Farmer’s daugh­ter puts fam­ily val­ues to good use

Irish Independent - Farming - - PHOTO DIARY -

DORENE MAL­LON is al­ways sur­prised when peo­ple ask her how she came up with the name for her beef burger brand, The Farmer’s Daugh­ter. For the 35-year-old, the name was a “no-brainer” as she is af­ter all the daugh­ter of a Meath beef farmer.

“I’m al­ways amazed when peo­ple ask me that. I’m a farmer’s daugh­ter, so it was an a nat­u­ral choice for me,” she says.

Dorene hails from a fam­ily farm which has been rear­ing grass-fed beef for five gen­er­a­tions. This cul­ture was in part the in­spi­ra­tion be­hind The Farmer’s Daugh­ter as Dorene no­ticed that there was a gap in the mar­ket for Ir­ish-branded beef burg­ers. The burg­ers are also gluten-free, wa­ter-free and ad­di­tive-free.

Hav­ing worked in the food in­dus­try for ten years, and com­ing from a fam­ily that has an in­ter­est in food, Dorene un­der­stands that peo­ple are be­com­ing more and more con­cerned with qual­ity and food trace­abil­ity, cri­te­ria which she feels her prod­uct more than sat­is­fies.

“The mar­ket de­mands food trace­abil­ity. The con­sumer wants to know where their food comes from, and all of our burg­ers are 100pc trace­able from our fam­ily farm in Kells,” she adds.

The Farmer’s Daugh­ter has two em­ploy­ees aside from Dorene and the business show­cased its range of clas­sic beef, caramelised onion and skinny cow burg­ers at the re­cent Na­tional Plough­ing Cham­pi­onships.

“It was a great op­por­tu­nity and plat­form to test the prod­uct. It gave me great con­fi­dence as the re­ac­tion was re­ally pos­i­tive,” says Dorene.

She hopes that by serv­ing her top-qual­ity burg­ers to the Ir­ish palate, that she will be able to reignite peo­ple’s trust in beef burg­ers.

“I think that there’s a rep­u­ta­tion of dis­trust in burg­ers in Ire­land, so The Farmer’s Daugh­ter as a branded prod­uct res­onates with peo­ple more and they make an emo­tional con­nec­tion with it,” she says.

The Farmer’s Daugh­ter got a big boost when Lidl stocked its prod­uct range for two weeks in Septem­ber as part of it’s ‘Best of Ire­land’ pro­mo­tion. Dorene’s next aim is to get a na­tional su­per­mar­ket list­ing and to put re­search into the UK mar­ket.

Dorene (pic­tured) and her hus­band Richard wel­comed their first child, Ge­orge, in to the world four months ago, and while she ad­mits that run­ning a start-up business can be tough to jug­gle, she en­joys the chal­lenge.

“It’s very tough set­ting up a business from scratch. I find my­self tak­ing on a lot of dif­fer­ent roles, from driv­ing to mar­ket­ing. I’ve def­i­nitely a new-found ad­mi­ra­tion for business peo­ple but it is re­ward­ing,” she adds.

The Farmer’s Daugh­ter is stocked in Su­per­valus in Dublin, Meath, Ca­van and Kil­dare.

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