Insomnia Coffee chain founder Bobby Kerr was on the top of Dublin's Grafton Street lending support to a milk farmers' protest.
He even tweeted a picture of himself looking not the slightest bit sheepish standing next to a life-size plastic cow and holding an Irish Farmers' Association leaflet and a small bottle of milk.
"Farmers on Grafton Street – the new champions of our economy," Kerr tweeted on Wednesday. Indeed they may be.
But the farmers weren't moooved by the former 'Dragons' Den' member's support, as they seek to raise awareness of the high costs associated with producing milk in Ireland.
The Punt hears that milk the Insomnia chain uses – maybe as much as 500,000 litres a year – is actually sourced from Northern Ireland.
In fact, Insomnia is the only big coffee chain in Ireland not using National Dairy Council-approved milk, it seems. Rivals, including Starbucks, Costa, O'Briens and Butlers, all use NDC-approved milk.
Still, at least Kerr is keeping people in jobs on both sides of the Border, and that has to be a good thing in times such as these.