385: Mind the gap!

AHDB Food & Farming

In this episode of the Food & Farming podcast we discuss the gap between food production on farm and the end consumer, often referred to as ‘Farm to Fork’. There are a multitude of ways in which we can all help to bridge this gap and boost the reputation of our industry. This can be through educating the public on how their food is produced and tackling misinformation often portrayed in the media.
Firstly, AHDB’s Head of Marketing Carrie McDermid talks about the work the marketing team do to promote eating red meat and dairy as part of a healthy balanced diet. AHDB’s successful We Eat Balanced campaign returned to TV screens over Christmas and major retailers got involved too with eight million on-pack stickers, milk bottle branding and banner adverts on retailer websites.
The podcast then hears from a group of levy payers who joined AHDB’s Senior Knowledge Exchange Manager Izak Van Heerden at the LAMMA show in Birmingham to discuss ‘Bridging the gap between farm and fork’. They all have a broad social media following and address farming issues through videos and educational posts. They share their thoughts on what more can be done to show the public the reality of farming. Take a listen to find out more.

Useful links:

AHDB Marketing: https://ahdb.org.uk/marketing
Wake Up To B12: https://ahdb.org.uk/wakeuptob12
We Eat Balanced: https://ahdb.org.uk/news/we-eat-balanced-campaign-returns-to-tv-screens-on-boxing-day
Circle of Influence live stream recording: https://youtu.be/LiyhrfY3dRU