CHALLENGES FOR THE AGRICULTURE AND FOOD INDUSTRIES

CHALLENGES FOR THE AGRICULTURE AND FOOD INDUSTRIES

Challenges for the Agriculture and Food Industries

The UN’s Food and Agriculture Organisation (FAO) has a “vision is of a world free from hunger and malnutrition, where food and agriculture contribute to improving the living standards of all, especially the poorest, in an economically, socially and environmentally sustainable manner”. With the world’s population expected to grow to 9.7 billion by 2050, the increasing demand that agriculture will face in the near future, means the most important challenge to address is improving agricultural productivity in a sustainable way.

Population and economic growth

The jump in population, up from 8 billion in 2022, is the single biggest challenge facing the Agri-Food industry globally. Food demand is expected to increase by 56% by 2050, compared to 2013. According to an FAO report: “Income growth in low and middle income countries would hasten a dietary transition towards higher consumption of meat, fruits and vegetables, relative to that of cereals, requiring commensurate shifts in output and adding pressure on natural resources”. India is set to overtake China as the world most densely populated country in 2023, and as India and Africa become more urbanised food consumption patterns will shift again with in increased demand for processed food and meat, one of the most impactful industries worldwide.

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Scarcity of Resources

Meeting the increased demand for food means more and more resources will be exploited, causing land degradation, deforestation, and water scarcity. Agriculture the biggest contributor to deforestation and soil erosion and lack of water is becoming an issue in Africa and the Middle East. Competition for resources may become increasingly stiff over the next few decades.

Climate Change

Without efforts to adapt to climate change-related problems food insecurity may well substantially increase, particularly in the least developed countries. Rising sea temperatures will reduce fish catches and floods or droughts will result in lost crops and livestock production.

The proverb: “If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime,” is one that organisations like UN-FAO, and many others, are using to guide the solutions to these problems.  Agri-food systems can be major generators of employment and income. Primary production alone provides about one-quarter of all employment globally, more than half in sub-Saharan Africa and almost 60 percent in low-income countries. As Agri-food systems encompass the primary production of food and non-food agricultural products, as well as storage, processing, transportation, marketing, disposal and consumption the potential for the problem to be its own solution is clear. The answer lies partly in the emerging technologies of Agri-Tech, a subject that needs its own blog to explain. Simple solution such as Vertical Farming in environments where arable land is not available, hydroponic, or aeroponic growing methods, and many others are adaptable to low land use and low water use scenarios. 

How we can help

There is so much good news to be shared about how we are meeting the challenges facing the Agri-food sector and Super Motion will be there to document it. At our Agri Food Pioneers You Tube channel we talk to people in the agri-food industry about the positive and environmental changes they are making to deliver a sustainable, low carbon and regenerative future. Our mission is to deliver powerful stories from the agri-food world that captivate our clients’ audiences. Book a strategy call with us today to learn more about how video can communicate your story effectively

MINIMISING FOOD WASTE AT PRODUCTION STAGE

MINIMISING FOOD WASTE AT PRODUCTION STAGE

Minimising Food Waste at production stage

Since The Waste and Resources Action Programme (WRAP) published their first guide to the recycling of food waste in 2009, domestic uptake has risen on average by 55% per year. In their recent update WRAP suggest that the next major area to tackle will be waste in food production. 

A recent report sponsored by the WWF and Tesco shows that 1.2 billion tonnes of food produced globally is lost before it leaves the farm. With the UK losing up to 2 million tonnes across the whole production process. Food is discarded at every point along the food chain: on farms and fishing boats, during processing and distribution, and in retail. Leaving aside the food lost at the point of consumption, either at home or in  cafes and restaurants this is clearly a situation that needs to be remedied. Where is the loss and what can be done to control it? 

Farming

In a process called dumping, farms can discard crops that have been planted as a hedge against pests and weather. The price of grain and vegetables fluctuates with consumer demand and rather than go through the additional cost of harvesting and processing products they could not sell they are left in the field to be ploughed back into the land. The goodness from the crop of course returns to the ground and adds additional fertility much like a cover crop would so this is not as black & white as it might seem.

