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Dawn Meats at SIAL 2012

Monday, 05 November 2012 14:38

In mid October, Dawn Meats exhibited at SIAL, Europe's premier food fair which welcomed visitors from around the world to Paris.

At SIAL, Ireland's unique natural sustainable credentials in beef production were to the fore.

We were delighted to welcome An Taoiseach Enda Kenny to the stand where he savoured our specially prepared beef canapés created by our New Product Development Chef David Angell.

An Taoiseach Enda Kenny - Dawn Meats

An Taoiseach Enda Kenny sampling our spiced pulled beef with horseradish and beetroot relish

An Taoiseach Enda Kenny - Dawn Meats

An Taoiseach Enday Kenny with Niall Browne, CEO and Paul Nolan, Group Development Manager, Dawn Meats.


Above: Members of team 3 in the Dawn Meats ‘Apprentice’ style challenge pictured with MEP for Agriculture at the National Ploughing Championships in Heathpark, New Ross. 

(Front row from Left - Ger Kennedy, Fintan Purcell, Mairead McGuinness, Eddie Condon, back row from left - Celia Cathelin, John Tarmey.) 

The Premium Butcher mobile shop visited the ploughing championships in New Ross as part of this years ‘Apprentice Challenge’. The challenge is part of the Dawn Graduate Development programme being run by the Irish Management Institute with 20 Dawn graduates from a variety of business areas and sites taking part. The course covers a range of business subjects and incorporates practical exercises such as this and is customised to ensure it is relevant for the Dawn business and is aimed at developing the graduates. 

The challenge which is part of the programme was run over the three days of the ploughing championships with a team on each day running The Premium Butcher mobile shop. The objectives for each team were to sell as much meat as possible on the day and to increase sales and awareness of The Premium Butcher website. The teams were also attempting to get as many people as possible to subscribe to the monthly newsletter and download the new Premium Butcher App. All involved found it an interesting challenge and despite being exhausted at the end, thoroughly enjoyed the experience which gave them the opportunity to meet with many interesting people such as Mairead McGuiness who is pictured above. 

The 10% discount which was offered to promote the website on the day is available to all until the end of November using the below code online at  


Code:  “Ploughing 3”

Online 10% discount promo code valid until Nov. 30th 


Dawn Meats Win Gold with M&S

Wednesday, 01 August 2012 11:27

M&Sdawn meats





Dawn Meats receive a prestigious award for ‘Doing the Right Thing’ at the recent Marks & Spencer Food Supplier Conference.
Marcus Sherreard - Dawn Meats Retail Sales Director received the award from John Dixon - M&S Executive Director Food and Andy Adcock - M&S Food Trading Director in recognition of the step change that Dawn Meats have made in delivering the Marks & Spencer Plan A agenda as part of the supplier scorecard process.
Dawn Meats are the first Marks and Spencer’s supplier to achieve a Gold standard in the scorecard process and Niall Browne - Dawn Meats Chief Executive commented “We are extremely proud to receive this award and being the first supplier to get to Gold with Marks and Spencer, not only for Food but from the entire supply base is a fantastic achievement. This recognition is testament to the commitment and passion of the Dawn Meats team who have worked extremely hard over the past 2 years to achieve this significant milestone with Marks and Spencer”.
Dawn Meats are a major supplier to Marks and Spencer with Select Farm Beef and Lamb and also exclusively supply M&S with Organic and Speciality Beef and Lamb products. Andy Adcock, M&S Food Trading Director said: “We work very closely with our suppliers to help us deliver food that is ethically sourced and of the highest quality for our customers. This year has seen the 5th anniversary of Plan A, encouraging our employees and customers to ‘do the right thing’ and we are delighted to award Dawn Meats Gold status for their work in helping us achieve our Plan A commitments”.




Jim Viggars, Asda’s head of meat quality attended the first Asda/Dawn Meats Beef Link producer meeting at Bedford football club on Thursday 14th June to launch its Beef Link initiative in partnership with Dawn Meats. Jim updated the producers on Asda’s performance within the beef category and demonstrated how changes in butchery specification have driven Asda forward as a quality beef retailer.

