Dawn Meats has launched a sustainability programme which will see participating beef farmers receive payments for achieving emissions targets.
Fifty farmers are already participating in the ACTIVATE programme and have already completed farm sustainability plans. A second phase of recruitment is underway, targetting a further 150 farmers.
The programme has been created to accelerate the adoption of cost effective on-farm sustainability practices. It involves online and practical training for famers to support them in achieving their emissions reduction targets.
McDonald's will co-sponsor the €4.4 million programme which is also supported by Bord Bia, the Irish Cattle Breeding Federation and Teagasc.
Participating farmers will also be required to sign up to the Teagasc Signpost sustainability programme and to complete the Bord Bia sustainability survey annually, which will assist in calculating their on-farm emissions performance.
Herdwatch will provide farmers with herd management software funded by Dawn Meats, and act as a project partner to streamline data collection.
The value of the ACTIVATE payments and technical supports participating famers can expect to receive, will be between €4,000 and €8,000 a year depending on factors such as the number of animals per farm, qualifying grades and the level of emissions reductions.
Niall Browne, CEO, Dawn Meats said the ACTIVATE farm sustainability marks a major step forward in its ongoing efforts to reach emissions targets.
"Sustainability has been central to our business plan for over 40 years and this is why we are helping farmers to set ambitious targets and incentivising them to achieve verified results."
Laura Henderson, Vice-President UK & Ireland Supply Chain, McDonald’s said the programme presents a real opportunity to explore the ways in which it can futureproof the industry and drive more resilient production "to ensure our future beef supply contributes to a sustainable food system where people, local communities, animals and the planet can thrive".
Jim O’ Toole, Chief Executive Officer of Bord Bia said the targets outlined in ACTIVATE "will not only help McDonald’s achieve its Net Zero targets but will also have a positive impact on the Irish agricultural sector and environment, in line with targets set out in the Climate Action Bill".
