He discovered that the numbers of people in direct contact with agriculture, on average in developed countries, had fallen to only 1% of population – these likely to be either farmers or have contact with a farm. In New Zealand the figure is 15% and falling.
The implications of this are huge, says Manjala, as it means less voice with legislators, and poorer global understanding of the agricultural experience. “There is less and less of a farming voice influencing policy, and that’s not good.”
“Globally there is a challenge in public perception. Activists speak with one voice globally, so should farming.”
While a strong financial lobby for legislators had been successful in the US, Manjala didn’t see this as being the best solution for New Zealand, suggesting the industry should try to connect with media and the general public instead of by self-promotion and actions.
In the UK, Manjala says there is a movement called Open Farm Sundays, where selected farms regularly open their gates to let city people get some idea of what is involved in farming.
In the US, Fair Oaks farm in Indiana runs Mon-Sat farm tours educating
the public about modern farming efforts.
The Canadian industry had organised farm tours for journalists at crucial times of the year and on different types of farms, during calving or lambing.
Manjala says similar measures need to be upscaled in New Zealand to ensure journalists and the public are more informed of the reality and value of farming. “As an industry we need to be proactive… for better understanding that will lead to a better future.”
“You’re upskilling them so they can write a balanced informed article on agriculture. It gives them a wider audience.”
