In an era when large-scale beef processing is becoming the norm, Troy’s Meats near Mullingar is proof that there can still be a place for the small independent business in the industry.
During our conversation with James Troy of Troy’s Meats, the word ‘quality’ constantly crops up. The Troy’s are passionate about their product and take every measure possible to ensure their meats are of the finest quality.
“Having a good product is key. If your product isn’t up to scratch, you won’t succeed in this business,” he says.
Troy’s Meats (also known as Troy’s Abattoir) was established in 1978 when James’ father Bernard opened a small butcher shop on the Main Street in Tyrrellspass. In 2000, the Kilbeggan native expanded from the butcher’s shop to a full-service abattoir based on the family farm in Dalystown, which is just off the N52 between Tyrrellspass and Mullingar. A boning hall was added eight years ago, while 2015 saw the addition of a state-of-the-art lairage, a new kill floor which is three times the size of the old one, and several large fridges and chill rooms. These new facilities have given Troy’s the capacity to process 34,000 cattle and 130,000 lambs per year, while Bord Bia approval has also allowed them to look beyond the Irish market.
“About 70 per cent of our produce is now exported. That’s the direction we’re heading because Ireland is such a small market in comparison,” James explains.
“We’re currently exporting to Germany, France, Italy, Holland and the UK. We only started exporting about 15 months ago, so it has all happened very quickly. Eamonn Doyle is our general manager and has vast experience and contacts right across Europe.
“At the moment, we’re killing 400 cattle a week, but the aim is to up that to 500 in the near future. We’re also hoping to increase our staff numbers from 40 to 60 within the next two years. We’re already the biggest employers in the area. We’re trying to get our name out there more and our turnover up. Last year, our turnover was over €10 million.
“We want to increase that figure to around €30 million over the next three years. We aim to achieve this by harnessing our export potential and continuing to grow in the Irish market.”
James, who looks after sales and marketing, joined Bernard in the business straight from school in 2005. His younger brother Brian followed suit three years later and is responsible for the farming and livestock management side of the business (Brian is also a certified grader). And not forgetting their mother Pauline, who has played an important role in the company’s success.
As well as being Bord Bia-approved, Troy’s Meats is BRC (British Retail Consortium) accredited and received Double A accreditation at the first time of asking.
“The Double A accreditation has opened a lot of doors for us in the EU. The more accreditations you have, the better chance you have of breaking into new markets,” James points out.
A strong emphasis is placed on ‘farm to fork’ and animal welfare at Troy’s and hence the reason why their own prime heifers are fed in a calm and relaxing environment. This is how they get such great results in the colour of their final products and are perfect when it comes to traceability. Heifers are also sourced from local farmers and through reputable agents. The Troy’s know the farmers they buy from, what feed they use and the high level of care they give their animals, all of which is crucial in achieving the right flavour and level of fat content.
“We only kill and process prime heifer beef and lamb,” continues James, who goes on to explain how cows, steers and bulls are avoided. “All animals are either reared by us here on the family farm or sourced from other quality farmers. We insist on buying local as it means the animals do not have to travel long distances in large cattle trucks, which can cause them distress and result in darker and less tender meat.”
Many of the fine Irish steaks served in restaurants around the country come from cattle and sheep reared on the Troy family farm or from neighbouring farms, giving Troy’s a strong role in the local agricultural community. The company supplies a variety of restaurants, hotels and butchers’ shops around the country as well as a number of specialised distributors and food service companies such as Country Crest, La Rousse and Ballymaguire Foods. TV chef Nevin Maguire, who runs his own restaurant (MacNean House) in Blacklion, Co. Cavan, is one of Troy’s most high-profile clients.
“Our purpose-built dry age fridge enables us to cater to the high-end restaurants and hotels. We dry age loins and ribs for the premium restaurant market. The meat that goes into the dry aging process needs to have a certain minimum level of fat cover which produces the distinct flavour. And because we only slaughter heifers, the end product is always tender.”
James is full of praise for Troy’s skilled butchers who enable the company to produce enough tonnage per day and can cater to slaughter and process prime heifer beef and lamb in its state-of-the-art Bord Bia-approved plant to the right quality under strict hygiene regulations.
He concludes by saying: “While we’re only operating at three-quarters capacity at the moment, quality and not quantity is the most important thing for us. We pride ourselves on the excellent relationships with enjoy with our customers and suppliers alike, as well as the consistency, flavour, tenderness and quality of our meats.”
Troy’s Meats
Dalystown,
Mullingar,
Co. Westmeath.
Telephone: +353 44 922 3190
Email: [email protected]
Web: www.troys.ie
Taken from Irish Tractor & Agri magazine Vol 5 No 3, April/May 2017
