FRS Solutions Group Society has recently become Feirm Co-op, merging its Farm Solutions, Buyrite Solutions and Magenta Direct businesses under the Feirm brand.

The rebrand sees FRS Solutions Group Society become Feirm Co-op; Farm Solutions become Feirm People and Buyrite Solutions; and Magenta Direct become Feirm Supplies.

The co-operative, which was established in 1977, has grown from a farm-relief service into a nationwide organisation.

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Nigel Whyte, CEO of Feirm Co-op, said the change reflects both the organisation’s heritage and its vision for the future.

“Our co-operative was founded by farmers to solve practical challenges, and that purpose remains just as relevant today," he said. "As farming has changed, we've continued to grow and adapt while staying true to the values that have guided our cooperative from the beginning.

“Feirm Co-op brings together everything we've built over nearly five decades under the Feirm name."

Commitment to farmers

Whyte stressed that the rebrand will not change Feirm’s commitment to Irish farmers.

“Whether it's finding the right people, supplying inputs at the best possible value or providing practical support, we're here to help farmers tackle the everyday challenges of modern farming and prepare for what's ahead,” he said.

Chair of Feirm Co-op, Declan McDonald, said the rebrand reflects the cooperative’s continued investment in its future.

“The Feirm name signals the next chapter for our cooperative, but the principles that underpin it remain the same," he said. "We’re continuing to invest in the solutions that matter most to Irish farmers, helping make farming life simpler, fairer and more profitable.

"We look forward to supporting the future of Irish farming as a trusted partner in the years ahead."