Limerick’s Louise is promoting pride in the dairy sector

Louise Crowley on her farm in Croom

A YOUNG County Limerick farmer and former ‘Queen of the Land’ is heading up a national media campaign encouraging people to take pride in the Irish dairy sector and demonstrating the passion and commitment of the farmers that make it happen.

Along with managing a 167 acre farm, Louise Crowley from Tullovin, Croom is also an ambassador for the National Dairy Council as its ‘From the Ground Up’ promotional campaign returns to television this week.

Along with her fellow farming ambassadors Eamon Sheehan from Kilkenny and Shane Fitzgerald from Waterford, Louise will be explaining how the new generation of farmers take care of the environment, employ sustainable farming practices and how dairy farming is central to Ireland’s national heritage.

“Very often it feels as if farming – and dairy farming in particular – is completely misunderstood and under-valued,” Louise explained.

“We are the driving force behind quality products that people want to purchase and are a key part of a healthy, modern lifestyle and yet, as an industry, what we’re doing in the area of sustainability simply isn’t recognised.

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“The NDC’s ‘From the Ground Up’ campaign, which I was glad to take part in, tells the true farmer’s story, the story of Ireland’s dairy food producers.

“I hope that when people see it, they’ll spare a bit of time to think about what it says, and why it’s so important – not just to us as farmers, but to the country as a whole,” she added.

The campaign will run on television throughout April, May and June.

NDC chief executive Zoë Kavanagh believes that because of the public debate around dairy’s sustainability, now is the time to get people on board with the farmers, to show their support and solidarity.

“There is a disconnect between those who consume Irish dairy and what our farmers are doing to address the issue of sustainability, particularly when it comes to climate action, thereby guaranteeing their future and that of their families.

“Our ‘From the Ground Up’ media campaign aims to bridge that gap, encouraging pride, greater understanding and a level of responsibility for our national dairy industry. If we don’t support Irish dairy then the industry’s future, and the future of our 18,000 family dairy farms and the 60,000 jobs that Irish dairy supports is uncertain,” she added.