Picture this: a country bumpkin standing in a sheep holding pen with 20-odd uni students, wondering what she will learn on a university field day at a farm.

“I need a volunteer.”
Sure. Why not? I step up nervously, awaiting the instructions.
“I want you to walk up to the sheep.”
“Like, round them up or move them?”
“No, no. Just walk up to them.”

You have got to be kidding. I paid thousands of dollars in tuition to be told to walk up to a mob of sheep, which I know will just run away. Regardless, I walked up and saw them unsurprisingly scatter. What surprised me was the reaction of my fellow third-year agriculture students, a mixture of boredom and shock.

Later, as we stood there listening to the lecturer, two students must have been getting a little bored, so they sat down – to play with the perfectly round pebbles scattered around the sheep pen. I didn’t have the heart to tell them that in their hands is nature’s best fertiliser, but it did get me thinking; did they not know?

How could they possibly not know? Did they not learn anything in class? But wait. I didn’t even learn that in class.
So how did I know the sheep would scatter, and the round balls were sheep dung? Experience.

I have memories of growing up on a farm, picking up rocks, inspecting the dirt for seeds and soil quality, and having pet goats when the mother doesn’t make it. My heart feels heavy knowing that there are people who have never had these wonderful experiences.

 

The Great Divide – Causes, Challenges, and Consequences
This lack of firsthand experience is a growing issue. Edwina Robertson summarises that many families in the previous generation had access to enriching experiences through relatives who owned family farms (Robertson, 2017). However, as corporations increasingly bought out these farms, families were forced off the land, making it nearly impossible for the next generation to buy in. Consequently, today’s younger generation lacks these firsthand experiences. It is often dismissive of the nostalgic accounts of the “good old days,” creating a significant gap in understanding and appreciation of this way of life.

Displacement from country to city for education makes it harder for individuals to return to rural areas, further disconnecting them from their agricultural roots. School-aged kids lean into the urban lifestyle of their city peers, increasing their reluctance to come “home” on weekends. University and TAFE-aged adults are attracted to more relationship opportunities, a fast-paced lifestyle, and better access to work prospects, making it challenging to reintegrate into rural communities.

If the next generation and urban residents lose interest in agriculture, it poses significant risks. Food security could be threatened as production decreases, leading to increased reliance on imports and higher global food prices. Neglecting agriculture can destabilise rural areas, exacerbating social inequalities and unemployment Environmental consequences include land degradation and loss of biodiversity, while the erosion of traditional agricultural knowledge hampers sustainable farming practices.

Cultural heritage linked to agriculture may be lost, and health issues could arise from increased consumption of processed and imported foods. Innovation in agriculture may stagnate, reducing our ability to adapt to challenges like climate change and limiting economic diversification.

 

So, How Do We Get the Next Generation to Care?
We need to stop using the information deficit model to shove our own experiences down each other’s throats! This model suggests that if the target audience knew more, they would embrace new information (Christiano & Neimand, 2017). However, telling people vegetables are good for them doesn’t mean they’ll start eating broccoli. No one likes being spoken to like they’re stupid; they just lack experience through no fault of their own!

As an example, telling someone milk comes from a cow doesn’t create a meaningful connection if their experience is limited to the carton. Milking a cow to see the product and experience its origins is essential to get the next generation to care about where milk comes from.

 

A more effective approach is to show understanding and inspiration, develop a genuine connection, and use a call to action:

• Show understanding: Be patient and kind. Everyone
  has different backgrounds and experiences.
• Inspire: Share your passion and give opportunities for experience rather than just talking about it. If you own a farm, invite people for a visit!
• Develop a connection: Encourage and ask questions.
• Call to action: Be specific and ensure it is something the audience knows how to do (Christiano & Neimand, 2018).

With inspiration and something the target audience can do to achieve common goals, we can build an environment for shared experiences to drive change and engagement, irrespective of which side of the
fence you live on.

 

Celebrate the Successes

So, what experiences can city folk use since family farm visits are dwindling?

There’s no better introduction to agriculture for little kids than the RASWA Agventure Hill at the Perth Royal Show. Perth City Farm offers hands-on learning about sustainable living and urban farming. A visit to a petting zoo allows children to interact with farm animals, fostering an early appreciation for farming life. These experiences are more valuable for a developing mind than children’s educational books.

Teens can be tricky, but using technology helps. Following popular TikTok farming influencers can provide insights into daily farm operations. Farming simulations and virtual reality experiences offer an
engaging way to understand farming, combining education with gaming.

Young adults interested in agriculture can benefit from joining groups like AgConnect and the Livestock Collective, which provide valuable networking opportunities and connections with industry professionals. Shows like Clarkson’s Farm, Farmer Wants a Wife, and Keeping Up with the Joneses offer a glimpse into the realities and challenges of farming.

In conclusion, bridging the gap between urban and rural experiences is essential for fostering an appreciation for agriculture among the next generation. By offering hands-on experiences and integrating
agriculture into education and entertainment, we can inspire a deeper understanding and connection to farming. Encouraging curiosity, providing opportunities for direct interaction with farm life, and leveraging
technology and popular media can help make agriculture relevant and engaging. This holistic approach ensures that essential knowledge and appreciation for agriculture are passed on, securing a sustainable and connecting future for urban and rural communities.

References
Christiano, A., & Neimand, A. (2017). Stop Raising Awareness Already. Stanford Social Innovation Review, 15(2), 34-41.
https://doi.org/10.48558/7MA6-J918

Christiano, A., & Neimand, A. (2018). The Science of What Makes People Care. Stanford Social Innovation Review, 16(4), 26-33.
https://doi.org/10.48558/GW2V-5279

Robertson, E. (2017). OPINION: Bridging the gap between city and country. The Rural Weekly.
https://www.weeklytimesnow.com.au/news/rural-weekly/opinionbridging-the-gap-between-city-and-country/newsstory/4b60870cfafa0062e21bfd113e175815