FPJ1803 – Smith, G (2021), Seeing ourselves as others see us

Agriculture is characterised by the fact it tends to be populated by small businesses and single operators.

This individualism gives the industry significant challenges when it comes to promoting itself to its consumers and the wider non-farming community. The author argues that emphasis must therefore be placed on the individual farmer to rise to the communication challenge with a professional approach. By its very nature, farming cannot avoid the controversies that surround issues such as the wholesomeness of food, the health of the environment and animal welfare standards. Non-farmers are naturally curious about what farmers do. It is imperative farmers are proactive and strategic in meeting that curiosity halfway.