Farming

Media’s relationship with farming examined

Published

8 years ago

December 21, 2017

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 continued: ‘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

Imported meat bill hits £5bn as Co-op calls for stronger backing for UK farmers

Published

13 hours ago

May 5, 2026

Tom Sinclair

RISING IMPORTS RAISE FOOD SECURITY CONCERNS

THE CO-OP has called for stronger government support for British farmers after new figures showed the UK’s imported meat bill rose to more than £5bn last year.

HMRC data obtained by the retailer shows the value of meat imported into the UK increased by 15 per cent year-on-year, from £4.33bn in 2024 to £5.06bn in 2025.

The Co-op said the figures raised fresh concerns about the resilience of Britain’s food system at a time of climate change, global conflict and disruption to international supply chains.

Poultry was the most imported protein, worth almost £2bn in 2025. Poland and the Netherlands accounted for the largest share, while poultry imports from Thailand rose by almost 50 per cent compared with the previous year.

The retailer, which says it sells and uses 100 per cent British meat and poultry, said the UK’s growing reliance on overseas supply chains left shoppers and farmers more exposed to global shocks.

It is now backing proposals from the Co-operative Party calling for agricultural co-operatives to be scaled up and better supported as part of the Government’s long-term farming plans.

The policy paper argues that farmer-owned co-operatives can help producers share costs, reduce risk, invest collectively and secure stronger bargaining power in the food supply chain.

There are currently estimated to be more than 500 agricultural co-operatives in the UK, generating income of more than £9bn.

Paul Gerrard, Director of Public Affairs and Campaigns at Co-op, said: “The issue of supply chain resilience is upon us now and there is a clear and demonstrable benefit to the co-operative business model in agriculture.

“An expansion of agricultural co-operation is both an economic opportunity and a political imperative: it directly addresses the need for a more secure and sustainable food system, one less exposed to the volatility of global markets and the instability in a rapidly changing world.”

Joe Fortune, Leader of the Co-operative Party, said co-operation was “a form of strategic resilience” and called on Government to help grow the sector.

The party’s proposals include clearer government guidance for farmers, stronger representation for co-operatives in policy-making, improved access to finance, support for producer organisations, and greater use of public procurement to back British farming.

Farming

Badger Trust urges next Welsh Government to keep non-lethal TB policy

Published

5 days ago

April 30, 2026

Tom Sinclair

Charity says Wales should continue science-led approach as bovine TB cases fall

BADGER Trust has called on the next Welsh Government to maintain a science-led and non-lethal approach to tackling bovine tuberculosis.

The charity says Wales should continue to focus on cattle testing, farm biosecurity and support for farmers, rather than wildlife intervention.

According to Badger Trust, bovine TB cases in Wales had fallen by 13.6% by the end of 2025, without any wildlife culling. It said this compared with a 5% fall in England over the same period.

The charity said 5.3% of cattle herds in Wales were not officially TB-free at the end of 2025, down 0.4 percentage points on the previous year. It said 567 new herd incidents were recorded during the year, alongside a 27% reduction in early cattle slaughter.

Badger Trust said bovine TB remains a serious threat to cattle health, but argued that the best response is a cattle-focused policy, including more frequent and enhanced testing, improved farm hygiene, and non-slaughter options for cattle testing positive.

The charity said: “The premature culling of cattle due to a failed bovine TB test is outdated and unnecessary. Instead, strict segregation is an effective alternative.

“The main focus must be on eliminating the reservoir of bovine TB in the national herd in preparation for cattle vaccination.”

Badger Trust also argued that bovine TB can remain dormant in cattle and in the environment for long periods before being detected, which can lead to mistaken assumptions that infection has entered a closed herd from wildlife.

It said the disease can also be spread through contaminated vehicles, workwear, manure and slurry if proper biosecurity measures are not followed.

The charity added: “Focusing on badgers distracts from the real issue, as DNA testing shows that 94-95% of bovine TB infections are transmitted directly between cattle.

“The only effective way to combat bovine TB is to address it at its source: within the cattle population.”

Badger Trust is urging the next Welsh Government to “hold its nerve” and continue with a science-led, evidence-based, non-lethal policy.

Nigel Palmer, Chief Executive of Badger Trust, said the charity wanted Wales to continue “leading by example” in its approach to tackling the disease.

Badger Trust says it welcomes the end of intensive badger culling licences in England in 2026, but remains opposed to presenting badger vaccination as the main solution to bovine TB. It argues that improved cattle testing and stronger farm biosecurity offer a more effective and humane way forward.

The charity also warned that badgers face a separate threat from changes linked to the Planning and Infrastructure Bill, which it says could weaken protections for badger setts in development areas.

Badger Trust is the leading voice for badgers in England and Wales and works through a network of local badger groups. Its Badgers Belong Here campaign promotes badger protection and public education.

Farming

FUW warns food security must be treated as national security

Published

5 days ago

April 30, 2026

Tom Sinclair

Union says rising fuel and fertiliser costs are putting pressure on farmers and food supply chains

THE FARMERS’ Union of Wales has warned that food security must be treated as a UK-wide priority as global instability continues to drive up costs for farmers.

FUW President Ian Rickman and Deputy President Dai Miles met Defra Minister for Food Security and Rural Affairs Dame Angela Eagle MP in Westminster to discuss the impact of international events on farming, production costs and the resilience of food supplies.

They were also joined by Wales Office Minister Anna McMorrin MP.

The union said the ongoing conflict in the Middle East and Gulf region had added significant pressure to key agricultural inputs and energy costs.

According to the FUW, fertiliser prices, particularly urea and ammonium nitrate, have risen by between 20% and 30% since the escalation of the conflict.

The union is calling for greater transparency around fertiliser stocks and distribution across the UK.

Fuel costs have also risen sharply, with the FUW saying red diesel has effectively doubled in price in some cases. Wider agricultural fuel and energy costs are continuing to rise across the sector, placing further pressure on farm businesses already operating on tight margins.

The union warned that these cost increases are feeding through the entire food supply chain, affecting production, transport, processing and manufacturing, and are likely to contribute further to food price inflation.

The FUW repeated its call for a UK-wide legislative food security metric, which it says should be taken forward by the next Welsh Government in collaboration with the UK Government.

It said food security is a cross-UK issue, affecting all four nations because of the closely integrated nature of agri-food supply chains.

The union also pointed to recent government evidence, including Defra’s 2024 Food Security Report and its 2025 national security assessment on biodiversity loss and ecosystem collapse.

It said these highlighted long-term risks to food production, including climate change, nature decline, animal and plant disease, supply chain disruption and exposure to volatile global markets.

FUW President Ian Rickman said: “We welcomed the opportunity to meet Minister Eagle and Minister McMorrin, and highlight the continued impact of recent global instability on Welsh farmers.

“Food security is national security, and recent global instability has made that clearer than ever.

“Farmers are facing surging cost pressures, particularly from fertilisers and sharply rising fuel costs such as red diesel, which in some cases have doubled.

“These are forces far beyond their control, yet they directly threaten the resilience of our food system.

“We urgently need a coordinated UK-wide approach that recognises the strategic importance of domestic food production and reduces our exposure to volatile international markets.

“With that must come regular and meaningful engagement between Defra and agricultural stakeholders across the UK, including the FUW, particularly on policy areas that remain reserved to the UK Government.”