Of concern is the fall in public opinion since the last survey in 2008 and especially the low scores for dairying and forestry.
Putting aside the obvious scepticism with polls, the increase in public support for horticulture and the reasons provide challenges for the livestock industry. Respondents gave their support because the sector is booming, they like it and, surprisingly, because it is “not hard on the environment”.
The reality is that horticulture – like all primary sector industries – uses chemicals, fertiliser and water — the basis of much of the criticism levelled at pastoral farming. Somehow the public does not perceive that as an issue for horticulture. The implication for the primary sector is that the wider public has an unrealistic image of the cost of human existence and the production of food, not realising that both leave an environmental footprint.
The survey also implies a vocal minority has successfully pursued an anti-farming agenda, which has been picked up by the mainstream media despite not being reflective of the public’s view. United Kingdom Nuffield Scholar Anna Jones has looked at this issue and concluded there is an urban-rural disconnect and the media and farming industry are contributing to it.
She found mainstream media lacks specialist agriculture reporters, its coverage is clouded by urban bias, is a knee-jerk distrust of agribusiness and a failure to distinguish between campaigners and informers. Equally, farmers tend to be defensive but need to be more open and transparent.
While that is a UK perspective there are parallels with the way the New Zealand mainstream media portrays the sector and the organisations and individuals it turns to for comment. Combating that is a significant challenge.
