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Farming and Food Stronger Together communication and engagement with farmers

Jane King Editor Farmers Weekly

Farming and Food Stronger Together – communication and engagement with farmers Jane King Editor Farmers Weekly
Farming and Food Stronger Together – communication and engagement with farmers Jane King Editor Farmers Weekly
28 Farmer attitudes to business and to information Typology Business Farmers: Improvers, ambitious, expanding, knowledge

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Farmer attitudes to business and to information

Typology

Business Farmers:

Improvers, ambitious, expanding, knowledge seeking

Farmers: Improvers, ambitious, expanding, knowledge seeking Advisors Business Challenging Farmers 17%
Advisors Business Challenging Farmers 17% Traditionalists 67% Students Retailers Me & My Farm Comfortable
Advisors
Business
Challenging
Farmers
17%
Traditionalists
67%
Students
Retailers
Me & My
Farm
Comfortable
Outsiders
17%
Reactive
Proactive

Traditionalists:

not overly ambitious, family, lifestyle, outdoors

Me & My Farm:

insular, cautious, tactical, local, remote

not overly ambitious, family, lifestyle, outdoors Me & My Farm: insular, cautious, tactical, local, remote

Tips to effective communication with farmers

• Don’t lecture

Allow farmers to have a voice

Keep it real

Show them the money

Stop all business/management speak

Demonstrate empathy

Show them the context

Make it easy, accessible, hassle-free

Make it practical

More tips

Work hard at participation and engagement

Reputation/relationship is key if you are to be believed

Help them weigh up cost v benefit with hard

evidence

Keep paperwork to absolute minimum

Show how other farmers profit

them weigh up cost v benefit with hard evidence • Keep paperwork to absolute minimum •

Farmers use a wide range of sources to gain information & advice about farming

Base: 20+ ha crops & grass

Use of digital sources is greatest amongst larger farms: Use of digital sources has increased
Use of digital sources is
greatest amongst larger
farms:
Use of digital sources has
increased since 2007:
90%
+11% Websites
49% Websites
46% Email newsletters
+23% Email newsletters
64%
60%
Base: 200+ ha crops & grass
52%
52%
42%
40%
40%
37%
34%
25%
newsletters +23% Email newsletters 64% 60% Base: 200+ ha crops & grass 52% 52% 42% 40%

Around four fifths of farmers currently have

access to the Internet in the farm office/home Base: 20+ ha crops & grass
access to the Internet in the farm office/home
Base: 20+ ha crops & grass
Internet penetration is highest amongst larger farms with 92% of those with 200+ ha having
Internet penetration is highest amongst larger farms with 92% of those
with 200+ ha having access to the web

Farmers are using the web for decision making and to perform a range of business tasks

Base: 20+ ha crops & grass with Internet access

67% for technical information

67% for technical information

61% to check market prices (+16% from 2007)

61% to check market prices (+16% from 2007)

60% For product information to aid brand choice

60% For product information to aid brand choice

52% to source suppliers (+27% from 2007) to source suppliers (+27% from 2007)

27% for business advice (+13% from 2007) for business advice (+13% from 2007)

21% for online learning & training (+12% from 2007) for online learning & training (+12% from 2007)

17% to take part in forums/discussion groups (+12% from 2007) to take part in forums/discussion groups (+12% from 2007)

Major changes in way we communicate

• Over 50% of world’s population under 30

96% of these use social networking sites

Email seen as old hat

Consumers spend half waking hours multi-tasking with technology

Average person spends 45% of time awake absorbing media

We send 4 x more mobile text messages a day than in 2004

Average person crams 8 hours 48 minutes of media into a day

Younger people cramming 5 hours of media use into 2 hours a day

Imagine what that means for bad customer experiences

Younger people cramming 5 hours of media use into 2 hours a day • Imagine what