There needs to be a ‘step change', where Government makes a commitment to the importance of domestic food production which, in turn, will give a 'signal' to young people and those looking for a career change that the land-based sector is a valued career path.
Careers in agriculture
That was one of the key messages from the Environment Food and Rural Affairs Committee's (Efra) first evidence session this week in its inquiry into education and careers in land-based sectors.
Dr Hannah Pitt, a lecturer in environmental geography at Cardiff University, was one of the witnesses giving evidence. She said 'we are talking about land-based careers — many of those are about producing food,' adding the industry needed to give a signal this was an area of importance, and a career to go into.
See also: EFRA Committee launches inquiry into land-based careers
The chief executive of the Institute for Agriculture and Horticulture, Stephen Jacob, also gave evidence and said the industry must 'speak the right language' when it comes to young people, talking to them about food production, countryside stewardship, environment and the exciting technology within the industry.
'Influence the influences'
"We have a very traditional view of what farming and horticulture looks like and that is exaggerated on television. We need to influence the influences. If teachers and parents do not understand what the industry looks like and how food is produced, how are the children going to?"
See also: CAREERS SPECIAL: The need for ag lecturers - could you teach?
Mr Jacob suggested improved dialogue with the department for education was an area to focus on.
He added, to 'change hearts and minds' around agriculture, a sustainable approach was needed.
Government
Chair of qualification awards body Lantra, Dr David Llewellyn, questioned why there was not already a 'mass marketing media campaign' to promote the various careers within the sector, adding 'it should be the Government's responsibility'.
He said the modern farming story needed to be told.
Diversity
Attracting more diversity into the sector was also raised, ensuring the courses were designed to attract people from all backgrounds.
See also: Nicole Moore: Career opportunities in field sports are 'endless'
Farm vet and Nuffield scholar, Dr Navaratnam Partheeban, said people need to 'see themselves in the sector'.
"As a child, what is the first influence you have on farming — Old MacDonald? What image of farming do you see? An old-school, white, middle class man driving the tractor.
See also: Gen Z urged to consider farming career to help tackle climate change
"If a child sees that as their first image of farming, that is reinforced in everything they do. As an individual, you cannot be what you cannot see."
