Farming

Media’s relationship with farming examined

Published

7 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

Special farming role for senior Pembrokeshire councillor

Published

2 days ago

December 17, 2024

Bruce Sinclair - Local Democracy Reporter

AN OFFICIAL special farming role for Pembrokeshire’s deputy leader is to be established following a call made to full council, the first time the council has had such a role for a senior member.

In a question to council leader Cllr Jon Harvey, heard at the December meeting of Pembrokeshire County Council’s full council meeting, Conservative group leader Cllr Di Clements asked: “With the recent changes in the budget from the UK Labour Government on Inheritance Tax and Agricultural Property Relief, many Pembrokeshire farmers are feeling concerned for the future of their family farms, many in Pembrokeshire which have been in the same family for generations.

“I have always found it disappointing that in all the years I have been a councillor, and the major contribution farming has to this county’s economic, cultural and environmental well-being, there has never been a Cabinet Member’s title with rural affairs or farming, or agriculture within it.

“To show that this council recognises the importance of agriculture, and the hundreds of millions of pounds generated by farming, will the Leader consider including it in one of the titles of his Cabinet Members’ portfolio?”

Responding, Cllr Harvey said: “I full share your perspective; it’s true this council has never had a Cabinet member with this role; however I can reconsider, I regard all aspects of rural life as vitally important.”

He told members farming and rural affairs came under the portfolio of the deputy leader [Cllr Paul Miller], adding: “we’re all aware of the changing aspects of rural life at the moment, we do have a rural affairs champion in Cllr Steve Alderman, but I’ve had a conversation with the deputy leader and agreed to review this title to reflect the importance of the role and will happily make an announcement in the next few days.”

Cllr Clements responded: “These words say a lot, it shows this council recognises the importance of the most constant and probably most important business in the county.”

Farming

Call for Pembrokeshire to oppose farming inheritance tax withdrawn

Published

5 days ago

December 14, 2024

Bruce Sinclair - Local Democracy Reporter

A CALL on Pembrokeshire County Council to oppose government changes to inheritance tax affecting family farms has been withdrawn, but its proposer hopes his motion will return to a future meeting.

At the Budget, Chancellor Rachel Reeves announced farmers would have to pay inheritance tax on agricultural property and land worth more than £1 million at a rate of 20 per cent, with a £3m threshold for couples passing on their farms.

This compares to a 40 per cent rate on other estates.

A Notice of Motion by Councillor Aled Thomas, ‘relating to Protecting British Family Farms and Preserving Rural Communities’ was to be heard at the December 12 meeting of Pembrokeshire County Council’s full council meeting.

Cllr Thomas, who stood as a Conservative candidate for Ceredigion-Preseli in the 2024 general election, asked that: “Pembrokeshire County Council notes its concern to the proposed changes to inheritance tax announced by the Labour Government in the recent Autumn budget, which would scrap Agricultural Property Relief (APR).

“APR has been instrumental in allowing British family farms to remain intact across generations, supporting food security, sustaining rural communities, and aiding environmental stewardship. This tax is estimated to impact over 70,000 family farms, leaving the average farming family with a tax bill of at least £240,000, which will force many to sell portions of their land or close entirely, paving the way for corporate ownership over family ownership.”

It called on the council to resolve to “oppose the Labour Government’s changes to inheritance tax affecting family farms,” to “advocate for the exemption of family farms to preserve the UK’s food security, rural communities, environmental initiatives,” and to “commit to maintaining its county council farms portfolio, particularly to encourage younger and new generations of farmers into the industry”.

It finished: “This council urges all councillors to stand with Britain’s family farms, to support our rural communities, and to protect the environment by formally rejecting this proposed ‘family farm tax’.”

At the December 12 meeting Presiding Member Cllr Simon Hancock informed members the notice had been withdrawn from the meeting.

Speaking after the announcement, Cllr Thomas, himself a farmer, said: “There was a dispute whether I should have been allowed to submit it as I am a farmer, so I took advice from the monitoring officer that I should withdraw it until I can get a dispensation from the standards committee to speak on the matter.”

He said he hoped to get the motion resubmitted to be heard at the next council meeting.

Farming

Welsh Lamb shines at the Winter Fair Taste Awards

Published

7 days ago

December 12, 2024

Tom Sinclair

THE ROYAL WELSH WINTER FAIR TASTE AWARDS, showcasing the finest native lamb breeds of Wales in a celebration of sustainability, flavour and culinary excellence, were hosted by the Royal Welsh Agricultural Society (RWAS).

The awards, held in collaboration with Cambrian Training Company, the Culinary Association of Wales and the National Culinary Team Wales, spotlighted the exceptional quality of Welsh Lamb and its unique characteristics.

The competition aimed to promote native Welsh Lamb breeds and emphasise their distinct flavours, encouraging chefs, businesses and consumers to consider Welsh Lamb a premium product.

The RWAS says the competition provides a vital platform to showcase the exceptional flavours of native Welsh Lamb breeds while promoting sustainable farming practices.

These lambs are grass-fed, raised in Wales and come with full traceability from farm to fork. The initiative aims to highlight the story behind the meat and the dedicated efforts of farmers in preserving these breeds.

Societies representing seven native Welsh Lamb breeds participated in the competition, held at the Cambrian Training Company building on the Royal Welsh Showground at Llanelwedd.

Each breed’s lamb was expertly cooked by chefs and presented to a distinguished panel of judges, including Dilwyn Evans, a vet featured on TV series ‘Clarkson’s Farm’, Steven Owen, Castell Howell development chef, Neil Fenn, Professor Rhian Goodfellow, OBE and Arwyn Watkins, OBE, executive chair of Cambrian Training Group.

The breeds showcased included Badger Face Welsh Mountain (Torddu and Torwen), Balwen Welsh Mountain, Black Welsh Mountain, Clun Forest, South Wales Mountain, Llanwenog and Pedigree Welsh Mountain.

Each lamb had been bred, born and reared in Wales, ensuring sustainable and traceable farming practices.

The awards highlighted the diversity among native Welsh Lamb breeds, from the Torddu and Torwen’s hardy nature to the Llanwenog’s docile temperament and premium meat quality.

Farmers and breed societies demonstrated the unique traits of their lambs, such as flavour, sustainability and adaptability to diverse farming environments.

Arthur Davies (South Wales Mountain) and I. T. Davies & Son (Clun Forest) were declared joint winners of the Royal Welsh Winter Fair Taste Awards. Both breeds impressed the judges with their remarkable flavour, tenderness and quality, showcasing the very best of Welsh Lamb.

The event emphasised the importance of promoting the culinary excellence of Welsh Lamb alongside its visual appeal in show rings.

Guest judge, Dilwyn Evans said: “It has been an absolute honour to judge the Royal Welsh Winter Fair Taste Awards and experience first-hand the superior taste of native Welsh Lamb.

“This exceptional meat not only embodies the rich heritage and dedication of Welsh farming but also highlights the importance of preserving these unique breeds and the sustainable practices behind them.”

The RWAS thanked the judges and Cambrian Training Group for their continued support, helping ensure the lambs were cooked to perfection for the competition.

With the awards, Wales has cemented its position as a leader in premium lamb production, bringing the exceptional flavours of its native breeds to the forefront of the culinary world.