Each year the Readers Digest does a poll to determine Australia’s most trusted professions. Last year as you can see farmers came in at number 7.
Top ten most trusted professions in 2011
4. Rescue volunteers
8. Medical specialists
Four years ago when farmers were at number 9 I showed the list to a group of farmers and posed the question “ why aren’t farmers at the top of the list”. The farmers around the table replied “ the majority of the professions in the top 10 save lives”. My reply was without farmers supplying people with food, their most basic of needs, there would be no life and we need to find away to remind people just how important farmers are.
At that time I received mostly blank looks to my suggestion from the farmers around the table. I thought this was very sad and recognised we also needed to find a way to make farmers realise just how important they are. After all if you don’t believe in yourself how can you expect anyone else too.
So I began a crusade to fix this lack of appreciation of farmer self worth and initiated the Art4Agriculture programs to provide opportunities for farmers to share their stories with the community and in turn get a greater understanding of the community’s expectations of the people who supply them with food and fibre. The aim was to create a two way appreciation between rural and urban communities and an understanding of how much we rely on each other other.
This year is Australian Year of the Farmer. A once in a life time opportunity to remind people (farmers and the community alike) just how important our farmers are.
Australian Year of the Farmer is an opportunity for every primary industry, every rural community and every farmer to invite their urban cousins to join them in a 365 day celebration.
Beyond Art4agriculture’s activities I am having a dinner party once a month for my urban friends. They will receive a copy of an Australian rural showcase like Fiona Lake’s books which my first guests were lucky enough to get.
We will celebrate local produce, drink local wine and I will be encouraging them to wake up each morning and say “I thank a farmer today”
There is no shortage of great food on the South Coast. And just to prove it we recently won the 100 mile challenge
What do you have planned?
Well known Australian author Fleur McDonald– the voice of outback has pledged to get hold of 52 Farmers and post a blog a week from a farmer. From every part of Agriculture; grain, stock, mixed, fishing, dairy, viticulture, communications and so on and so forth!
This week I am very honoured to say I am farmer no 4. You will find my blog on Fleur’s site as well as at the bottom of this post.
CALL TO ARMS
This is my challenge to Australian farmers. Farmers are currently number 7 on Australia’s most trusted professions list. How can we work together to make 2012 the year Australia votes to put their farmers at number 1?
I look forward to working with each and everyone of you to make this happen
Fleur McDonald – Australian Year of the Farmer – a farmers story No 4 by Lynne Strong Clover Hill Dairies
Firstly I would like thank Fleur McDonald for giving me this opportunity to share my story and congratulate her for taking the lead in Australian Year of the Farmer by sharing 52 farmers’ stories. For too long food has been about cooking and eating and recipes and restaurants with little attention paid to the origin of the key ingredients. It’s time for everyone in the food value chain to follow Fleur’s lead and put faces to the product and give our customers real farmers they can relate to
1. Summary of your family and farming enterprise
My name is Lynne Strong and I farm at Clover Hill Dairies in partnership with my husband Michael and son Nick in what I refer to as paradise – the beautiful Jamberoo valley on the South Coast of NSW.
Jamberoo is the birth place of the Australian dairy industry and the cooperative movement and my family has been farming here for 180 years.
The highlight of my farming journey to date has been winning the National Landcare Primary Producer Award. This award recognises farmers who have a holistic view of farming and are committed to achieving the delicate balance between sustainable and profitable food production, and the health and wellbeing of people, animals and the planet
2. Why I farm
· I farm because the people I care about most in the world farm and they are in it for the long haul
· I farm because I believe feeding, clothing and housing the world is the noblest profession
· I farm because I like the mental intensity, the constant review process, the drive to get up each day and do it better. The fulfilling challenge of balancing productivity, people, animals and the planet
· I farm because inspirational people farm. Feeding, clothing and housing the world now and in the next 50 years is going to require an extraordinary effort. This means we need extraordinary people to take up the challenge. When I work with inspirational people, they light my fire, feed my soul and challenge me to continue to strive to make a unique contribution to agriculture and the community.
3. What do you foresee as the biggest short term and long term challenges in farming?
Sadly Australia is complacent about the challenges to food security. There is a lack of appreciation by society in general of the interdependence of environment, agriculture, food and health.
However if we are to progress and fuel the mushrooming food needs of the cities while meeting the community’s expectations for environmental sustainability and animal well-being, then both rural and urban communities must have greater mutual empathy and respect.
This I believe is the real challenge facing farmers in the immediate future -How do we fix it?
