Highlights report - 1st meeting of the Thematic Group on Valuing Farmers’ Wider Contributions to Society

The meeting began with presentations on how farmers and their profession are portrayed in the media and public discourse. Speakers also highlighted the many roles farmers play in society beyond food production — from supporting vibrant rural communities to preserving ecosystems and safeguarding cultural heritage.

Thematic Group (TG) members enjoyed presentations of real-life projects which exemplify farmers' role as food providers, environmental stewards and community builders. These were followed by discussions on how to tackle the mismatch between existing narratives and reality.

Group discussions looked at how wider contributions of farmers can be better promoted from various perspectives, sharing examples of relevant initiatives and considering related enabling factors, barriers and stakeholders involved. Four key areas were considered: education, farmers' self-promotion, communication and awareness-raising campaigns, and awards and recognition programmes (including examples like the Agricultural and Rural Inspiration Awards (ARIA) and national competitions).

A panel discussion involving farmers and experts from the media, research and government institutions highlighted notable points of interest, such as the importance of the public image of farmers, explaining CAP subsidies to the public, promoting environmentally friendly practices and better connecting producers with consumers. Eventually, TG members agreed on detailed topics to be further explored through informal meetings and at the meetingsecond TG .