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# John Hayes becomes Brand Ambassador for Irish Hereford Prime on September 17, 2012
- URL: https://cibocom.ghost.io/john-hayes-becomes-brand-ambassador-for-irish-hereford-prime-on-september-17-2012/
- Published: 2012-09-21T00:00:00.000Z
- Updated: 2026-10-08T14:57:51.000Z
- Author: Cibocom
- Tags: ABP Food Group, beef

Recently, the celebrated Munster and Irish rugby legend, John Hayes, has been named the Brand Ambassador for Irish Hereford Prime, in a collaborative effort with ABP Ireland and Pallas Foods. Hayes made his debut appearance in this new role at the Taste of Westfest in Newcastle West, Co Limerick, on Sunday, September 16, 2012\. This event, a highlight of the town's annual festival dedicated to high-quality Irish cuisine, saw attendees enjoying the succulent and richly flavored Irish Hereford Prime beef, a staple in the country's top dining establishments. Hayes, who personally raises Hereford cattle on his family's farm in Cappamore, Co Limerick, was deemed the perfect fit for the ambassadorship. Niall O’Mahony, chairman of Irish Hereford Prime, praised Hayes as an exemplary figure representing the essence of the Irish Hereford beef farmer. Irish Hereford Prime, a collective of 800 beef farmers in Ireland, supplies top-tier Hereford beef to the culinary and retail sectors under an exclusive partnership with ABP Ireland and Pallas Foods. The exceptional taste and tenderness of Hereford beef are attributed to its natural marbling and the specialized 'ultra-tender' processing methods it undergoes, including a maturation period of at least 28 days. Over the years, Irish Hereford Prime beef has garnered numerous accolades, even earning the title of ‘World’s Best Steak’ from the esteemed Beef! magazine, outperforming competitors from eight leading beef-producing nations in a series of taste tests. John Hayes extends an invitation to 'Discover the Flavor of Irish Hereford Prime,' now available at select restaurants, premium butcheries, and retailers across Ireland, encouraging everyone to experience the unparalleled quality of this award-winning beef.