NFF launch Telling Our Story campaign to fix urban-rural disconnect

The National Farmers’ Federation plans to spend up to $10 million to bridge the widening gap between city dwellers and farmers.

NFF president Fiona Simson. Picture: Hollie Adams

A CAMPAIGN to bridge the widening gap between urban Australians and farmers has been launched by the National Farmers Federation.

NFF president Fiona Simson, speaking today at the Australian Grains Industry Conference in Melbourne, said the Telling Our Story campaign will cost between $5 million and $10 million to help resolve the disconnect between city and country.

“Over the years, the disconnect between the people who grow food and those who consume it is growing wider and wider,” Ms Simson said.

“The fact is, Australia is one of the most urbanised countries, and we have cities like Sydney due to receive a population influx the size of Adelaide.

“It means there are whole generations of people with absolutely no connection to the bush, to farmers and to where their food and fibre comes from.”

Ms Simson said Telling Our Story was partnering with business people Richard Goyder, Alison Watkins and Robbie Sefton, as well as Meat and Livestock Australia.

“We’re looking at ways to better communicate with the community … it’s not a flash in the pan advertising campaign,” she said.

Ms Simson said the urban-rural disconnect was compounded in such issues as animal activism, glyphosate concerns, and the Murray Darling Basin.

“It’s just one issue after the other,” she said.

“Recently the water issues have blown up and the Murray Darling Basin is on everyone’s lips.

“There are questions about how we use our precious resources.

“Modern agriculture doesn’t necessarily sit with the urban community’s view of what agriculture is.

“We need to make those connections again, to start claiming that space back again.”