The Irish Shorthorn Society has teamed up with beef exporter ABP Food Group to promote the Irish Shorthorn Premium Beef brand to ABP’s Irish and international customers.
The announcement was made at agricultural event the Tullamore Show in County Offaly on 14th August. The scheme was officially launched by the famous Tipperary rugby player Denis Leamy at the Irish Shorthorn Society stand on the morning of the event.
Irish Shorthorn Premium Beef will now be processed at ABP’s Clones and Nenagh facilities and marketed to ABP customers across Europe and beyond with a view to developing new markets for the product.
This integrated co-operation has enabled Irish Shorthorn Premium Beef to become a certified trademark under the control of the Shorthorn Marketing Company.
Michael Conway, president of the Irish Shorthorn Society, said: “Shorthorn genetics have been used worldwide in the development of over 40 different breeds. The breed has a very long and distinguished history, and developments on both the beef and dairy sides have ensured that the breed also has a very bright future.
“The partnership is a fantastic development for us and we look forward to a successful relationship with ABP Food Group.”
Marketing and sales manager at ABP Ireland, Eoin Ryan, said: “We are delighted to announce this partnership with the Shorthorn Marketing Company. As an exciting and promising breed, we are looking forward to working together which will add to our offering of Prime Irish beef.”
The scheme follows in the footsteps of similar successful scheme internationally in Canada, UK and Australia.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
