15 March 2002

Image is biggest challenge now

PUBLIC perception of farmers and farming is the biggest challenge facing the industry, NFU Scotland president Jim Walker was due to tell delegates at the unions annual conference yesterday (Thur).

Producers must be under no illusion about the importance of the publics views. "Public perception will influence the support through taxes that the public are prepared to give," Mr Walker said.

"It matters because they are the customers for our food and for the environmental benefits we bring. And they are the voters, so the politicians listen to them." &#42