Transparency: the key to farming's image.

摘要

The paper argues that long term prosperity for UK farming is inextricably linked with public opinion. Public knowledge can come only from the 'transparency' of allowing people access to facts about the business. The public has greater power over farming systems than ever before through its purchasing strength expressed through supermarkets which are increasingly influencing the management and practice of suppliers' farms. An improved public image results from incorporating the principles of publicrelations into the heart of the farm's management. Aspects of farm enterprises that disturb the public are noted. These include intensive farming and animal welfare issues, straw burning, the damage caused by agrochemicals and controversial leisure pursuits on farmland, such as shooting and hunting. Almost every farm enterprise carries with it an area of sensitive public relations. There are positive actions which farmers can take to improve the public image including organizing local activities and instituting farm trails and study centres. It is argued that the progressive farm is one which interacts with the general public willingly and positively. This will require time, thought and self-questioning and may require radical changes in farming policy.