Legislative change does not start with the government

The new year is already a month underway and many good intentions have already been shattered. After the ban on internal netting just before Christmas, the verdict in the case that Greenpeace brought against the State followed on 22 January. The Netherlands must now really get to work when it comes to protecting nature, under penalty of 10 million euros.

The State must reduce 50% of the nitrogen-sensitive nature area to below the limit value by 31 December 2030. A limit value that is completely unachievable, even if we say goodbye to all the cattle in the Netherlands. Crooked laws result in crooked statements. We, right-minded citizens, can cough up those 10 million in five years. Thank you government, congratulations Greenpeace.

Many words, few actions
In the meantime, the first seminars, theme events and webinars on our food system have also passed by. In 2025, we will happily continue where we left off in 2024: preaching our right to the converted. Words like connection and cooperation are repetitive fractions, but they lack any effect as long as we only communicate this to our own supporters. Many words, few deeds.

Characteristic of all well-intentioned gatherings is the way we talk about citizens: what they should eat, plant-based or animal. How much they should pay for their food: preferably based on 'true pricing', in which all effects of food production are weighed. And where they can buy it: preferably locally, of course, from the farmer around the corner. Beautiful ideals and perspectives, so everyone returns home cheerfully only to be inundated the same day in the public media with polarizing frames and advertising messages under the motto: 'the highest quality for the lowest price'.

Publicity
The three Ps of product, price and place are chewed over endlessly. What requirements should food meet, what is a fair price and what sales channels are conceivable? Important, certainly, but during all these meetings, the 'P' of promotion or publicity is never discussed. If we really want to bring about a change in the food system, food producers will really have to reach the citizen. 

Think bigger
By being visible in the public media (newspapers, online, radio and TV) you reach the masses: millions of Dutch people who buy and consume food every day and often have no idea of ​​its origin.

Do you have a good story as a leading company or as a sector or producer organisation on behalf of farmers, horticulturalists and fishermen? A positive and future-oriented response to negative framing? Tell it in the mainstream media. Why are you relevant and what does your sector mean for the citizen? Stop navel-gazing, be open and transparent and do not avoid socially critical questions.

See the bigger picture in the knowledge that change is the only constant. Don't wait for the government. Take initiative, be proud of what you do and show it not only to your supporters, but especially to the citizen. Skip that event, skip that trade fair and start communicating with your final customer: the consumer. Change comes from the bottom up; for the same budget (or less) you can reach millions of Dutch people instead of a select group of 'intimates'.

What can you do as a farmer? Encourage your industry, producer or interest group to manifest itself in the public media. That is where the image is determined, on which policymakers and politicians base their position and thus legislation. Reach the citizen; the government will follow automatically. That not only saves a lot of money and frustration: above all, it prevents crooked legislation and crooked jurisprudence.

Wim Groot Koerkamp

Founder ReMarkAble, co-founder BBB, founder AT THE TABLE!

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