“Every farmer is a scientist” – it’s not the recognition we usually hear for our beloved farmers, but it should be. At a recent event during Sustainability Week, I heard this statement, and I swelled with pride.
Farmers are not just food producers; they are scientists, constantly experimenting, adapting, and problem-solving to navigate the challenges of an ever-changing climate.
We know farming is on the front line of climate change, battling it out in the UK with little support. But to hear farmers spoken about with respect, as innovators and problem-solvers, was refreshing.
The reality of risk in farming
One speaker put it bluntly – farmers are being asked to take on the risks of changing farming practices with little backing. No other industry would be expected to pivot at its own cost for others’ gain. That honesty was welcomed.
The event, organised by The Economist, brought in a mix of perspectives. One parallel that struck me came from the car industry.
Speakers from Volvo and Volkswagen acknowledged that for electric cars to take off, consumers need incentives. More usage drives more demand, which leads to more investment.
Incentives for regenerative farming
So, with all the talk about regenerative farming as the future of sustainable food production, I asked myself – where’s the incentive for farmers? What happens when they risk a three-to-five-year production drop?
Yes, farming practices need to evolve – but it’s not simple. Changing systems comes with risk. If we want farmers to transition, we need more than good intentions.
It starts with measurement and positioning regenerative farming as value creation. But let’s remember – brands stand for value, and consumer expectations evolve. Will regenerative become the norm? And if so, who is going to pay for it?
I don’t believe it will be the consumer. Research shows that of people who say they want to live more sustainably, in a 12-month period, only 14% changed their behaviour. If we’re serious about sustainable food production – especially when 2.3 million people in the UK are food insecure – we need to get real about where the incentive comes from.
The power of storytelling
One thing was clear – we need to get better at storytelling. If we don’t tell the story, the value gets lost. We also need to cut through misinformation – carbon is only part of the picture. What about nature, water quality, biodiversity?
And, through storytelling, we need to tap into what people care about. It’s rare to see sustainability and creativity in the same conversation, but bridging that gap is crucial for consumer engagement.
Changing the Narrative on Farming and the Environment explores the importance of communicating the right messages and shifting perceptions around sustainability in the food and farming sector. By shaping the conversation, we can help drive the transition towards a more sustainable food system.
The business of sustainability
Food is unique – it’s family, culture, friends, health. It’s life.
And here’s the bigger shift – it’s clear to me that the language of sustainability is now the language of business. Profit with planet is no longer niche – it’s mainstream. Let’s thrive in this transition, knowing that trends pass, but long-term goals remain.
So, if you need your sustainability story told – we’re your creative sustainability partner that can bridge the gap to drive meaningful impact.
About the author
Helen Maiden is a senior communications professional at Pinstone, with over 15 years of communications experience she combines creative thinking with industry insight. With deep farming roots, she supports her family’s dairy and arable enterprise and is a vice president of Worcestershire Young Farmers. Living on her husband’s farm in North Worcestershire, she enjoys rural life and is passionate about supporting family farms which produce great British food.
Read more here.
