Mr Ivor Deverell, Lawn View, Ballyaville, Geashill, Co Offaly takes up office as President of the Irish Hereford Breed Society this July. The youngest member of the Society to have been so elected to this office by his peers is an indication of the growth in interest in the Hereford breed by young enthusiastic Irish cattle farmers. A third generation Hereford cattle breeder he holds an honours degree in Agribusiness from UCD, is a member of the Society’s council and chairman of the promotion sub-committee.

Ivor is also an active member on the board of Irish Hereford Prime Ltd. Giving much of his time in the promotion of the very successful producer group of which his late father Robert wasone of the founding members. Growing demand for the award winning Irish Hereford Prime beef has seen an increase in the number of cattle required on a weekly basis and has contributed to the now considerable interest in the Hereford breed.

The home farm operated in partnership with his uncle Joe and Joes son Jesse includes the “Ballyaville Herd” with some 85 pedigree Hereford cows and followers plus 35 commercial cows and an extensive tillage operation. Some limited AI is used during the winter months but the herd relies mainly on the use of four Irish bred stock bulls. Feed for the herd is all home produced. From the annual bull crop a number are exhibited at Society sales and at Tipperary with the majority being sold direct from the farm to repeat customers. Surprisingly with such a heavy work load at home, time is also given to exhibiting at local shows including the national at Tullamore where the family are also volunteers.

The successful Deverell “Hereford and More” farm shop takes up some considerable time with Ivor’s mother Margaret doing the lions share of the daily work. Due to an increasing customer demand Hereford and More recently re-located to a new premises at the Tanyard, Tullamore where Offaly Lamb and other artisan products are available in addition to the award winning Irish Hereford Prime beef.

In the midst of a hectic lifestyle Ivor also finds time for some recreation and serious play on the rugby field lining out for newly promoted club Tullamore RFC in the All Ireland League.  Ivor is a long serving member of the 1st team which won all 5 competitions entered in 2013 including the Leinster Junior Towns Cup, All Ireland Junior Cup and Winners of the Round Robin AIL League qualification.

Given his commitment to the breed Ivor is very pleased with the current interest and demand for Herefords at all levels. During his period of office he hopes to expand further the influence of the breed and encourage more participation by younger enthusiastic beef producers. “The current growing demand for Hereford Beef provides an excellent opportunity for a number of commercial cattle farmers to readjust their focus towards the Hereford breed, and the benefits and profits that can be achieved with it”. Hereford sired stock he says fit the current market requirements in relation to carcase size, grade and fat cover in both the home market and the UK with increasingly discerning markets throughout Europe now choosing Hereford beef.

The new Vice President of the Society is Mr John Neenan, Tullaha, Broadford, Charleville, Co Limerick.