Beef Link is a programme of projects and events supported by Asda and Dawn Meats and kicked off with their SOS project in the UK. A project focussed at improving the suckler herd by allowing heifers the opportunity to have a calf before a decision as to her future within the herd is made, without affecting her overall financial output to the producer. Another project working under the Beef Link programme is looking at utilising black and white bull calves efficiently within the Asda Beef range.

Other projects are being investigated and will be communicated to the Dawn Meats suppliers in due course.

Isla Roebuck, Dawn Meats UK development director commented “We are extremely pleased to be working with Asda on its Beef Link project as it will help build stronger relationships within our beef supply chain delivering into Asda”

Sarah Long, Dawn Meats agriculture manager said “It’s a fantastic opportunity to work more closely with the Asda supply chain under the Beef Link umbrella. A number of project ideas are already under discussion and we look forward to be able deliver some of these to our producers over the coming months.”

Jim Viggars, Asda’s head of meat quality said “Asda is committed to British beef farmers and the launch of the Asda Beef Link initiative with Dawn Meats clearly demonstrates this commitment. I am looking forward to working even more closely with its farmers to drive the Asda Beef Link agenda and create sustainable agricultural partners for the future.”

For Further Information Contact

Ms Sarah Long
Group Agriculture Manager
Dawn Meats Group

UK Tel: 01269 846614
ROI Tel: 0872317689

The SuperMeat & Fish Awards were set up more than a decade ago to reward excellence in supermarket retailing and manufacturing of meat, poultry and fish products.  The awards are the largest of their kind in the meat industry, with up to 500 industry professionals attending each year. The awards recognise both individual retail outlets, and assess, review and reward new and existing products in the sector.  This year’s awards were held at a glittering ceremony on Thursday 5th July 2012 at the Hilton Hotel, Park Lane, London.

We along with Tesco were delighted to receive the award for the ‘Best Product New To Market’ with the Tesco Bourbon Rib Rack.

Marcus Sherreard, Sales Director for Dawn Group Cross Hands said “This is a fantastic achievement and I would like to thanks all those involved in developing, launching and producing the line.”


Dawn Meats has been presented with one of the most prestigious awards in a national catering competition.

Their triumph came in the BPEX Foodservice Pork Product of the Year competition 2012, which recognises and rewards quality pork products and dishes that can be found on menus in pubs, restaurants, schools and hotels.

The meat supplier and food processing company picked up a gold award for their ‘BBQ Pork Ribs’, which was also selected by judges as one of the top three products in the Pork Ready Meal category.

The competition is held in high esteem by the food industry and drew in products from chefs, butchers, bakers and manufacturers across the six categories: Fresh Pork Cut, Pork Ready Meal, Best Cold Eating Product, Pork and Pastry, Best Cured Product and Best Innovative Pork Product. The top eighteen products, three from each category, were showcased at a special awards luncheon at Butchers Hall in London.

The BBQ Pork Ribs were created for one of the UK’s largest hotel and restaurant group and have been on the menu in outlets nationwide.

Alejo Desprats foodservice manager for Dawn Meats, said: “We worked closely with our customer’s NPD team during the development of these pork ribs to exactly match their requirements. The recipe uses good quality pork and spices, slow cooked using our special techniques to deliver depth of flavour, guaranteed tenderness and above all consistency. We are very pleased to have the national recognition gained through these awards as an endorsement of our expertise in producing excellent products for the foodservice sector.”

The company also received two further awards in the Ready Meal category, picking up silver for ‘Pork Belly Slices in Red Wine, Honey & Redcurrant Sauce’ and bronze for ‘Porchetta Pork Belly’.

BPEX foodservice trade manager, Tony Goodger, said: “We received a fantastic array of entries this year, demonstrating outstanding quality and innovation, which made judging very tough indeed. Gold awards are only given to products that satisfy the judge’s strict criteria, which make these accolades important to not only the product manufacturers but also the establishments serving them and the customers who dine there.

“Pork and pork products continue to be a real favourite with the nation when dining out, so to be selected as one of the best products in the catering industry is an incredible feat.”

