As talks continue at a European level on the proposed new reform to the Common Agricultural Policy (CAP) and debate the merits of 'decoupling', farmers in the UK are to launch a cross-industry campaign that aims to bridge the gap between consumer and producer.
Officially launched on 14 April, the Image of Agriculture campaign will set out to improve the public's understanding of agriculture and horticulture through a range of initiatives.
A much scrutinised sector of society, principally due to a series of food safety incidents, British producers, via the new campaign, aim to highlight the positive contribution farmers, growers and the wider industry make to society.
Mike Calvert, chief executive of the Royal Agricultural Society of England commented: "The Image of Agriculture campaign aims to reconnect town and country and to increase mutual understanding of the important inter-relationship between the two and food producers and food customers. Each depends on the other."
Richard Macdonald, director general of the National Farmers Union, one of the twelve project partners, added: "The campaign is progressing at a rate of knots. We are well on schedule for a launch just before Easter and we want to encourage everyone in the industry to get involved. This is their campaign."
A website currently under construction, will act as a central point for publicising activities and events.