ABOVE: Tirlán’s Corporate Communications team, James Brennan, Pat O’Keeffe and Louise Hogan at the 2023 Ploughing Championships

The National Ploughing Championships, held in Ratheniska Co Laois, provided the Tirlán team with an opportunity to connect and engage directly with suppliers, customers and the broader community

From early morning over the three days, thousands flocked to the Avonmore Milk Bar and attended a series of topical talks on the Tirlán stage which included the weather, boosting biodiversity, improving water quality, nitrates derogation and the dairy market outlook.

James Brennan, Communications Manager and this year’s Ploughing Championships Event Manager for Tirlán, told Overherd about how important Tirlán’s presence is at the Ploughing each year. “The Ploughing Championships provide Tirlán with an excellent opportunity and platform to engage with customers, shareholders and the wider community, while showcase programmes such as FarmGen, the Twenty20 Beef Club and the Sustainability Action Payment initiative.

“The Ploughing Championships take a huge team effort, from Tirlán’s subject matter experts on the initiatives I’ve already mentioned, to our GAIN Animal Nutrition, Avonmore brand team and members of the Tirlán FarmLife team who were all on hand to promote our brands and provide expert advice throughout the three days. Attending the Ploughing and managing the day-to-day back at the office requires a lot of juggling, but it really paid off and we are very thankful to everyone who played their part.

ABOVE: Tirlán Chairperson John Murphy, Minister for Agriculture, Food and the Marine Charlie McConalogue and Tirlán CEO Jim Bergin pictured at the Tirlán stand

Avonmore Milk Bar

The Tirlán stand was also used to showcase our new offerings in the consumer category and offered samples of fresh milk. Linda Sheehan, Tirlán’s Head of Marketing in Consumer, spoke to the large crowd about innovation in the category which now includes the new Avonmore Fibre-plus milk and Oat drink ranges. She also highlighted the importance of the nutritional benefits of milk.

There was also strong interest in the renewable energy solutions provided by FarmGen, while the Twenty20 Beef Club drew great interest to its fully integrated calf to beef programme. Sustainability was of course a big topic of conversation across the three days and a large volume of suppliers were interested in and signed up to Tirlán’s Sustainability Action Payment.

ABOVE: The Tirlán Consumer Marketing Team had a busy few days at the Milk Bar