Farm Smarter, Not Harder: Farmers Gather for a Night of Insights, Innovation and Opportunity
We started the year with the farmer event that set the tone for 2025, “Farm Smarter, Not Harder,” hosted by Irish Hereford Prime in association with Kepak. Held in the Sheraton Hotel, Athlone, the evening brought together farmers, agri-industry experts and service providers to tackle one common goal: how to make beef farming more profitable, more sustainable and more resilient.
With a packed room of engaged farmers from across the Midlands and beyond, the event offered a deep dive into genetics, animal health, market outlook, sustainability and funding supports. A mix of expert presentations and a lively panel discussion made for a night full of practical takeaways and honest conversation.
Building Value Through Supply Chain Partnerships
Mick O’Dowd, Head of Agribusiness at Kepak Group, opened the session with a clear message: structured programmes are the way forward.
“It’s important that farmers are aware of alternative options, not every programme suits every farm, but we want to give farmers real choices that can add value,” he said.
Kepak’s Twenty20 Club, run in partnership with Tirlán, now includes over 2,000 farmers, with 500 finishing cattle through the scheme this year. Hereford cattle in the programme can earn up to €2.50/head above market price when all bonuses apply.
“At the core of the supply chain is the farmer, without livestock, nothing starts,” O’Dowd reminded the room. “Consumers care about traceability, sustainability and meat eating quality, and so do we.”
O’Dowd also emphasised Kepak’s roots in farming communities and their longstanding partnership with Irish Hereford Prime, adding, “Herefords suit the spec perfectly.”
Beef Farming on the Ground: Managing Margins and Maximising Grass
Next up was Oisín Farrell, an Irish Hereford Prime member and part-time beef farmer running 90 cattle on 85 acres. Oisín finishes all his cattle under 24 months for his local Kepak plant, using a grass-based, low-input model.
“Herefords suit my system perfectly, docile, easy to handle and great on grass.”
His setup includes paddock grazing, rotation every two to three days and 90% reseeded land. Oisín trialled multi-species swards last year to reduce nitrogen and cut fertiliser costs.
“Grass is my cheapest input. Everything I do is about maximizing daily weight gain on grass.”
Animal health and silage quality are central to his approach. He vaccinates all arrivals, works with his vet to test dung samples and targets dosing accordingly.
“Commercial Beef Value is key, I’m aiming for 3-star cattle and above, and it’s paying off in my grades.”
Investing in Genetics That Deliver
John Lynch, Beef Specialist at Dovea Genetics, tackled the topic of breeding with honesty and experience.
“The aim of the program is to provide elite Hereford beef genetics; bulls that deliver for all systems.”
He pointed to a growing demand for polled genetics, sexed semen and technologies like SpermVital, which extends semen viability.
“Dairy and beef farmers have different needs, if it goes wrong either side, we’re the ones blamed.”
Lynch urged farmers to focus on balanced, reliable bulls, not extreme traits.
“There’s no such thing as a traditional beef bull that’s easy-calving on dairy cows and gives 20 kilos of carcass. Let’s be realistic.”
He also flagged a need for more industry discussion on age at slaughter and how genetics can support reduced emissions and better returns.
Funding for Farmers Ready to Act
Fiona from Teagasc and LAWPRO, representing the Water EIP, brought a message of environmental opportunity.
“Farming smarter, not harder, it’s about finding the opportunities, not just talking about what’s wrong.”
A total of €60 million in funding is available for 43 actions that include fencing waterways, installing nose pumps, planting margins or managing wet corners.
“Get cattle out of streams and onto nose or solar pumps, and get paid to do it.”
Support is free, confidential and voluntary, via the ASSAP advisory service.
“This isn’t just money spent, it’s money used to make real improvements. When farmers act, it shows real responsibility.”
Farmers can learn more at farmforwater.ie, with eligibility determined by local water quality data.
Veterinary Advice Grounded in Farm Reality
Peter McCann, vet at Park Veterinary Centre, offered hard-hitting advice on herd health, alongside a clear explanation of the new National Veterinary Prescription System (NVPS).
“The NVPS is live, it’s here to reduce antibiotic use and protect both animal and human health.”
The system tracks all prescriptions electronically. From June, wormers will also require prescriptions.
“If your mother or grandmother is in hospital, you want life-saving antibiotics to be available. That’s why we must cut unnecessary use in animals.”
McCann explained that not all antibiotics are equal:
“Marbocyl might cost €90, but Oxytet will do the job for €15 in many cases.”
He encouraged preventative health strategies like vaccination:
“Start vaccinating. Herefords are hardy. If you vaccinate them, they won’t get sick and won’t need antibiotics.”
Other practical points included:
- “Group calves by age. If five are coughing, don’t treat all 75 with CTC, inject only those five.”
- “Rotate wormers — clear, white and yellow — through the season to reduce resistance.”
- “Calf jackets cost €25 and can save you hundreds in treatment and weight loss.”
- “Coccidia was our biggest calf issue last summer — drench between 17 and 20 days old, and again in early summer.”
- “When you buy in calves, give electrolytes on arrival, feed milk the next morning and vaccinate on day three.”
“You can’t manage what you don’t measure, disease hits your margin harder than feed prices ever will.”
Global Outlook: What’s Driving Irish Beef Prices?
Seamus McMenamin, Sector Manager for Livestock at Bord Bia, wrapped up the evening with a big-picture view of global trends.
“Ireland exports 85% of the beef we produce and still commands a premium price.”
Beef exports totalled €2.8 billion last year, with 50% going to the UK and 46% to the EU.
“The UK is forecasting an 11% rise in beef imports this year, great news for Irish producers.”
Tightening supply is supporting strong prices:
“Beef production in the EU continues to decline, supply is tightening.”
McMenamin also noted shifting carcass profiles and rising demand from high-value international markets like South Korea and Japan.
“Tight supply drives growing demand, and that’s what’s keeping our prices strong.”
More Than Just Talk: Tangible Takeaways
The evening wasn’t all talk — attendees also enjoyed:
- €50 discounted lifetime membership of Irish Hereford Prime
- Spot prizes, including AI straws, Hereford beef boxes, calf bundles and merchandise
- Refreshments and informal chats with speakers
Final Word
The “Farm Smarter, Not Harder” event was more than just another meeting, it was a roadmap for 2025 and beyond. From genetics to funding, market signals to on-farm health, the clear message was that Irish beef farming is evolving and farmers are leading the charge.
With strong prices, better tools and the right advice, smart, sustainable farming is not only possible, it’s profitable.
