Well-known entrepreneur and fifth generation farmer Dorene Mallon was rather taken aback when she discovered that Ireland does not possess an Irish beef brand.
What many don’t realise is that this was the light-bulb moment that was responsible for a rather unique business venture.
With Ireland being one of the ring leaders in the beef production field, Ms. Mallon did not have to think twice about what happened next.
Identifying a niche in the market, the Kells, Co. Meath woman carved out progressive paths.
Taking a leap of faith, a premier burger brand was created and The Farmer’s Daughter was born.
‘‘It was a trial more so than anything really to start with. The idea just blossomed from there. I decided to do a sampling at the Taste of Cavan in 2015 and I took home the Best Product award at the event. From this, I thought maybe people are interested in knowing about the origin and value of their meat.’’ Dorene told That’s Farming.
Dorene’s enterprise has continued to snowball and within six months of her Taste of Cavan success, her prize-winning product range was placed on Supermarket shelves in her locality in Co. Meath.
Sky-rocketing to success
From scooping silverware at Taste of Cavan to even starting to garner interest across the waters, The Farmer’s Daughter has come a long way from its establishment two years ago.
However, what many may also realise is that Dorene is no stranger to the Agri-food sector and brings over a decade’s worth of experience to the table.
As the business name may suggest, Dorene couldn’t but get bitten by the farming bug and hails from a strong Agricultural background steeped in five generations.
‘‘I have extensive experience in the sector with my background in beef exports and dealing with retailers. Despite all of my degrees I still ended up back in the food industry. You just can’t beat what you are passionate about. However m setting up my own Irish beef burger brand was something I never imagined.’’ Dorene told That’s Farming.
As the past two years have been devoted to designing packaging and devising recipes, three varieties are now available as part of The Farmer’s Daughter premium burger brand.
The current burger ranges contains no additives, no preservatives, and are also gluten-free, dairy-free and low fat.
The classic beef burger comprises of good quality 100% traceable lean Irish beef, chopped onion, parsley and salt and pepper.
The second product offering is a caramelised red onion and cheddar cheese burger and Skinny Cow Low-fat follows hot on the heels of the previous two products launched.
Irish Lean beef combined chopped mushroom, chopped onion, seat salt, cracked black pepper and pea fibre has made this product another consumer favourite.
‘‘I am passionate about the effort that goes into producing quality food. That is demonstrated in sourcing the beef from our family farm in Kells, Co. Meath with a range of breeds including but not limited to Charolais, Angus and Hereford. All the other ingredients also sourced locally.’’ Dorene said.
An inspirational philosophy allows Dorene to bring a quality product to Irish consumers.
‘‘My objective is to bring good quality food just like you would make at home, with only good quality natural ingredients. I want to offer food that the whole family will enjoy and feel good about.’’ Dorene explained.
The Farmer’s Daughter product range has continued to garner the interest of thousands, with major stockists including Supervalu stores in Meath, Dublin, Cavan and Kildare.
Recently, the start-up has emerged into 152 Lidl stores throughout the Irish island for the next two weeks( 11th-25th September) as part of the Best of Ireland KickStart Supplier Development Programme in conjunction with Bord Bia.
‘‘This is a massive opportunity given by Lidl to put your product on the shelves in all their stores all around Ireland, even if it is just for a timespan of two weeks.’’ Dorene said.
The future continues to shine bright for The Farmer’s Daughter, now in its infancy.
Growing the business and creating brand awareness are among the future objectives, along with the addition of an online shop and expanding the current product range.
‘‘I want to inform more people about the quality of my product. I am always looking for new opportunities abroad. I think it is good to get confident on the home market. At the moment, I have my sights set on international markets and exports. Research is currently ongoing in the U.K.’’ Dorene concluded.
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