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Farming

Media’s relationship with farming examined

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Driven by ideology and stereotypes: Media attitudes to agriculture

A NEW report has been published by 2016 Nuffield Scholar, Anna Jones. In it she questions whether the mainstream media helps or hinders the public’s perception of farming.

Ms Jones’ key findings were:

  • The urban/rural disconnect is real, more so in Western and urbanised societies, and both the media and farming industry are contributing to it
  • Some mainstream media coverage is clouded by urban bias, knee-jerk distrust of agribusiness, failing to differentiate between campaigners and informers and an over-reliance on too few sources with an overt political agenda. There is a severe lack of agricultural specialism among general news journalists
  • Farmers and industry are fuelling the disconnect through a lack of openness and transparency, disproportionate defensiveness in the face of legitimate challenge, disunity among farming sectors and a sense of ‘exceptionalism’ or entitlement to positive coverage
  • The public debate and narrative around agriculture is being dominated by farming unions and lobbyists. Politics at an industry level is drowning out individuals at a farm level, contributing to more distrust

Ms Jones’ report ​said​: ‘The world’s media has never been more powerful – or less trusted. Its role in shaping the outcomes of the EU referendum and US presidential election of 2016 cannot be overestimated. The spread of ‘fake news’, an unfamiliar phenomenon at the beginning of this study two years ago, has been deemed a threat to democracy.

‘Yet British farming, with an uncertain future post-Brexit, arguably needs the media more than ever before. It has some convincing to do – that agriculture is worthy of public money; that consumers should shun foreign labels and choose British instead; that the environment is safe in farmers’ hands’.

Exploring how the mainstream media can ‘help or hinder’ that mission – and what lessons can be learned from around the world – forms the basis of Anna Jones’ report.

She continue​d​: ‘Farmers often complain of a ‘disconnect’ between themselves and urban people and blame negative or simply non-existent media coverage. But traditional media, in the face of shrinking resources and shortening attention spans, is fighting for survival in a ruthlessly competitive digital landscape. It must target audiences with content that is relevant to their everyday lives. The vast majority of that audience – more than 80% of the UK population – live in towns and cities’.

Her research confirms that the ‘disconnect’ is real, more so in Western and urbanised societies, and both the industry and media have a role to play in it.

Ms Jones found that urban bias is endemic within the mainstream media. This can spill over into bias against intensive and large-scale farming systems, driven, at times, more by stereotypes and ideology than informed understanding of the subject. However, she found no evidence of urban bias leading to deliberate falsehoods, but it can influence story selection and the way in which a story is told (i.e. the angle).

Anna Jones said: ​”​There is deep-rooted suspicion of the mainstream media among farmers. Many believe journalists attack them unfairly on issues like the environment and animal welfare, but some farmers struggle to separate criticism from legitimate challenge. Knee-jerk defensiveness and a lack of transparency are key barriers to a constructive relationship with the media.

​”​These challenges are not insurmountable. The case studies shared in this report prove that effective agricultural communication and rigorous, balanced journalism are not mutually exclusive. My findings should motivate farmers to engage with the media; and encourage journalists to take a constructive and open-minded approach to agricultural stories.

​”​This is not a quantitative study of media content, but a qualitative analysis of perceptions and personal experience. ‘Agriculture’ in this context refers mainly to conventional production and the term ‘mainstream media’ to national press and news broadcasters, with some regional and specialist contributions​.”​

The full report can be read here http://nuffieldinternational.org/live/

Farming

NSA Lambing List closes

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AS A much-valued service to its members, the National Sheep Association’s (NSA) Lambing List provides farmers with a place to advertise for much-needed lambing assistance from students and others seeking work experience each year.


The list annually provides an annual matchmaking service for around 400 farmers and veterinary and agriculture students. And despite a second lambing season under the constraints of Covid-19 restrictions the list has once again successfully helped farmers across the UK at this busy time of year.


The list has now closed and will reopen for advertisements for the 2021/2022 lambing season in the Autumn.
 NSA Communications Officer Katie James says: “The popularity of the NSA Lambing List grows each year.
“The guidance it provides to farmers using it and the links it offers students means it is incredibly valued by all parties involved. For most, the past two lambing seasons have taken place during Covid-19 restrictions meaning potential shortages of staff due to travel constraints or illness from the virus itself and additional measures to consider such as separate accommodation for temporary staff and social distancing.


“All at NSA are therefore pleased that the list has been able to help remove some of these concerns and provide a trusted method of securing extra help for its sheep farming members.”


