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Farming

Media’s relationship with farming examined

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Driven by ideology and stereotypes: Media attitudes to agriculture

A NEW report has been published by 2016 Nuffield Scholar, Anna Jones. In it she questions whether the mainstream media helps or hinders the public’s perception of farming.

Ms Jones’ key findings were:

  • The urban/rural disconnect is real, more so in Western and urbanised societies, and both the media and farming industry are contributing to it
  • Some mainstream media coverage is clouded by urban bias, knee-jerk distrust of agribusiness, failing to differentiate between campaigners and informers and an over-reliance on too few sources with an overt political agenda. There is a severe lack of agricultural specialism among general news journalists
  • Farmers and industry are fuelling the disconnect through a lack of openness and transparency, disproportionate defensiveness in the face of legitimate challenge, disunity among farming sectors and a sense of ‘exceptionalism’ or entitlement to positive coverage
  • The public debate and narrative around agriculture is being dominated by farming unions and lobbyists. Politics at an industry level is drowning out individuals at a farm level, contributing to more distrust

Ms Jones’ report ​said​: ‘The world’s media has never been more powerful – or less trusted. Its role in shaping the outcomes of the EU referendum and US presidential election of 2016 cannot be overestimated. The spread of ‘fake news’, an unfamiliar phenomenon at the beginning of this study two years ago, has been deemed a threat to democracy.

‘Yet British farming, with an uncertain future post-Brexit, arguably needs the media more than ever before. It has some convincing to do – that agriculture is worthy of public money; that consumers should shun foreign labels and choose British instead; that the environment is safe in farmers’ hands’.

Exploring how the mainstream media can ‘help or hinder’ that mission – and what lessons can be learned from around the world – forms the basis of Anna Jones’ report.

She continue​d​: ‘Farmers often complain of a ‘disconnect’ between themselves and urban people and blame negative or simply non-existent media coverage. But traditional media, in the face of shrinking resources and shortening attention spans, is fighting for survival in a ruthlessly competitive digital landscape. It must target audiences with content that is relevant to their everyday lives. The vast majority of that audience – more than 80% of the UK population – live in towns and cities’.

Her research confirms that the ‘disconnect’ is real, more so in Western and urbanised societies, and both the industry and media have a role to play in it.

Ms Jones found that urban bias is endemic within the mainstream media. This can spill over into bias against intensive and large-scale farming systems, driven, at times, more by stereotypes and ideology than informed understanding of the subject. However, she found no evidence of urban bias leading to deliberate falsehoods, but it can influence story selection and the way in which a story is told (i.e. the angle).

Anna Jones said: ​”​There is deep-rooted suspicion of the mainstream media among farmers. Many believe journalists attack them unfairly on issues like the environment and animal welfare, but some farmers struggle to separate criticism from legitimate challenge. Knee-jerk defensiveness and a lack of transparency are key barriers to a constructive relationship with the media.

​”​These challenges are not insurmountable. The case studies shared in this report prove that effective agricultural communication and rigorous, balanced journalism are not mutually exclusive. My findings should motivate farmers to engage with the media; and encourage journalists to take a constructive and open-minded approach to agricultural stories.

​”​This is not a quantitative study of media content, but a qualitative analysis of perceptions and personal experience. ‘Agriculture’ in this context refers mainly to conventional production and the term ‘mainstream media’ to national press and news broadcasters, with some regional and specialist contributions​.”​

The full report can be read here http://nuffieldinternational.org/live/

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Farming

Local farmer sentenced for animal welfare offences

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ON JULY 10, Dylan Williams of Neuaddlwyd Uchaf, Neuaddlwyd, Ciliau Aeron appeared before magistrates at Aberystwyth Justice Centre and was sentenced for animal by-products and animal welfare offences.

Mr Williams, 47, had previously appeared at the Aberystwyth Magistrates Court where he entered pleas of guilty to the four offences brought before the court by Ceredigion County Council.

On 11 April 2018, 47 sheep carcasses in various states of decomposition were found on Mr Williams’ land, and these were accessible to live sheep and their young lambs. This formed the basis of the offence brought under The Animal By-Products Regulations which requires carcasses to be disposed of without undue delay, due to the risk to animal and public health.

The majority of the flock inspected on the day were seen with severe wool loss and irritated skin which are signs of sheep scab. Sheep scab is a debilitating condition which can lead to weight loss and thickened skin with scabs due to the intense, uncomfortable itching caused by the condition.

There were three separate offences under the Animal Welfare Act 2006, two of which were for causing unnecessary suffering to two ewes. One ewe was suffering from severe weakness due to scab infestation. Another ewe was found unconscious on the land with her intestines protruding from her flank, likely due to predation as she had also suffered from scab over a prolonged period.

Another offence related to Mr Williams’ failure to ensure the welfare needs of his flock were met by his failure to properly inspect the flock and to manage and treat the sheep scab effectively.

Magistrates sentenced Mr Williams to a community order with a requirement that he carried out 250 hours of unpaid work in the community, he was also ordered to pay the investigation and legal costs of the council which amounted to £1648.

Alun Williams, Ceredigion County Council’s Corporate Lead Officer with responsibility for Policy and Performance said, “The council is deeply saddened that yet another serious animal health offence has been committed within the county. It is to the credit of our staff that they have undertaken a successful prosecution of this case.

Our animal welfare officers and our legal team had no option but to carry the prosecution due to the seriousness of the offences committed. I would urge individual farmers who are facing difficulties in caring for their stock to seek advice from the County Council and the Farming Unions.”

