Kepak and Musgrave hosted participants in the Young Farmer Forum for an immersive supply chain experience in Cork, offering first-hand insight into the consumer, market and supply chain factors shaping Ireland’s beef and lamb sectors.
The visit, which included 24 farmers from across the country, formed part of the 2026 Young Farmer Forum, a joint initiative between Kepak and Musgrave, through its brands SuperValu and Musgrave Marketplace, that supports the next generation of Irish beef and sheep farmers through practical learning, industry engagement and knowledge-sharing opportunities.
Kepak Cork
The experience began at Kepak Cork, where participants were welcomed by Sean Coffey, Commercial Director Ireland, Kepak and Laura Kennedy, Head of Sustainability, Musgrave Retail Division and followed the journey of Irish beef from processing through to retail-ready packs destined for supermarket shelves. Guided through the abattoir, boning hall and retail production areas, the group gained first-hand insight into how quality Irish beef moves through the supply chain before reaching consumers.
A key focus of the visit was demonstrating the quality assurance and traceability systems that underpin Ireland’s beef sector. Participants were shown how products can be tracked through every stage of the supply chain using packaging information and DNA sampling, reinforcing the connection between the farm and the final product purchased by consumers.
Musgrave Distribution Centre and Ryan SuperValu Togher
The group then experienced Musgrave’s distribution centre on Tramore Road, Cork, where they learned how products move from processor to retailer through one of Ireland’s largest food distribution networks. A market outlook presentation delivered by Sean Coffey, Kepak, also provided insight into current beef market trends, export opportunities and consumer demand across Ireland, Europe and international markets.
The final stop brought participants to Ryan’s SuperValu in Togher, where they met with Head Butcher, David Constant to gain a better understanding of consumer preferences, innovation within the fresh meat category and the growing importance of trends in purchasing decisions for consumers.
One participant in the Young Farmer Forum said: “The visit to Kepak Cork and Musgrave Distribution Centre was really valuable to see first-hand what happens beyond the farm gate and better understand the journey of our product through processing, distribution and retail. A real highlight was hearing directly from the SuperValu butcher about what consumers are looking for and the qualities that make Irish beef stand out at retail level.”
Speaking during the visit, Sean Coffey, Commercial Director Ireland, Kepak said: “The future success of Ireland’s beef sector depends on strong connections between farmers, processors and retailers. Through their visit to Kepak Cork, participants had the opportunity to see first-hand the expertise, innovation and quality standards involved in processing Irish beef, while gaining a deeper understanding of how their product moves through the supply chain. By experiencing each stage of that journey, the Young Farmer Forum helps equip young farmers with the knowledge and confidence to make informed decisions for the future of their businesses.”
Laura Kennedy, Head of Sustainability, Musgrave Retail Division, said: “At Musgrave, we work with Irish farmers and food producers every day, so it’s important that young farmers have the opportunity to better understand the journey beyond the farm gate. Through visits to our distribution centre and Ryan’s SuperValu in Togher, participants gained valuable insight into how products move through the supply chain, what consumers are looking for and the important role farmers play in delivering the quality Irish beef and lamb our customers value. By strengthening connections between farmers, processors and retailers, we’re helping to build a more resilient and sustainable future for Irish food production.”
