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Retired man watching beef cattle in a field

<h3>Introduction</h3><p>For years, the rural pub was where the real life of the countryside happened. It wasn’t just about pulling a pint, it was about pulling people together. Farmers would drift in after the mart, neighbours caught up on local news, and a good story could travel quicker than the parish newsletter. But across Ireland, those doors are closing. And when a pub shuts in a rural parish, it’s not just a business lost, it’s often the beating heart of the community gone quiet.&nbsp;</p><figure id="figure-6afrz9u7eomfzk6dua" class=""><img id="6afrz9u7eomfzk6dua" src="https://media.gettyimages.com/id/584568564/photo/eyries-beara-peninsula-co-cork-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=NeLKf3oT9fhKBcB7v0NqInmky-3DajDTCQEpWP84ym0=" alt="Eyries, Beara Peninsula, Co. Cork, Ireland." title="Eyries, Beara Peninsula, Co. Cork, Ireland." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/584568564/photo/eyries-beara-peninsula-co-cork-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=NeLKf3oT9fhKBcB7v0NqInmky-3DajDTCQEpWP84ym0=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Numbers Don’t Lie</h3><p>Back in the early 2000s, Ireland had over 7,000 pubs. Today, it’s fewer than 6,000. In counties like Leitrim, Roscommon, and Mayo, whole parishes have been left without a single local. For farmers, who already spend most days working alone, that loss cuts deeper than it might in a town where cafés, clubs, and bars are still on every street corner.</p><figure id="figure-9eaewege4mfzk7o9x" class=""><img id="9eaewege4mfzk7o9x" src="https://cdn.durable.co/blocks/25NHtU3dNp5Fg5XsprfKzihIid6DGcRjnVHcFe3JbKbLooYLlHO6DE4GkFf1LHmW.png" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/25NHtU3dNp5Fg5XsprfKzihIid6DGcRjnVHcFe3JbKbLooYLlHO6DE4GkFf1LHmW.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Farming Is Lonely Work</h3><p>Anyone who has milked cows in the dark at 5 a.m., or sat in a tractor cab for hours on end, knows farming can be a lonely job. The pub was often the antidote, a way to break the day and see another face. For some, it was the only real conversation outside of family all week.</p><p>That matters even more when you look at who is farming today. Almost one-third of Irish farmers are over 65, and only a small fraction are under 35. In many rural parishes, especially in the west, the farming population is older and living alone, with children moved away or working off-farm. Without a local meeting place, that isolation bites harder.</p><p>When that space disappears, the loneliness grows. And it’s not just about missing the craic. Loneliness has real effects: higher stress, poorer sleep, even physical health problems. Farmers have one of the toughest jobs in the country, and without those small outlets, the weight of it can become much harder to carry.</p><figure id="figure-hn16mheh5mfzkdz34" class=""><img id="hn16mheh5mfzkdz34" src="https://media.gettyimages.com/id/2225264445/photo/a-serene-and-picturesque-pastoral-landscape-featuring-sheep-grazing-peacefully-by-a-lakeside.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=0TlDpHEdbYzCns8980JL8IRFxVSh8uiJxZEVR2_SQdo=" alt="A Serene and Picturesque Pastoral Landscape Featuring Sheep Grazing Peacefully by a Lakeside" title="A Serene and Picturesque Pastoral Landscape Featuring Sheep Grazing Peacefully by a Lakeside" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2225264445/photo/a-serene-and-picturesque-pastoral-landscape-featuring-sheep-grazing-peacefully-by-a-lakeside.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=0TlDpHEdbYzCns8980JL8IRFxVSh8uiJxZEVR2_SQdo=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Why It’s Happening</h3><p><br>The reasons are fairly clear:</p><ul><li><strong>Drink-driving laws:</strong> are stricter, and rightly so, but with little or no rural transport, a night out just isn’t worth the risk.</li><li><strong>Younger generations:</strong> are socialising differently, often in towns or at home.</li><li><strong>Running costs:</strong> insurance, heating, and staffing — have pushed many small publicans past breaking point.</li><li><strong>Demographics: </strong>with fewer young families in parishes, there simply aren’t enough customers left to keep every pub going.</li></ul><p><br>It’s a mix of all these factors, but the end result is the same: fewer doors open, fewer lights on, fewer places to meet.</p><figure id="figure-4qrjdyf7omfzkg0jh" class=""><img id="4qrjdyf7omfzkg0jh" src="https://media.gettyimages.com/id/167427198/photo/connemara-national-park-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=noSx6hSjgJfJDX1UzoU4NulmpObTHuqr0Kyo6ybTASU=" alt="Connemara national park, Ireland" title="Connemara national park, Ireland" class="object-cover bg-gray-100" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/167427198/photo/connemara-national-park-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=noSx6hSjgJfJDX1UzoU4NulmpObTHuqr0Kyo6ybTASU=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>What’s Really Lost</h3><p><br>When a rural pub closes, it’s more than the pint that disappears.</p><ul><li><strong>The safety net:</strong> If an older farmer didn’t show up for a few nights, someone would notice and call in. That quiet safety net is gone in many places.</li><li><strong>Community traditions:</strong> From sing-songs to card games, stories were shared and culture kept alive. Silence doesn’t fill that gap.</li><li><strong>Everyday connection: </strong>After a long week, just having someone to talk to about the weather, the price of meal, or the match on Sunday was a release valve.<br></li></ul><p>Without it, the week feels longer, and the isolation heavier.</p><figure id="figure-krbji3ec3mfzkntzo" class=""><img id="krbji3ec3mfzkntzo" src="https://media.gettyimages.com/id/2184977606/photo/molls-gap-county-kerry-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=bnyo7n4OwTT9Oh-NqqAv5tdnyz-9tOYgunPaA5KakcY=" alt="Molls Gap, County Kerry, Ireland" title="Molls Gap, County Kerry, Ireland" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2184977606/photo/molls-gap-county-kerry-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=bnyo7n4OwTT9Oh-NqqAv5tdnyz-9tOYgunPaA5KakcY=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>What’s Filling the Gap?</h3><p>Some communities are finding ways to fill the space. GAA clubs are stepping up. Parish halls are busier. Discussion groups and coffee mornings, often run through marts or co-ops, give farmers a reason to meet. They’re good outlets, but many say it’s not quite the same as calling into the local, no questions asked, no schedule needed.</p><figure id="figure-v28yet5y8mfzkpnxb" class=""><img id="v28yet5y8mfzkpnxb" src="https://media.gettyimages.com/id/2187392979/photo/goal-post-for-hurling.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=lqrpnwvWjQYwQqrLH63B88YLG30a3aNttaKyJMKMcHg=" alt="Goal post for Hurling" title="Goal post for Hurling" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2187392979/photo/goal-post-for-hurling.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=lqrpnwvWjQYwQqrLH63B88YLG30a3aNttaKyJMKMcHg=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Looking Ahead</h3><p>The rural pub isn’t coming back in the same way it once was. But what it offered, connection, company, and a place to belong, still matters, maybe now more than ever. Rural transport could make a difference. So could better funding for community hubs. But most of all, we need to keep talking openly about loneliness and mental health in farming.</p><p>Because when the pub goes, something else needs to step into that space. Otherwise, too many farmers risk slipping into silence, unnoticed.</p><figure id="figure-zmq7tvuya4mfzkrjfr" class=""><img id="zmq7tvuya4mfzkrjfr" src="https://media.gettyimages.com/id/1357494274/photo/happy-senior-farmer-showing-his-organic-potatoes.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=9Ri1DxhxLYQWyxqLCVCuPi1lfIIK-WXHK1mfQAp3NB8=" alt="Happy senior farmer showing his organic potatoes." title="Happy senior farmer showing his organic potatoes." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1357494274/photo/happy-senior-farmer-showing-his-organic-potatoes.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=9Ri1DxhxLYQWyxqLCVCuPi1lfIIK-WXHK1mfQAp3NB8=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>The pint was never the point. It was the chat at the counter, the neighbour who’d look out for you, the laughter that reminded you life wasn’t just work and worry. As more pubs close, rural Ireland has a choice: either let that connection fade, or find new ways to keep it alive.</p><p>Farming has always been about resilience, but resilience doesn’t grow in isolation. It grows in community.</p><p><br></p><p>*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.</p>

