Consumer Focus for NFU Campaign
25 January 2012
UK - A major NFU campaign will be launched this year highlighting the value of farming to Britain.
The campaign will have a strong consumer focus and will set out why they should buy British produce. It will also seek political and regulatory support for the industry.
It will build on the success of Why Farming Matters, launched in 2006, which was targeted at opinion formers including MPs and policy-makers.
Against a backdrop of continued economic uncertainty, the new campaign will communicate the tangible benefits of British farming including food security, economic growth and environmental benefits.
NFU director of policy Martin Haworth announced the initiative at an NFU Council meeting yesterday.
“Unlike Why Farming Matters, the target audience for the new campaign will be consumers as well as opinion formers,” he told council delegates.
“What we are looking to do is move on from Why Farming Matters, and I think we can take some credit for establishing that farming actually does matter.”
Planning for the – as yet unnamed - campaign is already underway and it is set for launch this summer.
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