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Study Helps Farmers Invest in Renewables

30 May 2013

UK - A new report reveals how renewable energy companies can combat confusion amongst farmers and landowners and help them invest in renewables.

British farmers and landowners were surveyed by the CleanTech division of CCgroup to investigate what renewables information resonates and why.

The report ‘How to talk so farmers and landowners listen’ outlines how renewable energy marketers can better inform rural businesses, boost their sales and increase renewables investment in the British countryside.

The report follows the findings earlier this year that 42 per cent of farmers and landowners are holding back on clean energy production because of confusion surrounding their options. This is despite 95 per cent of farmers believing renewable energy plays a vital role in the UK’s farming future.

Addressing this communications gap, ‘How to talk so farmers and landowners listen’ identifies three distinct groups: Converts, Believers and Latecomers. The report provides specific recommendations for talking to each group and a step-by-step guide to effective renewable energy communications.

Charlotte Webster, Head of Clean Technology at CCgroup, said: “The countryside plays a crucial role in the UK’s decentralised and clean energy future. But as it stands, the information needed to answer fundamental questions for farmers and landowners is quite simply lacking. Renewable energy companies are not making it simple to invest.

"Overcoming this barrier holds huge potential for farmers, landowners, renewable energy businesses and the wider green economy. But to realise this potential businesses must get their communications right. We’ve released ‘How to speak so farmers and landowners listen’ to encourage renewables investment sooner rather than later.”

Iain Watt, Principal Sustainability Advisor at Forum for the Future, said: “Forum for the Future shares CCgroup’s belief that renewable energy offers a fantastic opportunity for farmers and landowners and its concern that this potential is not yet being fully realised. This is why we’ve just launched “The Farm as Power Station” together with Farmers Weekly and Nottingham Trent University, to help turn country businesses into clean power generators. CCgroup’s research into the communication gap between energy companies and farmers is a hugely valuable contribution to tackling one of the critical barriers to increased uptake of renewables, and should be essential reading for technology providers.”

Further Reading

You can view the full report by clicking here.

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