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The beef industry needs to be careful that it doesn’t self-destruct, Supermac’s owner Pat McDonagh has said.
Speaking at the Irish Farmers Journal stand at the 2019 Ploughing championships, he said: “We’ve to be very careful here that we don’t self-destruct.
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McDonagh said that injunctions never get anyone anywhere.
"All it does is make lawyers very rich," he said.
“People have to sit round the table and sort it out.
Trust factor
"The trust factor is what’s probably broken now at the moment. When that trust factor breaks down, it’s hard to remedy and repair those relationships.
“There needs to be a good mediator in the middle who can resolve it.
“Let’s be careful that this brand, that’s taken so long to build and is so reputable, isn’t damaged nationally or internationally,” he said.
Prices and customers
The Supermac’s boss said that farmers tell him that they’re only getting the same prices as they were getting 20 years ago.
“That’s not sustainable. That can’t continue, because overheads have increased, the labour has increased, the cost of doing business has increased, that is going to have to change,” he said.
He also said that continuity of supply is crucially important, especially for exports to other countries.
“If they go to another market to get that beef, then it’s very hard to win them back, because it creates uncertainty and one thing that buyers [need] is certainty, continuity of supply and a price range,” he warned.
Traceability
The traceability of Irish beef is second to none, he said.
“The quality of the Irish produce grown by Irish farmers is second to none either, it’s world renowned, the quality of Irish beef.
“Whether it’s in the US or the continent, Irish beef is well reputed.
"Obviously because of its quality and the branding Bord Bia has done on it, it’s getting a premium price, whether that’s, you know, whatever it is, 5% or 10% more than other countries.
“If I’ve a problem tomorrow with a burger, whatever the case may be, you can trace it right back to the farm where it was produced and that’s very satisfying and comforting for people,” he said.
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