Mr. Thomas Duffy:

I did. The media may be a concern but compare the messaging appearing on traditional media with that appearing on social media, in particular some of the documentaries accessed by many of my generation.

The level of miseducation that is being presented to people is terrifying and it is difficult to change that. We must focus on messaging and perhaps it is time we had an internal Origin Green. Great efforts are being made, by Agri Aware and others, to reconnect. We are very lucky because the degree of separation is much lower than in the UK or the US and we can connect with people by speaking to them about their uncle, grand uncle or grand aunt who lived down the country and had cattle. Messaging has improved but it is very important to explain to farmers what their exact emissions are and how they can reduce them. We need to put numbers on it, like the carbon navigator has done, and set targets for farmers to reduce their emissions further. This must involve meeting the carbon footprint of soya milk, which is at 0.8 kg per kg and 20% off what Ireland is producing, which is 1 kg per kilogramme. This is higher than the level of what the top 20% of dairy farmers are producing, at 0.65 or 0.67.

We need to educate farmers about getting to this level. We spoke about moving the bottom and middle thirds up but as we get to that we can then say we are better than the alternatives which people buy in the supermarket, and people will respond to that message as we have seen in the recovery in sales of butter. The public's image of butter has been completely changed around and we are now reaching 40-year highs in the price.