Community Perceptions of Agriculture

Community perceptions of agriculture have never been more important as consumers try and understand more about where their food comes from.  Consumers want to buy products that say something about them.  They want to know that products have not damaged the environment, that animal welfare is paramount. 

The contrast of community perceptions of Australian agricultural sector with other sectors of the economy is certainly intriguing.  Research conducted by Readers Digest suggests that farmers are highly regarded in terms of trustworthiness. 

Indeed consumers can have complete contempt for an organisation but still utilise its services.  A relevant example to the agricultural sector is the perception of the supermarket industry.  In Australia and around the world, the major supermarket chains are held in contempt by consumers (give references) but still widely used by the same consumers.  I personally have not been in a supermarket that has no people in it despite all the negative perceptions. 

A consideration of the professions at the bottom of the most trusted list shows that they do not seem to be adversely affected by negative perceptions.  Very few people choose to sell their house without the services of a real estate agent.  People still consume plenty of stories from media outlets despite negative perceptions of journalists. 

The Four Corners episode on the Indonesian cattle industry resulted in substantial publicity subsequent to the program and a Walkley award for the journalist, Sarah Ferguson.  An episode on the manufacture of clothing and mistreatment of workers in Bangladesh generated much less publicity and will no doubt not result in another Walkley award for the journalist involved. 

The conclusion that you can draw from all this discussion is that community perceptions of agriculture are important but perceptions of other sectors are much less important.  What the sector should do about community perceptions is probably worthy of another blog post.