Diverse Experiences of Farming – summary

This short summary highlights 14 key insights from research that sought to understand what shapes New Zealanders’ perceptions of farming, and define the points of divergence and connection that can offer new ideas for connecting rural and urban people. By better understanding the underlying worldviews that shape perceptions of farming and the agri-food industry, this project aims to support empathetic connections between producers and consumers.

These findings are summarised from research, undertaken in 2022-2023, that surveyed 1384 people representing the New Zealand population across gender and age. Follow-up interviews conducted with representatives from farming, environmental groups, iwi, government and food supply chains.