There can be no denying the disconnect that’s grown between consumers and their understanding of the way their food is produced. Farmers, particularly in the livestock sectors, are at risk of losing their social licence to operate, and the problem is only perpetuated through food marketing.
Consumer trust in farmers is high, but their trust in production systems is low. Typically, when challenged, the industry responds with science and logic, but all too often this appears defensive and can further erode trust – it demonstrates competence but doesn’t build confidence.
The same issue exists within the supply chain too. With increased activity around farm sustainability, food processors, brands and retailers need to engage with farmers and drive change like never before. As the individuals involved in this process often don’t have much familiarity with farmers or farming, our training helps remove challenges and clear the path for progress.