With the Hall Hunter case getting underway last week, there has never been a better time to address issues of legality, according to Angus Davison, managing director of Haygrove Fruit and chairman of KG Fruit.
In a speech entitled 'Politics and Media in 21st century horticulture, Davison told delegates that UK farmers should accept that with recent topics such as foot and mouth and pesticides and now the suggestion of tunnels ruining the landscape, the age of litigation has arrived.
And with the media's powers at public persuasion there is no room for error.
"It is not unique to farming," he said. "But we are making stacks of mistakes and are now being found out.
"The press has changed and become more consumer driven. Stories are based on how things are going to affect them, not farmers."
With food playing such an important part in everyone's lives, people will always be interested in farming news, which has the power to terrify them, said Davison.
Instead of dealing with undesirable consequences, farmers should be taking preventative action.
Taking a few days every year to meet and discuss relevant issues should be the first step, as well as providing support for representative bodies, such as the NSFA, he said.
And since the NFU has recognition in government and by DEFRA, injecting enthusiasm from young farmers would definitely be worthwhile.
Davison suggested actively visiting neighbours, or holding open days for them to visit farms would be a good way to dispel the public's fears and avoid official complaints.
Despite these criticisms Davison had a positive message for delegates.
"We have a fantastic industry in the UK, especially in soft fruit, with companies like KG and Berryworld." he said. "And if we are seen to be listening to customers there is an opportunity we can keep it in the UK."
Putting effort in now to minimise negative feedback would ensure a brighter future, he concluded.
"The next few years will be very telling but this will show we are responsive and are responsible and then we will continue to have a great industry."
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