Meat Industry Ireland (MII) has launched a new video series today (Monday, September 30), which aims to raise awareness of the progress being made by producers in reaching environmental targets.
The four-part series focuses on case studies with MII members, from ABP Food Group; Dawn Meats; Kepak and Liffey Meats. The videos showcase “large-scale sustainability initiatives” being implemented by the wider beef industry.
The videos presented by MII senior executive, Síle Sweeney, follow four different themes to highlight “key sustainability initiatives”, including:
- Helping farmers to reduce age at finish to cut emissions and boost farm productivity;
- Proactively supporting local communities;
- Protecting water, biodiversity and soils through a regenerative focus;
- Helping farmers make sustainable breeding decisions.
Director of MII, Dale Crammond said: ““The Irish beef sector has successfully built an internationally renowned reputation as a supplier of high-quality, grass-fed beef to more than 60 markets globally.
“It has done this by focusing on the value of output and, increasingly, by supporting a sustainable future for the rural economy.”
MII progress
Since 2015, MII members have invested more than €200 million in sustainability initiatives at processing and farm level.
This includes programmes to support healthier animals and the development and funding of best-practice demonstration farms.
It is estimated that the beef sector generated almost €7 billion for the wider Irish rural economy in 2023, with 90,000 farm families and 25,000 jobs supported, according to MII.
“Each of our members now has comprehensive and science-backed sustainability programmes in place and they are working to achieve their own ambitious targets while supporting their suppliers to do likewise,” Crammond said.
“Our new video series captures just some of this work and is designed to promote and inform the public about the measurable impact and progress being made across key priority areas,” Crammond added.
MII stated that is members are “committed to accelerating sustainability progress” and working towards the targets outlined in the National Climate Action Plan.