ABP in launch of Irish Shorthorn beef brand

The Irish Shorthorn Society are teaming up with ABP to promote Irish Shorthorn Premium Beef to ABP’s Irish and international customers.

The collaboration was launched at the Tullamore Show.

Irish Shorthorn Premium Beef will be processed at ABP’s Clones and Nenagh facilities and marketed to ABP customers across Europe and beyond.

A company spokesman said their dealings with Shorthorn cattle suppliers will be similar (in terms of price bonuses, etc) to their schemes for farmers supplying two other early maturing breeds, Angus and Hereford.

An Irish Shorthorn Premium Beef bonus will be paid to qualifying farmers for their cattle.

It is 15c/kg for both bullocks and heifers, respectively worth €54 and €45 for 360kg and 300kg carcases (the qualifying carcase range is 230-380kg), and quality assurance is worth an extra 12c/kg.

All suppliers must be quality assured (BLQAS).

The animals must be sired by a pedigree Shorthorn bulls, and classed SH or SHX on the national animal passport.

They must be in the suppliers’ herds for at least 70 days, and animals must be booked in with the Shorthorn Marketing Company for slaughter at least 30 days in advance.

Registration and membership with the Shorthorn Marketing Company costs an one-off fee of €130, and there is a deduction at slaughter of €6 per animal in addition to normal deductions.

This integrated breeder and processor co-operation has enabled Irish Shorthorn Premium Beef to become a unique brand and certified trademark under the control of the Shorthorn Marketing Company, according to ABP.

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. ”

ABP Ireland Marketing and Sales Manager 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.”

Asked how many cattle will qualify for the Irish Shorthorn Premium Beef scheme, an ABP spokesman said this will depend on the uptake from farmers firstly, and secondly on how many farmers switch to using high maternal index Shorthorn bulls, to breed replacements for the suckler herd.


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