The Angus breed arrived in Ireland in the 19th century and has played a pivotal office in Irish farming e'er since – both in suckler and dairy farming circles.

With the power to thrive and reach finishing potential – on a predominately grass-based diet – the popularity of the brood has increased over the years. Too, every bit the traditional breed naturally matures earlier, this results in Angus cattle producing fewer carbon emissions.

Additionally, traits such equally easy calving and short gestation have immune the breed to successfully grow into one of the most popular beef breeds for use on the Irish dairy herd.

Calls for more producer groups have echoed in the Irish beef industry for some time at present, with these groups in a position to deliver for Irish farmers, while also providing a traceable, summit-quality product for the cease user – the consumer.

One such organisation – the Certified Irish Angus Producer Group – has been excelling in this space since its onset in 1995. At present Republic of ireland'due south largest producer grouping – with some 10,000 farmer members – the grouping has been sourcing Irish Angus cattle for 25 years.

The success of the group can be attributed in role to its partners – ABP and Kepak (who process the beefiness) and retail giant, Tesco – who proceed to buy Certified Irish gaelic Angus beef for retail as part of its 'Tesco Finest' range.

One human who has been involved with the group from the early days is Charles Smith – the first and only general manager the organisation has ever had.

Hailing from a traditional dairy and beef farm, since leaving school and attending agricultural college, the Co. Meath native always knew a job in Irish gaelic agriculture was for him – admitting not knowing what management to travel.

Getting his first taste for the beef manufacture at Liffey Meats' Ballyjamesduff site, Charles went on to hold several different positions before starting equally an inspector for the Certified Irish Angus Producer Grouping in 2000.

AgriLand defenseless upwardly with Charles to find out more about how the group started, certain changes in the Irish beef industry over the years and why this detail producer group has achieved continued success.

He as well outlines some of the challenges facing the beef manufacture, while discussing innovative ways in which to navigate these difficulties.

Around the time Charles commenced this role, the group was slaughtering some 200 cattle per week in Kepak processing plants in Clonee, Atleague and Watergrasshill in Co. Cork.

In 2001, ABP came on board, slaughtering Angus cattle through the group at its sites in Nenagh and Waterford. However, it was in 2001 that a major modify occurred, brought on by foot-and-rima oris disease.

"In 2001, human foot and mouth brought the showtime significant change. After this, there was a change in that retailers started to sell beef in a more focused manner – what that beefiness was and where did information technology come from?

"This was added to by all the media attention that beef got at that time.

"Another thing that happened around this time was the 2d wave of BSE in the Britain, and again information technology brought into question how beef was produced; people wanted to understand it more than," Charles explained.

'Foot in the door'

What coincided with the establishment of Certified Irish Angus beef was the inflow of Tesco in Ireland – a move that turned out to exist very beneficial for the grouping.

At the time, Certified Irish gaelic Angus had developed a working relationship with Quinnsworth – supplying primals to its in-shop butchers.

"When Tesco took over, they brought a lot of the Britain focus on meat with them. Nosotros were very lucky to exist in a position to have that pes in the door and the ball started to roll.

"They liked the idea of Certified Irish Angus beef and we worked quite closely with them," he added.

Image source: Chris Bellew / Fennell Photography

In 2008, Tesco started to push button its 'Finest' range and due to the good working relationship, it decided to use Certified Irish Angus, which proved to a major scoop for the organisation.

"As that make started to expand, it required a lot more cattle and put us in a position to supply more Certified Irish gaelic Angus beef."

While this evolution was welcomed, it was not without its challenges. A lot of the farmer producers were small-scale scale, some working part-fourth dimension. These producers predominately finished spring-born Angus cattle off grass throughout the year.

"Because of the system on many Irish gaelic farms, we had seasonality of production and we would have had a huge demand for beefiness in the summertime months – May, June July; and besides in the atomic number 82 upwards to Christmas.

"But those times of the yr didn't work with the cattle that were built-in in jump; these animals would tend to be fit at 24 months-of-age," the Meath man said.

This led to the introduction of the "first ever" seasonality bonus, which was tailored to offer a price increase per kilogram at certain times of the year. This, in plow, encouraged farmers to have factory-fit cattle at those times.

"This brought on more cattle and it spread out the supply. At 1 fourth dimension, nosotros used to run into atrocious difficulty with a lot of cattle fit in the calendar month of February – especially in the south.

"Yet, Feb would not be a great month for selling beefiness considering of its proximity to Christmas. So it was a challenge to get the farmer thinking that footling bit differently and to adjust their systems."

