I see the Beef Plan Movement is looking for a brand name to best describe Irish grass-fed suckler beef. Emerald Isle Beef, Bó go Béal, Irish Farmer’s Beef and Truly Mouth-watering Irish Beef are just some of the suggestions it has received.

Meanwhile, as the roadshow continues, questions have been raised about the group. With the talking done, (or maybe continuing), some members are looking for concrete action.