The Decline of the Rural Pub and Its Impact on Farm Communities

<h3>Introduction</h3><p>The 94th National Ploughing Championships in Screggan, County Offaly, wrapped up last week, and once again it showed why this event is the biggest date in the Irish farming calendar. Over 225,000 people passed through the gates during the three days. It was busy, muddy, and full of craic, but also a chance to take the pulse of farming in Ireland right now.</p><figure id="figure-1lbdywo66jmfwgbmou" class=""><img id="1lbdywo66jmfwgbmou" src="https://cdn.durable.co/blocks/9mQg83CeEqwCxKuHfpQmMmzzs9H7BZGpbuqn4SUmPjtvDfUiueTwATBAhk4d0pCH.png" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/9mQg83CeEqwCxKuHfpQmMmzzs9H7BZGpbuqn4SUmPjtvDfUiueTwATBAhk4d0pCH.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Big Numbers</h3><p>The final headcount came in just under 226,000. The busiest day was close to 85,000 visitors, with the others not far behind. Numbers were a little down on last year’s record, but still strong enough to keep the Ploughing comfortably ahead as one of Europe’s biggest outdoor events.</p><p>Over 1,700 exhibitors filled the site, ranging from the global machinery giants to local artisan food stalls. On the competition front, more than 300 ploughmen and women lined up, covering everything from horse ploughing to modern reversible classes.</p><figure id="figure-jg1r2xcbefmfwgj33o" class=""><img id="jg1r2xcbefmfwgj33o" src="https://cdn.durable.co/blocks/3bBvqqIeG4RDefUENWXPaLIZ9VqlG1v6g8JKkC0uOHCRxZpybPVuyDlr4ImC6fbr.png" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/3bBvqqIeG4RDefUENWXPaLIZ9VqlG1v6g8JKkC0uOHCRxZpybPVuyDlr4ImC6fbr.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Machinery, Competitions and Community</h3><p>The machinery stands were as packed as ever, with farmers getting a close look at everything from GPS-guided tractors to precision seed drills. Across the way, vintage tractors and horse ploughing drew equally big crowds, reminding us of the roots of Irish farming.</p><p>But the Ploughing has always been about more than tractors. The brown bread competition was one of the highlights, with the winning loaf featuring Guinness and treacle. Add in welly throwing, tug-of-war, and the endless food tents, and it was clear the event is still very much a family day out. For many, the real value was in the chats with neighbours, old friends, or even the odd politician passing by.</p><figure id="figure-wfso3h48onmfwgkpu1" class=""><img id="wfso3h48onmfwgkpu1" src="https://media.gettyimages.com/id/523203085/photo/new-blue-farm-tractors-for-sale.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=TMu4unVmVGWWmBjh90DQ7pOpdJHWnhTANtFuBSdlyU4=" alt="New Blue Farm Tractors for Sale" title="New Blue Farm Tractors for Sale" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/523203085/photo/new-blue-farm-tractors-for-sale.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=TMu4unVmVGWWmBjh90DQ7pOpdJHWnhTANtFuBSdlyU4=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Weather Factor</h3><p>No Ploughing is complete without talk of the weather. The first two days held up fairly well, dry for the most part, which helped the crowds. But on the final day, the heavens opened and mud became the order of the afternoon. The ground team had worked hard in advance, so while boots sank, the show carried on. It’s a reminder that farming, and the Ploughing itself, is always at the mercy of the skies.</p><figure id="figure-kr5488ftbrmfwgnz5o" class=""><img id="kr5488ftbrmfwgnz5o" src="https://media.gettyimages.com/id/2215417183/photo/rain-texture-on-a-black-background-can-be-used-in-overlay-modes.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=-Yr1F1kX7bQWJZo5pVsimmWlpcQSsARLKlgGu1ZWYuc=" alt="rain texture on a black background, can be used in overlay modes" title="rain texture on a black background, can be used in overlay modes" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2215417183/photo/rain-texture-on-a-black-background-can-be-used-in-overlay-modes.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=-Yr1F1kX7bQWJZo5pVsimmWlpcQSsARLKlgGu1ZWYuc=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Issues That Stood Out</h3><p>This year wasn’t without its challenges. Organisers admitted there was a noticeable rise in underage drinking. Gardaí confiscated alcohol from teenagers, and some families weren’t impressed by behaviour in parts of the site. It’s been years since that was a real talking point, and it’s something that will have to be tackled before next year.</p><p>The other shadow hanging over the event was policy. CAP reforms, the nitrates derogation cut, and fears about Mercosur beef imports were all hot topics. Farmers didn’t just browse machinery stands; they took every chance to press ministers, MEPs, and farm leaders. The Ploughing has always been a political stage, but this year it felt more like a grilling.</p><figure id="figure-9awa9a6x98mfwgpu47" class=""><img id="9awa9a6x98mfwgpu47" src="https://media.gettyimages.com/id/1475379705/photo/the-custom-house-in-dublin-historical-building-in-ireland-government-building-famous-place-of.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=xMALHmK98EdelNuzUJJ5pJM1OtWLg-Ea1yBOQMWqsRs=" alt="The Custom House in Dublin, historical building in ireland, government building, famous place of dublin" title="The Custom House in Dublin, historical building in ireland, government building, famous place of dublin" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1475379705/photo/the-custom-house-in-dublin-historical-building-in-ireland-government-building-famous-place-of.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=xMALHmK98EdelNuzUJJ5pJM1OtWLg-Ea1yBOQMWqsRs=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Innovation and Future Thinking</h3><p>One of the strongest parts of Ploughing 2025 was the Innovation Arena and the new tech on display.</p><ul><li><strong>Herdwatch</strong> came away with top honours for its AI-driven herd management tool. It gives farmers real-time data on animal health, grazing plans, and compliance, all in one place. The kind of thing that could easily save hours of paperwork.</li><li><strong>ScanInsights</strong>, a Cork start-up, showed a scanning system that can pick up not just whether a cow is in calf, but also growth stage and even calf sex earlier than traditional methods. For dairy and suckler farmers, that level of accuracy could be a game-changer.</li><li><strong>GlasPort Bio’s GasAbate system</strong> grabbed attention for its ability to cut slurry emissions while keeping more nutrients in the tank. Compliance and efficiency rolled into one is bound to raise interest.</li><li><strong>Drone spraying</strong> was another crowd-puller, with a Meath farmer showing a machine that can spray 20 hectares an hour. Farmers with awkward land or short on help could see clear potential.</li><li><strong>Brothers Robert and David Beattie</strong> launched a smart collar for sheep that alerts farmers if stock are being chased or attacked, sending GPS data straight to the phone. With dog attacks still a sore subject in many areas, plenty of sheep men lingered at that stand.</li></ul><p><br>It wasn’t all about high-tech kit. There were stands on rainwater harvesting, carbon auditing, and multi-species swards, all of which drew steady crowds. Farmers may not be convinced by everything, but it’s obvious that climate and compliance are now centre stage.</p><figure id="figure-0pr5ade98kmfwguw24" class=""><img id="0pr5ade98kmfwguw24" src="https://cdn.durable.co/blocks/5m2XnBeQmJZQrnH2hE5CA1u6Kt5DnMQPYU0JJ3q4rvp2P4HFhaXrU5TdO7p5sIua.png" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/5m2XnBeQmJZQrnH2hE5CA1u6Kt5DnMQPYU0JJ3q4rvp2P4HFhaXrU5TdO7p5sIua.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Takeaways for Farmers</h3><p>The Ploughing always sends farmers home with something to think about, and this year was no different:</p><ul><li><strong>Policy pressure is here to stay. </strong>The mood on CAP, nitrates, and Mercosur was uneasy, and farmers know incomes are tied as much to Brussels as to the yard.</li><li><strong>Technology is getting real.</strong> Drone sprayers, herd apps, and collars aren’t pipe dreams. They’re working, and some are already in use on Irish farms. The question is less “if” and more “when.”</li><li><strong>Community is still the backbone.</strong> The crowds, the competitions, the chats in the rain, all of it shows farming isn’t just an industry, it’s a way of life.</li><li><strong>Reputation matters. </strong>The underage drinking issue risks undermining the family, friendly image of the Ploughing. Expect tighter rules next year.</li><li><strong>Practical innovation draws farmers in.</strong> Farmers weren’t fussed about gadgets for show. They wanted things that save time, cut losses, or keep them compliant.</li></ul><figure id="figure-pp06c8m87imfwgyf5j" class=""><img id="pp06c8m87imfwgyf5j" src="https://media.gettyimages.com/id/887310306/photo/home-is-where-my-cows-are.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Or9AF8FiqnuNjwujzd-yEpN-nR1d1XXUCvZeTcw-Za4=" alt="Home is where my cows are" title="Home is where my cows are" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/887310306/photo/home-is-where-my-cows-are.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Or9AF8FiqnuNjwujzd-yEpN-nR1d1XXUCvZeTcw-Za4=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>Ploughing 2025 gave us everything we’ve come to expect: machinery, mud, bread, laughter, and more than a few serious conversations about the future. It’s the only place you’ll see a horse and plough competing a field away from a GPS-guided tractor or a drone sprayer.</p><p>The event’s strength is in that mix of old and new, of tradition and adaptation. Farming in Ireland is facing pressures, from policy, from climate, from markets, but the Ploughing showed that the sector is resilient, forward-looking, and still rooted in community.</p><p>And that’s why, for all its rain and mud, the Ploughing remains the heartbeat of rural Ireland.</p><p><br data-mce-bogus="1"></p><p>*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.</p>

