The National Dairy Council (NDC) has stepped up its promotion of Irish dairy and dairy farmers to close the gap between food origin and consumers.

It has launched a new billboard campaign to satisfy consumers' need for transparency, authenticity and environmental impact.

Giant images of Irish cows grazing freely on green pastures appeared on 47 outdoor billboards across the country.

Low carbon footprint

“Irish dairy has one of the lowest carbon footprints internationally, primarily due to the unique grass-fed family-based Irish farming system which is extremely efficient and involves less intensive farming,” said NDC CEO Zoë Kavanagh.

"The NDC believes in a future in which Irish dairy is recognised and trusted as a vital part of people’s diet and general health across the life stages, indispensable to Ireland’s social and economic well-being."

NDC marketing manager Jeanne Spillane added: “This campaign was built to champion the core of Irish dairy farming and the imagery in these billboards reflect that.”

Dairy cow population breaks 1.5m barrier

Scottish farmers told: 'We don't want your milk anymore'

NDC addresses gap between food origin and consumers

Giant billboards have been erected on 47 sites across Ireland to promote Irish dairy.