Bridging the agricultural perception divide to build a more sustainable future

While most consumers agree that the agriculture industry is vital to ensuring a sustainable future, there are some misconceptions about farmers’ commitment to this goal. These misconceptions affect the way people engage with the agriculture sector, the food they buy, and the ability of farmers themselves to continue to produce the essentials of life. However, new research shows there is an opportunity to bridge these perception gaps.

“Bridging the Agriculture Perception Divide,” a study by Nutrien, a global leader in agricultural crop inputs and services, shows that consumers differ from farmers in their perspectives on agriculture in three main areas -- environmental stewardship, industry advancement and social responsibility. The study was based on a survey of North American consumers and farmers in 2023.

For example, consumers who participated in the study don't think that farmers are appropriately managing their greenhouse gas emissions and soil quality or moving with the technological times and changing consumer diets. No wonder, then, that “agriculture traditionally doesn't want to speak up and tell their story,” says Dr. Sally Flis, Director, Sustainability Program Management & Outcome Design at Nutrien.

An agronomist and dairy nutritionist with over 20 years' experience, Flis says it’s important for people to understand that while there are products, such as fertilizer, used on the farm that help grow the food they eat, “it’s being done in safer ways and with lower application rates than 20 years ago.”

In reality, farmers are embracing their role in environmental stewardship, deploying innovation and technology and are incorporating socially responsible practices. Despite the rate of innovation in farming accelerating, perceptions are still widening, so now is a great time “to help these growers tell their story,” says Flis.

Data is changing the world, and agriculture is no exception. Nutrien encourages its grower customers to collect in-depth data, especially when it comes to the sustainability of their operations. And this data comes in all forms, from inputs including satellites, drones, soil sensors and other tools and equipment, giving them valuable field-level insights into their environmental impact.

From seeding to fertilizer application and yields, “many growers know exactly what was produced and used on every single acre,” says Flis.

While there is no “one-size-fits-all” solution to farming more sustainably, understanding what it going into each acre is critical to driving a sustainable, efficient operation. With the help of Nutrien data collection and analysis, farmers can uncover opportunities for efficiency specific to their farm.

Many of the most important farming decisions center on what constitutes best practice and how to implement those best practices economically and efficiently.

This is where agronomists, experts in soil and crop science, can be critical partners for farmers.

Nutrien agronomists leverage tools that gather real-time information about soil health, moisture levels and weather patterns. Working together and walking the fields with farmers, agronomists can help make sense of this data, enabling farmers to make informed decisions that enhance efficiency and reduce waste.

Despite some misconceptions among consumers, there is no one more attuned to the necessity of sustainability in farming than farmers themselves. Not only does a sustainable approach ensure yields and quality are maintained, it also drives positive environmental outcomes that can secure long-term profitability and productivity.

Through the support of Nutrien’s agronomists and technology, growers have the opportunity to increase efficiency and improve yields per acre,” says Flis. Year-over-year the company has helped improve efficiency through every pound of nutrient that is applied to the millions of acres its growers cultivate.  

"Confronted by the dual challenges of climate change and an ever-increasing population, farmers must be as efficient and sustainable as possible. To feed the planet, we need farmers, and Nutrien’s perceptions study reveals there’s no question in consumers’ minds that farmers should be supported," Flis says.

Despite a third of consumers feeling they are knowledgeable about farming, according to the study, just over one fifth were able to correctly answer questions from a basic agriculture knowledge assessment. But the good news is that almost two thirds of consumers say they’re interested in their country’s agriculture industry and current food system.

As the perception study concludes: “With knowledge as the pathway, the perception gaps can be narrowed.” Consumers want to learn and they’re looking to farmers to educate them.

To learn more about the perception gaps and how we can help bridge the divide, view the study.