Hayes Farm, a proud family dairy business enjoying huge success
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The Hayes family has been farming in Two-Mile-Borris, Thurles, Co Tipperary, for over 400 years. Thomas, his father, Donal, and his uncle Liam have a 240-dairy cow herd, consisting of Friesian-cross-Norwegian Reds and some Jersey-cross-Norwegian Reds.
Describing how their business — the Tipperary Cheese Company — began, Thomas says: “My dad set up a milk round in the 1970s. Later, when the introduction of milk quotas came in, we sold our milk round to Avonmore. Because we then had a lot of liquid milk to use, we decided to make cream cheese. This was in the late 80s.
Doubtless, it helped that the family already had a pasteuriser, a homogeniser and a separator. Also that Thomas’s uncle Liam came on board and set up the cheese business with his father.
At first, they had just one cream cheese product, which they sold to hotels and restaurants locally and around the country. Then they slowly moved into the UK market and later into Europe. Theirs is a success story.
“We are now making 50 to 60 varieties of cream cheeses, cultured creams and yoghourts for food service and for manufacturing,” says Thomas. “The team has grown and now there are more than 20 of us.”
Obviously, they did lots of things right. Describing some of the secrets of their success, Thomas says: “We are constantly innovating and trying to find solutions for our customers. We take pride in the fact that most are getting bespoke products made especially for them. Take the manufacturing industry for example, if what’s required there is a cheese or yoghurt made a certain way, then we sell them our products as ingredients.
Confirming that great credit must go to the team they have, Thomas says: “Their attention to detail. Their knowledge of what each of our customers is looking for. If something isn’t right, everyone here is trained and experienced enough to know how to fix any problem that may arise. Because of that, our level of customer service is very much part of our success.”
We talk business challenges then, and Thomas says: “The most challenging part on the road to success is for most — and was for us — the initial growth, the getting your foot in the door. You are going to face a lot of rejection. That’s the nature of sales and cold-calling. But you will get one win and then you’ve got your sales up from zero to say €1,000.
“Once you’ve got your first win, it’s a lot easier to go after more customers, because now you are increasing your throughput. You have more products to sell. You won’t be delayed with orders. There’s no waiting list.”
Of the challenges of launching a new product he says: “You've done your research. You’re hoping it’s going to be successful and you have invested money into it. We’ve had products that unfortunately didn’t do as well as we thought they would and we’ve had to park them. For example, we made a specific yoghurt for someone and it didn’t take off. But apart from investing in the recipe, the packaging, the product design and all the rest, we are now ready if someone down the line comes looking for this specific yoghurt. If that happens, we have the recipe, the technique and the know-how to make these products for them.”
Thomas Hayes comes across as a positive man, a glass half-full person, one who emanates high energy and great enthusiasm for the family business. Doubtless, this is something that stands to him in his day-to-day work.
“Because it's a family business, you feel there’s extra pressure and responsibility on you to keep the place going,” he says. “Not only for future generations
Tipperary Cheese Company — hopefully — but also because we are a small business and because the people we have working here all have families to support and lives to live. So, if we’re not out there getting the sales every week, then we are putting their jobs and futures in danger as well. That part of it gets very personal. You don’t want to have to say goodbye to anyone.”
He’s a man who wears many hats in the workplace. Although he is the sales and marketing manager and works directly in all the areas that that entails, including searching for new markets and the rest, he also works in the background, developing products.
“Practically, whatever needs to be done, needs to be done,” he says. “So, during the summer when lads are gone on holidays, I’m inside covering for them. Sometimes I do deliveries as well. If a customer gets a surprise order and needs some extra product, then I’m on the road, looking after them.”
Asked what it’s like to be a young man working in the family business, Thomas replies: “You don’t have to be working on a farm to realise that working with family is going to be tough. But it is also very rewarding. In working here, I’ve been given great opportunities.”
With that of course, comes much responsibility.
“Yes,” he agrees. “In a family business you are always the face of your company. No matter where you go, you are always representing your brand.”
As Thomas’ family has been farming where they are for over four centuries, the land and dairy industry is in his heart and soul, while he’s there at the helm, playing a core role in driving the business forward. For this reason, he’s well placed to offer advice to someone getting into dairy in Ireland.
“The thing about dairy is you are not just producing milk,” he says. “You are getting huge varieties of cheeses and yoghurt. You are getting fresh milk, semi-skimmed milk, buttermilk and butter. You are also getting milk powder for baby formula and some of that is sent to Africa for the malnourished children there. It’s the bigger picture you have to look at. It’s hard work but when you see the results of what one animal can produce at the end of the day, it is unbelievable.”
I assume he feels positive about the future of the dairy industry in Ireland.
“I do indeed. I’ve worked on dairy farms in America where it was completely different. But here in Ireland, our animals are on grass for 250 days of the year. They are eating the most natural products for them. We all know that we are meant to be getting sunlight so as to get vitamin D. Well, the cows are outside and happy cows equal happy milk.”
Our conversation turns then to animal care.
Thomas says: “Irish farmers have been on the land here for very many generations. Looking after animals comes naturally to them. For them, it’s not just a factory. It’s not just about getting the cows in to milk. It’s the care and the husbandry as well. The way Irish farmers look after their animals is second to none. It’s the same here on our farm, and the way we look after our animals, makes for a much higher quality product as well.”
It’s good to hear someone in the dairy industry talk about their love of and their caring for animals. It’s not something we hear much about.
“That’s just an Irish thing,” says Thomas. “We never brag, we’re always self-deprecating. You’ll hear ‘Sure I’m just doing what I’m supposed to be doing.
“Some people think people in the dairy industry don't care for their animals. That's not true. It’s the same in every industry, there will always be one or two that don’t stick to the rules and give a bad impression.”
For anyone thinking of setting up in the dairy business in Ireland, starting from scratch with no family already on the land, Thomas has positive words: “When it comes to setting up anything in the agri-food industry here, there’s plenty of support and no shortage of help, advice and grants. Not only will the Department of Agriculture help, but so will Bord Bia, Teagasc, your local enterprise board and the Supervalu Food Academy.
“For anyone who wants to start up any sort of business, there is great support there for you. But you have to go looking for it. Help is not going to come knocking at your door.”
