Background Cork University Business School (CUBS), University College Cork is offering a PhD scholarship to commence no later than October 2026, funded by the Department of Agriculture Food and the Marine as part of the GENMILK project. The scholarship is open to both Home/EU and international students and will cover fees (EU/non-EU) and a monthly stipend for a 4-year period. Research Study Technological innovations in the dairy sector, including genetic breeding and feed additives, offer significant benefits such as improved animal welfare, enhanced productivity, and reduced environmental impacts (e.g., lower methane emissions). These innovations can also influence key product characteristics, including nutritional composition, safety, and environmental credentials, shaping both market value and consumer perception. However, such advances may raise socio-cultural concerns related to naturalness, animal ethics, health implications, and public trust. This study will first examine how innovations within the dairy sector have been framed in the media, and second, explore the socio-cultural factors influencing the acceptability and uptake of these technologies among diverse food system stakeholders, in light of the product, and environment-related benefits they present.