MII is involved in a number of initiatives aimed at balancing the debate around meat consumption. From a nutritional standpoint, meat is a nutrient dense food which provides protein, essential amino acids, vitamins, and minerals that are vital to humans. Information on the nutrition and health benefits of meat is available here

From an environmental perspective, Irish meat production is amongst the most sustainable globally due to the nature of our production systems. Work is ongoing to further improve our environmental footprint. Information on the environmental credentials of Irish meat production is available here.

Meat and Dairy Facts (MADF)

Farmers, processors and representative organisations have joined forces to explain the vital role of meat and dairy in a balanced diet and to demonstrate how the Irish meat and dairy sectors are taking major steps to protect the environment and guarantee the highest possible standards in animal welfare.

Irish meat and dairy ranks among the world’s best for producing quality and delicious food in a way that ensures animals are properly cared for and that Ireland’s environment is protected – so it’s important to get the facts straight.

Further information on the MADF initiative is available at the following:

Watch / latest videos

Giving up so soon? Irish Meat and Dairy

It’s a fact. Meat and dairy are great sources of nutrients – including protein. Which makes Irish meat and dairy some of the highest quality and tastiest protein in the world. So don’t give up. Make Irish meat and dairy part of your healthy, balanced diet.

Irish beef, lamb and pork are rich in vitamin B6

You already know that meat and dairy is a great (and tasty) source of nutrients, like vitamin B12, which your immune system craves. But did you know that Irish meat and dairy is some of the world's best quality meat and dairy, with some of the highest standards in environmental protection and animal welfare? A healthy diet is nothing to be sneezed at. Make Irish meat and dairy part of your healthy, balanced diet. #MeatAndDairyFacts


Stop talking Bullocks

Stop talking bullocks and get the facts. Irish Meat and Dairy play a key role in a healthy, balanced diet.

Go on Ciara, you legend

Ciara's herd of dairy cows graze on pasture for, on average, 252 days per year. Throughout the year, Ciara completes an animal health plan to ensure the welfare of the entire herd and regular soil testing to ensure the land is also kept healthy. Legends like Ciara are the future of Irish farming.


Did you know that 600 Irish farms are audited every week by Bord Bia?

These audits ensure: The highest standards of animal welfare


MADF Series

The evolution of Irish Farming

The importance of a balanced diet

The craft behind Irish meat and dairy 

European Livestock Voice

European Livestock Voice is a multi-stakeholder group of like-minded EU partners in the livestock food chain that decided to unite to bring back a balanced debate around a sector that is playing such an essential role in Europe’s rich heritage and future. The associations which represent sectors ranging from animal health to feed, to breeding and animal farming and farmers, aim to inform the public about the social value of livestock production and its contribution to global challenges, offering another perspective in the ongoing debates.

Further information on this initiative is available at the following:

Watch / latest video

The 9 paradoxes of the Farm to Fork Strategy