Despite double-page spreads in Sunday papers promoting 33% off meat or half-price turkeys, consumers pushing trolleys around supermarkets are blissfully unaware of how much they are being ripped off. Behind these expensive ad campaigns lie internal documents revealing the extent of the margins on meat.

As our investigation reveals, shopkeepers who trade meat at their counters can expect to get a return of up to 50% on their money for certain cuts in just a few hours. Meanwhile, farmers who rear beef for almost three years are losing 60-70c on every kilo produced this year according to Teagasc.