In recent years the winners in Australian agriculture have been the strategic players. While significant farm-gate resources have been allocated to keeping stock alive, managing reduced water allocation and battling compliance, the corporates have looked to international trends to secure market share.
It's the world's top 69 companies, not governments, setting emissions targets. The result of climate change being identified as a corporate risk meant good governance demanded a strategic response that resulted in sustainability statements and carbon reduction commitments.
Given our small numbers, a collective response is needed across the industry because we're all in this together, not just as an industry but as a country. We have to get clear on our messages and choose a strategy that focuses on what the consumer wants.
Through open engagement we can identify shared values and find a common language.
Anti-farming interest groups have done a great job ensuring we operate reactively. The core message 'good for you' has been lost. Family farmers are defending their future by justifying their current practices. Meanwhile big business is doing things differently.
Consumers don't want to be lectured about their choices. When shopping they prioritise, seek reassurance and move on to the next decision. In business it doesn't matter how great the product is if the branding and marketing let you down.
We need to focus on re-establishing trust through identifying shared values that allow two-way dialogue. 'Naturally good' is a simple conversation starter the can continue with 'for you', your family, your community the environment' etc. You only have to consider the outpouring of support for farmers doing it tough to appreciate the many city people on agriculture's side.
We can address how we continually respond to climate challenges and how technology is disrupting and improving agriculture. We can give examples of the efficiencies already achieved in water use and crop management.
We can talk about matching stocking rates to carrying capacity, retaining appropriate levels of ground cover and residual biomass in the landscape. But this is only possible if we secure our seat at the table firstly by asking 'what does our customer want?'
- Brigid Price, Rural Resources
