Building trust in British agriculture: how values-based alignment can…

19/12/24

Author: Philip Gibson

3 minutes read

A growing trust gap

The UK farming industry finds itself at a pivotal moment as it navigates growing public scrutiny over environmental practices and animal welfare. At the heart of this scrutiny lies a significant challenge: maintaining and strengthening the trust of consumers, especially the younger demographic, in the face of misconceptions and outdated narratives.

Recent data from the Agriculture and Horticulture Development Board (AHDB) highlights a mixed trust landscape. While 76 per cent of people generally trust farmers, a significant portion, particularly those aged 18-24, remain sceptical. This age group, driven by a desire for transparency and alignment of values, holds only a 66 per cent trust level in farming – which means one third do not trust farmers, a stark contrast that underscores the need for change. What’s more, whilst people may trust farmers, they don’t necessarily trust farming systems – there’s a reality gap between their expectation of pastoral scenes and how food is actually produced.

of people generally trust farmers

The need for change

Traditional methods of communication in agriculture have focused heavily on presenting facts, scientific data and expertise to reassure the public. However, these strategies have proven insufficient. While factual information is crucial, it often fails to resonate emotionally, leaving a gap between farmers and consumers. This gap is exacerbated by the pressure on farmers from negative media coverage and activist groups, which can lead to feelings of isolation and reluctance to engage with the public.

Building values-based relationships in food supply chains

But this communication gap doesn’t only exist between farmers and consumers – it is also a reality in many supply chain conversations. Increasingly, sustainability, commercial and operations colleagues in food processors, brands and retailers are involved in conversations around agriculture with little or no experience of farmers and farming, and this significant disconnect makes achieving progress harder. With the urgent need to address the climate and nature crisis, supply chains and farmers need to find common ground to solve these challenges together, and a communication disconnect is a major barrier to change.

A new approach

That’s why we’ve launched the Engage™ training programme in the UK and Ireland. Conceived by the Center for Food Integrity in the USA, we believe it offers a unique solution to these challenges. It shifts the communication paradigm from merely disseminating information to fostering genuine connections through shared values.

Engage™ teaches participants to listen actively, ask questions that invite dialogue, and share their perspectives in a way that aligns with the other person’s values. This approach not only builds trust more effectively but also creates a sense of common ground between people. We are inspired by its simplicity and the confidence it has instilled in people that have participated internationally. We believe that the introduction of Engage™ represents an opportunity for transformation in how British agriculture communicates with the public, and how supply chains draw together to effectively face the many shared challenges ahead.

By focusing on shared values, agriculture can bridge the gap with consumers, particularly the younger generation, who are more likely to support and trust industries that align with their beliefs on key issues like animal welfare and environmental responsibility.

Now, more than ever before, agriculture needs to transform. We believe that part of that transformation is how the industry communicates – with each other and with consumers. Engage™ offers a new way to rebuild and enhance trust between industry stakeholders and between agriculture and its consumers.

By empowering people to tell their stories through values-driven communication, we can address the concerns of a more informed and value-conscious public. This not only supports the mental well-being of farmers by providing them with the tools to engage positively but also strengthens the industry's social license to operate. It also creates a far more positive platform to get things done across food supply chains. And the need to make progress is becoming ever more urgent.

As the UK farming industry embraces this new approach, it can look forward to a future where trust and transparency foster a more sustainable and respected agricultural sector.

We’re ready to help transform the way agriculture communicates. We’re committed to building trust in this great industry we love. The question is, are you?