Sarah Bolt, technical knowledge exchange manager at Kingshay, emphasises that language can be a critical challenge in creating a dialogue about sustainability.
On the fourth episode of the Bees’ Knees podcast, she tells Catherine Linch that the term “sustainability” can sometimes deter farmers from pursuing greener practices. Many farmers perceive it as a buzzword rather than a tangible goal. Therefore, Sarah suggests that using terms like “improved production efficiencies” and “enhanced nutrient management” can better resonate with farmers. These terms relate directly to their daily operations and profitability, thus making the concept of sustainability more accessible and relevant.
Bridging the urban-rural divide
Sarah’s background is not a common one in farming circles. Raised in South London, she developed a passion for farming and now works closely with the agricultural community.
This dual perspective allows her to effectively communicate with both urban and rural audiences. She acknowledges the cultural disconnect between these groups and believes that this gap can be bridged through education and engagement. If you want to learn more about how farmers are using education to engage with the general public, listen to our podcast on ‘connecting farmers with consumers’.
Initiatives like Open Farm Sunday, organised by LEAF (Linking Environment and Farming), play a crucial role in this effort. These events invite urban families to visit farms, providing firsthand insights into sustainable farming practices. Hence, these platforms can be harnessed to communicate the importance of sustainability in an engaging and relatable manner.
Engaging communication techniques
One of Sarah’s notable projects is the Kingshay Soil Carbon Project. This initiative involved sending soil testing kits to 100 farmers to measure soil carbon levels and gather data on soil health. The findings were then communicated back to the farmers in a clear and actionable format, highlighting how improved soil management practices can enhance both sustainability and profitability.
Sarah also employs creative methods to engage the public. For instance, the ‘Plant Your Pants’ campaign, part of the Women in Dairy initiative, involves planting cotton pants in soil to demonstrate biological activity and soil health. Such hands-on, visual demonstrations make complex scientific concepts more understandable and memorable for a broad audience.
Communicating sustainability to diverse audiences
Effective communication is about more than just words; it’s about understanding your audience and tailoring your message accordingly. Sarah’s approach at Kingshay involves translating technical research into practical advice that farmers can easily implement. This includes explaining the benefits of sustainability in terms of improved production efficiency, better animal welfare and increased profitability.
Furthermore, Sarah’s efforts extend beyond the farming community. She is passionate about educating the general public on the importance of sustainable farming practices. Through community events, eco-sessions and public speaking engagements, she strives to raise awareness about the critical role of soil health and sustainable farming in combating climate change and ensuring food security.
To listen to this episode of the podcast visit our podcast page.
