It was officially launched today by Minister of State for the Department of Agriculture, Food & the Marine, Tom Hayes T.D., at the Baileys Irish Cream factory in Dublin. The finale is expected to attract top Holstein Friesian breeders across the country when it takes place at the Virginia Show in Co. Cavan on Wednesday, 19th August.

 At the launch, Minister Hayes congratulated the two companies on their long-standing relationship with the event and their commitment to working together. "I am aware that Diageo and Glanbia Ingredients Ireland are making great progress in the area of sustainability, helping to boost the credentials of the Baileys brand by reducing the carbon footprint and at the same time improving productivity. This is in line with our strategy to produce quality, safe, nutritious foods and products in an environmentally sustainable manner while at the same time delivering economic growth in rural areas."

 Diageo Ireland Head of Corporate & Trade Communications Hazel Chu said that Diageo were delighted to be able to recognise excellence in Irish dairy breeding, "At the heart of this long-standing competition is the success of our supply-chain partnership with Glanbia and the dairy farms that supply the cream for Baileys."

In addition to the top prize, €1,000 will be awarded to the breeder of the Reserve Champion and €500 for Honourable Mention. There is also a Best Heifer in Milk prize fund of €1,700. 1st place attracts a prize of €500, 2nd place will be awarded €300, and €200 will go to 3rd place; whilst €100 will be awarded to entrants from 4th to 10th place inclusively. Trophies will also be presented for Highest Protein Content, Best EBI and Best Exhibitor-Bred Cow and there is a Dry Cow fund of €500. The special awards for Best Protein and EBI emphasise important factors in milk production. The competition's Director Brendan Smyth said "he was looking forward to the finest display of Holstein Friesian cows in Ireland.