“The importance of the primary sector to New Zealand’s economy is not well understood by wider society,” the report says. “We are now predominantly an urban-based population. Many New Zealanders’ knowledge of the rural sector is limited to media reports that predominantly focus on the sector’s issues and failings.
“If we do nothing, we risk a deepening ‘them and us’ divide. An important first step is to gain an understanding of why we do agriculture in New Zealand, from our many different perspectives. Then we can search out collective win/win solutions for the key issues facing the primary sector.”
KPMG suggests bridging the divide by achieving wider accord on the key issues. It calls on the agri-sector to lead a fact-based conversation about the issues rather than sit by while mainstream media continue to portray agriculture in a negative light, eg dirty dairying, expensive local produce and animal cruelty.
Says the report, with most of the population living in urban centres, any direct connection many New Zealanders once had with the land is dwindling. So it requires the collective agri-sector to take on the responsibility of educating and informing the wider population about the contribution it makes and the resources it needs to deliver its contribution.
“Every organisation and person involved in the industry needs to be prepared to become engaged in these critical conversations. At the end of the day, the outcomes will impact New Zealand’s future prosperity.”
It is important the sector does not appear defensive in leading these discussions. The debate must be balanced and based on facts.
“Identifying the areas that need sector leadership is not rocket science. They include taking greater responsibility for biosecurity; water management (both usage and quality); attracting sufficient talented people into the industry; managing the sector’s impact on the environment; and creating a stable platform for capital investment.”
Let’s begin this much-needed conversation now!
