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 continued: ‘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/
Welsh Cobs return to the farmyard at Llanerchaeron
HORSES have returned to the traditional farmyard at Llanerchaeron near Aberaeron, which is cared for by National Trust Cymru.
Tomos and Seren, two eighteen-year-old Welsh Cobs, have been living together for over a decade and recently moved into the Welsh farmyard.
Visitors will be able to meet the horses when they visit, during certain times of the day at the stable blocks.
Please check opening times before visiting www.nationaltrust.org.uk/llanerchaeron.
Ceredigion farmers left high and dry by lack of UK-NZ trade deal protections
PLAID CYMRU politicians have expressed significant concerns regarding the impact the new trade deal stuck between the UK and New Zealand will have on Ceredigion farmers.
The free trade agreement between New Zealand and the UK Government was signed on 28 February 2022 and is set to open the doors to a significant import of meat produce which could potentially hit the farming sector in Wales harder than in any other part of the UK.
NFU Cymru has recently raised concerns about the deal, stating that the potential negative cumulative impact of this cannot be overstated.
The New Zealand trade deal follows another similar deal with Australia, and while it offers significant upsides for farmers on the other side of the world, it potentially creates significant marketplace changes for Welsh farming.
Figures from the Farmers Union of Wales state the agreement could see the amount of beef that can be imported tariff-free from New Zealand rise immediately to 12,000 then gradually to 38,820 tonnes in ten years’ time. Further rises would occur in the subsequent five years, after which there would be no limit. A similar increase would also be seen in lamb, with the amount that could be imported tariff-free would increase by 35,000 tonnes per annum in years one to four, then by 50,000 tonnes per annum in years five to fifteen, after which there would be no limit.
Plaid Cymru’s Agriculture Spokesperson, Mabon ap Gwynfor MS, has today (2 March, 2022) raised the issue as a matter of urgency with the Welsh Government in the Senedd.
Mabon ap Gwynfor MS said: “While the spin will be about benefits, the truth is that this trade deal is a real cause for concern for Welsh farmers.
“The agreement will provide a 15 year transitional period, and it states that they will only be able to ‘utilise new access to the UK sheep meat market once they have filled 90% of their existing World Trade Organization (WTO) quota’.
“However, this leaves Welsh farmers at the whim of a market whereby they have no control nor input. Should something change in the sheep meat market then New Zealand meat would suddenly end up here or in the EU and undermine Welsh farmers.
“By failing to ensure that there are tariffs on imports here the UK Government have left Welsh farmers completely open to the whims of a market which they have no say and no protection.
Cefin Campbell, Plaid Cymru Member of the Senedd for Mid & West Wales added: “Let us be clear, this trade deal is a gross betrayal of Ceredigion farmers. The UK Government’s own analysis suggests that the number of people working in agriculture will be negatively impacted by this deal, whilst it also threatens to undermine the entire Welsh agriculture sector – which we know is far more susceptible to harm from a poor trade deal than other farmers in other parts of the UK.
As we face a climate emergency, importing more food from the other side of the world that could be produced sustainably here in Wales, does not make any sense whatsoever.
Clearly, efforts must now be taken at Westminster to ensure that the Welsh farming sector is safeguarded from the potential negative impact of this agreement.”
Total Dispersal of Hidden Gem Welsh Dairy Herd
HARRISON & HETHERINGTON have today announced that they will be the sale managers for the dispersal sale of 700 pedigree Holsteins from the impressive Clywedog herd.
The two-day sale will be held on behalf of Rhys and Huw Jones at Old Llwyn Onn Farm, Wrexham, on Thursday 24th and Friday 25th February.
Day one of the sale will comprise 320 milking animals and 180 heifer calves up to six months of age.
Day two will see 200 youngstock selling with in-calf, bulling and heifer calves down to six months of age. Notably, a large percentage of the herd and most of the in-calf heifers carry pregnancies by female sexed sires.
In the last two years Harrison & Hetherington have expanded their on-farm dispersal sales service across the UK and Ireland and Glyn Lucas, Senior Pedigree Dairy Auctioneer, is delighted that they have been invited to manage this special sale: “The Clywedog Pedigree Holstein herd is one of the UK’s best kept secrets. This complete dispersal sale offers the modern kind of cow that the modern milk producer appreciates.
“The cows are powerful and exhibit outstanding width of rump and chest, and are in excellent body condition. The production records on two times a day milking is impressive and the potential these cows have to increase on a three times a day or robotic management system is exciting. In addition, all of the animals going under the hammer have been tested for export.”
At the most recent milk recording in mid-January the herd averaged 41kgs at 4.42% butterfat and 3.31% protein with somatic cell count of 63. The herd has exceptional fertility with the current calving interval running at 378 days and the current days in milk is 134 days.
The latest classification saw 17 new Excellent cows, 39 new Very Good cows, 14 new Very Good milking heifers and 24 new Good Plus heifers. The sale will have a total of 41 Excellent, 141 Very Good and 138 Good Plus animals in the sale.
Herd health status is exemplary with IBR, BVD and Lepto protocols all managed in conjunction with farm vet, Rob George from Nantwich Farm Vets. Additionally, the herd has never had a case of TB and all animals are tested for export.
Giving further background, owner and breeder Rhys Jones said: “We established our pedigree herd in 1990 and have worked hard over the years to create high yielding, long-lasting herd of beautiful cows. Our mission has been to produce high type cows, and to that end we have selected the best genetics from Cogent and Semex. The stock is in excellent condition, they have been looked after with loving care and I know that the animals will go on to do very well.
“However, the time has come for Huw and I to ease off; I will soon be 64 and it’s time to hang up my hat. We would all like to thank everyone who has supported us over the years. We have taken great pride in producing a herd with long lasting cows and heifers and we will both get a lot of satisfaction in watching our breeding develop in herd around the UK.”
Harrison & Hetherington are renowned auctioneers, selling all classes of pedigree and commercial livestock and is one of the UK’s foremost auctioneers for Dairy Cattle. Being located in one of the largest milk producing areas in the UK, its weekly sales at Borderway, Carlisle, attract top quality dairy cattle and buyers.
Harrison & Hetherington are also the principal official society auctioneers to many breed societies and area clubs, and regularly hold dispersal or collective sales on site and on farms across mainland UK and Ireland.
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