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Our Food Roots has launched We Make Greatness from Grass, a disruptive campaign aimed at connecting a new generation with Irish food.
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. 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 ten believe Irish farmers deserve greater recognition for the role they play in producing food.
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.
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. 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.
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 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 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.