The Courier & Advertiser (Fife Edition)
Celebrity support sought for farmers
Opinion: Time for First Minister or the royals to become ‘lambassadors’
When it comes to influencing the public, nothing works quite as effectively as a celebrity.
Whether it’s a product on a supermarket shelf, an endangered species or an election manifesto, having a celebrity to endorse it can work wonders.
A survey in 2014 found that a third of all Britons purchased a particular product because they identified it with their favourite celeb.
It doesn’t always work. During the recent general election the legion of celebrities coming out in support of Ed Miliband didn’t persuade voters to vote Labour.
Wildlife and the environment have their own army of celebrities whose supporters believe every ill-informed opinion their heroes choose to spout. Chief among them is ex-Queen guitarist Brian May whose opposition to badger culling regularly makes the headlines.
Chris Packham and BBC Springwatch come a close second. Although they often talk utter rubbish, these celebrities continue to have an enormous influence.
Farming and farm produce don’t attract much celebrity support. It’s taken for granted that farmers will continue to produce food regardless, but right now farmers could do with a famous face to raise the industry profile.
Royal family members travel the world promoting British exports in a highly competitive global market. They could just as easily stay at home and put a bit of effort into promoting British farm produce which has to compete in the cut-throat global markets in the UK supermarkets.
The Prince of Wales is a staunch supporter of British agriculture, but his efforts tend to be concentrated on remote areas and niche products such as mutton.
We mustn’t be ungrateful for his interest and support, but mutton, like tripe and onions, is a thing of the past and a taste that the majority of consumers have no interest in acquiring, especially the younger consumers who we would like to see eating lamb.
But imagine what the Duke and Duchess of Cambridge could do for lamb. They chose it for their wedding breakfast menu and would make ideal ‘lambassadors’ with a huge impact on their generation’s purchasing decisions.
Back home, we have a First Minister who has become an international star with a massive following. She too has been jetting around the world, most recently to China, promoting Scottish business.
But what about the farmers at home struggling with a double whammy of bad weather and difficult marketing conditions caused by events outwith their control?
Richard Lochhead does his best but he can’t match Nicola Sturgeon’s celebrity status and it wouldn’t hurt her to show some support for Scottish producers. After all, it is Scotland’s Year of Food and Drink.
Quality Meat Scotland signed up Miss Scotland, Ellie McKeating, to add a touch of celebrity glamour to their PR efforts. Could they please sign up the other ‘Miss Scotland’, Ms Sturgeon? We could do with a celebrity supporter.