A new communications toolkit to support the agri-food sector in communicating about Irish beef has been launched.

This is 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.

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.

Beef conversations toolkit

Developed to support clear, evidence-based communication about Irish beef, the 'Irish Beef Positive Conversations Toolkit' covers areas including nutrition, farming and food production, ruralcommunities, 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.

Our Food Roots insight and expert community manager, Richard Cooper 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," Cooper said.

"The aim is to support communications that are accessible to consumers while remaining grounded in evidence.”

Professor Alice Stanton, RCSI University of Medicine and Health Sciences, said Irish beef provides a range of important nutrients, including high-quality protein, iron, zinc and vitamin B12, and can be enjoyed as part of a healthy, balanced diet.

"I welcome initiatives like this from Our Food Roots that encourage greater understanding of the nutritional value of our food and help consumers make informed choices based on scientific evidence," Professor Stanton said.

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, particularlyamong younger audiences.

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.