Appearances can deceive and recent surveys show rural people are not particularly happy or confident despite the generally good farmgate returns for primary products. They have reason for wariness given pending compliance and environmental pressures and the rising cost of inputs while banks are getting tougher on lending.
As usual there was a parade of politicians at Fieldays and let’s hope that as well as telling farmers’ futures for them they have listened and have a good handle on what rural folk are thinking and doing. And it must be admitted it’s not all doom and gloom. Returns look like being steady or even retreating slightly this year but then the upward climb will be resumed, the Ministry for Primary Industries situation and outlook report tells us. Trying to predict anything more than a year or so out is fraught with danger given the vagaries of predicting the way international politics will go.
But despite the international uncertainties our products are in good demand and fetching good prices. The greatest danger would come from a fall in retail spending in our big markets, which is a good argument for targeting the rich people in those markets.
According to KPMG the trend is now emerging where people are looking for healthy food to ensure their long-term well being. That’s a good sign for us because if we convince people they should eat our food once then they can eat it for life.
All these factors show the value of having good and binding relationships with trading partners and the worth of free-trade agreements. And though we’re doing everything right we can’t let up on the hard sell. In a world of constant and rapid change, not to mention fickle consumers attitudes and tastes, we have to keep banging the drum.
So let’s hope all those international visitors at Fieldays had such a good time they’re now zooming round the world acting as our ambassadors.
Stephen Bell