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Processing and distribution

Some produce that does not meet retailer or consumer cosmetic standards is discarded at the packing stage. This includes trimming off edible portions, such as skin, fat, crusts and peels as well as misshapen or mis-coloured fruit and vegetables. Some of this is recovered for animal feed but most is discarded. Inadequate refrigeration is another area of loss, especially in imported foods that may pass through several countries and suppliers before reaching the shop. 

Retail

The confusion caused by the subtle differences between ‘use by’, ‘best before’, ‘sell by’ and ‘display until’ dates on food lead to shops discarding perfectly usable food. Sadly wasteful practices in the retail industry can still be viewed as good business strategies, offering perfect produce and  overstocked shelves. 

It can be easy to put the blame for food waste in the production chain onto the retailers. Ultimately they are responding to what they believe the consumer demands. So, the real solution lies with us. Many food producers and supermarkets are reviewing their use of “best before” dates on some items. Waitrose, M&S, And Iceland have all removed them from own brand fresh produce. Consumer education around the difference between “use by” and “best before” is also gathering pace. Typically, “best before” dates are related to food quality, whereas “use by” dates relate to food safety and items should usually not be eaten after this deadline. The “look, smell, taste, don’t waste” campaign, run by food waste app Too Good to Go, has enlisted brands like Nestlé and Arla, with these companies switching from use by to best before dates on many products. The media has a role to play in education as well. Morrison’s came under fire from a tabloid newspaper for asking customers to use a sniff test to decide if milk was safe to consume, but overall the message that we can produce and consume food more sustainably is a positive one. 

Farm to Fork initiatives where the supply chain is much shorter between producer and consumer are becoming more popular, and add to the consumer pressure on the major retailers to change their approach. That pressure will filter back through the supply chain and alter the supply chains perception of consumer’s wants. Moving towards less waste in food production can be achieved, and with small achievable steps at that. 

How we can help

Super Motion create films about agriculture and food that document the inspiring stories of change
and growth in the drive for improved food resilience. At our Agri Food Pioneers You Tube channel
we talk to people in the agri-food industry about the positive and environmental changes they are
making to deliver a sustainable, low carbon and regenerative future. Our mission is to deliver
powerful stories from the agri-food world that captivate our clients’ audiences. Book a strategy call
with us today to learn more about how video can communicate your story effectively.

BUILDING RESILIENCE IN THE FOOD INDUSTRY

BUILDING RESILIENCE IN THE FOOD INDUSTRY

The last few years have brought a series of challenges to our food supply. From Climate Change to
Covid we are being pushed to consider how and from where our food requirements are met.
Building the resilience to respond to current and future issues is something that is being studied
throughout of the agricultural and food industries, and there are green shoots to be found.

What is resilience in the food industry?

According to The Johns Hopkins University Center for a
Livable Future (CLF), it is “the ability to prepare for, withstand, and recover from a crisis or disruption. A resilient food system is able to withstand and recover from disruptions in a way that
ensures a sufficient supply of acceptable and accessible food for all.” The CLF describes itself as working “at the intersection of public health and food systems” and its work aligns with many of the
United Nations’ 2015 Sustainable Development Goals. SDG 2 is “zero hunger”. The target is to eliminate malnutrition globally by 2030, and within two years of the goals being published 26 of the
202 UN member states had declared themselves free of food poverty. Subsequent events, particularly the Pandemic may have reduced the likelihood that the target will be achieved, the
commitment of the G20 and other economic groups to a “no one left behind” strategy and a focus from the worlds richest nations to support the areas where food insecurity is worst is encouraging.

