Agri-food business, Country Crest, was founded by brothers Michael and Gabriel Hoey in 1993. The Hoey business had evolved significantly since its inception, elevating themselves from humble farmers to owners of several multi-million euro agricultural businesses including Ballymaguire Foods, the largest chilled meals producer in Ireland. With a farm-to-fork model for their businesses, living their core values was a key reason for their overwhelming success. In tandem with their growth was their significant work in corporate social responsibility, led by Michael Hoey. This ranged from initiatives in local Dublin schools to projects spanning several years in Haiti. In Country Crest, their respect for the land and their foresight for the future of agriculture and business distinguished them from many competitors. However, the onset of a global pandemic, this caused the Hoeys to review their history in light of the numerous business challenges and crises they had faced and look within to find a way forward.