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6. Communications
A survey of 350 farmers in 2004 showed that only 35% were aware of A Forward Strategy for Scottish Agriculture and only 21% stated that they could recall some of the key themes or specific action points of that Strategy. This is disappointing, but there have been some positive developments. SEERAD now has an External Communications Panel, with industry representatives, which comments on drafts of all scheme literature, application forms and information. In addition, the agricultural pages of the Executive's website have grown in popularity with about 40,000 page views per month.
The success of this Strategy will depend upon good communications and engagement by all stakeholders to raise awareness and understanding of the Strategy and to ensure that it influences behaviour and actions. Better communication should also promote better understanding amongst consumers of the positive contribution they can make to the environment by buying Scottish produce.
In developing communications, it is important to recognise that stakeholders are not just farmers and crofters but include businesses throughout the food supply chain, consumers and all those with an interest in the future of agriculture and the rural environment. A professional approach is required, both to manage the communications process and to assess stakeholder responses. It is important to identify the key messages that are relevant to each group and to different sectors within each group, and to use appropriate channels for communication, including specialist and general media and the various forums that exist. It should also identify appropriate pro-active communication and engagement techniques, and measurement of responses. Key partners in this will include industry associations, levy boards, environmental bodies and others who are in close contact with stakeholders, as well as the Executive.
Information and effective communication is also critical in another sense. To compete effectively, farmers need access to authoritative information about a wide range of market-related and technical developments. For example, it is important that the practical results of agricultural, biological and environmental research are readily available to farmers. Structured communication between producers, processors and retailers can also play an important role in assisting development of the food industry. Farmers can benefit from knowing what the processing and retail sectors want in terms of product, specification and target price, while processors and retailers need to have a clear understanding of what producers can offer. This is why we are recommending the development of a single information portal - an internet-based facility to provide links to authoritative information on best practice, research, innovation, animal welfare, supply chain success stories, consumer trends and diversification opportunities. Input from farmers and other potential users is essential to ensure that this is a useful product, meeting their needs. And ultimately, customers need more information about food and how it is produced so that they can use their spending power to support Scottish quality products and through this the Scottish countryside.
Actions
- Develop a structured and targeted communications strategy.
- Encourage farmers to make greater use of electronic information sources and on-line facilities for communication with SEERAD.
- Improve knowledge transfer by developing a single information portal (an internet facility) that will provide links to authoritative information and advice in order to improve business performance.
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