Emerging Beef Producer Organisations (POs) in the Irish Beef Sector: An Analysis of Media Coverage in the Context of Nationwide Beef Producer Protests

International literature acknowledges benefits of the legally recognised Producer Organisations (POs). Successful leveraging of these benefits depends on two forms of cooperation: horizontal integration among the producers for more effective functioning of the POs; and vertical integration of POs with other actors in the production chain to facilitate processes of co-creation and interactive innovation. In 2016 PO legislation was first introduced in Ireland, and in 2019 Ireland’s first two beef POs emerged at a time when primary producers in the beef sector mobilised en masse, protesting against poor prices and seeking changes in supply chain relationships. Throughout this period, significant and detailed media reporting of the beef sector surrounded the protests, which takes the focus of our analysis. Building on an existing but limited literature on institutional conditions in the Irish beef industry and international accounts of factors influencing the success of POs, we analyse media coverage in order to shed light on the nature of emerging new forms of horizontal and vertical cooperation. In this regard, we focus on horizontal integration of producers into PO and associations of POs (APOs); and vertical integration of POs into Inter Branch Organisations (IBOs) and value-based supply chains (VBSCs). Our analysis shows that the media representations of the Irish beef sector evidence significant challenges to the establishment and successful operation of POs, in any form. The analysis suggests that current constellation of relations in the Irish beef sector represents an environment that is partially resistant to horizontal co-operation and significantly hostile to vertical co-operation. Interactive innovation involving different chain actors seems not to be imminent, at least in the short term, unless there are strategic public and/or private interventions introduced to support it.