As I see it we can do one of two things. We (farmers) can sit back and lament that we are victims or we can actively acknowledge that farmers are business people selling a product and successful businesses recognise marketing is a strategic part of doing business.
Marketing doesn’t mean every farmer needs to have a logo, spend money on advertising, write a marketing plan, write a blog, join Twitter or Facebook – it simply means being customer focused. This means you have to understand your customer and their values and your business has to BE the image you want your customer to see.Then whenever you get a chance, put that image out there. It may be at the farmgate, at a local farmers market, a community meeting, a media interview or whenever you are in contact with consumers.
Every sector of the food system whether they be farmers, manufacturers, branded food companies, supermarkets or restaurants is under ever increasing pressure to demonstrate they are operating in a way that is consistent with stakeholder values and expectations. Farmers cannot expect to be exempted from this scrutiny just because we grow the food.
Businesses are built on relationships. This means we (farmers) have to get out there in our communities and start having two way conversations with our customers
Excitingly I know that once farmers embrace the concept they will discover like me that it can be very rewarding talking to your customers. They are interested and they do care.
There are so many ways farmers can share their stories. To help achieve this I initiated the innovative ‘Art4Agriculture’ programs which started with Picasso Cows and is now the Archibull Prize. The Archibull Prize uses art and multimedia to engage thousands of students in learning about the valuable role farmers play in Australia’s future.
With the Art4Agriculture team I am working on establishing an Australia wide network of ‘young agricultural champions’ who are trained to tell the great story of Australian agriculture to the next generation of consumers – students.
This program connects young people from different food and fibre industries. They get to see their similarities, they find common ground, they realise each has issues that are just as challenging, and they learn how they can help each other.
Art4Agriculture’s Young Farming Champions program for 2012 will train a team of 24 young farmers from regional Australia to actively engage with students in schools around Australia. The students will focus on a particular food or fibre industry, receive a unique insight from their Young Farming Champion and then enter their project work (their Archie) to vie for the ‘Archibull Prize’.
Our Young Farming Champions will also have the opportunity to participate in a comprehensive and diverse array of initiatives offered by our supporting partners. These events will provide a platform from which to develop, build and strengthen the capacity of the Young Farming Champions and allow primary industries to develop key farmer-to-stakeholder and farmer-to-consumer relationships.
Through their involvement in Art4Agriculture school programs our Young Farming Champions will be able to directly market their food or fibre industry and its diverse career pathways to a captive and relevant audience. The legacy of the Young Farming Champions program is to create an Australia wide network of enthusiastic young professionals and build their capacity to promote Australian agriculture as a dynamic, innovative, rewarding and vibrant industry.
We believe this program will not only help build the capability of young rural people to farm with resilience and confidence it will provide a great platform to spark the next generations’ interest in an agricultural career.
4. What is my vision for the future?
My vision for the future isn’t too difficult; it just requires a different way of thinking. I believe a profitable and sustainable healthy future for the farming sector is achievable – the health and welfare of all Australians and many people around the world depends on it.
To drive the process of change requires champions and leaders. But to change grass roots perceptions, we need grass roots action. Farmers care about the country, their livestock and the people they provide with food and fibre. Beyond best farming practices, farmers have to be out in communities, walking the talk – from paddock to plate, from cow to consumer – and building trust between rural and urban communities. I want farming men and women to go out and sell the message that feeding and clothing the world is an awesome responsibility and a noble profession, and that it offers great careers. Just imagine if we could achieve my vision of an Australia-wide network of trained, passionate farmers talking directly with the communities they supply!
5. What do you wish non-farmers / city people & the Australian Government understood about farming?
Australian farmers proudly feed and clothe 60 million people. If they were doctors or nurses or pharmacists or ambulance officers or firemen there would be a moment in most people’s lives when they would be reminded just how important those professions are.
But farmers, at less than 1 per cent of the Australian population, are almost invisible and with food in abundance in this country, there is little opportunity to remind Australians just how important our farmers are.
I am hoping Australian Year of the Farmer starts a very long conversation and a new appreciation for the land that produces our food and the hands that grow it
6. What would I like to see on a billboard?
Billboard – across Sydney Harbour Bridge
“If you want safe, affordable, nutritious food forever love the land that produces it and the hands that grow it.”
You can visit us at the following websites:
Clover Hill Dairies www.cloverhilldairies.com.au
Read our blogs at:
Clover Hill Dairies Diary http://chdairiesdiary.wordpress.com/
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@chdairies and @art4ag
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You can find links to our Flickr, Slideshare and YouTube accounts on our websites as well as my email address. Looking forward to hearing from you