More than a third of young people (39%) said supporting Irish music, sport or art feels more important than supporting Irish food
Airfield Estate, Dublin’s food education hub and urban farm, and their Youth Board are calling on the public to take part in a campaign encouraging people to choose and connect with Irish food, the Eire Eats Challenge. Eire Eats asks people to pledge their support for Irish food on www.airfield.ie/eireeats and to share their experiences of the challenge using #EireEats this October. World Food Day is on October 16th, so it’s the perfect moment to shine a light on our food systems.
The campaign is inspired by new research from Airfield Estate, which reveals a striking disconnect between young people and Irish food. While 80% of 18–25-year-olds trust Irish farmers, only 44% feel it’s easy to buy Irish-grown produce. Taste (37%) and price (26%) dominate food choices, while just 9% prioritise Irish-grown food.
Almost four in 10 young people (39%) said supporting Irish music, sport or art feels more important than supporting Irish food, highlighting a gap in cultural recognition of local producers. The research also shows the growing influence of youth-led platforms like TikTok, with 30% of respondents saying it shapes what foods they buy.1
Why Eating Irish Matters
By learning about our food system in Ireland, we can encourage stronger support for local farmers and communities and reduce waste from shorter supply chains. It also protects Ireland’s food culture, while building resilience against global issues.
Ireland wasted 835,000 tonnes of food in 2023, far above the EU average 3. In recent years, turbulence across European food systems has shown how vital it is to support Irish farmers and food producers, strengthening our own food system and deepening public understanding of where food comes from. When people value the work and care behind their food, they are far less likely to waste it. With 80% of young people expressing trust in Irish farmers but many unsure where their food comes from, the opportunity to educate everyone on Irish food options has never been more important.
Airfield’s Youth Board: Driving Change
The Airfield Youth Board is a group of 15-19 year olds who bring the youth perspective to Airfield’s decision-making. The Board is formed across the country, with a mix of rural, farming and urban backgrounds. The Eire Eats project is the second initiative from Airfield Estate’s Youth Board, following the report Food Systems Through the Eyes of Young People4. The report revealed a deep disconnect between young people and the food they eat, with seven in 10 expressing concern or indifference about Ireland’s food system, and highlighted that 83% of fruit and vegetables consumed in Ireland are imported.
When asked about the future, young people prioritised support for farmers, climate action, and more affordable local produce, while naming the cost of living, climate change, and biodiversity loss as the biggest challenges. Their top demands included better support for farmers (28%), improved food affordability (25%), and more food education (23%).
These insights directly inspired the Eire Eats campaign, which invites people to reconnect with Irish food through a simple, collective pledge.
A Call to Action
Airfield Estate’s Eire Eats challenge invites the public to register their intention to support Irish food on www.airfield.ie/eireeats, showing support for Irish suppliers and growers and educate themselves about the food environment that exists around them, and to:
- Commit to more Irish food for the month of October.
- Share their meals and stories using Irish ingredients using the hashtag #EireEats.
Join a national conversation about building a resilient, sustainable Irish food system – led by the voices of young people. Speaking about the Eire Eats challenge:
Claire Mac Evilly, CEO, Airfield Estate: “At Airfield Estate, we are proud to be both a food producer and a champion of Irish farmers and suppliers. We know first-hand the unique challenges that come with growing and producing food on this island – from unpredictable weather to economic pressures. That process, and the people behind it, deserve to be recognised and celebrated.
We also know that people are becoming increasingly removed from where their food comes from. As a working farm in the city, we have a real opportunity to connect people with food and farming – for many, Airfield might be the only farm they ever visit.
This is not just another buy Irish campaign, this is young people recognising that we are disconnected from our food system. We believe that understanding the food on your own doorstep is the first step in educating people about the importance of food production and their role in the system. If we want a robust, resilient food system, we must hero the work of Irish producers, such as those that grow our fruit and vegetables, and help people to understand the work that does into producing the food we eat. We hope the Éire Eats campaign inspires more people, especially the next generation, to champion, understand and appreciate Irish food.”
Caitlin Breen, Airfield’s Youth Activism Officer: “Ireland is known as the food island – and young people are leading the way in reimagining how we connect with it. Through creativity, social media, and everyday choices, we have the power to make Irish food exciting, visible, and relevant. The Eire Eats challenge is about using our voices to back local farmers, protect our traditions, create more awareness of the food system and inspire change. This is our chance to show that Irish food deserves to be at the heart of what we eat and celebrated.
“Food impacts so many areas of our lives yet we have little connection to it – even in the education system. With Eire Eats, we want to make it easier, fun, and inspiring to learn about where your food comes from. Get involved on www.airfield.ie/eireeats”
Join Ireland’s food revolution, follow the #EireEats challenge on @AirfieldEstate on social channels or visit Airfield.ie.