Acceptance of agriculture by society - a challenge for practical farming and research

The public image of agriculture is a key factor in its success and a foundation stone for its role as a key industry in the 21st century. Just as it is necessary to invest in innovative technologies, we must also invest in marketing and communication tools that enable us to create an environment in which society accepts and appreciates agriculture as an innovative and modern industry. The agricultural entrepreneur must be at the centre of this strategy and act as an interface to society. The strategy is based on credibility and on the skills of local farmers. Besides analysing the general parameters, it describes society's perception of farmers. This analysis of the general parameters has been used to draw up a strategic concept aimed at increasing society's acceptance of agriculture in the future. A ten-point list sets out action steps to support this concept.