“Never before has it been so important to showcase farming’s vital role” – why communication is key for East Anglian agriculture

David Jones, farm manager at Morley Farms near Wymondham. Picture by: Sonya Duncan

With a general election, Brexit negotiations and EU decisions on pesticides all on the horizon, many farming leaders feel there has never been a more important time to win over public support.

The coming months have the potential to radically alter the way the industry is funded and regulated.

Whoever wins the election on June 8 will have to write a new food policy which will dictate how support payments, environmental measures and trade deals will shape a sector which will no longer be able to guarantee the billions of pounds it currently receives from the EU.

In the meantime, important EU votes will decide whether bans on neonicotinoid pesticides are extended, or whether glyphosate weedkiller is re-authorised.

Jonny Burridge and bis son, Ayrton, two, of Fundenhall, with their 46-day-old Holstein calf at the Spring Fling. Picture: DENISE BRADLEY (Image: Archant)

All of these decisions will be made by politicians who respond to the people power of voters. So, while outnumbered by other more vocal sectors, farmers have been urged to take responsibility for promoting their industry to consumers, and influencing policy-makers.

National Farmers' Union (NFU) vice president Guy Smith, who also chairs the Norfolk Farming Conference, said: 'Farmers are the best spokesmen for our industry. Over the next two years, there will be hundreds of decisions made that will colour the course of our industry for generations.

'It is a rarely important time for our industry and it is up to farmers to take the opportunity to get in front of (prospective) MPs and ask them difficult questions.'

David Jones, farm manager at Morley Farms near Wymondham, regularly invites school groups onto the farm, as well as the general public for Open Farm Sunday – the mass engagement event for which he is East Anglia's regional co-ordinator.

He said with so many sectors fighting for attention and funding, it was vital that agriculture, with its comparatively small numbers, was also able to influence politicians and voters.

'To us, farming is the most important thing in the world because it is our job, and we all need to eat food,' he said. 'But other people quite rightly say we need hospitals and train services and schools.

'One of the issues we have got is there are lots of individual farmers busy running independent businesses, so you feel quite isolated from people in Norwich, whereas the NHS and Norfolk education are large organisations, so they have got much more clout.

'The NFU does a good job, but they cannot be everywhere at the same time. What we need is every farmer and everyone working in the industry to keep chipping away with a positive approach and attitude to promote what we do.'

Caroline Drummond is chief executive of LEAF (Linking Environment And Farming), which organises Open Farm Sunday.

In an open letter to the industry, she said: 'Smart, practical and reasoned approaches will be vital as we draw up a new UK food, farming and environment policy. Equally important is the support of those that need farming most – the public.

'The future viability of UK farming relies on the public trusting and respecting what farming delivers. For this to happen people need to feel truly engaged with how their food is produced and the countryside around them. Strong public support will lead to market demand, fairer prices and favourable government policy. Which is why, never before has it been so important to showcase farming's vital role in growing our food, contributing to the economy, managing the countryside and enhancing our natural resources.'

Mr Jones said there was still time for East Anglian farmers to register an event for Open Farm Sunday on June 11.

'The big thing is the look on people's faces when you are explaining how we are growing wheat to make bread, or sugar beet, or producing wool or lambs or whatever you do. Time and time again, people say: That's amazing, and I never realised that is how it works'.

'After that you can think: 'Yes, I have done some good today'.'

FEEDING FARMING'S REPUTATION

One farmer who is keen to foster a positive public perception of agriculture is Jonny Burridge, from Manor Farm in Fundenhall, near Wymondham.

While demonstrating his dairy cows and talking to families at the Spring Fling at the Norfolk Showground in April, he said he felt a responsibility to connect with the public and portray his industry in the best light.

'The connection with farming and food is the obvious reason for coming here,' he said. 'Showing that milk comes from cows, showing the importance of paying a fair price for their welfare to make sure the cows are looked after, and showing the true cost of poor prices.

'There is also the communication barrier. There are not so many people now who are connected with farming so they don't get the day-to-day information. They only get what they read in the press or on social media, or they fill in the gaps themselves. There is a lot of negative information out there and I am trying to put out a positive message about happy animals and good quality food.

'We want to put a face to farming rather than hiding behind a hedge or just being seen as someone on a tractor, holding up the traffic. We are human beings, doing our best for the countryside.'

For more information about Open Farm Sunday on June 11 or to register an event click here.