Insights from Ploughing 2025: Lessons Learned in Screggan

Farmer using a straw bale as a desk in a field

<h3>Introduction</h3><p>Buying machinery has always carried an element of risk, but until recently, it was usually a question of whether the tractor had a hidden gearbox fault, not whether the tractor existed at all. That’s changing. Across Ireland, farmers are being stung by bogus ads for machinery that looks like a bargain online but never arrives once money changes hands.</p><p>Fraudsters are targeting farmers through fake websites, social media pop-ups, and slick adverts that look professional on the surface. They know machinery is expensive, and that when something breaks down, many of us need a replacement quickly. The end result? Farmers losing thousands of euro with very little chance of getting it back.</p><figure id="figure-5ugtmodhmfnw61sp" class=""><img id="5ugtmodhmfnw61sp" src="https://media.gettyimages.com/id/875237048/photo/every-farm-needs-a-tractor.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=umCPdCUDCL5BfR924MCxpEF48xkC_Vr2WYy0gUEk3io=" alt="Every farm needs a tractor" title="Every farm needs a tractor" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/875237048/photo/every-farm-needs-a-tractor.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=umCPdCUDCL5BfR924MCxpEF48xkC_Vr2WYy0gUEk3io=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Real Losses on Irish Farms</h3><p>This isn’t just a story in the papers, it’s happening in parishes up and down the country:</p><ul><li>A poultry farmer was conned out of €49,000 after paying for machinery through what looked like a legitimate online seller. The invoice had a logo, the site looked polished, but the “dealer” vanished once the transfer cleared.</li><li>In Cork, one farmer was nearly taken in by a Facebook Marketplace ad for a Ford 5610 tractor. He paid €1,000 up front, after being shown convincing videos and a story about transport from the Netherlands. When the “seller” pushed for more money, alarm bells rang. Luckily, he cut it off before losing more.</li><li>In Sligo, beef and sheep farmers talk openly about neighbours losing €4,000–€5,000 on tractors and balers that were priced at “half the going rate”. The ads always looked tempting, but once the money was sent, there was no sign of delivery.</li></ul><p><br>The amounts vary, but the story is the same: deals too good to be true, money sent by transfer, and nothing delivered.</p><figure id="figure-ksi85fsngvmfnw8hv2" class=""><img id="ksi85fsngvmfnw8hv2" src="https://media.gettyimages.com/id/2159419118/photo/production-farmer-and-man-with-tablet-by-tractor-for-schedule-checklist-and-research-on.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=YRe_2sRveLsMG8JX6oDQ_9dqHEz8KR94fCAH4D7JxPI=" alt="Production, farmer and man with tablet by tractor for schedule, checklist and research on industry. Farming, website and male person with tech for agriculture, agro app and reading weather info" title="Production, farmer and man with tablet by tractor for schedule, checklist and research on industry. Farming, website and male person with tech for agriculture, agro app and reading weather info" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2159419118/photo/production-farmer-and-man-with-tablet-by-tractor-for-schedule-checklist-and-research-on.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=YRe_2sRveLsMG8JX6oDQ_9dqHEz8KR94fCAH4D7JxPI=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Why Farmers Are Being Targeted</h3><p>Fraudsters understand the way we do business:</p><ul><li><strong>Bargain culture: </strong>Farmers are always on the lookout for a deal. With margins tight, a tractor or baler offered at €5,000 less than market price is tempting.</li><li><strong>Urgency: </strong>When a machine breaks in peak season, we need a quick fix. Scammers use that urgency, insisting that the machine “must be sold today” or “is already promised to someone else.”</li><li><strong>Trust: </strong>Rural Ireland is built on handshake deals. Scammers lean into that by sounding friendly, offering photos or videos, and mimicking the style of genuine dealers.</li><li><strong>Payment traps:</strong> Direct transfers are the fraudsters’ favourite method. Once the money leaves the account, it’s nearly impossible to claw back.</li></ul><figure id="figure-tfkl1e427omfnwaj3l" class=""><img id="tfkl1e427omfnwaj3l" src="https://media.gettyimages.com/id/1413139532/photo/view-from-the-antrim-plateau-towards-ballygally-and-cairndhu.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=dalkacrd6dbelRswe0_B0XzEQqIybNQrhqWBQ5lrUv4=" alt="View from the Antrim plateau towards Ballygally and Cairndhu" title="View from the Antrim plateau towards Ballygally and Cairndhu" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1413139532/photo/view-from-the-antrim-plateau-towards-ballygally-and-cairndhu.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=dalkacrd6dbelRswe0_B0XzEQqIybNQrhqWBQ5lrUv4=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Scale of the Problem</h3><p>Fraud teams report that more farmers are falling victim to these scams every year. Pop-up ads on social media are a common entry point. Fake websites are made to look almost identical to real dealers, sometimes with only a single letter changed in the web address.