Turning the tide on the anti-farming agenda

The agricultural industry is facing unprecedented scrutiny from multiple fronts—media, activist groups, government agendas and increasingly conscience consumers — all contributing to what many farmers perceive as a growing anti-farming sentiment.

Governments worldwide are advancing policies that often prioritise climate action over food security. Public interest groups are expanding their influence on policy, while farmers are caught in the crossfire of headlines and agendas.

Many in the agricultural community feel under attack, a sentiment intensified by the growing disconnect between urban and rural populations and widespread misconceptions about modern farming.

In response, farmers globally are becoming more defensive. Protests, division, and fragmented messaging are increasingly common, creating barriers to constructive dialogue with policymakers, media, and the public. This has been compounded by industry bodies working in silos, leading to further disunity across the sector.

Through being awarded a Nuffield Farming Scholarship, I embarked on a journey to investigate whether anti-farming sentiment is gaining momentum worldwide, why communications are breaking down, and what needs to change to reposition agriculture more positively.

My travels have taken me across Europe, Africa, South America, Australasia, and Asia, where I have met with farmers, lobbying groups, policymakers, journalists, scientists, and industry experts to understand how agriculture is responding to growing scrutiny, and how effectively it communicates as an industry.

At the heart of this report lies a central question: How can rising scrutiny be transformed into an opportunity for meaningful engagement? An opportunity to shift how agriculture tells its story and reconnects with audiences beyond its own echo chamber.

This research identifies the urgent need for a communication overhaul. The sector must adopt more strategic, values-based engagement and cultivate fresh leadership that challenges entrenched mindsets and inspires change.

Drawing on case studies from Brazil, Kenya, New Zealand, Australia, and the UK, the report highlights individuals and organisations who are embracing scrutiny as a catalyst for better connection. These examples demonstrate the power of messaging that reaches beyond traditional audiences, adapting tone, language, and tactics to build trust and relevance.

To turn the tide on the perceived anti-farming agenda, this report concludes that the agricultural community must shift from a defensive stance to more proactive and constructive engagement with critics. This will require a willingness to connect with diverse audiences, break down industry silos, and work collaboratively to develop clear and unified messages that resonate beyond the agricultural echo chamber.