The pig sector is increasingly finding itself under fire in the media as activists look to undermine it. Alongside this, there is, understandably, legitimate increased scrutiny from consumers and the supply chain on how our pork is produced.
In many ways, the UK pork sector has a very positive story to tell, particularly in terms of welfare and sustainability. Data continues to show that retailers value British pork products, while pork consumption trends have been positive over the past 12 months.
So, how do we, as an industry, balance the need to defend what we do – and respond to some of the negative portrayals of our industry – while continuing to promote the many positives and highlight the many good stories around UK pig farming?
This will be explored in two sessions at the Pig & Poultry Fair, with two highly qualified and engaging experts in industry communications, who will be joined by two pig producers determined to have their say.
- May 13, 12.40pm – Amy Jackson, a leading farming industry communications expert for nearly three decades, will be joined by well-known Irish pig producer Shane McAuliffe.
- May 14 , 12.40pm – Anna Jones, journalist, author and founder of Just Farmers, will be joined by Nottinghamshire pig farmer Fred Allen, a member of Just Farmers.
Both sessions will be chaired by Pig World editor Alistair Driver, who will encourage questions and discussion from the audience.
Ahead of the event, Amy set out her position. “Let’s be honest – in recent years the UK pig sector’s ability to land a positive story has only gone in one direction: backwards,” she said.
“Campaign groups now dominate the narrative, and producers worry that raising their heads above the parapet will bring unwanted and potentially lasting attention.
“So, what can be done? I don’t believe the solution lies in ‘educating’ the public, nor in staying quiet. The answer is to take the fight to the critics. It’s time to get off the back foot…”
On the same panel, Shane will discuss his proactive use of social media to explain to a wider audience what he does, directly addressing some of the criticisms levelled at pig farming and dispelling myths.
By the time of BPPF, Just Farmers will have provided fully funded, free media education training to 156 farmers and growers across the UK, including pig farmers from a range of production systems.
Anna explained that it came about in 2018, following her Nuffield scholarship exploring the media’s portrayal of farming, as a direct result of being a professional communicator and storyteller on programmes like Countryfile and Farming Today who struggled to convince farmers to communicate and tell their story.
“I founded Just Farmers Community Interest Company because I knew communication could be so much easier if different groups understood each other better. I hoped it was within my power to help farmers overcome their fear of the media, of talking openly on the record, and – crucially letting cameras on to their farms,” she said.
Fred, who has benefited from taking part in a Just Farmers workshop, said: “Pig farmers produce high-welfare, sustainable, nutritious food, yet the industry often stays silent. Fear of backlash has stopped farmers promoting what they do. If we don’t tell our story clearly and confidently, others will tell it for us.”