Irish Shorthorn Society teams up with ABP Food Group

This week, it was revealed by the Irish Shorthorn Society that they are joining forces with ABP in an effort to boost the visibility of the Irish Shorthorn Premium Beef brand among ABP's clientele in Ireland and abroad. The processing of Irish Shorthorn Premium Beef will be carried out at ABP's facilities in Clones and Nenagh, aiming to introduce the product to ABP's customer base throughout Europe and further afield, with the goal of tapping into new markets. This collaborative effort has allowed Irish Shorthorn Premium Beef to establish itself as a distinctive brand and certified trademark, managed by the Shorthorn Marketing Company. Michael Conway, the President of the Irish Shorthorn Society, commented, “Shorthorn genetics play a pivotal role globally in the evolution of over 40 different cattle breeds. With its rich heritage and significant advancements in both beef and dairy sectors, the breed is poised for a promising future. This collaboration marks an excellent progression for us, and we are eager to see the fruits of our partnership with ABP Food Group.” Eoin Ryan, the Marketing and Sales Manager at ABP Ireland, expressed, “We are thrilled to embark on this partnership with the Shorthorn Marketing Company. Recognizing the breed's potential and appeal, we are keen to integrate this into our selection of premium Irish beef.”