Analysis: Dairy sector is on the brink of a serious public relations battle
Dairy farmers have a major problem, and most don't realise it yet.
Thousands of them will descend on the jewel in Teagasc's crown, Moorepark research centre, today.
The biennial dairy event will be a whirlwind of optimism as farmers bask in kind weather, the rising tide of milk prices and the on-going expansion opportunities. All the talk will be about how to produce more milk, more efficiently, and with less hassle.
But there will be an element of an echo chamber going on because everybody will be singing off the same hymn sheet. The earnest belief among the faithful is that the growth of the dairy industry is great for those involved in the sector, and good for the country by keeping good jobs in rural areas and expanding national exports.
It was the same logic in New Zealand for many years where dairying was also the champion of the rural economy. But the Kiwi dairy farmer is getting worried.
Suddenly there's all kinds of documentaries and Twitter accounts slating the sector for its impact on the environment and cow welfare.
Heavyweights like Greenpeace have also stepped into the fray with slick advertising campaigns that leave the Go Vegan ads seen around these parts in recent times in the ha'penny place.
This isn't just a cheap shot for the day that's in it - I'm invested in dairying too. But I'm convinced we're on the brink of a major war for the hearts and minds of the public over an intensifying dairy sector.