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Robert made arrangments with AIBP at Nenagh for the slaughtering and export of Hereford beef.
“The first few cattle that were slaughtered and sent did very well, and the scheme for Irish Hereford Prime was launched in 1997 with six cattle per week being slaughtered,” Joe says.
“In the first year he got a major award for the beef in France and that really gave him the lift to get it going, and it has never looked back.”
The market has grown to an average of 1,000 cattle per week and Irish Hereford Prime has become an added-value brand, delivering worth to Irish breeders and producers.