ICMINACTION: 18

7 December 2001




ICMINACTION: 18

PUBLIC COMMUNICATIONS

Every farmer must do their bit to improve public perception and raise the understanding of agriculture, says Caroline Drummond of LEAF.

"There is no winning formula. But we must give consumers a reason to support UK farming."

Consumers are only likely to understand the issues if they see for themselves what is happening on farms and appreciate that growers have to make a living, she says.

"Thousands of people visit LEAF demonstration farms every year. From the feedback received, it is clear that public interest in food production is at an all-time high. So, the presentation of IFM as a practical way forward for farming is essential."

LEAF provides media training for all its demonstration farmers to ensure that clear and consistent messages are delivered to consumers. "It is important to be professional. The whole industry has a role to play and must become more innovative about marketing itself."

She points out that increased public scrutiny has put many farmers under pressure. "They have to show that they are taking steps to develop a sustainable farming system, which offers environmental benefits.

"There are things they can do to help with this – the LEAF audit provides a unique way for farmers to understand and respond to what their customer wants."

Every farmer must do their bit to improve public perception and raise the understanding of agriculture, says Caroline Drummond of LEAF.

"There is no winning formula. But we must give consumers a reason to support UK farming."

Consumers are only likely to understand the issues if they see for themselves what is happening on farms and appreciate that growers have to make a living, she says.

"Thousands of people visit LEAF demonstration farms every year. From the feedback received, it is clear that public interest in food production is at an all-time high. So, the presentation of IFM as a practical way forward for farming is essential."

LEAF provides media training for all its demonstration farmers to ensure that clear and consistent messages are delivered to consumers. "It is important to be professional. The whole industry has a role to play and must become more innovative about marketing itself."

She points out that increased public scrutiny has put many farmers under pressure. "They have to show that they are taking steps to develop a sustainable farming system, which offers environmental benefits.

"There are things they can do to help with this – the LEAF audit provides a unique way for farmers to understand and respond to what their customer wants."


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