We Make Greatness From Grass | Press Release

• New Our Food Roots research shows that 9 in 10 are proud of the quality of Ireland’s food and drink and value the contribution Irish farming makes to Irish society and the economy
• Our Food Roots launches We Make Greatness From Grass campaign using music, humour and farmer creators to spark a new generation’s curiosity about food and farming

Dublin, 1 September 2026: 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.

Research highlights disconnect with where our food comes from

The research, conducted by Empathy Research in August 2026 with 1,000 adults in Ireland, found that nine in ten are proud of the quality of Irish food and drink.

That positive sentiment extends to the contribution farmers make beyond food production. Nine in ten value the contribution Irish farming makes to Irish society and the economy, while nine in ten believe Irish farmers deserve greater recognition for the role they play in producing food.

There is also strong recognition of the importance of farming to Ireland’s food supply, with nine in ten agreeing that a strong farming sector is essential to Ireland’s future food security.

However, that support sits alongside a clear concern about the future with eight in ten believing future generations are at risk of losing their connection to where food comes from. Two-thirds are also concerned about Ireland’s ability to produce enough food in the years ahead.

While the campaign is designed primarily to reach younger consumers rather than farmers themselves, farmers are central to the wider work of Our Food Roots. The research shows the strong position they hold with the public, with eight in ten trusting Irish farmers as a source of information on farming and food production. There is a clear opportunity to build on this existing trust by making Irish farmers and their stories more relevant to younger, increasingly disconnected audiences - exactly what this campaign has been designed to do.

New campaign We Make Greatness From Grass

The findings highlight the need to find new and relevant ways to build connection between younger audiences and the food they eat, where it comes from and the people behind its production. That challenge is at the heart of We Make Greatness From Grass, a new disruptive campaign by Our Food Roots launching on 1 September and aimed primarily at younger generations.

Taking inspiration from the confidence of hip-hop artists, the campaign centres on an original song and music video performed by fictional farming crew The Grazin’ Squad. The deliberately unexpected approach is designed to reach audiences who may not ordinarily engage with farming or agri-food communications and spark their curiosity about where their food comes from. Directed by Eilís Doherty, known for her work with Irish artist CMAT, the music video also features appearances from Irish farmer creators. The wider campaign will run across social, audio, cinema, digital video and TV.

Tom Cronin, Executive Director of Our Food Roots, said: “There is a great deal to be positive about in these findings. People are proud of the quality of Irish food, they recognise the importance of farming to Ireland and, crucially, they trust farmers to tell them how their food is produced.

“But there is also a clear challenge. Eight in ten are concerned that future generations could lose touch with where their food comes from. That makes it more important than ever to find new and relevant ways to connect younger audiences with the people, places and work behind Irish food and farming.

We know the ‘We Make Greatness from Grass’ campaign will look and feel different to the communications farmers are used to seeing about the sector – and that is deliberate. Farmers themselves are not the primary audience. We are trying to reach younger people who may have little connection with farming and give them a reason to become curious about where their food comes from.”

The We Make Greatness from Grass campaign will run from 1 September across TV, digital and social, supported by further activity designed to tell the stories of Irish food, farming and the people behind it. View the campaign and learn more at [link to website page]

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.

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 conducted by Empathy Research 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.

Campaign credits: We Make Greatness from Grass was developed by Core in partnership with Our Food Roots, with the campaign music video directed by Eilís Doherty, known for her work with CMAT.