Farming in Ireland continues to enjoy strong public trust, but among younger generations that trust cannot be taken for granted.

For many older generations, farming was part of everyday life through family, neighbours or community.

For younger people, particularly those growing up in urban environments, it can be something they encounter mainly through what they see and hear online.

That growing disconnect is not only a concern for the sector: new research shows that eight in 10 people are concerned that future generations are at risk of losing their connection with where their food comes from.

At the same time, younger consumers are forming opinions in a very different information environment, where social media, creators and short-form content increasingly shape what they see, discuss and believe.

Our Food Roots

To help address this challenge, Our Food Roots has been established to reconnect people with Irish food and farming.

Its aim is to improve understanding of both the opportunities and challenges facing the sector while providing a collective platform through which agriculture can engage more effectively with the public.

Directed by Eilís Doherty, known for her work with Irish artist CMAT, the campaign includes collaborations with popular content creators

The timing is important. Irish agriculture is increasingly part of public conversation, often on complicated and contested issues. That makes the quality of the relationship between farmers and consumers increasingly important – and makes it more important than ever that consumers understand the sector and the realities of modern farming.

People in Ireland remain overwhelmingly proud of our food and farming sector, however eight in ten are concerned that future generations are at risk of losing their connection with where their food comes from, according to new research by Our Food Roots. The findings are published today as Our Food Roots launches We Make Greatness from Grass, a disruptive campaign aimed at connecting a new generation with Irish food and farming.

Confidence and humour

The first major campaign from Our Food Roots is called “We Make Greatness from Grass”. It is aimed at younger consumers who have little or no connection to farming.

Phase 1 of the campaign celebrates the world-class quality of Irish beef and dairy and the unique grass-based production system that underpins it.

Rather than focusing on facts and figures alone, the campaign uses confidence, humour and creativity to capture attention. Inspired by the self-belief of music culture, it features a farming crew showcasing Irish produce.

Directed by Eilís Doherty, known for her work with Irish artist CMAT, the campaign includes a music video, collaborations with popular content creators and well-known farming influencers.

The thinking is simple: before you can ask someone to understand farming, you first have to give them a reason to pay attention.

The campaign will run across social media, digital video, audio, cinema and television. Importantly, farmers are not the primary audience.

The focus is on consumers whose understanding, trust and purchasing decisions can help shape the future of the sector. Many farmers may never see the campaign in their own feeds, but its impact is intended to reach them indirectly.

By helping consumers better understand where their food comes from and the people and systems behind it, the campaign aims to build greater trust, understanding and pride in Irish farming – creating a stronger relationship between farmers and the public. Irish farmers have a great story to tell – and it is time a new generation heard it.

Watch the full track and discover more about We Make Greatness From Grass here