Liffey Meats started as a beef exporter in a tiny butcher shop in 1905, by Mr. James Mallon in Castleblayney, Monaghan. From then on, the business has been run by five generations, all of whom have performed exceptionally well in the beef industry. Since the start, their goal has been to deliver excellence in customer satisfaction by providing premium Irish beef.
Today, the company Liffey Meats is led by Frank Mallon, his grandson, who has undoubtedly taken Liffey Meats to the next level by boosting its production and profitability. Liffey Meats is now one of the leading beef exporters in Ireland. They have an extensive selection including boneless, vacuum-packed cuts, burgers, and more. They can guarantee a shelf-life of up to 45 days.
Having been in Ireland’s beef industry for decades now, the company has intimate insights and knowledge of the sector. They source their beef from some of the finest farms in Ireland, and they export it to different countries worldwide. In the past few years, the company has expanded its operations, having opened a state-of-the-art processing facility. Frank’s leadership has seen the company raise its output and meet an ever-growing demand for Irish beef.
With a great reputation for delivering quality and superior customer service, and its commitment to continually invest in new technology and processes, Liffey Meats is a true success story and is well-positioned for continued success.
How Frank’s Leadership Transformed the Company
When Frank Mallon commenced leadership of Liffey Meats, he invited farmers from all over the country to come get a glimpse of how to rear prime cattle herds. To Frank, farming is not just a business, it is a way of life. This passion is reflected in the company’s final products.
At the time, some farms in Ireland were struggling, and Frank’s thriving business was a testament to his hard work and dedication. By keeping his herd content and healthy, he was able to produce high-quality meat, which was still in high demand by customers from all over the country.
The cows are grazed in green pastures and never confined to feedlots. Their diet is also supplemented with a grain-based diet and is always provided with clean water. During slaughter, the cows are handled with great care to avoid causing them unnecessary stress. Such humane methods help ensure that the beef from Liffey Meats is some of the most tender and tastiest options in the market.
Frank and his team are very proud of this and are always happy to show visitors around the farm to see for themselves how much care and love goes into producing their food. It’s due to Frank’s vision that Liffey Meats is one of the most successful businesses in Ireland.
Improvement in Product Range
Liffey meats recently launched a new convenience unit to allow the company to manufacture pre-packed, reformed, and portion-controlled products that meet the needs of retailers, consumers, and the greater food service sector. This launch is a significant milestone for Frank and his team, as they have been working hard to diversify their product range in recent years.
Accessories like allergen warnings, cooking instructions, and nutritional information are also included in pack formats to be compliant with international food safety standards. The new unit should help Liffey Meats to compete in the highly competitive convenience market, and Frank is confident this will be successful.
What Liffey Meats Offers
The following are some of the foods that Liffey Meats offers:
- Minced beef – Frank aimed to make the most out of Liffey Meats’ reputation and introduce high-quality beef. The beef is sourced from different farmers all over Ireland, with strict standards to make sure that every batch of minced meat meets high-quality standards for quality and taste. Whether you’re making tacos, meatballs, or Shepherd’s pie, the minced meat from Liffey Meats will give your dish the perfect texture and flavour.
- Retail-packed fresh meat – Liffey Meats recognized the potential for selling fresh meats in retail packs, under the leadership of Frank. He and his team developed a plan to introduce the new product line to Liffey Meats. When starting out, Frank spoke to some of their customers to find out whether they prefer fresh retail-packed beef or not. Following their positive response, Frank decided to give it a try.
- Diced Beef – When Frank first took over Liffey Meats, the company was only selling whole cuts of beef. He quickly saw an opportunity to introduce the diced beef option. He recognized that many of their customers didn’t have the skills or time to properly dice their own beef and saw that offering them a pre-diced product would make their lives much easier. During the introduction, Frank built a special display in the shop window with signs showcasing the convenience of diced beef.
- Hamburgers – Frank also wanted to introduce hamburgers and came up with a great solution. He first asked his customers if they would like to try out free samples of his delicious hamburgers. Lots of customers were eager to try them and the hamburgers quickly became a hit. Frank started selling hamburgers at a special price, and in no time, they became one of the most popular items on the menu.
- Grill steaks – In an effort to bring in more customers and boost revenue, Frank came up with an idea to introduce a new kind of steak that can be grilled to perfection. He named it the grillsteak. The product was a success and Liffey Meats has become renowned for its delicious grillsteaks.
Improved Farming & Distribution
Frank Mallon has also brought a few changes to the farming and distribution methods the company uses, allowing them to provide higher-quality meat to its customers. The company strongly believes that the secret to producing high-quality beef starts on the farm. For this reason, they work with farmers to show them how to best care for their herds and maintain animal welfare standards as the country’s regulation demands.
Frank’s great attention to detail is mainly focussed on making sure the beef the farmers produce is of the highest quality possible. He believes that his customers determine the success of his business, and therefore wouldn’t want to put any foot wrong in what he does for the business.
Improved Traceability
Shortly after Frank took over the leadership of Liffey Meats, he recognized that the business could operate more efficiently. He came up with a few changes to improve traceability to ensure that the products were properly distributed. Here’s an overview of how things work now:
- Development: Animal welfare became a huge focus at Liffey Meats. This means working with farmers to make sure that the cows are not only well-fed but also have access to clean water and pasture. The cows also get regular check-ups to prevent disease.
- Quality: The company follows all of the quality and safety requirements during the meat processing stage, as they are IFS and BRC-approved. This allows the company to provide customers with peace of mind, knowing they are getting healthy, safe, and quality products.
- Handling: Frank modified the distribution system and introduced a range of packaging options, which are all recyclable. Whether you’re looking for small portions for daily meals or large cuts for special events, you can rely on Liffey Meats for quality products.
- Distribution: The process starts at the slaughterhouse, where the carcass is immediately cooled to prevent bacteria from thriving. It’s then taken to a storage facility, where the meat is stored at a constant temperature. The meat is then taken to retail outlets, where it is often displayed in refrigerated cabinets. During the entire process, the meat is monitored via a 24-hour monitoring system, essentially keeping the meat at optimum temperature at each stage.
Final Thoughts
It didn’t take much time for Frank Mallon of Liffey Meats to step into the shoes of his grandfather and father. The prosperity that Liffey Meats enjoys today is largely due to his careful planning and strategic leadership. The introduction of convenience foods and the continued improvement of the different business processes will ensure that Liffey Meats maintains its reputation as a renowned Ireland beef exporter.
