If you think sustainability pressure is intense now, hold on tight because every indication is pressure will intensify by multiples and agriculture will be pressed like never before to go further faster in reducing its carbon footprint.

As the original stewards of the land, farmers should be smack dab in the middle of that conversation. They have an impressive story to tell. For example:

• Dairy farmers since the 1940s have reduced the carbon footprint of every gallon of milk by two-thirds.
• While the amount of pork produced has risen substantially over the last 50 years, producers are using 75% less land, 25% less water and 7% less energy.
• Since 1980, U.S. wheat farmers have increased wheat yields by more than 25% and now produce the same amount of wheat on 28% less land, with 47% less soil erosion, using 12% less irrigation water.

Yet, the public dialogue is happening around farmers, about them, but largely without them. The number of producers actively engaging, particularly online, is growing, but remains relatively small. By contrast, the price for silence has been large, as critics of agriculture have energetically engaged to raise concerns in well-connected online networks.

Sustainability encompasses environmental issues, such as water, soil and air quality, and also includes factors such as animal welfare, working conditions and food waste. CFI has identified more than 250 separate issues of sustainability and corporate responsibility.

Profit over Public Interest

The land and its gifts are the lifeblood of agriculture no matter the size and scale, the crop grown or the livestock raised. But many of those on the outside looking in aren’t particularly convinced.

Trust research from The Center for Food Integrity (CFI) shows that only 30% strongly agree with the following statement: “Do U.S. farmers take good care of the environment?” More than half – 60% – are ambivalent. They’re just not sure farmers are doing enough.

So, why are so many doubtful? First, the “big is bad” bias is likely at play.

As the size and scale of farming grow, the public doesn’t trust that large farms have the public’s best interests at heart. Only one in five respondents believe small farms will put the farm’s interests ahead of the public good, but that number doubled when we asked about large farms. There’s a perception that profit is the overriding motive on large farms and that efficiencies simply make farmers more money at the expense of people and the planet.

The sentiment is heard in our CFI Street Talk series when we asked: “Do farmers protect the environment?”

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The Golden Opportunity

Agriculture has a golden opportunity to move the needle with the general public and those who influence conversations that impact agriculture’s future. In fact, a majority of respondents in our survey (65%) say they are hungry for information about agriculture.

So, how do those involved in agriculture demonstrate that they’re continually finding ways to do things better – incorporating the latest technology to produce food in a way that sustains the environment for generations to come? By engaging, including:

• Taking advantage of local public speaking opportunities.
• Pitching stories to the media about seasonal milestones on the farm (planting, harvest, etc.) – and incorporating messages about environmental sustainability and the benefits of biotechnology.
• Engaging on social media channels by posting pictures with great captions and short videos created on your phone. The simpler the video, the more authentic.
• Engaging in day-to-day conversations to better understand what’s important to your neighbors and community, and having meaningful dialogue.

Now is the time to leverage the public’s interest and trust in farmers to demonstrate a commitment to continuous improvement, as pressure intensifies to achieve greater environmental outcomes more rapidly than ever before.

To help navigate those pressures, CFI developed the Optimizing Sustainability framework as a tool for farms, businesses and non-profits to evaluate the growing list of sustainability priorities to determine the impact of potential decisions. The framework is designed to both help organizations make decisions and to communicate those decisions in a manner that reflects the organization’s values and commitment to sustainability.

The public is listening. Critics of agriculture are talking. Monumental environmental mandates are on the horizon. Those working in agriculture can help shape future farm stewardship practices, but not from the sidelines.

Contact CFI to learn more about you and your organization can be prepared for sustainability pressures.