From Mitchelstown, Co. Cork, to helping grow Tirlán’s consumer business in the US, Josh Evans has spent his career in the Irish dairy industry. Now, as General Manager of TGF, he is leading Truly Grass Fed through an exciting period of growth

A proud Cork man, Josh began his career after graduating from UCC with a BComm degree. He joined Dairygold, holding several roles across finance, before moving to Tirlán in January 2023 as Finance Business Partner for Logistics. More recently, Josh stepped into the role of General Manager of TGF and while he jokes that it sometimes already feels like years ago, he is enjoying the variety that comes with the role.

“No two days are the same,” he says. “I’m lucky to have a very experienced and hard-working team around me that really are a great support every day. I’m also very grateful for all the opportunities Tirlán has afforded me in my time here and for the opportunity to now lead the TGF team.

One of the highlights so far has been welcoming US customers Whole Foods and HEB to Ireland in quick succession. For Josh, bringing customers to Ireland can be a game changer in building relationships, giving them the opportunity to see first-hand what Tirlán and Truly Grass Fed are all about, from the farm right through to the factory.

For those less familiar with the brand, Truly Grass Fed is Tirlán’s retail brand in the US, similar to Avonmore here in Ireland. Since launching in 2019, it has grown to 10 SKUs, with its popular salted 8oz butter block now available in around 3,500 stores. Recent Circana data also shows Truly Grass Fed as a $42 million brand.

That growth hasn’t come without challenges. The team has navigated tariffs, regulatory changes and record-high butter prices, while continuing to build the brand. For Josh, the resilience behind that journey is something everyone involved can be proud of.

A major step forward has been the opportunity with Costco, which Josh describes as a “game changer” for TGF, bringing greater scale, presence and exposure. The business has also secured a deal to supply Costco under its Kirkland Signature label, delivering incremental value for Tirlán farm families and supporting Tirlán’s ambition to pay the highest possible milk and grain price to farmer owners.

There is strong momentum with Whole Foods too. Following a successful visit by the retailer to Kilkenny, TGF has expanded its presence with the business. With Whole Foods owned by Amazon, it also provides another route to reach consumers through home delivery and e-commerce.

At the heart of all this growth is the story behind the product. Josh believes Ireland has a “Truly fantastic” story to tell through its grass-based farming model, with cows grazing outdoors for up to 240 days of the year.

Combined with credentials including 95% grass fed, backed by the Bord Bia Sustainable Dairy Assurance Scheme, and Non-GMO Project verification, it gives Truly Grass Fed a strong point of difference in the US market.

There’s more to come too. Josh says the team has a number of “irons in the fire”, including work to expand TGF’s cheese portfolio in the future.

Despite the international travel, major customers and ambitious growth plans, when asked what he enjoys most about Tirlán, Josh’s answer comes straight back to the people.

“The people are the engine that keep Tirlán performing at the level it does,” he says.

Working internationally has brought a few lessons along the way too. One is that telling American colleagues you’ll meet them at “half past 10” can cause more confusion than you might expect. Josh now jokes that he tells them he’ll see them “at the bottom of the hour”.

When he does switch off from TGF, Costco and butter, rugby is his outlet. After moving to Kilkenny, Josh joined Kilkenny RFC and is back for another season, despite a few comments from colleagues that he may be “dragging it out a bit”.

Rugby has been part of his life from a young age and joining the club also helped Josh and his family build an instant network of friends when they moved to Kilkenny.

With new retail partnerships, opportunities to grow the TGF portfolio and increasing interest in the grass-fed story, there’s plenty ahead for Josh and the team, both on and off the pitch.