From farm gate to supermarket shelf, participants in the Kepak Young Farmer Forum gained a rare behind-the-scenes look at the Irish meat supply chain during a unique industry tour in Co. Cork.

The third knowledge transfer (KT) event of the Kepak Young Farmer Forum, in partnership with Musgrave Marketplace and SuperValu, took place last week.

It gave the Kepak Young Farmer Forum participants an opportunity to visit Kepak, Musgrave and SuperValu bases in Co. Cork, and see first-hand every stage from processing and distribution to retail and consumer demand for meat.

Over 20 young farmers from across the country were present on the tour, and Agriland was in attendance also.

The experience began at Kepak's base in Co. Cork, located near Watergrasshill.

The participants were welcomed by Kepak commercial director for Ireland Sean Coffey and Musgrave head of sustainability, Laura Kennedy.

The young farmers then followed the journey of Irish beef from processing through to retail-ready packs destined for supermarket shelves.

Guided through the abattoir, boning hall and retail production areas, the group gained first-hand insight into how Irish beef moves through the supply chain before reaching consumers.

A key focus of the visit was demonstrating the quality assurance and traceability systems that are central to Ireland's beef industry.

Participants were shown how products can be tracked through every stage of the supply chain using packaging information and DNA sampling, reinforcing the connection between the farm and the final product purchased by consumers.

Musgrave visit

The second part of the trip saw the group visit Musgrave's distribution centre on Tramore Road in Co. Cork.

The group saw how products move from processor to retailer through food-distribution networks.

A market outlook presentation delivered by Kepak's Sean Coffey provided some insight into current beef and lamb market trends, export opportunities and consumer demand across Ireland, Europe and international markets.

The final stop brought participants to Ryan's SuperValu in Togher, Co. Cork, where participants met with head butcher, David Constant to gain a better understanding of consumer preferences, innovation within the fresh-meat category and the growing importance of trends in purchasing decisions for consumers.

Commenting on the trip, full-time beef and sheep farmer and Young Farmer Forum member Edward Cassidy said: "The visit to Kepak Cork and Musgrave Distribution Centre was really valuable to see first-hand what happens beyond the farm gate and better understand the journey of our product through processing, distribution and retail.

"A real highlight was hearing directly from the SuperValu butcher about what consumers are looking for and the qualities that make Irish beef stand out at retail level.”

Speaking to the young farmers during the visit, Kepak commercial director for Ireland, Sean Coffey said: "The future success of Ireland's beef sector depends on strong connections between farmers, processors and retailers.

"Through their visit to Kepak Cork, participants had the opportunity to see first-hand the expertise, innovation and quality standards involved in processing Irish beef, while gaining a deeper understanding of how their product moves through the supply chain.

"By experiencing each stage of that journey, the Young Farmer Forum helps equip young farmers with the knowledge and confidence to make informed decisions for the future of their businesses."

The CEO of Kepak's Meat Division in Ireland, Brian Tormey said: "Irish beef and lamb producers operate to world-class standards, but producing a great product is only part of the challenge.

"The purpose of the Young Farmer Forum is to give the next generation of farmers a broader perspective on the industry beyond the farm gate.

"By seeing first-hand how livestock is processed, distributed and ultimately purchased by consumers, participants gain a better understanding of the factors shaping demand and competitiveness."

It is widely accepted that Ireland's livestock sector faces significant opportunities and challenges in the years ahead.

But according to Tormey: "The more farmers, processors and retailers understand each other's businesses and work together to create value, the stronger and more sustainable the future will be for everyone involved”.

Separately, Laura Kennedy, head of sustainability at Musgrave Retail Division said: "At Musgrave, we work with Irish farmers and food producers every day, so it's important that young farmers have the opportunity to better understand the journey beyond the farm gate.

"Through visits to our distribution centre and Ryan's SuperValu in Togher, participants gained valuable insight into how products move through the supply chain, what consumers are looking for and the important role farmers play in delivering the quality Irish beef and lamb our customers value.

"By strengthening connections between farmers, processors and retailers, we're helping to build a more resilient and sustainable future for Irish food production."

The Young Farmer Forum

The 2026 edition of the programme builds on the success of the 2025 forum, which delivered a farmer-led recommendations report to government and established a dedicated producer group focused on succession, land access and long-term farm viability.

This year's programme aims to continue that work while strengthening connections between farmers, processors and retailers.

Project partners

Kepak Group is a family-owned, meat company in business for 50 years.

It started life as a butcher shop in Dublin in 1966 and since then Kepak has grown into a €1.8 billion business employing over 4,500 people.

The group operates 14 manufacturing facilities across Ireland and the UK, with sales offices in Europe, the US and Asia.

Kepak serves both retail and foodservice markets with brands including Big Al’s, Rustlers, Celtic Beef and John Stone.

Meanwhile Musgrave is a food retail, wholesale and foodservice company, with food and beverage brands serving the island of Ireland, Great Britain and Spain.

It describes itself as "Ireland’s largest grocery business, leading food company and largest private-sector employer".

Its portfolio of retail, wholesale and foodservice brands includes SuperValu, Centra, Frank and Honest, and Musgrave MarketPlace.

Musgrave has been a family-owned business since its foundation 150 years ago.

According to Musgrave: "Through our market leading retail brands we support thousands of independent retailers across the island of Ireland and in Spain because we believe local ownership creates better businesses and stronger communities."