Over Demanding Consumers Cause Farmers To Consider Retiring

Over Demanding Consumers Cause Farmers To Consider Retiring

Add conflicting consumer expectations to the list of reasons farming is a tough row to hoe. In its new global study, Cargill found consumers had a hard-to-satisfy wish list for those who put food on our tables—with most claiming to feel knowledgeable about how our food is raised. Farmers should care most about “providing safe, healthy, abundant and affordable food,” said a majority of survey takers. Yet those same respondents would prefer their food come from smaller/specialty, local or organic farms—which can’t necessarily compete on cost.

Farmers should care most about “providing safe, healthy, abundant and affordable food,” said a majority of survey takers. Yet those same respondents would prefer their food come from smaller/specialty, local or organic farms—which can’t necessarily compete on cost.

“Farmers are foundational to feeding the world in a safe, responsible and sustainable way,” says Pilar Cruz, president of Cargill’s feed and nutrition business. “But they do so under pressure. On one hand, affordable food is central to many families’ budgets. On the other, people are questioning the farming approaches that have made food more available and affordable. Cargill sees all viewpoints because we partner with farmers, food companies, and beyond. So, we work to raise awareness and foster understanding across the value chain. Chairing the U.S. Global Leadership Coalition’s Heartland Tour, a partnership aimed at showcasing and advancing ways for local farming to contribute to global progress, is one example.”

“Farmers are trying to feed the world and protect the earth’s resources and provide for their families,” says Heather Tansey, sustainability lead for Cargill’s protein and animal nutrition businesses. “These are not mutually exclusive. Farmers around the world are adopting conservation practices to nourish people, the planet and the health of their businesses. Initiatives like BeefUp Sustainability™, aimed at reducing greenhouse gas emissions in partnership with farmers, ranchers and other innovators; farmer prosperity training, which nurtures sustainable practices and incomes for smallholder farmers; and Techstars Farm to Fork Accelerator, a partnership to solve big nutrition challenges with technology, can help.”

Farmers

Three-quarters of Feed4Thought respondents thought technologically advanced farming was a good thing. But that’s not exactly how they see farmers today. “Technologically savvy” was one of the terms least associated with farmers. Contrast this with the approach of long-term Cargill customer, Coldstream Farms in Washington state, U.S., a dairy operation where innovation helps do everything from reducing feed loss to minimizing lameness to turning manure into drinkable water for cows and chemical-free fertilizer.

“It’s tough to be a farmer,” acknowledges David Webster, who grew up on a farm and leads Cargill’s animal nutrition business. “That’s why Cargill anticipates and responds to farmers’ needs in this dynamic marketplace, making them more productive, efficient and sustainable. It could be artificial intelligence that helps farmers know everything about their animals in an instant. Or sustainable alternatives to fish meal in feed, like InnovaFeed’s insect protein. Or increasing production of organic feed by 45% in one year—as we have at our Brittany, France plant. We’re helping make farming part of the solution to the pressing need to do more with less across the food and agriculture industry.”

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Ivy Heffernan

Ivy Heffernan, student of Economics at Buckingham University. Junior Analyst at HeffX and experienced marketing director.

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