Practice Abstract - Research and innovation

Dexter Beef Direct

Dexter Beef Direct is an organic farm located in the West of Ireand. It sells beef weekly directly to the community at a local farmers market, as well as online. Value is added to the product through its organic credentials and the native characteristics of the breed. Engagement with consumers is evident from not only presence at a local market but also by means of Dexter Beef Direct's active on-line presence through social media.

Its activities result into Valorising local tradition - Dexter Beef Direct demonstrates an appreciation of its environment and tradition. It shows how value can be added to product, while cultural capital is created through the keeping of a native breed of cattle. A novel product that has benefits for primary producers because a central aspect of the marketing of the product is connections with local primary producers.

The SFSC demonstrates how to successfully diversify. It was origionally a farm who had a 'conventional' suckler herd but diversified to the native Dexter breed to sell the product directly to consumers.

Source Project
SKIN - Short supply chains Knowledge & Innovation Network
Ongoing | 2016-2019
Main funding source
Horizon 2020 (EU Research and Innovation Programme)
Geographical location
Italy
Project details

Project Keywords