Updated
It is up to the people on the land to stand up and take responsibility for the disconnect between consumers and agriculture, to secure the future of domestic food and fibre production.
That is the message from Trent Loos, sixth generation rancher from Nebraska in the United States.
He has travelled across Australia to speak with farmers about the challenge facing the sector globally over how producers can better communicate the agriculture message to their city cousins.
Mr Loos said farmers were the experts of food and fibre production and they needed to be better advocates.
"We need to stop harvesting fear and we need to bring people back to the reality and the reality is that farmers today have found a way to improve the planet and improve human health through modern food production," he said.
"Too many of the decisions in the nation's food system are based upon on misinformation.
"People think they know a lot about food, but too much about what they know isn't so. Somebody needs to set the record straight."
As a prime example of "true sustainability", Mr Loos said that, just 115 years ago in 1900, it took five acres to feed a person, whereas now it took just one third of an acre.
"That happened because the farmer was driving the ship, the farmer wanted to find a way for the generation in his farming family to produce more with less," he said.
Topics: agribusiness, agricultural-marketing, advertising-and-marketing, rural-youth, wool, beef-cattle, sheep-production, livestock-welfare, denmark-6333
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