The benefits of putting grass-fed Irish beef on your menu – why sustainability matters

The past year has given us all a lot to think about, and as we start to look forward and build back better, one thing has become very clear: sustainability needs to be at the heart of everything that we do.

Consumers are increasingly demanding that brands and companies play their part in being more sustainable and helping consumers to be more environmentally friendly too. We are seeing a growing influence of sustainability in food and drink purchases. According to recent research from Bord Bia (The Irish Food Board), 70% consumers surveyed made an effort to purchase more sustainable products. This trend also shows no signs of slowing down with almost two-thirds of UK consumers stating that sustainability will be important in the next three years.

With sustainability rising on the social agenda, it’s never been more important to ensure that restaurant menus lead the way by choosing products which are sustainably produced and communicating this both on menu and via your websites.

When it comes to beef in particular, consumers are looking for natural, sustainable, and high-quality products. As consumers become more aware of where their food comes from and how it is produced, they are understandably eager for more information and transparency around this. Irish beef chef ambassador, Tom Cenci who currently has a residency at Stoney Street in Borough Market, summed this up when he said: “Traceability is essential for chefs and is also reassuring for the customers on where their food is from and that it has been sustainably produced.”

For close to 30 years Ireland has had farm assurance schemes to help ensure the quality, consistency and traceability of Irish beef. In 2017 the Sustainable Beef Lamb Assurance Scheme was developed in response to demands for sustainably produced meat in the marketplace and it ensures that Irish beef is indeed sustainably produced. This is achieved both through reducing environmental impact by adopting more sustainable farm management approaches as well as always ensuring the welfare of the animal is at the heart of the grass based production system.

“The fact that Ireland is also local to the UK is a big plus as it means it hasn’t travelled thousands of miles and it’s more sustainable,” comments Cenci.

Irish farms are traditionally family owned, and from generation to generation, farmers pass on their craft, passion and care to ensure premium quality and flavourful grass-fed beef is right here on your doorstep.

“I was lucky enough to travel to Ireland and walk through the lush green grass and see the animals outdoors grazing, alongside the fantastic care and attention by the farmers. I have been buying grass-fed Irish beef for many years because it is of a consistently high quality and some of the best beef I have ever eaten.” commented Henry Harris, chef and beverage director at Wright Brothers.

Ireland and the UK have a long esteemed trading history built on shared values of beef farming when it comes to sustainability, animal welfare and food safety. These values help create a sense of trust across the whole supply chain, from farmers to suppliers, butchers, chefs and consumers.

Anna Haugh, chef patron at Myrtle, commented: “Ireland is perfectly suited for rearing cattle. The farmers care for their animals using practices that have been handed down in their families from generation to generation… that’s really important to me and what I have in mind when choosing what goes on my menu.”

Ireland’s mild climate and plentiful rainfall makes it naturally suited to sustainable grass-based production farming which converts grass into nutrient-rich, premium quality, delicious tasting beef. Around 80% of Ireland’s agricultural land consists of lush grass, full of clover and herbs and with one of the longest grazing seasons of all countries in the northern hemisphere, it’s the ideal natural environment for rearing herds which have the freedom to graze outdoors for most of the year.

With consumers increasingly considering grass fed beef to be of better quality, it’s little surprise that demand for grass fed beef has been growing. And Ireland is perfectly placed to meet this demand. In fact, last year, Bord Bia launched the world’s first Grass Fed Verified Standard for Beef – a processor scheme which allows it to track and verify the percentage of grass consumed in the diet of Irish beef herds. For herds to qualify for the Grass Fed Standard, grass must constitute at least 90% of feed intake throughout each animal’s lifetime.

“With Irish beef you know the cows have been grazing on the lush green fields of nearby Ireland, that they eat this wonderful grass, packed full of good nutrition – the clover and herbs – which adds to the flavour of the beef and gives it that unique grass-fed taste and tenderness,” comments Cenci.

He continues, “By calling out the Irish provenance of the beef on my menu, it helps me to communicate the premium nature of the product I am serving to my guests.”

As we look toward the future, it’s never been more important to work together to ensure that it is more sustainable and restaurants have a key part to play in this when they are devising their menus. For delicious tasting, grass-fed beef that you can trust and is sustainably produced – it’s all right here.

To find out more, go to www.irishbeef.co.uk