On 14th April 2003 the Image of Agriculture Campaign - c/o British Farming went live in a drive to publicise the crucial role that farmers and growers play in society. Jointly funded by many of the major organisations in agriculture, the campaign lasted just one year. We look at the origins of the campaign and why the agricultural industry came together to promote British Farming.
For
much of the last 6000 years, farmers have been closely integrated into
society as a whole. However, the more recent success of agriculture
over the last two centuries has helped to create an urban society far
removed from day to day food production and with little connection to
the countryside.
In
the 1960's, agricultural production rose on the strength of a technological
revolution. While memories of rationing were still fresh, everyone seemed
grateful. However, by the late 1980's farming techniques were being
criticised and a media frenzy against agriculture developed. At first,
some of this was deserved but after more than a decade of bias the industry
was facing crisis. Coupled with desperately low prices agriculture was
collapsing fast and an industry wide initiative was sought.
BRITISH
CONFUSED ABOUT THEIR FOOD - NEW CAMPAIGN GIVES IT TO THEM ON A PLATE.
On
14th April 2003 the campaign to help reconnect people with the countryside
commenced. A recent survey had shown that most Britons had lost touch
with where their food came from. Nearly 90% didn't know that beer was
made from barley, a fifth didn't know that yoghurt was made from milk
and, more than one in 10 people thought that we grew rice in the UK.
The research also revealed that nearly 10% didn’t know that onions
and tomatoes were grown in the UK.
The
survey illustrated that urban Britain had never been more disconnected
from its rural roots. Two thirds of people didn't know that sugar was
grown in the UK and less than 20% knew that three quarters of the UK's
landmass was farmland. The industry urgently needed a co-operative initiative
to help publicise the crucial role that farmers and growers play.
As
custodians of the countryside Britain's farmers have been working hard
in their care of the environment just as much as they have in the production
of wholesome quality food. The campaign details some of this work and
explores why, if you care about the food you eat and the countryside
that you live in, you should care about British Farming.
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