Marlborough Express - Weekend Express
Myth of rural-urban divide demolished
There is no deep social divide separating town and country in New Zealand, a research project has concluded.
Massey University School of Agriculture & Environment rural scientist Dr Janet Reid spoke about the findings of The Diverse Experiences of Farming project at a Food, Farming & Freshwater Roadshow in Renwick, near Blenheim, last month.
Speakers were all part of Our Land and Water National Science Challenge, bringing practical research to farmers.
Reid said the project explored what shaped people’s perceptions of farming and the agri-food industry, and it aimed to find ways to build connections between food producers and consumers.
There were 1394 people surveyed via targeted social media and relevant networks in the summer of 2022-23. A cross-section of 23 people had follow-up interviews. The study found that neither city dwellers nor rural folk had any hostility towards the other group, although there was sometimes antagonism toward governments and supermarkets.
Many people described connections to both urban and rural communities, and a fifth of respondents identified as being both rural and urban. People living in the country often worked in town, while people from town often worked in the country.
The Baker family of Sevenoaks farm at Hawkesbury, near Blenheim, was an example of crossing the rural-urban divide. On top of farming livestock and crops, the 2021 Cawthron Marlborough Environment Award-winners ran an observatory where visitors were introduced to astronomy.
Honest and clear communication combined with listening to the public was identified as the best way for rural industries to forge a positive relationship with mostly urban consumers.
Supermarkets, news and social media were respondents’ main source of information about food production, but were also blamed for a lack of connection with farming, along with the Government, Reid said. Farmers felt there was a lack of positive
news being published about farming, and that there was a lot of misinformation being spread.
Farmers’ markets were the main place that urban people said they connected with farmers, Reid told attendees in Renwick. But some attendees said in response that the small growers at farmers markets did not represent the wider agri-industry.
People said they valued food production for reasons such as job creation and the efforts of farmers to sustainably manage the environment. Horticulture was the most trusted sector, Reid said.
The survey identified affordability as a main driver in food selection along with taste and being New Zealand-made.
Rural people in particular were very aware of mental health issues in their communities and concerned about Government interference, Reid said. This was also reflected in answers from some urban dwellers. The survey was done at a time of Covid-caused supply chain issues, increases in food costs and food shortages – which likely coloured results, Reid said.
Our Land and Water National Science Challenge aimed to both preserve and produce value from New Zealand’s land and water. Researchers from universities and Crown Research Institutes, businesses and non-government organisations worked together to tackle issues and identify opportunities.
The eight-year challenge, supported by $96.9 million from the Ministry of Business, Innovation and Employment, ends in June.