TL;DR: Former New Zealand Prime Minister Sir John Key advised beef producers to focus on mainstream Australia instead of extreme groups, using effective communication to promote industry benefits, ensuring future prosperity and leveraging cultural narratives to enhance public perception and support for agriculture.
Focus on Mainstream Engagement
Sir John Key, the respected former Prime Minister of New Zealand, has advised beef producers to shift their focus from extreme environmental groups and politicians to engaging with mainstream Australia. This strategic pivot is essential for the long-term prosperity of the beef industry, he noted while speaking at the Cattle Australia Breakfast Symposium held at Beef2024.
Cultural Influence on Agriculture
During his keynote address, Sir John highlighted the influence of popular culture in shaping public opinion and its potential to bolster agricultural advocacy. He referenced the impact of shows like “Yellowstone,” which have popularised rural lifestyles and farming, pointing out that such narratives can significantly affect real-world behaviours and attitudes towards farming.
Effective Communication Strategies
The former leader stressed the importance of directing communication efforts towards receptive audiences. Recounting his early political experiences, he shared that attempts to engage with traditionally opposed groups like the Greens had low success rates. He emphasised, “We should shoot where the ducks are,” advocating for targeting middle Australia—the demographic likely to be supportive.
Focus on Positive Messaging
Producers should highlight how their practices contribute positively to the planet and address any potential animal welfare concerns proactively, as these are critical to maintaining public support.
Optimism for Agricultural Growth
Sir John expressed optimism about the future of agriculture in Australia and New Zealand, driven by increasing global demand for protein as countries like India and China become wealthier. “People buy protein from countries they trust,” he added, underscoring the trusted reputation of Australian and New Zealand beef.
The Importance of Agriculture to the Global Economy
Ralph Schoellhammer, another speaker at the event, emphasised the global economic significance of Australian agriculture. He pointed out that Australia is crucial in preventing global famine due to its role as a major beef exporter and a key provider of calories.
Call for Better Communication
Schoellhammer also called for improved communication from sectors like mining and energy, often overshadowed by cultural and social debates unrelated to their critical economic contributions. He suggested more public engagement activities, such as farm visits for school children, to enhance awareness of the foundational role these industries play in societal wealth and prosperity.
Engaging Diverse Audiences
Garry Edwards, Chair of Cattle Australia, urged the beef industry to embrace conversations with diverse groups to broaden understanding and support for their sector. He advised producers to “get comfortable being uncomfortable,” engaging with people unfamiliar with the industry to enhance the sector’s public perception and ensure its sustainability and profitability.
This series of discussions at Beef2024 underscores a strategic shift towards more effective communication and engagement with the public, aiming to secure a robust future for the beef industry by connecting more meaningfully with mainstream audiences and addressing their concerns transparently and proactively.
