An updated sign in a Subway restaurant in Ireland, which details the "origin" of materials used in the production of beef products, has been heavily criticised by the Beef Plan Movement.

The farming group had first raised questions about the restaurant group's sourcing policy last month after one of its members noticed a sign that was displayed in a Subway restaurant in Ireland.

The sign stated that "Dawn Farm Foods Ltd certifies that the raw materials used in the production of the beef products supplied to Subway' Restaurants' in Ireland are currently sourced from EU approved plants in Europe and Brazil."

Subway confirmed to Agriland that it "did not source any beef from Brazil for its Irish restaurants in 2025" and has "no plans to do so".

Meanwhile Dawn Farm Foods also told Agriland that "in 2025, Irish beef made up the majority of our supply and together with the UK and other EU countries accounted for 99% of our annual supply. Brazilian beef accounted for the remaining 1%."

The CEO of Dawn Farm Foods is Larry Murrin, also the chair of Bord Bia - the state agency whose mission is "to bring Ireland's outstanding food, drink and horticulture produce to the world".

Confirmation of the Irish company's sourcing policy led to calls for Murrin to step down or be removed as the chair of Bord Bia.

Murrin told the Oireachtas Committee on Agriculture and Food last week that "his company has done absolutely nothing wrong and the issue has been amplified beyond its actual importance in the context of Dawn Farms".

He also said sourcing a small quantity outside Ireland "does not diminish our commitment to Irish beef or farmers".

According to Murrin "this is a necessity that underpins" the company's business and added that Dawn Farm Foods' labelling had "always been transparent".

The Beef Plan Movement maintains that holding both the position of chair of Bord Bia and CEO of Dawn Farm Foods is "untenable" for Murrin.

However he has the support of the Taoiseach, Tánaiste and the Minister for Agriculture, Food and the Marine to remain as the chair of Bord Bia.

Sign

According to the Beef Plan Movement the original sign that it first raised concerns about in restaurants has been updated by Subway.

The farming group has said while the new sign eliminates the word "Brazil" - which it said is welcome - it believes there remains an ambiguity in relation to the origin of beef products, supplied by Dawn Farm Foods.

The group said that the latest sign in a Subway restaurant outlines that the "raw materials used in the production of beef products supplied to Subway Restaurants in Ireland is sourced exclusively from EU-approved plants in the UK and Europe with the majority originating from Ireland".

Beef Plan

But the Beef Plan Movement has questioned what percentage of the raw materials used in the production of beef products supplied to Subway Restaurants in Ireland originates in Ireland.

A spokesperson said: "When a country like Ireland produces the best beef in the world and exports over 90% of its beef - is it not too much to expect that restaurants in Ireland would use exclusively Irish beef?

"Consumers and farmers also expect to be able to find out the exact origin of the beef they eat when they go to a restaurant. This label does not provide that clear information."

Agriland has contacted Dawn Farm Foods for comment.