Better connecting farmers and the food and fibre they produce with consumers is the aim of a new communications campaign led by the National Farmers’ Federation.
The Telling Our Story initiative was launched by the NFF in 2019. The initiative was designed to to better connect consumers with food and fibre production and to secure agriculture’s social licence to operate.
The NFF is supported by founding partners Meat and Livestock Australia and Nutrien Ag Solutions (formerly Landmark). A committee of esteemed Australians was established to direct the project. Advisory Committee members include NFF president Fiona Simson, Richard Goyder, Alison Watkins, Matt Moran, Robbie Sefton, Geoff Maynard (representing MLA) and Rob Clayton (representing Nutrien).
Research commissioned by NFF found 63% of Australians feel disconnected with rural Australia and agriculture. Seventy-four per cent of those surveyed identified as conscious consumers.
To signal the beginning of the initiative, NFF developed a short film We Are Australian Farmers. The production highlights the shared values of all Australians regardless of where they live and what they do.