The Fonterra Shareholders Council's Labour Day free ice cream giveaway is a good chance for farmers and townies to start bridging the rural /urban divide.
While at risk of starting to sound like a stuck record, I am still hot on the topic of the rural sector better engaging with the general population about how important it is to New Zealand’s future.
There is no doubt that both Fonterra and DairyNZ should get more on the front foot, take on the role of ‘cheer leaders’ and relay the good news on dairying to the community. However, they also have to acknowledge where problems occur – ie water quality problems and ever increasing milk prices – and show how the industry is addressing such problems – especially in the case of the former.
Meanwhile, other farming sectors such as meat, wool, kiwifruit, cropping et el all need to be out their proactively promoting their industries as well.
Currently, in the dairy sector, there is a vacuum which is being filled by environmentalists piling pressure on the industry and farmers to lift their game on sustainability. At the same time, consumer groups frustrated at increasing milk, butter and cheese prices – while farmers enjoy a record payout – complain about being ripped off. Inevitably this has seen opportune politicians playing the envy card and claiming farmers don’t pay enough tax.
All this does is further drive a wedge between rural and urban New Zealand and lead to more discontent from both sides.
So it is good to see this view starting to get picked up in wider circles – both from the industry and by government.
Agriculture Minister David Carter was recently reported in Dairy News saying how the dairy industry needs to acknowledge there are urban concerns about the effects of the intensification of dairying on the environment. He says dairy farmers need to acknowledge that and spend more time telling the industry’s good-news stories so urban New Zealand can respect the progress dairying is making on environmental issues
Carter is adamant Fonterra and the dairy industry must be more proactive rather than merely reacting to criticism in the news media.
“I’d prefer the industry to be out there highlighting some of the positive stories, some of the very good farm management changes that are improving environmental outcomes; let urban New Zealand know.”
Meanwhile, Finance Minister Bill English told farmers at the recent South Island Dairy Event (SIDE) the Government was willing to help Fonterra overcome “the disconnect with urban New Zealanders”. English pointed to the sheer size of Fonterra and noted every New Zealander is affected by its decisions. But he urged Fonterra shareholders not to get too negative about the criticism.
DairyNZ chief executive Tim Mackle agrees the industry needs to engage with the public and politicians on sustainable dairying, but lift on-farm performance at the same time. Fonterra chairman Henry van der Heyden last month told a Smaller Herd and Supply Herds conference in Northland the co-op had lost its connect with urban New Zealanders.
English says there are clearly tensions between Fonterra and the public over environmental issues.
Fonterra Shareholders Council chairman Simon Couper recently told Dairy News that he agrees about the need to have the community behind both farmers and the industry. He says farmers are not there to destroy New Zealand’s environment or tarnish the country’s image on the world market. As part of its efforts to win over the community, Fonterra is throwing a birthday shout across the country on Labour Day (October 24). “While it will not change the world, we hope to get those without a good understanding of the industry to know us a bit better,” Couper says.
He’s right, it won’t change the world. But at least it is a step in the right direction and is exactly the kind of thing that will foster better relations between rural and urban NZ. So I look forward to getting a free Jellytip on Labour Day and seeing farmers and townies chatting with each other. That has got ot be positive.