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Farming

Aeron Valley farmers thinking creatively for their future

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A RESEARCH STUDY called Pweru’r Dyffryn delivered by Gweithgor Dyffryn Aeron cyf is looking into the feasibility of powering businesses and households in the Aeron Valley.

The study is looking into creating a community body to develop local renewable energy sources which would aim to create a source of income for powering the economy of mid Ceredigion. The study is also looking into creating a sustainable source of income to develop the local economy of the Aeron Valley.

The feasibility study is funded through Welsh Government Rural Communities – Rural Development Programme 2014-2020. This is funded by the European Agricultural Fund for Rural Development and the Welsh Government.

The concept of Pweru’r Dyffryn (Powering the Valley) was developed by the Gweithgor Dyffryn Aeron cyf. Many members of the Gweithgor are young farmers in the area. They want to not only secure a way of life and affordable energy, but also invest in their future.

The farmers of Dyffryn Aeron first set up the community cooperative company Gweithgor Dyffryn Aeron cyf in response to the closure of dairy factories in the valley. The Gweithgor helped a local company to re-open the site of one factory as a centre of local employment.

Through this they found that energy costs were high in the area and could threaten the long term sustainability of businesses in the area.

Euros Lewis is a Director of Gweithgor Dyffryn Aeron cyf and is Pweru’r Dyffryn’s Project Manager. He said: “Responding creatively is the way forward and that’s what these young farmers have done.”

From here the concept of Pweru’r Dyffryn was developed, which began with local consultations across the whole of the Aeron Valley. It asked local communities what form of renewable energy they did and didn’t want to see developed in the area and how would they want revenue from any potential scheme to be spent. The purpose of the consultations were to develop a model that will meet the needs and potential of the local communities first and foremost.

The feasibility scheme received LEADER support through the Cynnal y Cardi Local Action Group, which is administered by Ceredigion County Council.

The next step for Gweithgor Dyffryn Aeron cyf is the publication of a comprehensive report of the local consultation and its findings for future potential developments. The consultation’s early findings include that large scale wind turbines would not be welcome, while there is support for further research as to the potential of waterways and solar power for the generation of local, sustainable energy.

The development of the scheme will be long-term with challenges along the way but Euros Lewis believes to change the lives of the local people and to develop the local economy ‘that the basic principle is to act for ourselves and this is what we are doing.’

Councillor Rhodri Evans is Ceredigion County Council’s Cabinet member with responsibility for Economy and Regeneration. He said: “It’s very encouraging to see rural society in Ceredigion ambitiously looking to the future. Cynnal y Cardi supports them closely and I’m sure they wil see success in the future.”

All ideas are welcome on a rolling basis and project officers are at hand to assist you. The closing dates in 2019 for submission of expressions of interest are 9 September and 11 November. All submissions are welcome in Welsh or English.

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Farming faces zero carbon challenge

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AN AMBITIOUS new target to reduce greenhouse gas emissions to zero by 2050 will lead to significant changes in farming practices over the coming decades, according to a leading agri-environment specialist.

Professor Iain Donnison, Head of the Institute of Biological, Environmental & Rural Sciences (IBERS) at Aberystwyth University, was responding to the publication of ‘Net Zero: The UK’s contribution to stopping global warming’ published by the UK Government Committee on Climate Change.

Professor Donnison is an expert on agriculture and land use, which feature in the report in terms of targets for one-fifth of agricultural land to be used for forestry, bioenergy crops and peatland restoration.

According to Professor Donnison, such a reduction is very ambitious but achievable in Wales and the wider UK. “Land use can positively contribute towards achieving the net zero targets, but there are challenges in relation to emissions from agriculture especially associated with red meat and dairy,” said Professor Donnison.

“In IBERS we are already working on how to make livestock agriculture less carbon intensive and developing new diversification options for the farming of carbon. For example, net zero targets could provide significant diversification opportunities for both farmers and industries that make use of biomass and wood for the production of energy, materials including in construction and for wider environmental benefits.”

Professor Donnison added: “The report gives a clear message regarding the importance of the task and the role that the UK can play to compensate for past emissions and to help play a leadership role in creating a greener future.

“The report says it seeks to be based on current technologies that can be deployed and achievable targets. One-fifth of agricultural land is a very ambitious target but I believe that through the approaches proposed it is achievable (e.g. for bioenergy crops it fits in with published targets for the UK). This is based on the knowledge and technologies we have now regarding how to do this, and because right now in the UK we are developing a new agricultural policy that looks beyond the common agriculture policy (CAP). For example, the 25-year Environment plan published by Defra envisages payment for public goods which could provide a policy mechanism to help ensure that the appropriate approaches are implemented in the appropriate places.

“The scale of the change, however, should not be underestimated, although agriculture is a sector that has previously successfully responded to challenges such as for increased food production. The additional challenge will be to ensure that we deliver all the benefits we wish to see from land: food, carbon and greenhouse gas (GHG) management and wider environmental benefits, whilst managing the challenge of the impacts of climate change.

“The link is made between healthy diets with less red meat consumption and future reductions in greenhouse gas emissions from agriculture. This reflects that agriculture will likely go through significant change over the coming decades as a result of changes in consumer diets.

“Net Zero targets, however, could provide significant diversification opportunities for both farmers and industries that make use of biomass and wood for the production of energy, materials including in construction and for wider environmental benefits.”

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