At the start of what she described as a pivotal year for the British economy and for food and farming in particular, IGD chief executive, Joanne Denney-Finch, told the Oxford Farming Conference that now is the moment for British farmers to take advantage.

“These are the most extraordinary times,” she told assembled delegates on 7 January 2009. “It’s a massive jolt for consumers. They’ve been shaken out of their habits and they’re looking again at every option: where they buy, what they eat and how they cook. It’s disturbing but it also means there’s everything to play for.”

Joanne Denney-Finch presenting the research

Presenting IGD consumer research commissioned especially for the Oxford Farming Conference, and sponsored by Syngenta, Joanne revealed that shoppers are more supportive of British farming than many people assume.

“We asked people: do you think British farmers deserve the full support of the public? Only 2% said no, while 88% of people agree. So you’re highly appreciated. We also asked people to rate a list of professions based on how hard they work. Farmers came third, up there with nurses, doctors and firefighters. And in terms of the impressions people have about farmers, you’re viewed as down to earth, professional, not particularly elderly, and not well paid.”

	Occupations perceived to work hardest      1. Nurses    2. Doctors    3. Farmers    4. Fire Fighters    5. Military    6. Teachers    7. Builders    8. Politicians    9. Civil Servants    10. Journalists
	How consumers describe British farmers    1. Hard working    2. Down to earth    3. Professional    4. Enterprising    5. Set in their ways    6. Moaners    7. Well paid    8. Elderly

The session at the conference focused on communication and what the farming industry can do to connect with consumers. Joanne highlighted a number of people, organisations and television programmes – like Guy Smith, NFU, and Jimmy’s Farm Heroes – that have played a key role in recent years contributing to the positive impressions that the public have.

“My main message to British farmers is to feel positive about your image and the possibilities it offers,” Joanne concluded. “In my experience, the public has never been more disposed in your favour. You are highly appreciated, with an approval rating to die for.

“I referred earlier to some of the publicity campaigns that have worked so well in your favour. Has the public now reached saturation point? Emphatically not. Only 2% say they hear too much from farmers, whereas almost half the population say they don’t hear enough.

“So I hope that gives you the courage of your convictions. The tide is in your favour – a combination of concern about globalisation, an urge to support local communities, appreciation for your farming methods and the quality of British food. So if you seize the moment this could turn out to be a better year than you’re expecting.”

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As Chief Executive, Joanne Denney-Finch OBE has reshaped IGD to become a leading provider of international market intelligence, supply chain best practice, consumer insight and people development. She works with the Chairmen and Chief Executives of leading food and grocery companies and farming organisations to drive collaborative and consumer-focused initiatives at IGD. These include programmes to promote sustainability, health and nutrition, food chain security and integration throughout the chain. Joanne was also Chair of the Food Chain Centre, the initiative to improve profitability and competitiveness of English farming. Before joining IGD Joanne gained significant experience in retail buying, selling, supply chain management and commercial projects at Marks and Spencer plc.