Farmers Add Emotional Connection to Food

Farmers Add Emotional Connection to Food

April 13, 2018

Bayer Reports Consumers Still Trust Farmers

By Laurie Greene, Founding Editor

Adrian Percy, Global Head of Research and Development for Bayer Crop Science, told California Ag Today recently that he believes the public still trusts farmers.

“There's a high degree of trust,” he said, “and I think that comes from the fact that there is an emotional connection with food and the fact that growers are known to be trying to work sustainably. Growers look from generation to generation in terms of passing the farm down, oftentimes, and I think that is still understood by the public, even if people have a few reservations about some of the technologies we use in agriculture.”

According to a recent Bayer global study about consumers, Percy reported, “We are seeing, not just in the U.S., but also in the Europe, South America and Asia, a lot of questions coming up around agriculture. As an agricultural input company, we think it's our role to help understand this [phenomenon], first of all. We think it is very important for us to help activate—be it farmers or other folks in the industry—to come out and talk about agriculture, enter into dialogue with consumers and explain what we do.”

Commenting on some of the study’s most interesting revelations, Percy said, “It was interesting just asking the general question, ‘Do you believe that innovation in agriculture is actually important?’ And people came back, ‘Yes, we do believe that we need to innovate. We do see that there is a need to feed a growing population and that we need to help farmers farm more sustainably with better tools.’”

On the other hand, Percy explained that consumers drew the line, “when we quizzed them about the individual tools. People don't necessarily like the idea of chemicals on the farm or GM technology in certain cases in certain parts of the world. So those are the types of discussions that we need to really go into.”

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