During filming, the crew captured Moore demonstrating how slurry is spread across his fields. Older technology pumped slurry out of a tank through a narrow opening, spraying it into the air with an aerosol effect – splash plate slurry spreading. While effective at covering ground quickly, much of the nitrogen was lost to the atmosphere rather than benefiting the soil. To ensure his farm remains productive and the land continues to thrive for the next generation, Moore remains focused on decreasing the environmental footprint of his dairy operation through sustainable farming practices such as:

• Low-emission slurry spreading: Moore uses a trailing shoe, a technology that applies slurry low and close to the ground, returning more nutrients to the soil and reducing nitrogen loss to the air. Across Ireland, 85% of dairy farms have now adopted low-emission slurry spreading techniques, driven by regulation and taken up at scale.
• From synthetic fertilizer to clover: In the 1990s, the farm grew rye grass varieties that relied on synthetic fertilizers. Over time, Moore introduced red and white clover into his pastures, a natural solution that fixes nitrogen from the atmosphere directly into the soil. This shift can reduce nitrous oxide emissions by up to 40% while maintaining comparable grass yields, and Moore’s farm is a working example of it. He is also ahead of a broader curve: white clover seed usage across Ireland increased by more than 40% between 2022 and 2025.
• Constructed wetlands: Moore built wetlands around his farm to intercept water runoff before it reaches local rivers and streams. As water moves slowly through the system, nutrients are absorbed naturally into the ground. Constructed wetlands can remove between 50% and 99% of nitrogen from dairy farm water runoff — making them one of the most effective water quality tools available to Irish producers.

For Moore, the innovations, the adaptations and the generational commitment to the land all point to one thing: a story worth telling, and an industry that has waited too long to tell it. “We need to tell our story,” Moore said. “And maybe we haven’t been the best at telling our story. But we have a great story to tell.” And perhaps that is the point. The story of Irish dairy does not need a label to be compelling. It does not need to be packaged or positioned. It just needs to be told — loudly, honestly and with the same conviction Moore brings to the conversation. He said it best himself: