An underground beef plan movement, spawned on the messaging service WhatsApp, has grown from 300 members to over 1,200 in just a short matter of weeks.

Organisers say the group is free to join, but will ask for a €10 subscription fee to realise their 86-point plan – designed by farmers – to save the beef industry. The infamous phrase springs to mind: “Is there anything to be said for another mass?” Is this another farm organisation?