THE DIRECTION of Scottish agriculture is currently unclear and clarity is needed sooner rather than later.

Brexit, free trade deals, a pandemic, the climate change agenda and other issues are all influencing what we need to address in the coming years. Especially where we need to make necessary and worthwhile investment in planning for the future.

Farming makes an immense contribution to the Scottish economy, the local community and the environment. We need the general public to be aware of what farming involves and the challenges it faces. Having that support will be important to how well agriculture fares in the future, whether in relation to government support or consumption of Scottish produce.

Although recent surveys showed that public opinion is becoming more positive towards agriculture, there does tend to be a difference between city and country. In other words, where you live influences your perception of farming to a fair extent. People in the countryside tend to be more aware of the long hours and hard work put in by farmers on a daily basis.

For others, there’s still a perception that farmers personally pocket large subsidies, get massive prices for their stock, due to record prices being in the news, and a common complaint - deliberately causing queues of traffic just for the fun of it. We need to change these perceptions.

There is an assumption that produce available in supermarkets is locally produced and seasonal simply because it’s there to buy. We, as an industry, have spent too long relying on other people to promote our practices, market our produce and have not been proactive in changing the perceptions within the general public.

We all need to play a part in this. The efforts of some individuals and groups within the industry have been successful in the short term but this hasn’t had a lasting impact nor changed the perceptions of the general public to a large extent.

Unfortunately, positive press is often overshadowed by negative articles – large subsidies rather than low incomes, animal cruelty rather than welfare standards or pesticides before wildlife protection. And negative press articles often are on more prominent pages in newspapers than positive ones

Farming can be an exclusive club. You are either born into it or need a substantial amount of money to get in and you are surrounded by people in the same situation. I think this may be one reason why we have struggled to engage with the general public to any great extent.

Farmers are experts at what they do. But all too often, as an industry, we’re a step behind in promoting our role in things, like combatting climate change, caring for wildlife or generally telling the public what a farming life is like.

Who would have thought that petrol head, Jeremy Clarkson, would have been the man to bring the realities of UK farming to the general public. We’ve had a number of farming related tv programmes over the past few years such as This Farming Life, The Mart and Born Mucky.

But they’ve generally appealed more to the people involved in the industry more than the general public. Clarkson’s clout in the broadcasting industry, along with Kaleb’s straight talking, has generated much more exposure. A light-hearted look at the realities of farming, it still gives an insight into challenges such as all the red tape, long hours, market prices and of course the weather. Things the general public often don’t consider.

The industry needs to capitalise on this and continue to show where and how food is produced along with the farmers role in food production and in their custodianship of the countryside. Positive promotion of how agriculture is modern, highly-skilled and forward-looking is required. We can’t do “Diddly Squat.”

Agricultural shows would normally showcase the industry, but with most being cancelled for a second year we need to utilise innovative ways of connecting with the consumer. The live stream at this year’s Royal Highland Showcase proved to be a major success at connecting with over a quarter of a million people watching from 87 countries.

With things opening up again after Covid there are opportunities to do more out about face-to-face engagement. We could plan pop-up exhibits for public events or shop promotions or have conversations with local groups or schools.

We need to not only showcase our finest but also tell the trials and tribulations of everyday farming life. We need to bombard the public with the vast range of diverse activities that take place on farms – the successes and challenges – and tell them what we’re doing to combat climate change, to care for the environment and to produce the highest quality food at high welfare standards.

One opportunity to do this arises on August 5-6 with '24 hours in Farming' back for its fifth year. Post on social media channels what you’re up to that day, whether that be combining, moving stock to fresh pasture or a morning in the office.

And if you don’t post, then share the posts and let’s unite to get the hashtag #Farm24 trending for this occasion and then keep the momentum going afterwards.