Newlook but same prime beef for Ardee’s ABP Group

WHEN an Ardee company needed a new beef product launched, naturally they called on the Bull!

ABP Food Group is Ireland’s largest beef processor, recently launched its new line of packaging for all its Certified Irish Hereford Prime (CIHP) beef products. This new packaging was designed by ABP in conjunction with Bord Bia and highlights the quality of the product.

So as part of the launch, Irish Hereford Prime brand ambassador and former Irish rugby international John ‘ The Bull’ Hayes launched new branded Irish Hereford Prime boards and knives at Fire restaurant, Dublin city centre.

“At ABP, we produce high quality beef products, therefore it is important that we have packaging to match these products,” said Eoin Ryan, European Sales and Marketing Manager for ABP Food Group. “It was great to team up with Bord Bia in the design process to ensure to ensure that it is fit for purpose and meets the highest quality standard for food packaging.”

Certified Irish Hereford Prime’s partnerships with ABP Food Group and Pallas Foods enable the distribution of award winning beef to food service and retail customers across Ireland. The new CIHP packaging, which highlights quality elements of the product will also be exported across Europe to a range of clients including many Michelin starred restaurants.

All of the Certified Irish Hereford beef that ABP produce is sourced from the Irish Hereford Prime group of over 4,000 farmers from across Ireland. These farmers supply ABP’s six Irish plants on a weekly basis.