Tullamore Show 2016 marked the launch of new partnership created between The Shorthorn Marketing Company with ABP Food group, involving a new beef scheme for Pedigree Shorthorn and Shorthorn Commercial cattle.
The new beef scheme, which follows on from the success in Canada, UK and Australia was launched at the show by former professional International and Munster Rugby player Denis Leamy on Saturday 14th August last.
‘The Irish Shorthorn Premium Beef Scheme offers a fantastic value proposition to farmers who are using or contemplating using Shorthorn genetics. There was always a demand for heifers for their innate characteristics – Docility and milk ability, fertility and ease of management. But the shorthorn steer was left in the shade.
The Irish Shorthorn Premium Beef Scheme changes all that. It offers a premium of 15 c/KG on steers and heifers, between 230kg and 380kg of carcass weight..’ John Clarke of Shorthorn Marketing Company told Catherina of That’s Farming.

John Clarke with former Irish International Denis Leamy
Irish Shorthorn Premium Beef will be now be processed at ABP’s Clones and Nenagh facilities and marketed to ABP customers at a European level and beyond, with an objective to develop additional markets for the product.
‘The Shorthorn is a traditional early maturing breed that utilises grass efficiently and lays down finely grained fat within the muscle. This marbling delivers a superior flavour when cooked. The docile temperament of Shorthorn cattle is another added benefit, as the natural enzymes in the beef are at their optimum to break down the connective tissue.Shorthorn beef is high in vitamins, minerals and heart healthy Omega 3 fatty acids .’ John said.
Mary Purcell, Irish Beef Shorthorn Society secretary spoke to Catherina about the initiative.
‘This is an exciting new departure for the Shorthorn breed in Ireland following in the footsteps of similar schemes internationally in Canada, UK and Australia.’ Mary said.
To obtain further information about this scheme:
Phone: 087 2224202
Fax: 071 96 34873 (fax)
Email : info@shorthornmarketingcompany.ie
web- www.shorthornmarketingcompany.ie
Society Website