Beef brand plans raise questions

Last Thursday morning I received the first of a number of calls about last week’s article on ABP’s proposals to launch three new beef brands into the market.

The first caller is a beef finisher delighted that someone has at last recognised the value and superiority of grass-fed beef.

He voices the opinion — and it’s an argument that I neglected to include — “Cattle reared or fattened on traditional Irish grass-based farms are in effect 99% organic.”