Farmers from across the Shannonside region are urged to work as a collective to achieve a better production price from the industry.
The Beef Plan Movement is holding a meeting in Ballymahon Mart tonight.
The voluntary farmer-driven not-for-profit organisation has grown to nearly 17,000 members who have grown frustrated with diminishing returns and increased costs, which it claims are threatening the future of the sector.
The movement is aiming for 40,000 members, so as to have an influence the industry, it also intends to create purchasing groups for each county and to reduce input costs for farmers through deals on insurance, fuel, farm supplies etc.
David Whelahan is Chairman of the group in Westmeath.