OMEGA BEEF DIRECT,
Clashavaugha, Ballymacarbry,
Clonmel, Co Tipperary.
ENVIRONMENTAL SUSTAINABILITY
Tel: 058 47390.
www.omegabeefdirect.ie
Beefing
it up
Asaunique,low-impact
organicbeeffarm,Omega
Beefisleadingthewayin
environmentalsustainability
‘We’re also using a
sustainable, innovative
year-round grazing method.
We don’t feed any grains
such as barley or wheat,
which would be extensively
used in the conventional
beef production system’
Joe Condon
F
OLLOWING his return to Ireland after working Renewable energy is also used in the production process. working hard on keeping quality and developing scale. It
in the construction industry in New York, Joe As well as this, the beef is delivered direct from the produ- takesabitof‘outside-the-box’thinkingtodothis.Anydevi-
Condon acquired a rambling tract of hill land in cer, using a ‘Fairtrade’-style partnership approach. ationinaqualityproductwilllessenthevalueandconsumer
the Knockmealdowns and set about building his Takingitastepfurther,atwo-acreplotofthefarmhasbeen satisfaction.I’dprefernottobeinbusinessthantodothat.”
organic meat company. fenced off as a wildlife habitat, with no agricultural activity Thecompanyisveryhands-onfromalabourpointofview,
Most of the continental-type animals in Ireland are not taking place there at all. Hedgerow maintenance is part of usingin-houseartisanbutcheryskills.Italsomakesitsown
suited to upland grazing, so some careful research led Con- the overall management plan of the farm and trimming is packaging for the meat.
don to the Galloway breed of cattle, a perfect match for his done outside nesting season. Asfarasbringingthebusinessforwardwithnewideas,one
organic vision. Carrying an average of 80 per year, he has a Whenitcomestomarketingthebusiness,Condonsaysthe of the things Omega Beef is working on is an innovative
very low stocking level — one animal per 10 acres whereas focus is primarily on quality, with a steadfast emphasis not authentication test, which guarantees 100pc natural grass-
intensivefarmingwouldbeoneanimalperacre,heexplains. to compromise on this in any way. fedproduce,givingitauniquefingerprintbasedonthebreed,
Environmental sustainability is at the core of the “Theproductbasicallysellsitself.Wedon’thaveamarketing season and region.
business, and Omega Beef’s premise is to deliver wholly budgetforthelocalmarket,butdoingtherightthinghasgot “We don’t feed any grains such as barley or wheat, which
organic, unrivalled produce. To do this, Condon employs a us a tremendous amount of coverage. The word spreads.” wouldbeextensivelyusedintheconventionalbeefproduc-
conservation-grazing system, with the cattle being 100pc Scopingpotentialexportmarketsisnextonthelist.Look- tion system. Feeding such grains is highly inefficient from
grass-fed. Its high animal-welfare ethos ensures what it ing to places such as Dubai, Omega Beef is aiming at the an energy and carbon viewpoint – these grains could have
does is good for the environment. very peak of the pyramid. However, in reaching the export been consumed by humans in the first place. Secondly, the
Inplacesince2003,OmegaBeefsellsdirectfromthefarm market,marketingandpublicrelationsisverymuchpartof amount of fossil fuels needed to produce and transport
to the consumer, through farmers’ markets, its on-farm thesellingprocess.“Fromthatpointon,itwillbemarketing such feed is not sustainable in the long term.”
shop as well as online. that will sell the product and convince customers they are Afullenergyandcarbonauditisalsobeingcarriedouton
“We employ a modern trace-back system, plus an open goingtohaveapositiveexperience.Youcan’treallycutcor- the farm at the moment. The aim of this initiative is to
farm-gatepolicy.Customersaremorethanwelcometovisit ners on that,” says Condon. produce a carbon-neutral, healthy red meat that would be
and see the farm first-hand. Cattle are 100pc grass-fed and Currently supplying his meat to four restaurants in Gal- considered local in Munich as well as Munster.
weuseasustainable,innovativeyear-roundgrazingmethod,” way,WaterfordandKilkenny,thechallengesfacingthebusi- “We’re taking the food-mile argument to the next level.
according to Condon, who is a certified organic hill farmer. ness in the coming year centre around maintaining quality If the product leaves Ireland with a positive carbon story,
Furtherenvironmentallysustainablecredentialshingeon while developing scale. it’spossibleitcouldbeconsideredamoreenvironmentally
the low carbon footprint it has achieved through its “As you develop scale, there is pressure to cut corners on friendlyproductinGermanythansomethingproducedin
conservation grazing and low-impact farming system. what makes your product unique. But we are actually a very inefficient way a mile up the road.”
38 SFA NATIONAL SMALL BUSINESS AWARDS WWW.SFA.IE/AWARDS
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