Seasonal Climate Outlook

Urban Kiwis keen to buy food direct from farms to support sustainability

In late March 2021, New Zealand’s second annual Open Farms Day welcomed more than 2,700 Kiwis onto 37 farms across the country. Designed to reconnect Kiwis with New Zealand’s land, food and farmers, the event enabled the Our Land and Water National Science Challenge (an event sponsor) to conduct a survey into attitudes towards food and fibre production.

A recent study shows that many urban New Zealanders see buying food directly from farmers as the most effective action they can take to support sustainable farming.

The insight, from research by the Our Land and Water National Science Challenge and Open Farms (a nationwide Open Farm day event), suggested direct relationships between farmers and citizens could be a pathway towards more sustainable farming practices.

The research explored shared urban and rural visions for sustainable farming, said Our Land and Water science leader Dr James Turner, also a senior AgResearch scientist.

“High food prices and the influence of large market players are perceived to be preventing sustainable outcomes,” he said. “We also found a standout potential solution from urban respondents – buy food direct from a farmer.”

KEY RESEARCH INSIGHTS INCLUDED: • A shared vision of sustainable farming

Urban and farmer respondents generally shared a vision of more diverse landscapes, fewer chemical inputs, and farming practices that improve soil and water health.

When asked to rank sustainable farming practices, urban respondents cited ‘regenerative practices’, ‘reducing inputs and ‘diversity’ as their top three. Farmer respondents rated ‘diversity’ and ‘farm environment plans’ as their top two sustainability practices, followed by a third tier including ‘regenerative practices’, ‘reducing inputs’ and ‘higher-value end products’.

• Barriers to the vision

Urban and farmer respondents agreed that the biggest barrier to sustainable farming was the purchasing and pricing power of large market players, like supermarkets.

“Respondents generally understood the nuance of food systems issues – like how demand for cheaper food can drive unsustainable practices, or how supermarkets can act as a gatekeeper to market, excluding more sustainable producers through price setting. These findings echo concerns raised by the Australian Commerce Commission and Consumer NZ around the vulnerability of farmers in this kind of competitive price market,” said Dr Turner.

• Food: too expensive as it is

Only one percent of urban respondents believed food was too cheap in New Zealand. 40 percent suggested it was priced about right and 59 percent that food was too expensive. Despite clear concern that farmers should receive a fair price for their produce, price increases for food in New Zealand were not recognised as a likely pathway towards sustainable farming.