'Not doing enough'

Beef production, and indeed farming in general, has been an like shooting fish in a barrel target for anti-farming foyer groups and climate change activists in recent times. While the red-meat nutrition and emissions debate lingers on, Charles is of the opinion that more needs to be washed to connect with the consumer.

"As farmers, I think we don't do enough to communicate all of aspects of farming. Yeah, we talk well-nigh the production, only nosotros don't talk about the heritage – the style we do things that we don't even recollect about.

"I don't know a farmer that would purposely mistreat an animal; that would purposely cutting a tree that he/she shouldn't cut. All farmers have huge respect.

"Nosotros beloved farming," he connected. "It'southward probably 1 of the downfalls that nosotros love it so much, that it comes before our own financial well-being.

Sean Flanagan, Certified Irish Angus Farmer, Strokestown, Co. Roscommon

"And nosotros have failed to communicate that to the consumer. We fail to let them understand the care and attention that goes into every aspect of the farm."

This conventionalities has led to the establishment of a new brand identity and a new campaign to better connect with consumers of Irish beef. The new identity was developed in conjunction with Bord Bia's Thinking House and builds on the strength and heritage of Certified Irish Angus.

It also highlights the stories of the farmer members involved in Certified Irish Angus and the intendance and attention that is required to rear their animals to produce premium beef.

"I recollect if we are able to communicate that type of message to consumers, they will be very supportive.

"At the end of the 24-hour interval, sustainability will be at the heart of everything. It's what the consumer wants; that the beefiness they are eating has a depression bear upon on the environment.

"Saying that, there is a challenge. Subcontract incomes are under pressure, and so in that location lies the challenge. It's up to us to effort and return a ameliorate margin for those farmers and that'south what we endeavor and do in this group."

Less cerise meat

Every bit other diets such veganism and flexitarianism grow in popularity, the reality is that less meat will be consumed. Still, Charles notes that while this may exist the case, it's the quality that will deliver for Irish farmers.

"It is without dubiety that consumers volition consume less cherry meat in the hereafter. But, they will be more detail and interested with what they consume. I feel we are in a position to deliver that transparency and that boosted quality.

It'south a concern for farmers. If at that place is less red meat needed, prices will be under pressure.

"However, the Irish system of producing beef – where nosotros produce it off grass and in a natural way, not simply Angus but all beef – is in a good position beyond European markets and beyond.

"I especially remember the time has come for Angus. It'south has definitely been enjoying a renewal over the past number of years.

"It fits in with our climate change requirements: less time betwixt birth and slaughter; its ability to utilise grass; and the actual size of the animals with the land type nosotros accept."

Cattle origin

Back in the pre-quota era, the producer group's original base of production would have been made up of dairy farmers that finished their own Angus calves.

Withal, since the removal of milk production quotas, these farmers specialised more than in milk product and moved away from the beef system.

Despite this, a lot Angus-cross calves are at present finished on beefiness farms, with approximately 75% of Certified Irish Angus beef originating from the dairy herd.

As trends would suggest, this is expected to increase and grow into the time to come.

None of us would like to see the suckler cow disappear and she has a valuable role to play in rural Ireland.

"I'd imagine nosotros are close to bottoming out and those with sucklers will stick at information technology, and again we will be trying to put an initiative together that will allow farmers to wait at Angus in a positive calorie-free and use it as an option on those farms."

With 16 inspectors spread throughout the country – on-farm and at the factory, every creature is inspected prior to slaughter and certified through a unique organization. A triple inspection system guarantees that it is bona fide Certified Irish Angus which is fully traceable.

This involves: visual checks; random DNA testing; and retail production tests, which gives consumers that extra level of assurance, Charles notes.

Certified Angus Schools Contest

The Certified Angus Schools Competition is another success story for the group.

At present in its 7th year, the contest – which is run with partners ABP and Kepak – challenges students to rear v Irish gaelic Angus calves over 18 months, while completing a research project.

The initiative aims to promote the Certified Irish Angus make, while educating students about the care and attention required to produce quality beef for consumers.

Prototype source: Finbarr O'Rourke

Each group also benefits from the gain raised through the sale of the animals at the end of the contest.

"It's about educating that next generation to respect and recognise the heritage that has gone earlier them. It takes in children that are not from farming backgrounds and allows us to betrayal what it means to be a farmer; what information technology means to look later on Angus cattle.

"It allows kids from the urban center to see the heritage and they are relaying that message through their school and social media.

"The effort that these students and schools put in, and the extra try that students from non-farming backgrounds deliver, is commendable; the interest they take is amazing," he concluded.