New campaign tells the full Irish story of farming

The Grass Roots Movement brings together the strength of Ireland’s dairy industry creating a united front on environmental sustainability to ensure a successful future for Irish dairy, a spokesperson for the NDC said. 
The NDC said it forges a link between farmers and consumers, sharing the stories of changing farming practices, of technological innovation and tangible results, of commitment to today’s targets coupled with the appetite to do more.
“Farming is all too often portrayed negatively, particularly when it comes to environmental impact. The full story of Irish dairy farming is one that needs to be communicated and understood as the national discourse continues to target dairy farming as an environmental challenge, without reference to the work that is already ongoing, according to the NDC. “Litre for litre, Irish milk already has a lower carbon footprint than milk produced almost anywhere else – not many people know that.  Of course, as with all sectors there is lots more work to do.”
The first billboard executions – which also featured in a takeover of the Luas Green Line – focus on the actions that Irish dairy farmers are taking to reduce their environmental impact, and the natural advantages that Ireland has when it comes to dairy production such as: introducing white clover into dairy pastures, reducing the need for chemical fertilisers by as much as 40 per cent; encouraging biodiversity and increasing land’s ability to sequester CO₂; and producing grass-fuelled nutritious milk.
Directed by Brian Williams, the campaign features two of the NDC’s farmer ambassadors, Miriam Gunn, dairy farmer from Co. Roscommon and Gearoid Maher, a fourth-generation dairy farmer from Cappamore in Co. Limerick, whose family have been farming the land since the mid-1800s.