</p><p>Losses range from €1,000 deposits on small kit to €30,000–€50,000 hits on tractors and combines. These are real figures, not scare stories. The fact that scammers are moving up the value chain, from small implements to high-value machinery,&nbsp; shows how confident they’ve become.</p><figure id="figure-f7k6iymtf8mfnwcyte" class=""><img id="f7k6iymtf8mfnwcyte" src="https://media.gettyimages.com/id/1695636731/photo/salesman-presenting-engine-specification-and-power-of-the-tractor-machine-to-the-buyer.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=QwGPqE2x9LAIohL0hX1QnVo7898H0GoyCWUT3Ge4UqM=" alt="Salesman presenting engine specification and power of the tractor machine to the buyer. Investing in agriculture." title="Salesman presenting engine specification and power of the tractor machine to the buyer. Investing in agriculture." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1695636731/photo/salesman-presenting-engine-specification-and-power-of-the-tractor-machine-to-the-buyer.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=QwGPqE2x9LAIohL0hX1QnVo7898H0GoyCWUT3Ge4UqM=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Practical Tips for Spotting Bogus Ads</h3><p>Here are some straight-talk checks to run before handing over money:</p><p><strong>1. Check the seller properly:</strong></p><ul><li>Look up their business address on Google Maps. If it’s a random field or an office block with no machinery yard, walk away.</li><li>Ring their landline, not just a mobile. A genuine dealer will always pick up or call you back.</li></ul><p><strong>2. Insist on viewing or proof:</strong></p><ul><li>Always try to see the machine. If distance is an issue, ask for a personalised video showing the serial number, specific features, or even today’s newspaper in the frame.</li><li>If excuses pile up about why you can’t see it, treat it as a red flag.</li></ul><p><strong>3. Take your time:</strong></p><ul><li>Don’t let urgency force you into paying. Fraudsters will say, “I have another buyer lined up” or “it’s going on the boat tomorrow.” Genuine sellers don’t operate like that.</li></ul><p><strong>4. Use secure payment methods:</strong></p><ul><li>Credit or debit cards offer far more protection than bank transfers. If a seller refuses to accept anything but transfer, be suspicious.</li><li>If you do transfer, confirm the account name matches the dealer’s business.</li></ul><p><strong>5. Look for sloppy mistakes:</strong></p><ul><li>Fake sites often look shiny but slip up with spelling, poor grammar, or photos that appear on multiple ads. If a John Deere tractor photo is also being used for a “Massey Ferguson ad,” you know it’s a scam.</li></ul><p><strong>6. Ask around:</strong></p><ul><li>Mention the deal in your local WhatsApp group, or at the mart. Chances are, someone else has already spotted the same ad. Farmers are quick to warn each other when something’s off.</li></ul><figure id="figure-1pugs1c4rmfnwliwk" class=""><img id="1pugs1c4rmfnwliwk" src="https://media.gettyimages.com/id/147292100/photo/scams-in-the-www.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=JEBhzLhpCeDlYTduFp5RaaJUWZahDKayuQwYO7q89wk=" alt="Scams in the WWW" title="Scams in the WWW" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/147292100/photo/scams-in-the-www.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=JEBhzLhpCeDlYTduFp5RaaJUWZahDKayuQwYO7q89wk=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>What to Do If You’re Caught<br>&nbsp;</h3><ul><li><strong>Contact your bank immediately:</strong> Timing is everything. In some cases, quick action can freeze a payment.</li><li><strong>Save everything:</strong> Invoices, emails, WhatsApp chats, photos, even screenshots of the original ad.</li><li><strong>Report it to Gardaí:</strong> As well as to the platform hosting the ad.</li><li><strong>Let neighbours know:</strong>&nbsp;Farmers are often embarrassed to admit being scammed, but sharing your experience could stop someone else losing money.</li></ul><figure id="figure-otalexoyfmfnwntv4" class=""><img id="otalexoyfmfnwntv4" src="https://media.gettyimages.com/id/875237198/photo/keeping-track-of-everything-on-the-farm-with-technology.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=LAe0Rtldenr0bMDJNuxHWt5_5S65pJep0pYKJzE7AYY=" alt="Keeping track of everything on the farm with technology" title="Keeping track of everything on the farm with technology" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/875237198/photo/keeping-track-of-everything-on-the-farm-with-technology.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=LAe0Rtldenr0bMDJNuxHWt5_5S65pJep0pYKJzE7AYY=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>Machinery fraud is on the rise in Ireland because scammers know the stakes: machines are expensive, and the pressure to get a deal is constant. But with a cool head, you can protect yourself. If a deal looks too good, slow down. Check, double-check, and ask around.</p><p>Losing out on a bargain is one thing. Losing €5,000 or €50,000 is another. Stay sharp, stay sceptical, and make sure the only thing in your yard is real machinery, not regret.</p><p><br data-mce-bogus="1"></p><p>*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.</p>

