Better connecting farmers and the food and fibre they produce with consumers is the aim of a new communications campaign led by the National Farmers’ Federation.
“Aussies continue to support farmers through tough times such as drought and floods,” NFF President Fiona Simson said.
“And, more and more they would like to learn more about modern agriculture, and how and why we grow what we do. In general, the community is interested in the story behind their beef, lamb, pork, chicken, eggs, milk, wool, cotton and more.”
The strategy of the Telling Our Story campaign will be shaped by the NFF, Australian business people Richard Goyder, Alison Watkins and Robbie Sefton and farmer Geoff Maynard. Meat and Livestock Australia is a funding partner.
“Farmers take very seriously their responsibility to grow food and fibre in a sustainable, ethical and safe manner that meets contemporary community expectations,” Fiona said.
“As the peak body leading Australian agriculture it is the NFF’s role to better explain why and how farmers grow what we do in our pursuit to assist to sustain Australia and the world.
“With the support of partners such as MLA, we are committed to doing just this, by sharing modern Australian agriculture’s story.
The Telling Our Story campaign will span multiple media channels, including social, print and digital.
MLA Chief Marketing and Communications Officer Lisa Sharp said the gap between those who produced food and fibre and those who consume it, was getting wider.
“At the same time, consumers – particularly in developed markets – have never been more interested in the ‘what, how and who’ behind brands, good and services,” Lisa said.
“Alongside having their physical needs met, these consumers want to feel they’ve made a good choice. While that means different things to different people, for the livestock industry it largely means the consumer wants to make a choice that’s ‘good for the animal, good for the environment and good for me’.”
The NFF invites businesses and others with a passion for agriculture’s future to join this important initiative.
“We need a team approach to better connecting farmers and what they do, with their fellow Australians,” Ms Simson said.
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