People in Ireland remain overwhelmingly proud of our food and farming sector, however eight in 10 are concerned that future generations are at risk of losing their connection with where their food comes from.

That's according to new research by Our Food Roots.

The findings are published today (Tuesday, September 1) as Our Food Roots launches 'We Make Greatness from Grass', a new campaign aimed at connecting a new generation with Irish food and farming.

The research, conducted by Empathy Research in August 2026 with 1,000 adults in Ireland, found that nine in 10 are proud of the quality of Irish food and drink.

That positive sentiment extends to the contribution farmers make beyond food production.

Nine in 10 value the contribution Irish farming makes to Irish society and the economy, while nine in 10 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 10 agreeing that a strong farming sector is essential to Ireland’s future food security. 

Concern for future generations

However, that support sits alongside a clear concern about the future with eight in 10 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, Our Food Roots has said that farmers are central to its wider work.

The research shows the strong position they hold with the public, with eight in 10 trusting Irish farmers as a source of information on farming and food production.

Our Food Roots has said that there is an opportunity to build on this existing trust by making Irish farmers and their stories more relevant to younger, increasingly disconnected audiences.

'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'.

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 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.

Executive director of Our Food Roots, Tom Cronin 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 10 are concerned that future generations could lose touch with where their food comes from.

“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."

Our Food Roots has explained that it is 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 September 1 across TV, digital and social, supported by further activity designed to tell the stories of Irish food, farming and the people behind it.

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.