Dunbia has announced an ambassador partnership with British Lion, Irish and Ulster rugby star Rory Best.

The partnership was officially launched at Rory’s home farm where he has a pedigree herd of Aberdeen Angus cattle which he manages with his father and brother.

Michael Doran, Dunbia’s Sales & Marketing Director commented on the partnership saying: we are delighted to have Rory on board as an ambassador and look forward to working with him on a variety of Agri-related projects and PR initiatives.

With Rory’s passion for agriculture and Dunbia’s commitment to developing the local beef sector through on-farm research and data collection, we are confident that this will be a beneficial partnership. It is our aim to use Rory’s knowledge and foresight to develop a focus farm where several research projects can be administered, resulting in specific and commercially viable recommendations for other beef farming enterprises.

Speaking at the launch Rory said: Agriculture is what I was brought up with and aside from rugby it is a great passion of mine. I am thrilled to be partnering with Dunbia and look forward to working with the company on a number of on-farm research projects which will hopefully benefit other beef producers.”

Rory continued:  “As a sector we are slightly behind competitor proteins in terms of understanding our costs of production and yields etc… so the research projects planned for the farm will not only be insightful but crucial to ensure the future sustainability and growth of the beef industry.”

Dunbia (Ireland) Managing Director Matthew Dobson, who will coordinate the partnership along with Dunbia’s experienced agriculture team said: “this is an exciting partnership for Dunbia and for the industry. We are committed to ensuring a sustainable future for beef production, and ongoing research and development with key partners such as Rory will be fundamental to shape data driven agricultural practises that will ultimately benefit all supply chain partners.

Details of the beef research projects will be communicated and presented to Dunbia’s farmers at a series of producer group meetings and Agri shows throughout 2014/15.