What Do the Public Want to Know about Farming and Why? Findings from a Farmer-Initiated Public Consultation Exercise in Ireland

Abstract

With advances in information communication technologies and sustainability-driven changes in consumer behavior, farmer–citizen communication is a communicative dyad that is receiving attention. Farmers and citizens view farming practices through very different lenses of prior knowledge, experiences, beliefs, and values, presenting unique communication challenges. Dialogue-based communication can help to build empathy and trust. Initiated by a committee of farmers, a public consultation exercise was carried out to facilitate citizens to deliberate over farming and farming practices in Ireland to better understand their views and perspectives, and identify information needs and knowledge gaps. Employing a participatory deliberative approach, 10 focus groups were carried out with members of the public (n = 65) carefully selected to represent diverse demographics in the general population. Findings are structured around two central themes. ‘Bridging the disconnect’ reflects the strong support found across the focus groups for farmer-led dialogic communication with citizens on farming practices. ‘Understanding knowledge gaps’ revealed the nature and underlying motivations of public information needs and knowledge gaps in specific areas: (1) the basics of farming; (2) the life of the farmer; (3) minding animals; (4) minding the environment; and (5) buying local and natural. Dialogue-based communication between farmers and citizens offers opportunities for supporting connected and sustainable food and farming systems through value-driven and responsive behavior change.