A growing disconnect between farmers and the wider food supply chain has been highlighted by new research, which shows 92% of farmers say their sustainability efforts go unrecognised. Despite this, the research found that 61% of farmers are willing to make significant changes to how their businesses operate, while already implementing an average of eight sustainable practices on farm. The findings come from Pinstone Pulse, a new insight tracker from specialist PR and communications agency, Pinstone.
Catherine Linch, managing director at Pinstone, said the research shows on-farm sustainability progress risks being overlooked – widening the disconnect between farmers, policy makers and the supply chain.
“We know sustainability expectations are increasing, but our first Pinstone Pulse report, From Pressure to Partnership, highlights that the reality is what’s being delivered on-farm is often overlooked,” she said.
According to the report, the biggest barriers to progress are the conflicting policies, costs to implement new practices and that too much jargon is used around sustainability, with some key terms proving very polarising.
Mrs Linch added: “Farmers aren’t resistant to change; they’re resistant to being asked to change if they don’t feel that ‘ask’ is coming from a place of understanding, and when there’s no tangible reward or support to match it. The research exposes a widening gap between ambition and action. The pace of expectation has outstripped the pace of support. Farmers are ready to act, but the economics and profitability remains central to their decision-making processes.”
