Agriculture to sell hope not despair

When given the choice between hope and despair, it is a fact that hope is the attitude most likely to support, encourage, and even create a positive outcome. Despair energizes only the things we fear.

When I was looking for a graphic to help tell this story I came across this very compelling image and I am still in two minds as to whether it’s too confronting (will ruminate on this)

garden_of_hope_and_despair_by_virgard-d30cadx

Garden of Hope and Despair by Virgard 

From an early age growing up on the farm I learnt that too often agriculture sells despair in preference to hope and as I grew older and more committed to giving back to the landscape that feeds and clothes us I found myself gravitating towards people in the natural resource management sector who always sell hope.

Action4Agriculture gives thea gricultural sector an opportunity to change the way it portrays itself. That change is being driven by our many bright minds coming up through the ranks in Gen X&Y agrifood and fibre

The Archibull Prize connected agriculture to schools through art, a doorway the industry had never opened before. Students spent a term researching the industry they had been allocated, then turned a life-size fibreglass cow into artwork celebrating the food and fibre that reach their homes and the people who produce them. Our Young Farming Champions became the face of the program: young farmers walking into classrooms to tell their own stories, in their own voices.

The children met young people who loved their life on the land, and they caught exactly what we were selling. Pride. Aspiration. Hope.

The next generation treats pride in agriculture as something to build rather than something to beg for. Our job is to hand them the microphone and amplify what they say.

Agriculture can sell despair and energize the very things we fear, or sell hope and watch the world buy.