Open Gate Conversations: Victoria launches $900k pro-farmer campaign

Almost two years in the making, Victoria’s $900,000 project to counter animal activists’ anti-farming messages has launched its public campaign. See how you can get involved.

A website allowing Victorian farmers to answer questions from the public – to increase confidence in the agriculture sector – has been launched by the state’s peak farming body.

The campaign, Open Gate Conversations, is the final step in a $900,000 project funded by the Victorian Government to counter animal activists’ anti-farming messages.

Almost two years ago, the Victorian Farmers Federation was allocated $190,000 to employ a project officer, $210,000 for research to examine the “current community sentiment towards agriculture” and $500,000 for a communications campaign promoting Victorian farmers.

The campaign was delayed at least twice due to coronavirus.

Open Gate Conversations is a website featuring an already established Q&A, but also allows anyone to ask a new question and receive a response from a farmer on video.

While most farmers currently involved are VFF members, participation is open to any farmers who wish to register.

VFF president Emma Germano said it was an important opportunity for farmers to listen to community concerns.

“Our customers rightly want to know how our food and fibre is grown and raised,” Ms Germano said. “This is our opportunity to openly share what we do with the community.”

Research to direct the focus of the campaign included rural and urban focus groups and wider quantitative research of about 2000 community members and 500 Victorian farmers.

It found most Victorians felt positive about the state’s farmers doing the right thing, but 61 per cent didn’t know much about farming practices.

It also found 33 per cent of people were eating less meat with concerns about animal welfare and 74 per cent would feel more comfortable about eating meat knowing the animal was humanely treated.

Kantar, the organisation which undertook the research, decided the communications campaign would need to humanise farmers and address the quality of an animal’s life, not just the product, so Victorians can feel guilt-free about eating meat.

Agriculture Minister Mary-Anne Thomas said the Open Gate Conversations campaign would encourage discussion about climate change, sustainability, use of chemicals and other technology, animal welfare and managing landscapes.

“Victorian farmers are innovators and leaders in their fields – we know they will jump at this chance to make new connections with the people who buy their products,” she said.

The campaign is fronted by ambassador Gorgi Coghlan, a TV presenter and performer who grew up on a sheep farm in western Victoria.