Chewing the cud with a Master Butcher

Here's a short film I made with artisan butcher Pat Whelan, who is at the vanguard of a revolution in Irish beef from his Tipperary family farm and Avoca's Food Market counters.




A man with strong views about happy cows and Ireland's food culture, Pat's always passionate about doing things the right way - winning awards aplenty while he's at it. And along with leading Irish food writer, Katy McGuinness has produced the definite book on his pet subject, the aptly-titled The Irish Beef Book. 

A couple of short films for Avoca

I recently had the opportunity to help Avoca tell its food story through a couple of short films I made. They were shot by young photographer,  Ben Rice McCarthy and edited at Intercuts by Hugh Chaloner. We'd only a couple of days in total behind the scenes in Avoca's Rathcoole and Bray kitchens. So thanks to the chefs, bakers and everyone there who made life easy as we got in their way; and to Monique McQuaid & Simon Pratt for voicing them.

As Monique says of Avoca's traditional approach to baking - "We don't do short cuts, because if it's worth doing, it's worth doing right."

"What sets Avoca ready meals apart is that they are made by hand and they are made by chefs... just the way you'd make them at home." - Simon