‘Aubrac beef has a very nice flavour and tex­ture,’ says award-win­ning Donegal pro­ducer

Irish Independent - Farming - - PEDIGREE AND SALES -

ONE of the five hold­ers of the of­fice of chair­man since the Ir­ish Aubrac Breed So­ci­ety was es­tab­lished two decades ago is Liam Walsh, who has be­come even bet­ter known in re­cent years for his mar­ket­ing of Aubrac beef and multi award win­ning prod­ucts.

Breed­ing Aubrac beef an­i­mals on their farm near Bal­in­tra, Co Donegal has played a fun­da­men­tal role in the suc­cess of the fam­ily butcher busi­ness, EWS Tra­di­tional Butch­ers, which op­er­ates a thriv­ing cus­tomer friendly busi­ness in Donegal Town, Ballintra, and La­hey as well as sup­pli­ers to the ho­tel and cater­ing trade in var­i­ous parts of the coun­try.

Sales of Aubrac beef are now top­ping six an­i­mals per week on av­er­age with the pop­u­lar­ity of the beef grow­ing among their cus­tomers. The an­i­mals are sourced from their own herd which was es­tab­lished around 2000, shortly af­ter the ini­tial im­ports into the coun­try, and Aubrac breed­ers in neigh­bour­ing ar­eas with 13 breed­ers cur­rently in the county.

“The Aubrac beef has a very nice flavour and tex­ture and it is a very good meat for bon­ing,” he ex­plains.

EWS Tra­di­tional Butch­ers are un­der­stood to be only one of two butch­ers in the coun­try who spe­cialise in sell­ing Aubrac beef. The other is be­lieved to be Tom Walsh, based in Sk­ib­bereen, a strong­hold of Aubrac since the orig­i­nal im­ports.

Later this year Liam’s EWS Tra­di­tional Butch­ers, will aim for a unique three-in-a-row suc­cess in win­ning the Butch­ers Ex­cel­lence In­ter­na­tional “Cham­pion of Cham­pi­ons” All-Ire­land Butch­ers Cham­pi­onship to add to their suc­cess for the past two years.

It is clas­si­fied as the most pres­ti­gious con­test of its kind cur­rently held in Ire­land.

Aubrac beef is used for the in­tense four-hour com­pe­ti­tion, for which the qual­i­fy­ing cri­te­ria is to have won a prior ma­jor com­pe­ti­tion within the year.

Qual­i­fy­ing is no chal­lenge with awards aplenty flowing for the suc­cess­ful busi­ness.

In 2017, EWS swept the boards at the All-Ire­land Bar­beque Butch­ers Cham­pi­onship where they won the over­all ti­tle along with four di­a­mond awards, one plat­inum award, ten gold awards, six sil­ver awards and two bronze awards for an ar­ray of their pro­duce.

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