Report NameValue in the market for grass-fed dairy product
Joe grew up on a sheep and beef farm in Inistioge, Co.Kilkenny. He studied Food & Agri-Business Management at UCD. He completed an MSc in Food Business Strategy
at the Michael Smurfit Business School, UCD. He was accepted onto the Pure Ambition Graduate Program with Glanbia, and is currently a ruminant business manager. Alongside his job with Glanbia, Joe farms at home with his cousin and two uncles. Since the abolition of quotas they have grown from 60 cows to 260, while phasing out the beef and sheep enterprises.
Outside of work, Joe is a part of the Kilkenny Senior Hurling panel and loves all sports, in particular Horse Racing. Joe’s study will explore “Value in the market for grass-fed dairy product”. Grass based dairy production gives Ireland a distinct advantage, due to a combination of soils, climate, farm practices and the amount of grass in the cows diet. He will try to find whether our dairy products are worth more to consumers, and if there is additional value in the market for grass fed dairy products. He will also examine the value of Organic, Almond and Soya products versus Grass Fed products in the market. Finally, he will look at the facts about whether there is a nutritional advantage to be gained from consuming grass fed products, and whether this means that we could be marketing these products differently. Over the course of his Nuffield he intends to visit the USA, China and New Zealand.