Public Trust in Agriculture

Several key findings have emerged through my period of research and travel. Developed through discussions with producers, industry and regulatory representatives and my fellow scholars, the following concepts have provided significant insight into understanding the challenges of public trust in agriculture.

1. The Rural/Urban Divide: There is a growing separation between rural and urban populations, and with this comes a loss of community and a disconnect between farmers and consumers. Consumers are losing knowledge of how food is produced, and this disconnect fosters a weakening of public trust.
2. Engage, not Educate: Feeling the need to educate consumers is a typical response to a seemingly rapid increase in misinformation surrounding food production and agriculture; however, using the approach of engagement over education creates a stronger connection with the consumer.
3. Transparency versus Information Overload: There is a fine line between industry transparency and providing a consumer with an overwhelming amount of unnecessary information. Transparency inherently casts light on practices that may become issues in public trust, and proactive approaches are necessary.
4. Tallest Trees Catch the Most Wind: The larger the industry, the more likely it is to become the subject of public focus.
5. Competitive Marketing: Competitive marketing, the act of highlighting the weakness of your competition as a marketing strategy, can result in consumer confusion and an overall erosion of public trust in agriculture.
6. Economic versus Environmental Sustainability: The economic sustainability of farming can be threatened by requirements to implement environmentally sustainable practices. Ensuring farmers are at the table when developing environmental goals, and financial aid to implement, can make all the difference in the uptake and success of both the economy and the environment.
7. The Power of the Consumer: The consumer is always right. While this statement may not be true, it highlights the power of the consumer. The consumer drives the consumption of agricultural products, and this is irrespective of the knowledge the consumer has of farming practices.