Newsletter – June 2022

Are These the Strongest 
Beef Prices We’ve Ever Seen?

The Covid pandemic has finally released its grip on our everyday lives and as we continue to get back to normal we welcome the increased beef prices being achieved at farm level. At their highest ever, great news for our farmers. However, rising costs across all sectors are causing major diffculties, with the crippling fuel and energy prices beginning to take their toll.

Off Season Bonus

Being able to offer an additional bonus for all prebooked Hereford cattle this Spring and into the early summer months went some small way to offset increased costs. A Spring/Summer 2022 off-season bonus of 20-25c/kg was made available to all members who pre-booked their Hereford cattle with the producer group by Friday 18th February 2022. A very positive start to the year.

Farmer of The Year 2021

Clement King was chosen as our Irish Hereford Prime’s Farmer of the Year for 2021 because of his excellent management of both his farm and his livestock. Farming with his wife Deidre and two teenage sons Peter and Eoin, Clement has gradually pulled back from sucklers and gone full calf-to-beef. Clement feels that the relationship he has established with Michael Cleary, Procurement Officer with Irish Hereford Prime and the team has been invaluable. He credits the support and advice with helping him to change system and keep his farm economically sustainable. “Keeping a close eye on cattle in the finishing period allows farmers like Clement, to maximize the number of cattle that will qualify for bonus, this helps our producer group to supply a very consistent product to the end customer,” explains Michael Cleary. 

Awards 2021

Prized by consumers and chefs worldwide, the excellence of Irish Hereford Prime beef regularly impresses industry judges. Over the years, our beef has constantly received the industry’s most prestigious awards. In 2021 we again picked up awards including World Steak Challenge, Blas Na hÉireann and Great Taste with gold and silver medal awards acknowledging the quality of our beef on a consistent basis.

Marketing Activity For 2022

Continuing to support our brand this year has started with some strong investment. Wanting to give consumers and customers reasons to choose us we continue to work closely with, and support our partners in the marketplace. Using a mix of paid for national press advertising, PR coverage of editorial stories, interviews and recipes and a hugely successful PR event, quarter one of 2022 has delivered some fantastic results.

Joining the conversation for the 6 Nations Rugby tournament was our ambassador John Hayes. Appearing on Countrywide’s radio show, in conversation with Nigel Owens former Welsh rugby referee and Hereford breeder, House of Rugby on, in print with a centre spread interview with Rúaidhrí O’Connor and online with being interviewed by Murray Kinsella. It was fantastic to get John’s predications once again for the 6 Nations and to hear about his life after rugby on his Limerick farm. “John Hayes considers himself lucky to have finished on his own terms, without major injury and with the land to keep him grounded”. Farming Independent 14th Feb 2022.

Unable to launch our new brand look and feel at the end of last year due to Covid restrictions we ran a PR event in FIRE Steakhouse & Bar in Dublin’s city centre. Bringing together key food media to introduce the new brand to them and give them an opportunity to meet the team, learn about their farms, their experience as beef producers and the story of Irish Hereford Prime. FIRE’s Culinary Director Richie Wilson joined the panel to talk about why he loves Irish Hereford Prime beef so much and why he has been serving it in his restaurant for the past decade. Over 30 key personnel from national media outlets were treated to a feast of beef cooked by Richie and his team at FIRE in what turned out to be a wonderful afternoon of chat and good food.