- 84% of Irish adults believe red meat can form part of a healthy, balanced diet, while almost two in three say they hear conflicting messages about its nutritional role.
Dublin, 12 October 2026: Our Food Roots has launched a new communications toolkit to support the agri-food sector in communicating about Irish beef, informed by new consumer research which highlights that almost two in three Irish adults say they hear conflicting messages about the role of red meat in a healthy diet, despite strong underlying belief in its nutritional benefits.
The research, commissioned by Our Food Roots and conducted by Empathy Research among 1,000 adults in Ireland in August 2026, found that 84% believe red meat can form part of a healthy, balanced diet, while the same proportion view it as a high-quality source of protein and believe it provides important nutrients including iron and vitamin B12. At the same time, almost two in three say they hear conflicting messages about the role of red meat.
Developed to support clear, evidence-based communication about Irish beef, the Irish Beef Positive Conversations Toolkit covers areas including nutrition, farming and food production, rural communities, animal welfare and environmental action.
The toolkit is intended to help organisations navigate these conversations using research backed information that is relevant to consumers, supported by evidence and reflects both the benefits of Irish beef and the environmental action across the sector.
Richard Cooper, Insight & Expert Community Manager, Our Food Roots, said:
“Consumers are engaging with a wide range of information and perspectives about food, nutrition, farming and environmental action. This toolkit is intended to give organisations a practical resource to help them communicate clearly and responsibly in that environment.
“It brings relevant information and evidence together in one place, while recognising that different topics require different levels of context and qualification. The aim is to support communications that are accessible to consumers while remaining grounded in evidence.”
The toolkit was launched at a sectoral webinar which brought together perspectives on consumer attitudes, nutrition and how the sector communicates about food and farming.
Speakers included Orla Meehan, International Insights Specialist at Bord Bia, who shared consumer insights on the opportunity for Irish beef; Professor Alice Stanton, RCSI University of Medicine and Health Sciences, who discussed the nutritional contribution of beef within a balanced diet; and Eoin Sheehan chef, farmer and entrepreneur, who provided a practical perspective on communicating with consumers about nutrition and where food comes from.
Richard Cooper and Rebecca Carter of Our Food Roots introduced the Positive Conversations Toolkit and outlined how those working in food and farming can use the resource in practice.
The toolkit forms part of the wider work of Our Food Roots to support greater understanding and engagement between consumers and Ireland’s food and farming sector.
The research comes as Our Food Roots recently launched its Greatness from Grass campaign, which aims to encourage greater interest and curiosity around Irish food and farming, particularly among younger audiences.
Using music, humour, creator content and farmer voices, the campaign seeks to make conversations about food and farming more accessible to audiences who may have less direct connection with how their food is produced.
The campaign has included “We've Got Beef (And Dairy)” by the Grazin' Squad, alongside content featuring people from across food and farming.
Our Food Roots brings together organisations from across Ireland's agri-food sector with the aim of building greater understanding and connection between consumers and Irish food and farming.
For more information visit: Greatnessfromgrass.ie and OurFoodRoots.ie
ENDS
For media queries and interview requests, please contact:
neasa.barnes@drury.ie / 087 407 8906
claire.fox@drury.ie / 086 392 6584
Notes to Editor
Research was commissioned by Our Food Roots conducted by Empathy Research via an online survey among a nationally representative sample of 1,000 adults aged 18+ in Ireland in August 2026.
About Our Food Roots
Our Food Roots brings together organisations from across Ireland’s agri-food sector in response to the challenge of a growing disconnect between people and where their food comes from.
With a particular focus on reaching younger generations, its work is focused on building greater understanding and connection with Irish food and farming through open, evidence-based communication and by sharing the people, practices, progress and challenges behind food production.
WE MAKE GREATNESS FROM GRASS
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Irish food and farming has a story worth knowing. Meet the people behind it and discover the campaign bringing that story to a new generation.
