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SuperValu Signature Tastes

Whenever you treat yourself to beef, Irish Hereford Prime makes the occasion even more special. Signature Tastes is a premium range of carefully chosen products developed to suit Irish tastes. With quality and origin at the core of every product, Irish Hereford Prime are proud to be part of this outstanding, sustainably produced, award winning range available exclusively at SuperValu.


The best beef

Ireland’s geographic location ensures its grass-growing season is the longest in Europe. With grass so plentiful, it’s easily taken for granted. But it is actually a remarkable foodstuff whose sugars, fibres and oils supply cattle with all the nutrients they need to thrive. Grass-fed beef is high in Omega-3 fatty acids (which support a healthy heart) as well as vitamins E and B. Calcium, magnesium and potassium are also present in abundance.

Farmer-led and member-owned, Irish Hereford Prime was established in 1997 to market Hereford beef as a premium brand synonymous with quality and sustainability. Today, it is Europe’s largest and oldest Hereford producer group with 5,000 members across Ireland.

By maturing early and spending more time grazing outdoors, Herefords have a reduced carbon footprint. Farming in a way that respects the animals and their surroundings, Hereford farmers are protecting this remarkable breed’s future along with the farms that are so essential to its success.

Certified Irish Hereford Prime beef gives consumers complete confidence that a strict set of certification regulations have been followed.

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Aidan Cousins

My name is Aidan Cousins and I have a farm in Clondra, on the Longford Roscommon border. 

I have a Hereford herd here on the farm, and I run a Hereford bull with around 25 suckler cows. 

I’ve been farming Herefords for a long time, about 30 years. It has always been the most successful breed for me. They are very easy calving, they’re quick to get up, good sucklers and as cows they always have plenty of milk.

I monitor the herd’s weight gain closely, in July I’ll go through all my 1 ½ year old stock, I’ll pick out which bullocks and heifers are going to finish off grass. I prefer to finish the heifers off grass, it’s the better environmental way to go and Herefords are very efficient that way. 

I have mixed grazing system with the ewes and the Herefords, the combined grazing really benefits both the cattle and sheep. The farm also has a small forestry plantation, that was started in 1990, it is predominantly citrus spruce. We harvested that in 2019, which was a great income boost for the farm, we replanted a year later in 2020. 

Joe Collins

Joe Collins and his wife Theresa farm land in Oldtown, Co Dublin. Having bought seven fields in 2012, they have worked hard to turn it into a profitable farm in its own right. Buying a new farm meant that their family got to start with a blank canvas and do things the way they wanted to. For them, it meant owning a sustainable, environmentally friendly farm.

The main enterprise on the Collins farm is Hereford cattle and they graze them on both clover-based swards and multi-species swards. Joe chose the Hereford breed because “we really wanted to go for quality over quantity, they are a lovely docile animal that are easily handled. The beef quality is very good and they finish off grass, which is great for our sustainability”. 

In addition to the Herefords, Joe and Theresa also have free-range pigs, turkeys, hens and about fifteen bee hives. Dotted around the farm are a range of bird boxes including owl boxes and kestrel boxes. As well as following a natural way of farming, they have planted ten acres of native oak. Before they planted the oak, they under-sowed the area with grasses, herbs and weeds that pigs and hens will like, with the intention of letting those animals into the agri-forestry when the oak trees have established. 

Theresa looks after the food side of the farm, where they are in the process of setting up an Agri-tourism business. Having teamed up with a Ballymaloe trained chef to host events on the farm, Theresa explains that they use their farm produce to create dishes that can be served in their indoor event space (a custom-built kitchen that caters for up to ten people) or the outdoor space, which offers an outdoor dining experience where all the dishes are cooked over a charcoal fire. She highlights that “all the produce from the farm goes into creating these amazing dishes, with twenty varieties of vegetable and fruits growing here, as well as our Hereford cattle and other livestock, means that we can offer a range of seasonal menus throughout the year”.

The Collins family are very proud of the work they have done on the farm so far and are hoping to see some owls come to live their soon. Being firm believers that the present of owls will show that the biodiversity ecosystem is working correctly. Joe mentions that with “the owl being top of the food chain, their presence proves that everything below them is working in the right way”.

