Dunbia announces partnership with rugby star

Processing giant Dunbia yesterday launched an ambassador partnership with British Lions and Ireland rugby player Rory Best.

Best manages a pedigree herd of Aberdeen Angus cattle on his home farm, and Dunbia saw this as a beneficial partnership for developing the beef sector.

Sales and marketing director Michael Doran said: “We are delighted to have Rory on board as an ambassador and look forward to working with him on a variety of agri-related projects and PR initiatives.

“It is our aim to use Rory’s knowledge and foresight to develop a focus farm, where several research projects can be administered, resulting in specific and commercially viable recommendations for other beef farming enterprises.”

Best, speaking at the launch, said: “Agriculture is what I was brought up with and, aside from rugby, it is a great passion of mine. I am thrilled to be partnering with Dunbia and look forward to working with the company on a number of on-farm research projects, which will hopefully benefit other beef producers.”

Details of the beef research projects will be communicated and presented to Dunbia’s farmers at a series of producer group meetings and agri shows throughout 2014/15.

Dunbia (Ireland) managing director Matthew Dobson added: “This is an exciting partnership for Dunbia and for the industry. We are committed to ensuring a sustainable future for beef production, and ongoing research and development with key partners such as Rory will be fundamental to shape data-driven agricultural practices that will ultimately benefit all supply chain partners.”

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?