Pictured above Alejo Desprats & Shaun Scally Dawn Meats Group

Bloom, Ireland's largest gardening, food and family event took place this year in the Phoenix Park Dublin on the June bank holiday weekend. (Thursday 31st May - Monday 4th June 2012). This was a widely anticipated event as Bloom 2011 attracted almost 90,000 visitors to the 70 acre site at the Visitor's Centre in the Phoenix Park, Dublin. 


Dawn Meats's The Premium Butcher was delighted to host a very successful stand at this years event. 

Paul Nolan Group Development Manager Dawn Meat's pictured "doing his thing" with Ella McSweeney RTE.

The Premium Butcher Stand



Pictured at the BFFF Award Cermony; Spencer Playle of Gondola, Mike Young of Partner Logistics and Alejo Desprats of Dawn Meats Group

At the BFFF Gala Dinner Dance on Thursday, 14th June 2012 Dawn Meats Group was award the distinction for their Italian Herb Meatballs in the Best New Starter/Buffet/Appetiser Product category.

Pictured: Karl Fritz McDonald's Europe, Jose Armario McDonald's Corporation, Niall Browne Dawn Meats, Adrian Crean McDonalds Restaurants of Ireland, An Taoiseach Enda Kenny

Facility built to service €300 million contract to process Irish beef for McDonald’s

Dawn Meats officially opened its new purpose built, state of the art, beef processing facility in Carroll’s Cross, Co Waterford on Monday 25th June. Dawn Meats invested €14.5 million in the facility, which was also supported by the Department of Jobs, Enterprise and Innovation, through Enterprise Ireland.  The company announced last month that it had been awarded a €300 million contract to process up to 18,000 tonnes of Irish beef annually for McDonald’s, which led to the commissioning of the new facility. The beef processing facility will produce up to three million hamburgers per day, which will be exported abroad to McDonald’s markets throughout Europe.  The 40,000 square foot facility, which includes the very latest energy efficient technology and the longest freezer line of its kind in Europe, was officially opened for production today by An Taoiseach Enda Kenny T.D. International executives from McDonald’s were also present including José Armario, Executive Vice President of World Wide Supply Chain and Karl Fritz, Chief Supply Chain Officer, McDonald’s Europe.  Speaking at the announcement today, An Taoiseach Enda Kenny said: ‘As Ireland continues on the path to recovery and growth, it is essential that we play to our economic strengths. The success of Irish agri-food companies such as Dawn Meats and their ability to develop and grow relationships with leading global companies such as McDonald’s is extremely important as it helps to create jobs at home through Irish food exports. These investments are a huge vote of confidence in Dawn Meats and also in Ireland as a location to do business. The Government will continue to build on Ireland's strong reputation as a source of natural, high quality food, drink and ingredients. Today is a good day for Dawn Meats, for McDonald’s and also for Waterford and the south-east, with the creation of 65 new jobs at this state of the art facility.’

Niall Browne, Chief Executive of Dawn Meats said that today’s opening was a hugely important step in a period of development for the company: ‘Today’s opening marks the beginning of an exciting new phase of development in our relationship with McDonald’s. We are now seeing the vertical integration of the beef supply chain, with supply, slaughter and processing now all taking place in Ireland, leading to increased value add and enabling our company to create and sustain Irish jobs.  I would like to thank all the team at Dawn Meats for their commitment as well as our farmer suppliers who produce sustainable, quality assured, welfare friendly beef. In addition, I would like to extend our sincere thanks to An Taoiseach Enda Kenny for his support here today, a great boost for our team and an endorsement of the work we do. Of course these words of thanks would not be complete without acknowledging the vote of confidence that McDonald’s have given to the Dawn Meats team and our suppliers and we in turn will continue to deliver the highest standards that our customer requires’.

Adrian Crean, Managing Director of McDonald’s Ireland said: ‘McDonald’s is very happy to source Irish beef which is highly regarded internationally as a quality, grass-fed product. Dawn Meats had to demonstrate quality, reliability and the ability to meet McDonald’s high standards to win this contract. We are very pleased to see this state of the art facility opening today and we look forward to working with Dawn Meats and the 18,000 Bord Bia Quality Assured Irish farmers who supply them, over the coming years’.

