot the opportunity to boost trade.

A landowner gave him permission to erect the sign and it was a good day’s work done, he says.

He moved to Kerry from his native Adare, Co Limerick, when he bought the business in 1998.

Aidan said that despite the economic slump, his business is holding its own.