 In a previous survey of NSA members using the list, more than 90% of respondents said they valued the list and would use it again to try and source additional lambing help from veterinary and agriculture students.


 Students who will be looking for work experience to assist their application to university or as part of ongoing veterinary studies are encouraged to consult the list from November 2021 when it becomes available once again to aid the student/farmer matchmaking.

NSA members will be able to add details of their available placements for their next lambing season from October.

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Farming

MPs urge level playing field

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IN its new report—Seafood and Meat Exports to the EU—the Environment, Food and Rural Affairs (EFRA) Committee expresses urgent concerns for exporters of highly time-sensitive fresh and live seafood and meat shipments to the EU, particularly small and medium-sized businesses.
Despite overcoming initial “teething problems” the new barriers small seafood and meat export businesses face could render them unviable, and factories and jobs may relocate to the EU.
The Committee’s report, therefore, calls on the Government to ease burdens, including:

• as a matter of priority, seeking agreement with the EU on digitising the certification of paperwork such as Export Health Certificates
• taking a flexible approach to the compensation fund for seafood exporters—including reconsidering the cap of £100,000 on individual payments, and providing similar support to meat exporters
• providing the same help to small meat and seafood businesses with the costs of extra red tape for exports to the EU as they can receive for moving goods to Northern Ireland
• establishing a ring-fenced fund to help create new distribution hubs, which allow smaller consignments to be grouped into a single lorry load, so reducing transport costs.

The Committee criticises the fact that controls on EU seafood and meat imports will not commence until 1 October 2021, with checks at the border only commencing from 1 January 2022.
This has placed British businesses at a competitive disadvantage and reduced the incentive on the European Commission to negotiate measures that would lessen the burdens facing British producers.
The report finds that adhering to the revised timetable will be ‘crucial’, to ensure food safety and to create a regulatory level playing field.
Neil Parish MP, Chair of the EFRA Select Committee, said: “British businesses have acted with incredible agility and perseverance to adapt to the new processes for exporting meat and seafood to the EU.
“With the many checks causing delays and costs, this hasn’t been easy. We are concerned that in the absence of equivalent checks for imports from the EU to Great Britain, there will be serious long-term repercussions for our producers.
“As it stands, the playing field is not even, and the Government must ensure that the new timetable to introduce import checks is adhered to.
“Even as “teething problems” are sorted, serious barriers remain for British exporters, and it is now imperative that the Government take steps to reduce these.
“It must be pragmatic in seeking an agreement with the EU to reduce the red tape that harms both sides, and in the meantime, crack on with giving practical support to small British businesses to sell their produce abroad.
“By the end of the year, the Government must have developed a digital system for certifying EHCs for imports from the EU, enabling it to then negotiate a reciprocal arrangement.”

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Farming

Cattle prices exceed averages – and expectations

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BEEF cattle prices in England and Wales have hit the milestone of £4 per kilo, making this average the highest on record in a number of years.

The average deadweight price for steers for the week ending 24 April was 401.4p per kg which is 83p higher than this time last year and 67p above the five-year average.

Market prices at present are being influenced by a number of unique factors, including strong UK domestic retail demand, a lack of supply due to stockpiling in late-2020 ahead of the Brexit deadline, and changes in trade patterns caused by both Brexit and the Covid pandemic.

Whilst the impact of these factors on demand for beef in 2021 is unpredictable, newly released data from the British Cattle Movement Service (BCMS) suggests that no radical shift is likely in the supply of animals over the coming months.

During 2020, total calf registrations in GB were up marginally (0.5%) on 2019. In Wales, the figures show an increase of 1.4% in beef calf registrations, whilst dairy calf numbers increased by 3.2% on the year. For 2021 so far, beef calf registrations are currently trending 1.1% below last year.

Glesni Phillips is a Data Analyst at Hybu Cig Cymru – Meat Promotion Wales (HCC). She said: “As we approach the peak calving period for spring calving herds in Wales, it is expected that BCMS monthly registration figures will increase over the coming months.

“However, the suckler cow herd in the UK has been retracting in recent years and currently, it shows no signs of re-building quickly. Prime heifer slaughterings during 2020 and the first quarter of this year, for instance, are higher than recent historic levels.

“These figures would suggest that supply onto the domestic UK market will likely remain tight for some time. Domestic retail figures for beef are strong, and with barbeque season coming up we should continue to see good demand  for good quality, locally produced beef.”

A more detailed analysis of the BCMS calf registrations data is available in HCC’s latest Market Bulletin on the HCC website.

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