Monday, 6 May 2024
RESPECTED former New Zealand Prime Minister Sir John Key has urged beef producers to give up on trying to win over extreme environmental organisations and politicians, and instead engage with middle Australia to secure the future prosperity of the industry.
Sir John, who led New Zealand for eight years and out of the global financial crisis, was the keynote speaker at the Cattle Australia Breakfast Symposium “On Being Influential” staged at Beef2024.
He said popular culture demonstrated how powerful communicating directly to a mainstream audience can be and how it should be harnessed to guide advocacy in agriculture.
“Look at the impact of Yellowstone,” he told the crowd of more than 600 people.
“More people are moving to Montana per capita than any other state in the United States. Everyone wants to be John Dutton. Essentially, it is about a farmer who loves his land. Look at Clarkson’s Farm, it’s done more for agriculture than anything else in decades.”
The former leader of the New Zealand National Party recounted his own early experience on the hustings when he attempted to woo groups traditionally opposed.
“We spoke to the NGOs, we spoke to the Greens, and I think we converted one in 100, maybe one in a thousand and I remember saying ‘We should shoot where the ducks are’,” he said.
“As soon as we changed our mindset, it changed our polling. For the beef industry, the target is not the people whose minds will never change, it’s middle Australia.
“Target the people who want to support you. Talk about why you’re good for the planet and be tough on yourselves. Nothing is going to turn off that group you’re trying to win more than animal welfare issues.”
Sir John said he was “massively optimistic” for the future of Australian and New Zealand agriculture due to the rising world population and the increasing wealth of nations such as India and China.
“As soon as you get wealthy, you buy protein and you buy it from a country you can trust – and that is Australia and New Zealand,” he said.
The world needs Australian beef
Ralph Schoellhammer, who delivered a presentation titled “Australia: a hidden superpower” reinforced the importance of communication.
“Agriculture, mining and energy have to be better at communicating with the public,” he told the audience.
“The world economy needs Australian agriculture. You are a much more important player than you get credit for. Australia is one of the largest beef exporters and one of the most important exporters of calories. Without Australia there would be famine.
“Mining, agriculture and energy do not have an efficient lobby. In politics and economic outcomes, yes absolutely, they’re good at lobbying politicians.
“But in popular culture and in the public imagination, I’m always surprised when I’m in Australia you have these debates about drag queen story hour, or transgender issues in schools. The culture wars are on our minds all the time.
“I’m always wondering why is there never something like a coalminer’s story hour? Why don’t we have school children spending time on a farm?
“If people don’t know where their fundamental sources of wealth and prosperity come from, how are they supposed to defend them?”
Get comfortable being uncomfortable
Cattle Australia Chair, Garry Edwards, said the team at CA worked tirelessly to ensure the interests of grass-fed cattle producers were not just represented but were advanced.
He also appealed to producers to cast off their humble nature and speak proudly on behalf of the largest levy-paying sector in the Australian economy.
“My words to you are simple, get comfortable being uncomfortable and having conversations with people you don’t know,” he said.
“Embrace the challenge and get out there and talk to people who don’t look like you, who don’t understand what you do, because they are the consumers of your product and ultimately deliver our social licence.
“That is critical to the profitability and sustainability of our future.”
ENDS
MEDIA ENQUIRIES:
Hayley Kennedy
hayley.kennedy@bluehillpr.com.au
0488 021 154
Stacey Wordsworth
stacey.wordsworth@bluehillpr.com.au
0438 394 371
