What Do the Public Want to Know about Farming and Why? Findings from a Farmer-Initiated Public Consultation Exercise in Ireland

Abstract

With advances in information communication technologies and sustainability-driven changes in consumer behavior, farmer–citizen communication is a communicative dyad that is receiving attention. Farmers and citizens view farming practices through very different lenses of prior knowledge, experiences, beliefs, and values, presenting unique communication challenges. Dialogue-based communication can help to build empathy and trust. Initiated by a committee of farmers, a public consultation exercise was carried out to facilitate citizens to deliberate over farming and farming practices in Ireland to better understand their views and perspectives, and identify information needs and knowledge gaps. Employing a participatory deliberative approach, 10 focus groups were carried out with members of the public (n = 65) carefully selected to represent diverse demographics in the general population. Findings are structured around two central themes. ‘Bridging the disconnect’ reflects the strong support found across the focus groups for farmer-led dialogic communication with citizens on farming practices. ‘Understanding knowledge gaps’ revealed the nature and underlying motivations of public information needs and knowledge gaps in specific areas: (1) the basics of farming; (2) the life of the farmer; (3) minding animals; (4) minding the environment; and (5) buying local and natural. Dialogue-based communication between farmers and citizens offers opportunities for supporting connected and sustainable food and farming systems through value-driven and responsive behavior change.

In the shoes of a farmer: (re)connecting the public with animal health and welfare in livestock production

“…This article highlights the value of public engagement focused upon food and farming, and it suggests a need for more. This has been reaffirmed in subsequent FIELD activities, and highlighted elsewhere (Regan and Kenny, 2022). Given previous criticisms of a lack of communication and transparency surrounding farming issues (Murphy-Lawless, 2004), and the relative lack of public input in the Agriculture Bill (DEFRA, 2018(DEFRA, , 2020, our findings show that more engagement would be welcomed.…”

Swine industry perspectives on the future of pig farming

“…Considering that public concern for farm animal welfare is increasing (Alonso et al 2020 ), it seems unlikely excluding the public voice from such discussions will be socially sustainable. Indeed, a recent study by Regan and Kenny ( 2022 ) found that members of the public expressed a desire for increased and two-way engagement with farmers.…”

Consumer perception and understanding of the risks of antibiotic use and antimicrobial resistance in farming

“…However, many participants in the focus groups were 20 reflective in their critique of farm practices and farmers; many indicated that they were empathetic towards the situation of farmers -citing difficulties to making seismic changes to husbandry practices on farms to reduce reliance on antibiotics. This could be a particular reflection of the geographical context of the current study, given that consumers tend to associate livestock farming in Ireland with small, pasture-based family-farms (Regan & Kenny 2022). Future research should consider cross-cultural differences in social representations of antibiotics and farming, particularly considering aspects of identity and blame attribution.…”