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From a farming and agri-business family in south Tipperary in the heart of Ireland’s Golden Vale, Denis received an excellent grounding in what would influence his career path. “I always had a passion for farming, growing up on a family farm where we moved from dairy into finishing beef cattle,” he says. “Today, the farm is a thoroughbred stud run by my brother, but that early exposure to livestock, land, and responsibility shaped everything. My father was a vet, so I spent a lot of time with him and saw firsthand the trust between farmers and vets and the care that goes into producing quality food. It gave me a deep respect for animal welfare and for the people behind the product.

“My mother also came from an agri-food background. Her family established a bacon-curing business in Clonmel in 1863, and as a teenager I worked in the factory where we processed up to 3,000 pigs a week for export markets like Japan and South Korea.”

It is no wonder, then, that Denis found himself centrally involved in the agri-food industry: “That grounding from my youth definitely stayed with me,” he says. Denis has worked at Kepak, based in France, for the past 38 years. Those almost four decades have given him incredible, and valuable, insights into how Ireland and Irish food are viewed in France, in particular. “There is a genuine connection,” he says. “The French value land, provenance, and craftsmanship, just as we do in Ireland. Ireland’s image here is incredibly strong, built around green fields, small family farms, and high-quality, grass-fed beef. So that gives Kepak a real advantage. We are not just selling a product, we are also representing Irish farming and Irish food culture in one of the most respected food markets in the world.

“I never take credit for being able to sell Irish beef in France. The reputation does a lot of the work for us. What Kepak does is build on that, by delivering consistent quality and telling the story in a way that resonates with customers here.”

 

Gold standard

Recently, Kepak’s Le Boucher Irlandais range picked up a gold medal at the prestigious World Steak Challenge. Le Boucher Irlandais offers a variety of steak cuts including fillet and striploin, but it was the ribeye that stood out for the judges. Denis explains the success it is enjoying in the French market: “In France, there is a real appreciation for flavour, particularly with cow beef. What we are offering through Le Boucher Irlandais is carefully selected, well-finished beef with natural marbling that delivers on taste. Winning gold at the World Steak Challenge is hugely significant. It allows Kepak to clearly position itself as Irish, rather than just another European supplier, and that distinction really matters in this market.”

The recognition of the award, Denis explains, gives immediate credibility: “When you bring a World Steak Challenge winner into a conversation with a distributor or a chef, it opens doors straight away. It gives confidence and it is something they can proudly reference on menus. For us, it is not just about the award itself but how we use it to build the Le Boucher Irlandais brand and strengthen Kepak’s position in France over the long term.”

Strategically, Kepak is focusing on regional distributors and building demand slowly. It has set up workshops with cooking and tasting events for customers. “It is all about bringing the product to life. Through tastings, workshops and direct engagement, we give customers a real understanding of what makes Irish beef different. We are telling the full story, from Irish farms through to the finished plate in France. When customers understand that journey, they can pass that on to the consumer.

“Our focus is on building a sustainable business, creating genuine interest in the product and, over time, developing strong loyalty to what Kepak and Le Boucher Irlandais represent.”

Denis believes the French consumer is just as passionate about understanding how the beef gets from the field to the plate as the Irish are. “There is a huge amount of work and care across the entire chain, from farmers through to processing, to deliver a premium product, but that story is not always fully told. Winning the award gives us an opportunity to change that. It captures attention and gives us the space to explain what sits behind the product, the quality, the consistency and the people involved.” For foodservice customers in particular, that story is really important, Denis says. “Restaurants are always looking for something that gives them an edge, something authentic that sets them apart. We can offer that,” says Denis.

 

Animal welfare

It is now well known that there is a direct link between animal welfare and product quality, and it is in the former that Denis has seen great advancements, he says. “I have seen enormous change over my career, from innovation in processing to improvements in how we influence tenderness and eating quality. But the most significant progress has been in animal welfare and the focus we place on it at Kepak. 

“Our work with Temple Grandin has helped us introduce best-in-class practices in our lairages. This is not about perception. It is about genuinely improving how animals are handled and cared for. There is a direct link between animal welfare and product quality. Calm animals, low-stress environments and good handling all result in better beef. Our customers in France see that for themselves when they visit, and it reinforces trust in what we do. 

“When you combine that with Ireland’s grass-based system, strong genetics, short transport distances and the scale of our farm network, it all contributes to a consistently high-quality product. That is something the French consumer really values and recognises.”