Protecting Irish Farmers from Bogus Machinery Ads

He who holds the feed bucket holds the power

<h3>Introduction</h3><p>If you’re farming on your own in Ireland, you’ll know it’s not for the faint-hearted. You’re part herdsman, part mechanic, part accountant, and sometimes even part vet, all in the same day. This is how many Irish farms have always been run, but in 2025 the strain is showing. Labour is scarce, help is costly, and more often than not, the whole thing falls back on one set of shoulders, yours.</p><figure id="figure-gytj6uixmlmfnrhdcw"><img id="gytj6uixmlmfnrhdcw" src="https://media.gettyimages.com/id/1219045111/photo/a-farmer-shearing-a-sheep-in-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=aBS5NlEnUh0gEtuJl3vzDQvL6LAAGmu4d4M1aOuqXZs=" alt="A farmer shearing a sheep in Ireland" title="A farmer shearing a sheep in Ireland" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1219045111/photo/a-farmer-shearing-a-sheep-in-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=aBS5NlEnUh0gEtuJl3vzDQvL6LAAGmu4d4M1aOuqXZs=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Scale of the Problem</h3><p>Irish farming still runs mostly on family hands. About 87% of all people working on farms are either the holder or a family member, with only 13% coming from regular outside workers. That’s very different from many other countries where hired labour is more common.</p><p>But the age profile is where the real squeeze is. The average farm holder is now 59.4 years old, and nearly 38% are already over 65. Just 4.3% are under 35. That’s not just a statistic; it means fewer younger farmers in the yard and fewer neighbours of the same age to call in when the work piles up.</p><p>And hiring isn’t exactly straightforward. A full-time worker costs €32,000–€38,000 in wages, but when you add PRSI, insurance, and maybe accommodation, it easily passes €35,000 a year. On a dairy farm that might be barely manageable, but on a suckler farm, where average incomes hover around €10,000,&nbsp; it’s completely off the table.</p><figure id="figure-wv5jvgwa3jmfnroaw2" class=""><img id="wv5jvgwa3jmfnroaw2" src="https://media.gettyimages.com/id/2195928716/photo/cows.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Ne8at192wU3dDi2mEpa9b4PmUJDsZh5gRqxzYrXUhKk=" alt="Cows" title="Cows" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2195928716/photo/cows.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Ne8at192wU3dDi2mEpa9b4PmUJDsZh5gRqxzYrXUhKk=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Day-to-Day Strain</h3><p>Ask any one-person farmer and they’ll tell you: the days are long. An 80-cow herd means about 160 milking sessions, with calf rearing, dosing, grass measuring, and paperwork squeezed in between. A good week can still run to over 50 hours, and that’s without a breakdown or a burst pipe in the middle of it.</p><p>It also makes everyday life tricky. Want to get away for a wedding, or even a hospital appointment? That can mean weeks of planning just to cover a few hours. For many, “time off” is something that happens to other people.</p><figure id="figure-2h265yuya8mfnrq26w" class=""><img id="2h265yuya8mfnrq26w" src="https://media.gettyimages.com/id/2191376749/photo/cows.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=gMYL1ZXaFzv4wxqdi1JdNQZQMfHnCTW8TvCN1dZjsAA=" alt="Cows" title="Cows" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2191376749/photo/cows.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=gMYL1ZXaFzv4wxqdi1JdNQZQMfHnCTW8TvCN1dZjsAA=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>How Farmers Are Coping</h3><p>Despite all that, farmers are nothing if not resourceful. Some of the most common fixes we see include:</p><ul><li><strong>Contracting out the heavy work</strong>; Over 85% of first-cut silage is now done by contractors, along with slurry, reseeding, and hedge cutting. It saves time, diesel, and the bother of keeping big machines updated.</li><li><strong>Trimming stock numbers;</strong> Some dairy farmers are pulling back by 10–15 cows. It takes pressure off without hitting profit too hard. On beef farms, it often means stepping back from marginal ground.</li><li><strong>Investing in small labour-savers;</strong> Not everything has to be high-tech. A backing gate, automatic take-offs, or even just better yard lighting can cut accidents and shave hours off the week. A few thousand spent here can pay itself back quickly.</li><li><strong>Leaning on neighbours;</strong> Informal swaps, a relief milking, a feed run, checking calves, are still what keep many one-person farms ticking when life throws up something unexpected.</li></ul><figure id="figure-x7bs0bq31mfnruc4a" class=""><img id="x7bs0bq31mfnruc4a" src="https://media.gettyimages.com/id/2170596864/photo/aerial-view-of-the-a5-curr-road-from-omagh-to-ballygawley-county-tyrone-northern-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=skK_dfinp9ulWqaiLhXMNcdexuwunaGdadf0J2UC6Z0=" alt="Aerial View of the A5 Curr Road from Omagh to Ballygawley County Tyrone Northern Ireland" title="Aerial View of the A5 Curr Road from Omagh to Ballygawley County Tyrone Northern Ireland" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2170596864/photo/aerial-view-of-the-a5-curr-road-from-omagh-to-ballygawley-county-tyrone-northern-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=skK_dfinp9ulWqaiLhXMNcdexuwunaGdadf0J2UC6Z0=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Policy Gap</h3><p>Rules and paperwork keep growing. The nitrates derogation cut to 220 kg N/ha in 2024 has meant more slurry storage, more planning, and more time at the desk. Yes, TAMS grants help with some investments, but grants don’t add hours to the day.</p><p>Succession is another weak spot. Fewer than half of Irish farmers have a formal plan in place, and with so many in their 60s and 70s, the question of “who’s next?” is getting harder to dodge.</p><figure id="figure-2m6dsbwmaumfnrvckb" class=""><img id="2m6dsbwmaumfnrvckb" src="https://media.gettyimages.com/id/889095754/photo/can-you-tell-me-where-my-mom-is.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Lqbn1kTXdaW3wzJYWMoHy_87o6YU5QB525RVS2Wz05g=" alt="Can you tell me where my mom is?" title="Can you tell me where my mom is?" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/889095754/photo/can-you-tell-me-where-my-mom-is.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Lqbn1kTXdaW3wzJYWMoHy_87o6YU5QB525RVS2Wz05g=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>What the Next Few Years Look Like</h3><p>Looking ahead, the picture is mixed;</p><ul><li><strong>The age gap will widen;</strong> With nearly 38% of farms held by someone over 65 and so few younger farmers coming through, the one-person model will only get more demanding. Ireland’s wider workforce is ageing too, so relief labour won’t get easier to find.</li><li><strong>Farm incomes are improving; </strong>However, they are doing so unevenly. After a tough 2023, average farm income climbed back to just under €36,000 in 2024. Teagasc expects that to rise again in 2025, with averages around €48,500. Dairy looks set to remain strong, and cattle-rearing farms could jump to €25,000 (an 85% lift), but many smaller beef and sheep farms will still be tight.</li><li><strong>Uncertainty remains;</strong> Around two-thirds of farmers say they’ll keep going for the next five years, but nearly a quarter are unsure. That hesitation says a lot, the workload is wearing, and plenty are weighing whether it’s still worth it.</li></ul><figure id="figure-lri0ewpionmfnryej1" class=""><img id="lri0ewpionmfnryej1" src="https://media.gettyimages.com/id/1491521837/photo/rear-view-of-a-senior-man-looking-at-dairy-cattle.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=QE3AX8WU3oKptEqTAPB2qEh6vW1zQIDihOJ8Df9lz8Y=" alt="Rear view of a senior man looking at dairy cattle" title="Rear view of a senior man looking at dairy cattle" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1491521837/photo/rear-view-of-a-senior-man-looking-at-dairy-cattle.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=QE3AX8WU3oKptEqTAPB2qEh6vW1zQIDihOJ8Df9lz8Y=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>Ireland’s one-person farms are still the backbone of the countryside, but the strain is real and growing. The age profile is climbing, the costs of hired help are steep, and the rules are piling up.</p><p>That doesn’t mean the model can’t work. Contracting out the heavy jobs, trimming the system to fit the hours, stacking up small labour-savers, and leaning on the neighbour network all help. But longer-term, the question isn’t just about surviving another year, it’s about whether the next generation will be there to carry the work forward.</p><p>The money might be improving in parts of the sector, but the hours aren’t. For the one-person farmer, that means planning smart, protecting your time, and thinking ahead, because no one can do it all forever.</p><p><br data-mce-bogus="1"></p><p>*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.</p>

The One-Person Irish Farm: Strategies to Manage Labour Shortages

Close up of a scientist is checking the cultured artificial meat sample in a modern laboratory.

