Dunbia announces partnership with rugby star
Published:  09 January, 2014

Processing giant Dunbia yesterday launched an ambassador partnership with British Lions and Ireland rugby player Rory Best.

Best manages a pedigree herd of Aberdeen Angus cattle on his home farm, and Dunbia saw this as a beneficial partnership for developing the beef sector.

Sales and marketing director Michael Doran said: “We are delighted to have Rory on board as an ambassador and look forward to working with him on a variety of agri-related projects and PR initiatives.

“It is our aim to use Rory’s knowledge and foresight to develop a focus farm, where several research projects can be administered, resulting in specific and commercially viable recommendations for other beef farming enterprises.”

Best, speaking at the launch, said: “Agriculture is what I was brought up with and, aside from rugby, it is a great passion of mine. I am thrilled to be partnering with Dunbia and look forward to working with the company on a number of on-farm research projects, which will hopefully benefit other beef producers.”

Details of the beef research projects will be communicated and presented to Dunbia’s farmers at a series of producer group meetings and agri shows throughout 2014/15.

Dunbia (Ireland) managing director Matthew Dobson added: “This is an exciting partnership for Dunbia and for the industry. We are committed to ensuring a sustainable future for beef production, and ongoing research and development with key partners such as Rory will be fundamental to shape data-driven agricultural practices that will ultimately benefit all supply chain partners.”