The National Farmers’ Federation (NFF) is proud to announce Coles as the principal sponsor of the NFF 2014 National Congress, to be held in Canberra on Monday 20 and Tuesday 21 October. The biennial event sees farmers, government and industry representatives from across the country come together to look at what the future holds for Australian agriculture. This year’s theme is “Producing Our Future”. NFF President Brent Finlay said Coles was ideally placed to return as the event’s principal sponsor, given the leading food retailer’s strong commitment to showcasing Australian produce and building closer links between farmers and consumers. “One of the key priorities for us, as a sector, is building greater community confidence in the quality, safe and sustainable Australian food and fibre our farmers provide for every Australian home, every day,” Mr Finlay said. “Traditionally, consumers have been driven by price, convenience and quality. But increasingly, we’re seeing people consider other factors, including source of origin, production methods and nutritional value. “Raising awareness among the community about where food and fibre comes from is hugely important. Equally important is an understanding among farmers about what drives consumer behaviour and, more broadly, what is happening in today’s commercial environment. “Signing Coles as our principal sponsor will shine a spotlight on agriculture in a consumer’s world – looking at what influences buying habits and what agriculture’s public image looks like through the eyes of today’s consumer. “This is a prime opportunity for the farm sector to gain a better understanding of what consumers want and conversely, help consumers understand the impact their purchasing decisions have on Australian farmers,” Mr Finlay said. The NFF 2014 National Congress is taking place on Monday 20 and Tuesday 21 October at the AIS Arena, Canberra. For more information or to register, visit: www.congress.nff.org.au. Ends.