<h3>Introduction</h3><p>Not long ago, the idea of growing meat in a lab sounded like a headline from a futuristic magazine. Fast forward to today, and it’s attracting serious money and attention. Singapore and the US have already cleared lab-grown chicken for sale, while the EU is still weighing its options. For Irish farmers, the question isn’t whether this is interesting technology, it’s whether it could start nudging beef prices and reshaping markets in the years ahead.</p><figure id="figure-xpmwb6y78mfffelv1" class=""><img id="xpmwb6y78mfffelv1" src="https://cdn.durable.co/getty/b1OsPY0kqjgms5qgMacjBQBLQ1JBBqBFAvM88VtJ1O1hLZcZKMMWlo0NtrsBDwx2.jpeg" alt="lab-grown meat" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://cdn.durable.co/getty/b1OsPY0kqjgms5qgMacjBQBLQ1JBBqBFAvM88VtJ1O1hLZcZKMMWlo0NtrsBDwx2.jpeg" data-mce-style="aspect-ratio: 16/9;"></figure><h3>What Exactly Is Lab-Grown Meat?</h3><p>The process itself is fairly simple in theory. Scientists take a tiny sample of animal cells, feed them nutrients, and grow them in controlled conditions until they form muscle tissue. That tissue is then processed into burgers, nuggets, or fillets. It’s billed as real meat, just without the farm, the methane, or the slaughter. Whether consumers buy into that story is another matter.</p><figure id="figure-66hvjbymkcmffff0fh" class=""><img id="66hvjbymkcmffff0fh" src="https://cdn.durable.co/getty/1dkAYbrfvSuGMVfHjVls0vmyd0BD4UTebqctiJ22K2Ymhxa60eTSAUCP8GaqyOyK.jpeg" alt="innovation in food" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9;" data-mce-src="https://cdn.durable.co/getty/1dkAYbrfvSuGMVfHjVls0vmyd0BD4UTebqctiJ22K2Ymhxa60eTSAUCP8GaqyOyK.jpeg" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Investment and Momentum</h3><p>The pace of progress has been staggering. Back in 2013, the first lab-grown burger cost around €250,000 to make. Now, companies say they can do it for less than €10. It’s still too pricey for supermarket shelves, but it shows how quickly things are moving.</p><p>There are now more than 150 start-ups chasing this space, backed by over €3 billion in funding in just five years. Industry forecasts reckon the alternative protein market, including both plant-based and lab-grown products, could be worth €100 billion by 2030. If even a fraction of that goes into cultivated meat, it’s not something farmers can ignore.</p><figure id="figure-n9lgx7kq0kmfffiisj" class=""><img id="n9lgx7kq0kmfffiisj" src="https://media.gettyimages.com/id/2200305606/photo/petri-dish-with-cultured-meat.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=suJqWEFPOzhF5_M7MVL1b2ABHoqiitTapXEOHKP4Zqk=" alt="Petri dish with cultured meat" title="Petri dish with cultured meat" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2200305606/photo/petri-dish-with-cultured-meat.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=suJqWEFPOzhF5_M7MVL1b2ABHoqiitTapXEOHKP4Zqk=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Why People Are Paying Attention</h3><p>The global population is heading for somewhere between 9 and 11 billion by 2050. That means more mouths to feed and more pressure on land, water, and food systems. Cultivated meat is being pitched as one answer, a way of producing protein without adding to deforestation or livestock numbers.</p><p>Consumers, too, are changing. A younger generation in particular is more focused on sustainability and ethics. Cultured meat is sold on the promise of fewer antibiotics, no slaughter, and a smaller environmental footprint. Surveys show plenty of curiosity, though most people admit they’ll only stick with it if the price is right and it tastes the same as the real thing.</p><figure id="figure-vlaf7eqluimfffjof4" class=""><img id="vlaf7eqluimfffjof4" src="https://media.gettyimages.com/id/1316441515/photo/sample-of-minced-cultured-meat-on-white-lab-table-flat-lay.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=_U2mgH2Bi20JG8Lk8vHWXLnMd7-xcpLjRDkHvv2Kjhk=" alt="Sample of minced cultured meat on white lab table, flat lay" title="Sample of minced cultured meat on white lab table, flat lay" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1316441515/photo/sample-of-minced-cultured-meat-on-white-lab-table-flat-lay.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=_U2mgH2Bi20JG8Lk8vHWXLnMd7-xcpLjRDkHvv2Kjhk=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Roadblocks</h3><p>For all the hype, there are still serious barriers:</p><ul><li><strong>Cost: </strong>Cultivated meat is still far more expensive than conventional beef. Competing with Irish beef at €4–5/kg is a long way off.</li><li><strong>Carbon footprint:</strong> Some studies suggest that, with current methods, lab-grown meat could actually produce more emissions than pasture-raised beef unless it’s powered by renewable energy.</li><li><strong>Consumer doubts:</strong> Only about 20–30% of Europeans say they’d be willing to eat it regularly. Many still see it as unnatural or simply don’t trust it.</li><li><strong>Regulation:</strong> The EU is moving slowly. Approvals, labelling rules, and taxation are all still to be decided.</li></ul><figure id="figure-t8oygqnhjmfffll4c" class=""><img id="t8oygqnhjmfffll4c" src="https://media.gettyimages.com/id/1471605258/photo/beef-grown-in-a-laboratory-in-test-tubes-the-concept-of-in-vitro-meat-production-in-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=wlmpI-Vhhn6HdL9TBX50fKnhWsaKo9praD_w8Hazgjw=" alt="Beef grown in a laboratory in test tubes. The concept of in-vitro meat production in the laboratory - 3d illustration" title="Beef grown in a laboratory in test tubes. The concept of in-vitro meat production in the laboratory - 3d illustration" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1471605258/photo/beef-grown-in-a-laboratory-in-test-tubes-the-concept-of-in-vitro-meat-production-in-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=wlmpI-Vhhn6HdL9TBX50fKnhWsaKo9praD_w8Hazgjw=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>What It Means for Irish Farmers</h3><p>Irish beef has always been sold on its story: green fields, grass-fed cattle, and family farms. That image is a powerful one, especially abroad. But if lab-grown meat becomes affordable and wins over urban consumers, it could chip away at the premium end of the market, exactly where Irish beef has always done well.</p><p>The numbers underline the risk. Over 90% of our beef is exported, and much of it goes to high-income EU countries. If just 5–10% of that demand shifted towards cultivated meat, it could be enough to put pressure on prices. For suckler farms, where average incomes are still under €10,000, even a small drop could make the difference between staying afloat and going under.</p><p>That said, Ireland still has a strong hand. Grass-fed, hormone-free beef is something consumers trust and value. Uruguay may market similar claims, but Irish beef has heritage, quality assurance schemes, and Bord Bia branding behind it. The job now is to double down on those strengths, not let them slip.</p><figure id="figure-vq2hghxkkhmfffmsiq" class=""><img id="vq2hghxkkhmfffmsiq" src="https://media.gettyimages.com/id/1215947423/photo/a-farmer-adjusts-a-fence-on-a-farm-in-stamullen-co-meath-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=opPHwlW2HSg_uMJYphcOP3SEdsooUSZ626xr27S4dns=" alt="A farmer adjusts a fence on a farm in Stamullen, Co. Meath, Ireland." title="A farmer adjusts a fence on a farm in Stamullen, Co. Meath, Ireland." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1215947423/photo/a-farmer-adjusts-a-fence-on-a-farm-in-stamullen-co-meath-ireland.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=opPHwlW2HSg_uMJYphcOP3SEdsooUSZ626xr27S4dns=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>What Might Happen Next</h3><p>There are a few possible scenarios:</p><ul><li><strong>Niche only:</strong> Lab-grown meat remains expensive, showing up in restaurants or specialist stores but never taking much market share.</li><li><strong>Moderate presence:</strong> Costs fall, consumer acceptance grows, and lab-grown meat takes perhaps 10–20% of the premium market. Farmers would need to lean even harder into quality and branding.</li><li><strong>Big disruption:</strong> A major breakthrough slashes costs, and cultured meat goes mainstream. In this case, any beef sector that can’t prove its sustainability credentials could be squeezed.</li></ul><figure id="figure-xksig264mtbmfffogjv" class=""><img id="xksig264mtbmfffogjv" src="https://media.gettyimages.com/id/1225654099/photo/concept-for-cultured-chicken-meat-an-artificial-in-vitro-cell-culture-meat-in-raw-and-frozen.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=W6h-70dgIYbXoDfShK-gY9hXZOvuLbWeDAqaP8mFLCA=" alt="Concept for cultured chicken meat, an artificial in vitro cell culture meat, in raw and frozen condition packed with made up label" title="Concept for cultured chicken meat, an artificial in vitro cell culture meat, in raw and frozen condition packed with made up label" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1225654099/photo/concept-for-cultured-chicken-meat-an-artificial-in-vitro-cell-culture-meat-in-raw-and-frozen.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=W6h-70dgIYbXoDfShK-gY9hXZOvuLbWeDAqaP8mFLCA=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>Lab-grown meat won’t replace Irish beef next year, or even the year after. It’s expensive, consumers aren’t fully sold, and the EU hasn’t given it the green light. But with billions being poured in, it’s not going away.</p><p>For Irish farmers, the best defence is the story we already own: natural, grass-fed beef, produced to some of the highest standards anywhere in the world. That’s not easy to recreate in a lab. But it does mean we can’t stand still, we’ll need to keep improving, keep proving our sustainability, and keep telling our story if we want to stay ahead of the curve.</p><p><br></p><p>*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.</p>