Welcoming the announcement Frank Ryan, CEO of Enterprise Ireland said: ‘Enterprise Ireland is delighted to support Dawn Meat’s expansion programme which reflects Enterprise Ireland’s strategy for the growth and development of the beef processing industry.  This project is of great strategic importance for the company, the sector and Ireland’s position in the global food industry.  It is helping to put Ireland firmly on the international map as a leading innovator and supplier of higher-value added food products.  We look forward to continuing to work with and support Dawn Meats’.

65 new jobs have been created by the investment in the new beef processing facility, as well as over 100 construction jobs which were created during the construction phase. The new jobs mean that Dawn Meats now employs over 1,400 people in Ireland.  McDonald’s is the single largest purchaser of Irish beef by volume, purchasing approximately 40,000 tonnes of Irish beef annually and it expects to grow this further in the years ahead. The company exported €110 million worth of Irish beef in 2011, up from €80 million in 2008. 18,000 Quality Assured Irish farmers supply beef into the McDonald’s system. Currently, approximately 20% of all beef used in McDonald’s Europe is of Irish origin meaning one in every five hamburgers purchased in McDonald’s restaurants across Europe is made of Irish beef. 

On the Official Plant Tour, Ray Farrelly & Adrain Crean McDonalds's Restaurants of Ireland, Karl Fritz McDonald's Europe, Jose Armario McDonald's Corporation, An Taoiseach Enda Kenny, Peter Roche & Niall Browne Dawn Meats

An Taoiseach Enda Kenny speaking to the media at Dawn Meats on Monday 25th

Niall Browne, Chief Executive Dawn Meats addressing the invited guests at Monday's opening.

The Meat Management Industry Awards were announced at a dinner on the 24th May, recognised as an established benchmark for excellence across the UK meat industry.  Product entries continue to grow year by year and 2012 was no exception with well over 400 products entered for judging and evaluation.

Dawn Meats was shortlisted in all 3 red meat categories;

M&S Teriyaki Beef Stir Fry

M&S Lamb Leg Steak with Smoked Paprika Butter
Asda Moroccan Lamb Ribs

Asda BBQ Pork Belly Joint

We are delighted to confirm we won the Lamb category with the M&S Lamb Leg Steak with Smoked Paprika Butter, which then went on to win Best Red Meat Product overall.

M&S Quick to Cook Lamb Leg Steak with Smoked Paprika Butter has been created to offer customers real convenience whilst delivering restaurant quality flavour and tenderness.

Designed specifically for a single person serving, this product fits within the ‘Quick to Cook’ range of products launched by M&S in which extra trimmed fresh meat cuts are married with premium flavoured butter to provide a simple, quick to cook meal centre, delivering premium quality at an affordable price.

The lamb is reared through M&S selected farms, and is extra matured to ensure flavour and succulence.  The boneless lamb leg is extra trimmed to guarantee minimal fat and plate waste, and steaked to deliver a convenient cut for the customer.  This lamb has been skilfully matched with a specifically developed smoked paprika butter, developed by Dawn’s Head Development Chef Dermott Slade, in conjunction with Development Chefs and NPD Managers at M&S.  Dawn Meats and M&S work in close partnership on NPD initiatives, delivering ‘first to market’ products that focus on customer needs whilst delivering real quality, flavour and innovation.

Dermott Slade - Head Development Chef at Dawn Meats said "we are delighted to have won this award which recognises our ability and commitment in developing first class products for M&S and the retail market, and meeting the challenges of product innovation.  We developed this product working with such fantastic ingredients – creamy salted Jersey butter sweetened with fire roasted tomatoes and roasted shallots.  The amazing depth of this butter is amplified with the rich, deep smoky
Spanish paprika and group roasted cumin delivering real restaurant quality product”.

Dawn Meats would like to congratulate M&S and Asda Sales and NPD Teams for being shortlisted in their categories and well done to those involved in the Lamb category and the overall win!