Lorraine Crowe

Lorraine Crowe lives in Hollymount, Co Mayo. She runs a calf to beef system on her farm, rearing both male and female calves.

She finds the Hereford breed a relatively easy and a hardy breed to rear. She believes that the key to keeping them healthy as calves is to ensure that they have good dry beds and the correct ventilation. Once they are strong enough to move onto grass, Lorraine uses a rotational grazing system and believes that the Hereford breed is well suited to this type of life.

“You can see the Herefords thriving, gaining weight and performing well on the good grass.”

This year Lorraine reseeded seven acres of her farm using a clover mix and she will continue to do so each year going forward. Her farm is participating in the national environmental scheme called ACRES (Agri-Climate Rural Environmental Scheme). As part of that scheme five acres of her land is dedicated to being a suitable geese and swan habitat during the winter months. She has also committed to maintaining the traditional stone walls on her property. In the coming years Lorraine plans to build a new shed and will divide the land into more paddocks to improve her rotational grazing system.

Liam O'Donovan

Watergrasshill, Co Cork

A beef farmer and agricultural contractor in Watergrasshill, Co Cork. Liam’s Dad bought the farm in the early 70s and still farms with Liam on a daily basis. Along with Herefords Liam tried other cattle breeds on the farm but finds Herefords the most consistent and easily finished off grass and is always pleased with the results they have given.

Through his work as an agricultural contractor Liam focuses on using the most efficient ways to spread slurry using a trailing shoe on his slurry tanker yielding strong results both economically and from a low emissions point of view. Liam operates a paddock rotation grazing system on the farm and any paddocks that get too strong from grazing are cut and bailed. Liam has been researching red clover and red clover silage and reseeded fields have resulted in a higher protein content silage for younger stock throughout the winter. Liam’s goal is to grow as much grass as sustainabily as possible.

Michael O'Donovan

My father and uncle bought this farm in Ballinspittle, Co Cork in 1959. The farm was mostly tillage for the first 20 years, but they also ran a calf to beef system. I helped out on the farm when I was young, and when I left school, I studied at Clonakilty Agriculture College.


I inherited my uncle’s farm in the mid 1990s and also took over the running of my parents’ farm and started farming full time. I keep sheep as well as cattle and currently have 120 ewes. Our herd is mostly steers, with about 20% heifers. Our calves are fed whole milk and are put out to grass as early as possible; I operate a paddock grazing system so that the herd are always on new grass. In the winter I rely on quality silage, we aim for silage with a Dry Matter Digestibility (DMD) of over 70%. We finish our heifers at 18 to 20 months and our steers at around 2 years of age.


“Early turnout is key to good performance from grass and then keep them going with fresh grass always”

Our farm is in the Green, Low-Carbon, Agri-Environment Scheme (GLAS) for the past 5 years, so we are required to complete a nutrient management plan and frequently take soil samples. We also undertake environmental protection measures such as planting wild bird cover and establishing bird and bat boxes. Our farm has a wide selection of wildlife including pheasants, buzzards and many small native birds. We are very proud of our riparian zone on the farm, which is an area that provides a critical habitat for insects, amphibians and other wildlife. During high flows, such as spring run-off, riparian areas store water, releasing it to the stream during low flow periods. Riparian areas absorb and dissipate water energy during floods and other high-water situations.


“Like all dry stock farmers there is often some concern about the long-term income or its stability, but for now the farm has developed nicely and is producing well”


When not working I enjoy swimming with my family, my wife Bernadette and 5-year-old daughter Sibeal. We’re lucky to be so close to the sea, so we get out into the water as often as we can. 


“Going down the fields near the river to see the Hereford cattle all relaxing especially in the evening time or early in the morning when checking the animals with the early morning sun shining on their backs, is hugely satisfying.”

Ted O'Sullivan

We have a very scenic farm here in Bartlemy, near Fermoy in Co. Cork. I am a fulltime farmer (although I am semi-retired!). I breed Herefords and I also keep commercial Hereford cross cattle, which are progeny from continental cows crossed with a Hereford bull. Choosing the right bull is very important and I use a combination of stars/indexes and visual assessments to make sure I’m happy with my selection. I find that even when the Herefords are crossed with other breeds, the age for slaughter can still be significantly reduced, all of mine are slaughtered under 24 months.