The main issues

One of the main issues in countries like the UK is the degree to which food is imported, an aspect that affects food security in the producer nations as well as the Environmental effects of
transporting food across large distances. A positive move has been the reduction in un-cropped arable land in this country. With a reduction from two million hectares to just a few hundred
thousand since 2008 the land being used to grow crops such as Grain and Oilseed has increased considerably. A slight blip in the 2020-21 growing season is understandable and has been reversed in 2022. One area that the Government’s Food Security Report 2021 highlights is the decline in Oilseed product in and a rise in imports. With the present war in Ukraine providing uncertainty about
imports from that region the Government Is encouraging increased domestic production in the next few years.

Food Security

On aspect of food security that the Food Security Report covers is the impact of climate change. It states that: “The biggest medium to long term risk to the UK’s domestic production comes from
climate change and other environmental pressures like soil degradation, water quality and biodiversity”. The Glasgow Food and Climate Declaration that came out of the COP26 shifted the
emphasis of climate change strategy towards food resilience. There is ongoing research into methods of tackling food insecurity at many institutions around the world, notably Johns Hopkins
University CLF mentioned above and the New York City Hunter College Food Policy Center. This research includes short term goals designed to create positive action now, as well as medium and
long term objectives that will support the global move towards Net Zero.

How we can help

Super Motion create films about agriculture and food that document the inspiring stories of change
and growth in the drive for improved food resilience. At our Agri Food Pioneers You Tube channel
we talk to people in the agri-food industry about the positive and environmental changes they are
making to deliver a sustainable, low carbon and regenerative future. Our mission is to deliver
powerful stories from the agri-food world that captivate our clients’ audiences. Book a strategy call
with us today to learn more about how video can communicate your story effectively.

5 WAYS VIDEO CONTENT CAN IMPROVE YOUR SEO

5 WAYS VIDEO CONTENT CAN IMPROVE YOUR SEO

68% of online experiences begin with a search engine.
So, ensure you get seen by improving your SEO.

Search engines are utilised by millions of people worldwide to find information on the web, with Google being the most popular. Yet, the outcome of these searches can be, quite literally, millions. Googling the word ‘video’ brings up 25.2 billion results alone. How then do you get your business seen amongst the masses? Three letters, SEO. 
Search Engine Optimisation or SEO essentially stands for your visibility on search engines. The higher you rank, the easier it is for customers to find your business when searching Google. Bear in mind that the first five (*organic) results on Google receive over 67% of **clicks. 

Optimising the content on your website will increase the value of SEO and drive traffic from Google to your website. One way of increasing your SEO value is video content. Listed below are five ways in which video content can improve SEO.

GOOGLE RANKING

Google is one of the top search engines used by internet users. It has over 4 billion users daily. So, it’s important to ensure you have a high ranking on Google. According to Lemonlight (2021), marketers’ SEO results suggest that Google prioritises search results with video content. Thus, creating video content on your website will rank you higher with Google.  

ENGAGEMENT

Video content keeps the audience engaged for longer. 9 out of 10 viewers actually want to see more videos from brands and businesses. The longer you can keep an audience member on your website, the higher the rank you will receive from Google. What’s more, viewers retain 95% of a video’s message in comparison to 10% when reading text.

SOCIAL MEDIA SHARES

Social media can have an indirect result on SEO. For example, you upload a video to your website which viewers circulate on social media platforms for others to watch. This then causes a reaction whereby you see an increase in visits to your website as more and more people see your video and become interested in the brand. The more visits to your website, the higher your website ranks on Google. Hence the reason social media can have an indirect result on SEO.

EMOTIONAL CONNECTION

Ever heard the saying; people buy from people? Including emotions within a message can make you and your business seem personable. In addition, emotion in videos can increase shares on social media and inspire customer loyalty. Think of campaigns you have watched recently that sparked an emotional connection? Then ask yourself why? Emotion is what sparks the decision or urge to act. Likewise, the stronger the impact the video has on the viewer’s emotions, the higher the level of entertainment. Remember, social media has an indirect result on SEO.

