Farmers urged to reclaim food story as public understanding falls

Farmers need to become stronger advocates for their industry as public understanding of food production continues to decline, delegates at a Royal Highland Show event heard.

Addressing Women in Agriculture Scotland’s inaugural breakfast event at Ingliston, Highland Perthshire farmer and school meals campaigner Lauren Houstoun warned that misconceptions about farming and nutrition were increasingly shaping public debate around food.

“Agriculture has always mattered. It matters just as much today as it did decades ago. What has changed is that we can no longer assume people understand what we do,” she told the audience at the organisation’s “Seeds of Tomorrow – Why Agriculture Matters More Than Ever” event.

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The Glenkilrie Larder founder, who successfully campaigned for changes to school meal provision in Perth and Kinross after raising concerns about ultra-processed meat alternatives, said there was now “a profound disconnect between food and an understanding of its provenance”.

She argued that the industry’s challenge was no longer proving agriculture matters, but ensuring people understood its contribution to food security, rural communities and environmental stewardship.

“We should be proud of everything agriculture delivers, not just food, but conservation, community, employment, biodiversity, and rural resilience. We are custodians of the land. We should be passionate and unapologetic about that,” she said.

Red meat benefits

The role of farming in supporting public health was another key theme.

Consultant nutritionist and Quality Meat Scotland board member Carrie Ruxton highlighted the nutritional benefits of red meat, including its role as an important source of iron and other essential nutrients, particularly for women and girls, among whom iron deficiency remains a significant health concern.

Jayne Jones, chief executive of the Scottish Food Commission, told delegates that agriculture remained central to Scotland’s economic resilience and food security ambitions.

“Agriculture is not just a side story, it’s an economic engine, it’s national capacity and it’s a global brand,” she said.

Government support

The event also heard from equalities minister Kaukab Stewart MSP, who reaffirmed Scottish government support for women working in agriculture.

She announced £600,000 for women in agriculture activities this financial year, including almost £195,000 for Lantra Scotland’s Women in Agriculture Practical Training Fund, which supports women and girls to access training, develop leadership skills and build confidence in the sector.

Cora Cooper speaking at the event © David Cooper

Women in Agriculture Scotland chair Cora Cooper said agriculture remained fundamental to Scotland’s future.

“Scotland’s farmers, crofters, growers, and producers are at the heart of our economy, communities, environment, and food security,” she said.

Women in Agriculture Scotland provides networking, mentoring, training and leadership opportunities for women across farming, crofting and the wider rural economy.

Click on the link for more information on Women in Agriculture Scotland.