Improving the Image of Agriculture as a Career Option

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In Europe, 35% of farmers are 65 or older and only 11% are under the age of 40. The so-called ‘young farmer problem’ is a conundrum with the potential for serious implications on food security. An innovative, motivated workforce is required to secure the agricultural sector and respond to urgent sustainability challenges. But how to motivate young people to consider an agricultural career? Technological development, sustainability transition and political debate are shaping the future of farming. The Consumer Observatory’s recent research identifies key themes shaping young people’s motivation and ability to pursue agricultural careers. We also make recommendations to improve young people’s perception of agricultural careers. In this session, we will digest the results of the Consumer Observatory’s recent report and initiate constructive conversations between EIT Food actors, industry stakeholders and (most importantly) young farmers. Together we will dive deeper into the research’s recommendations, fine tuning these and searching for opportunities to act.

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