A new Shorthorn beef brand that will pay farmers a 10% bonus on top of the base beef price for suitable animals has been launched.

Glenarm Estate in Co Antrim established its beef brand in 2008, after partnering with Moira-based butcher Peter Hannan of Hannan Meats.

The beef is aged for 28 days in a Himalayan salt chamber and sold to high-end restaurants across Europe and an exclusive retail chain in London.

Adrian Morrow, estate manager at Glenarm, says demand significantly outstrips supply.

The Irish scheme will see cattle slaughtered through James Whelan butchers and will offer a 10% bonus on top of base beef price, plus the in-spec bonus.

A Shorthorn heifer grading R= this week would be paid €3.65 + €0.20/kg in-spec bonus + €0.38/kg = €4.23. Carcase weight must be between 280kg and 380kg and farmers must apply to become members of the scheme.

For more, see next week’s Irish Farmers Journal, where we visit Glenarm Estate to see what’s behind the Glenarm Shorthorn beef brand.