 

CONVERSION RATE

Embedding links to your website in video content, especially when showcasing products and services, improves SEO. 73% of consumers claim that they have been influenced by a brand’s video content on social media when making a purchasing decision. Viewers can then use these links to visit your website and make purchases, increasing your rank on Google.    

FINAL THOUGHTS

In summary, utilising video content can improve your SEO as Google priorities with video content. Google also ranks websites higher with video content that keeps a viewer engaged which can be done via creating an emotional connection in the video. Lastly, social media can have an indirect result on SEO by the number of shares your video receives that convert into visits to your website. 

Now that you are aware of how video content can improve your SEO, the next thing to remember is to utilise your video content. One way is by ensuring high-quality videos. High-quality videos keep the viewer engaged for longer. Google can tell when viewers do not remain engaged. This is known as a bounce rate, which Google monitors and scores you down on. Secondly is that videos should have a purpose, a context. Viewers have been known to disengage quickly when videos have no purpose. Remember, the goal is to keep the viewer engaged for the full length of the video to be ranked highly by Google. 

Click the button to book in a strategy call and let’s have an obligation free conversation about your business, your message and how to convey this to your audience.

*Organic simply means those who have not paid for their website to appear on the first page of Google results. 
**A click is a term used for when an internet user clicks the link to take them through to the website. 

WHY VIDEO MARKETING IS A MUST FOR THE AGRICULTURE INDUSTRY IN 2022

WHY VIDEO MARKETING IS A MUST FOR THE AGRICULTURE INDUSTRY IN 2022

Within the many industries including agriculture, there is often a reliance on tried-and-true practices. While we can fully understand this ethos, it is important to also ensure the adoption of new practices that are highly effective. If there is one practice that agricultural companies should focus on integrating in their 2022 marketing, it is the use of video. Let’s take a look at the benefits of video marketing in agriculture. 

 

PROVIDE QUALITY CONTENT

Data consistently shows that customers are quite clear about how they want companies to interact with them. They do not want wordy emails but rather value quality content. Video marketing allows you to deliver this, providing content that creates engagement with your customers. Video marketing is a great vehicle for telling stories and creating a stronger relationship between customers and your brand. 

BUILD PRODUCT AWARENESS

Video marketing is great at building awareness of your products and your brand as a whole. There are a number of reasons for this. First, video marketing elevates your performance in search rankings, naturally bringing more new customers to your brand. Secondly, it allows you to create informative content such as tutorials, product overviews, and other things that provide critical information about your products, again helping strengthen awareness. 

DRIVE TRAFFIC

One of the biggest strengths of video marketing is that it drives traffic. Having a YouTube channel is a great way to drive traffic to your brand as there is far less competition than a simple Google search. Additionally, related YouTube videos now show at the top of Google searches. Research has shown that companies that engage in video marketing have 41% more web traffic from search than those who don’t. Furthermore, video marketing drives greater engagement with customers staying on pages for longer. 

ENHANCE EMAIL BLASTS

If you’ve ever got tired of the number of emails you get in your inbox, this is the feeling of your customers too. However, adding video in the subject line boosts open rates and clickthrough rates while reducing unsubscribing rates. This is excellent news for agricultural companies hoping to optimise their email marketing. 

 

GET ORGANIC ADVERTISING

Research from Small Business Trends has shown that videos get 1,200% more shares on social media than posts with text and images. Sharing your video on your social media channels helps create engagement with customers who will then give you free publicity through sharing. It all comes down to creating quality content that your customers value.

FINAL THOUGHTS

Video marketing is critical for the agriculture industry in 2022. With many benefits, this is something that needs to be integrated into your marketing process. Most videos should be informative and not feel like they are pressuring for a sale. In fact, some of the most shared videos are more educational in nature. This is especially relevant now when there are so many dramatic changes in the industry. They need to be filmed, the stories of progress communicated in a structured, strategic way.

Click the button to book in a strategy call and let’s have an obligation free conversation about your business, your message and how to convey this to your audience.