Lab-Grown Meat: Evaluating Its Role in the Future of Food

<h3>Introduction</h3><p>The EU–Mercosur trade deal has been dragging on for over two decades, but now it looks like Brussels is ready to sign it off. For Irish beef farmers, it’s not some faraway trade story. It’s about cattle prices, family farm incomes, and whether suckler farming can keep its footing when margins are already stretched.&nbsp;</p><figure id="figure-cwpkyn23aemfcpift9" class=""><img id="cwpkyn23aemfcpift9" src="https://media.gettyimages.com/id/2175160651/photo/flag-of-european-union-waving-on-pole-on-the-3d-topographic-map-surface-and-abstract.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=ksBpsQhEuRBcoj6_FZ6BKWanvTELvvYDYxV_2Wi0eFU=" alt="Flag of European Union waving on pole on the 3d topographic map surface and abstract background with a grid" title="Flag of European Union waving on pole on the 3d topographic map surface and abstract background with a grid" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2175160651/photo/flag-of-european-union-waving-on-pole-on-the-3d-topographic-map-surface-and-abstract.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=ksBpsQhEuRBcoj6_FZ6BKWanvTELvvYDYxV_2Wi0eFU=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Deal in Numbers</h3><p>The headline figure is 99,000 tonnes of beef coming into the EU every year from Brazil, Argentina, Uruguay, and Paraguay, with a reduced 7.5% tariff. On paper, that’s only about 1.5% of EU beef consumption, but the detail matters. It’s not mince or low-value cuts,&nbsp; it’s steaks, striploins, fillets. Exactly the kind of beef Irish processors depend on to fetch the better prices in France, Germany, the Netherlands, and Italy.</p><p>Ireland exports roughly 440,000 tonnes of beef a year, worth €2.8 billion. When you compare that with the Mercosur quota, the volumes may not look huge, but it’s targeted competition in the exact same space we sell into. That’s why Irish farmers are rightly paying attention.</p><figure id="figure-qy7oyho165mfcpkh0w" class=""><img id="qy7oyho165mfcpkh0w" src="https://media.gettyimages.com/id/1458303004/photo/dry-aged-steak-in-a-vacuum-meat-products-in-plastic-pack-tomahawk-t-bone-and-club-steak-cuts.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=RTJVj_Kf9iGBuFqtLMbKdcrfIf4ESrC_o4wh1O9nK4I=" alt="Dry aged steak in a vacuum. Meat products in plastic pack, tomahawk, t bone and club steak cuts, on old dark rustic background, top view flat lay" title="Dry aged steak in a vacuum. Meat products in plastic pack, tomahawk, t bone and club steak cuts, on old dark rustic background, top view flat lay" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1458303004/photo/dry-aged-steak-in-a-vacuum-meat-products-in-plastic-pack-tomahawk-t-bone-and-club-steak-cuts.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=RTJVj_Kf9iGBuFqtLMbKdcrfIf4ESrC_o4wh1O9nK4I=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Irish Farmers’ Concerns</h3><p>Margins in beef farming are already among the thinnest in Irish agriculture. Incomes on cattle-rearing farms averaged just €7,400 in 2023, and while 2024 saw them bounce back by almost 30% to around €9,500, that’s still the lowest across all farm systems. Beef finishers fared slightly better at about €17,000, but even that doesn’t compare with dairying, where the average is closer to €80,000.</p><p>The real worry is how fragile the suckler system is. Only 11% of cattle-rearing farms are considered viable, while nearly 70% are classed as vulnerable or non-viable. A price drop of just €0.10–0.15/kg could knock €50–60 off every finished animal. For a 40-cow suckler herd, that’s a hit of €2,000–2,400 a year. When your income is already tight, that’s a real blow.</p><figure id="figure-yjz562wr76mfcplqox" class=""><img id="yjz562wr76mfcplqox" src="https://media.gettyimages.com/id/2184200328/photo/a-cows-on-a-pasture-on-a-summer-livestock-on-free-grazing-livestock-farm-agricultural.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Mi9NcaHODQTlKDsvIS55-P2ZvD_2ukAfomWIESSCnZ8=" alt="A cows on a pasture on a summer. Livestock on free grazing. Livestock farm. Agricultural landscape, cow on green grass field." title="A cows on a pasture on a summer. Livestock on free grazing. Livestock farm. Agricultural landscape, cow on green grass field." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2184200328/photo/a-cows-on-a-pasture-on-a-summer-livestock-on-free-grazing-livestock-farm-agricultural.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=Mi9NcaHODQTlKDsvIS55-P2ZvD_2ukAfomWIESSCnZ8=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Competition from South America</h3><p>Mercosur countries are beef powerhouses. Brazil alone produces over 10 million tonnes a year, making it the world’s biggest exporter. Argentina and Uruguay are also major players. Their production costs are much lower than ours, land is cheaper, labour is cheaper, and their regulatory systems are lighter.&nbsp;&nbsp;</p><p>What really matters for Ireland is where this beef will land. The quota isn’t going into burger chains; it’s premium cuts heading for supermarket shelves in the EU. That’s the same turf Ireland fights to hold. And while Irish beef has a strong “grass-fed” reputation, it’s worth noting that Uruguay also sells its beef as pasture-raised, hormone-free, and traceable. In other words, branding alone won’t keep us safe.</p><figure id="figure-nc7ufjpewmfcpn7fi" class=""><img id="nc7ufjpewmfcpn7fi" src="https://media.gettyimages.com/id/2204157749/photo/several-flagpoles-with-mercosur-flags.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=F0mZyR7n3vZZPAB3i58qlDhOmAmdyX5NcuZFzUGP5r8=" alt="Several flagpoles with Mercosur flags." title="Several flagpoles with Mercosur flags." class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2204157749/photo/several-flagpoles-with-mercosur-flags.