About us | Our Food Roots

Reconnecting with our food and farming

Ireland’s connection to food and farming is changing. As fewer people have direct ties to a farm, understanding is fading - just as interest in where food comes from continues to grow.

Our Food Roots was created to bridge that gap - reconnecting people with Irish food and farming, and building trust through greater understanding.

A Growing Gap

Many people feel removed from where their food comes from. While Irish food is widely recognised for its quality, there is less understanding of how the system works in practice.

In fact, six in ten people say they need to know more about what farming is doing for the environment, society and the economy. When that understanding isn’t there, it becomes harder to build trust in a sector that depends on it.

At the same time, this conversation is often shaped by fast-moving - and not always reliable - information, making it harder for people to make informed choices.

RECONNECTING PEOPLE & FOOD

To address this, Our Food Roots was established to tell the story of Irish farming - openly and honestly. We bring the agri-food sector together to share the reality of how food is produced, owning both the progress being made and the challenges the sector faces.

Through this, we aim to reconnect Irish consumers with the people, the care and the progress behind what we produce.

Communicate what matters

We bring the agri-food sector together to communicate a clear, balanced view of Irish farming - highlighting strengths, acknowledging challenges, and showing progress.

Build Advocates

We strengthen how the sector communicates by supporting industry voices - equipping people with the skills and confidence to represent Irish farming.

Enable learning

We support knowledge sharing through research, insights and partnerships - connecting the sector with best-in-class thinking to build a more informed, forward-looking industry.

Only 6 in 10

associate Irish food with trust and transparency*

Just 55%

of 18–24 year olds feel proud of the sector*

only half

of 18–24 year olds understand how farming connects to food production*

Why it matters now

Farming underpins so much of life in Ireland - from food security and rural communities to environmental stewardship and the quality of our food.

Because of this, building understanding - and trust - in the sector has never been more important.

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