Case | HBS Case Collection | December 2010 (Revised April 2013)

Kepak and the Future of the Irish Beef Industry

by David E. Bell, Damien P. McLoughlin and Mary Shelman


As Ireland's third largest beef processor, Kepak faces new opportunities as well as significant challenges from the collapse of the "Celtic Tiger." The government has identified food and agriculture as one way the country could significantly grow exports. However, the beef industry is suffering from overcapacity and from an inefficient farming structure. CEO John Horgan is considering the best way to position Kepak for success, including the possibility of an umbrella Irish beef brand, opportunities for "co-opetition" within the industry, and how to expand the firm's successful convenience foods business to more countries.

Keywords: Animal-Based Agribusiness; Economic Sectors; Policy; Growth and Development Strategy; Marketing; Competition; Cooperation; Agriculture and Agribusiness Industry; Food and Beverage Industry; Republic of Ireland;


Bell, David E., Damien P. McLoughlin, and Mary Shelman. "Kepak and the Future of the Irish Beef Industry." Harvard Business School Case 511-070, December 2010. (Revised April 2013.)