Our response

We investigated what consumers know about soil stewardship and the demand which currently and may potentially exist (after market activation).

The research used a mixed methods approach involving a series of consumer focus groups; interviews with farmer groups, food retailers and manufacturers and other value chain stakeholders; and an online survey of 4000+ consumers.

Qualitative and quantitative research with Australian consumers and other agricultural value-chain stakeholders – including farmer groups, food manufacturers and retailers – has been completed to understand the potential to activate consumer markets to better reward farmers for using soil stewardship practices.

Communication materials designed to explain and promote soil stewardship to consumers have been developed and tested.  This included developing a hypothetical brand called Nurtured Lands, as well as certification logos, websites and television commercials. Value chain stakeholders have been interviewed to provide insight into their demand for information about consumer willingness to pay, as well as perceived obstacles and informational requirements for rewarding farmers for quality soil management practices.

Initial focus groups were used to inform the development of a set of communications materials about soil. These took the form of marketing materials for a fictional brand called Nurtured Lands, and included a brand logo, TV commercial style videos testing different messages about the benefits of soil stewardship; and two websites including infographics.  These materials were tested and refined in further focus groups.  The interviews provided insights into value chain (farmer groups, retail and manufacturing) perspectives on whether consumers would pay more, and interest in their organisation rewarding farmers for soil management.