I like to get the cattle out to the spring grass early and I run a paddock system to ensure the quality is maintained. I take soil samples every 3-4 years to monitor nutrient levels. I make silage early in the year for the winter, as it is a vital part of the overall system and making it with early spring grass ensures quality. I leave the cattle out as long as possible, but when I do bring them in, I am very careful not to overcrowd the sheds and I use straw bedding or rubber matting to ensure their comfort.

Herefords respond well to good quality fresh grass

Our farm has a mix of trees with ash, oak, and evergreens all over the property and most of our fields are surrounded by hedgerows which are great for the local wildlife.

My wife Lisa is a retired schoolteacher and my daughter followed in her footsteps and is currently a primary school teacher in our local school in Bartlemy. My son is finishing an arts degree in UCC, and he helps me on the farm when he is home. When I have spare time, I love to watch my kids play GAA, Trish still plays both football and camogie. I’m also still very interested in the showing of Herefords, especially Hereford bulls, it’s been a passion of mine for a long time, but at 64 I feel like I’m getting a bit too old to be in the ring myself.

I think the IHP bonuses are good for farmers and IHP has helped to develop a demand for Hereford beef over the years. I believe it would be great to get more information out there into the public about the importance of food origins and food production in general.

Norman Stanley and Trina Molony

With both myself and my wife working here full time, our farm is a real family affair.

We are full time farmers from North Kildare. My family have worked this farm since the 1950s and we run it now as a dairy and beef enterprise. We currently have a herd of dairy cows, commercial suckler cows, and two pedigree Hereford cows. We farm with the environment in mind, our hedges are cut in a three-year rotation, we have planted trees in low lying areas and plan to plant more trees, hedges and start an orchard. These hedges provide shelter to our livestock on the farm while simultaneously providing habitats for many of the wildlife present here on the land. Our farm is home to buzzards, long eared owls, otters, pine martins, foxes, badgers, jays, egrets and even falcons.

Tom Barry

Tom Barry’s family farm is Baytown Park, Dunboyne, Co Meath. He is the third generation on the farm taking over from his late father, Thomas Barry in 2008 and keeps Hereford cross suckler cows as well as pedigree Hereford cows. Herefords are such a docile breed and as a part time farmer, with teenagers helping around the farm, it’s important to have a breed that’s easy to look after and handle. Tom’s farm is in the Green, Low-Carbon, Agri-Environment Scheme (GLAS) for the past 5 years, where frequently taking soil samples and the completion of a nutrient management plan are required.

Ian & Leslie Buttimer

Farming 145 acres in Killeagh, Co. Cork with a store to beef system. Ian and Leslie believe in using recycled farm nutrients to produce grass as efficiently as possible, sowing new grass, along with clovers in the seed mixture, to make production efficient and environmentally sound. Grass is the most cost effective and natural way to feed cattle, so it is vital to get it right. Turning their Herefords out as early as possible, usually before St Patrick’s Day to maximise the grazing season and leaving them out as long as the weather and the land allows.

Lisa Corcoran

The Corcoran family have been farming their land in Lower Graigue, Thurles, Co Tipperary from the 1700s. The house was built in the early 1800s and Lisa’s dad, who is 91 this year, has worked on the farm since he was a young boy. They have 160 acres in total and while they used to have both sheep and dairy, they now focus solely on beef animals. Being part of the Results-Based Environmental-Agri Pilot Project (REAP) is important to Lisa and her dad. REAP is an agri-environment pilot project that rewards farmers to maintain and improve the environmental conditions of their land.

Sean Myers

Recently retired Sean Myers loves the satisfaction that farming brings, with docile animals thriving well at grass to produce a quality and yet sustainable beef product. Feeling fortunate to be able to enjoy farming more and take the time to watch the animals develop without having to rush. Moving from tillage and beef to solely beef in 2017, Sean farms with his son Eoin, having farmed with his own farmer from 1972, when his father bought the farm. Sean is very satisfied with the better performance of the Hereford cattle following the improvements to the structural layout of the farm that they have made over time.