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=F0mZyR7n3vZZPAB3i58qlDhOmAmdyX5NcuZFzUGP5r8=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Environmental and Standards Debate</h3><p>This is where the deal feels lopsided for many. Irish farmers are asked to do more every year on climate and water, from a reduced nitrates derogation of 220 kg N/ha, to mandatory low-emission slurry spreading, to ever stricter audits. These add cost, time, and paperwork.</p><p>Meanwhile, parts of Mercosur beef production are linked to deforestation and looser animal welfare controls. The deal includes commitments on sustainability and deforestation cut-offs, but farmers here are understandably sceptical about how strictly those rules will be policed. From an Irish point of view, it feels unfair: heavy regulation at home, lighter regulation abroad, and all of us selling into the same market.</p><figure id="figure-e65yak89kmfcpouud" class=""><img id="e65yak89kmfcpouud" src="https://media.gettyimages.com/id/1397616649/photo/detail-of-the-national-flag-of-ireland-waving-in-the-wind-with-blurred-european-union-flag.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=hnilghe7NWdv6K9YD2TTZB7CwSuX6PvjgIqU-6XP1GE=" alt="Detail of the national flag of Ireland waving in the wind with blurred european union flag" title="Detail of the national flag of Ireland waving in the wind with blurred european union flag" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1397616649/photo/detail-of-the-national-flag-of-ireland-waving-in-the-wind-with-blurred-european-union-flag.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=hnilghe7NWdv6K9YD2TTZB7CwSuX6PvjgIqU-6XP1GE=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Bigger Trade Context</h3><p>It’s also worth stepping back. This isn’t just a beef deal. The EU–Mercosur agreement covers nearly 780 million peopleand removes tariffs on over 90% of traded goods. European carmakers, machinery firms, and dairy processors are lining up to benefit.</p><p>Beef has become the bargaining chip. That’s the reality, Irish farmers are carrying the cost of Europe’s wider trade ambitions. And while the deal makes sense in Brussels, on the ground in rural Ireland it’s a harder sell.</p><figure id="figure-32522g113pmfcpqdpe" class=""><img id="32522g113pmfcpqdpe" src="https://media.gettyimages.com/id/121686217/photo/european-commission-in-brussels.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=dGo7c9mqEUOhI9hrBtEcgMJrx7uRYNPBSfICsnrEjWI=" alt="European Commission in Brussels" title="European Commission in Brussels" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/121686217/photo/european-commission-in-brussels.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=dGo7c9mqEUOhI9hrBtEcgMJrx7uRYNPBSfICsnrEjWI=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Safeguards and Supports</h3><p>The EU has included some safety nets. There’s a €1 billion agricultural crisis fund for farmers affected by trade shocks, and so-called “safeguard measures” that would allow tariffs to be reintroduced if imports hammer the market. But farmers are understandably cautious. By the time Brussels acts, prices could already have fallen, and those lost margins are rarely recovered.</p><figure id="figure-q7pp5x8jocmmfcpro2u" class=""><img id="q7pp5x8jocmmfcpro2u" src="https://media.gettyimages.com/id/1942659973/photo/hello-curious-cow.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=CPVA4emYjNb4Bc2__7-TxD20C2RYQqzlkdPz3E_9s0c=" alt="Hello Curious Cow" title="Hello Curious Cow" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1942659973/photo/hello-curious-cow.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=CPVA4emYjNb4Bc2__7-TxD20C2RYQqzlkdPz3E_9s0c=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Could There Be Upsides?</h3><p>It’s not all one-way traffic. Ireland has a strong reputation for grass-fed, hormone-free beef, and that’s still a valuable card to play. If Mercosur beef competes mainly on price, we may be better off doubling down on premium niches. PGI (Protected Geographical Indication) status for Irish Grass-Fed Beef could help carve out that space.</p><p>There’s also the question of market dependence. With 90% of Irish beef exported, most of it to Europe, we’re vulnerable to any market shift. Diversifying into Asia, the Middle East, and North Africa, where beef demand is climbing, could help spread that risk.</p><figure id="figure-o4c1aiz2bxmfcpssa1" class=""><img id="o4c1aiz2bxmfcpssa1" src="https://media.gettyimages.com/id/2202805950/photo/meat-products-put-up-for-sale-in-a-commercial-refrigerator.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=-tJRkYnG0Z1eeBsuELuwd375tpmFGGhL8WKqTDFPGgg=" alt="Meat products put up for sale in a commercial refrigerator" title="Meat products put up for sale in a commercial refrigerator" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2202805950/photo/meat-products-put-up-for-sale-in-a-commercial-refrigerator.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=-tJRkYnG0Z1eeBsuELuwd375tpmFGGhL8WKqTDFPGgg=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>The Mercosur deal won’t collapse Irish beef farming overnight. But it will turn up the pressure on a sector that’s already stretched thin. On the downside, extra imports could chip away at prices and leave family farms even more exposed. On the upside, it might force Ireland to sharpen its brand, target higher-value niches, and look beyond Europe for new markets.</p><p>Either way, the message is clear: Irish beef farming can’t afford to stand still. The sector will need stronger lobbying, smarter marketing, and a clear focus on what makes our beef different if it’s going to stay competitive in a changing global market.</p><p><br data-mce-bogus="1"></p><p>*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.</p>

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