Foreword

Carl Edwards, LEAF Director, Education & Public Engagement

It is often said that young people (and society at large) feel disconnected from where their food comes from, place little value on food producers and perceive the agri-food industry as a major contributor to the climate crisis. Similarly, they express minimal interest in pursuing a career in the agri-food industry.

For us, simply assuming and repeating these (what we feel) misinformed comments has to be questioned. This research project set out to challenge these views; to ask whether they exist, and if so, how entrenched are they. Crucially, we set out to explore how as an industry, we can work together to inspire, motivate, and engage future generations in the agri-food industry.

We need to provide young people, with a clear voice to challenge, (or support) our own perceptions. Of course, just examining whether stereotypes are true is not enough. This research project set out to listen to young people about their passions and beliefs in the agri-food system, and most importantly, to provide a platform to share their ideas about how we, as an industry, can better connect, represent, and improve access and opportunities for them.

Overwhelmingly the research findings were positive. Although the young people involved in the project reported ‘little’ or ‘no’ understanding of the agri-food industry and feel ‘disconnected’ with how their food is produced and where it comes from, they care deeply about issues such as sustainability, climate change, environmentally responsible packaging, and the role of food production in addressing the climate crisis. Furthermore, they have trust and believe in the agri-food industry, hold positive views about food producers and place great value on retailers and brands to make the right decisions, which to them, are about climate positive action.

The findings also showed that young people are interested to learn more about the agri-food industry, want to be empowered to make more informed food purchasing decisions and to have a better understanding of how their food is produced and who produces it. In addition, they would like more information about careers in the agri-food industry and would value more opportunities for experiential careers events.

The way our food is produced is key to addressing the climate crisis. It is therefore imperative that future generations are given the opportunity to speak into how we, as an industry, can work together to help increase awareness and understanding of the sector. Critically, we need to find imaginative ways to empower our future consumers, leaders, decision-makers, employers and employees to make climate smart choices, to challenge us, and champion the agri-food sector in the years to come.

Essentially, young people need to be at the heart of developing a roadmap to a more sustainable future, a world that is producing, consuming, and living more sustainably. This extensive piece of research is incredibly important in giving young people ‘a voice’ in how collectively, we convene the leaders of today to implement the actions required for the generations of tomorrow.

McDonald’s is one of the world’s largest restaurant companies. Our first UK restaurant opened in Woolwich, London in October 1974 and today, we operate a network of more than 1,400 quick service restaurants across the UK and Ireland. We employ over 130,000 people and work in partnership with more than 23,000 British and Irish farmers, to combine great tasting food, made from high quality ingredients with service that our customers know and trust. A large proportion of our UK and Ireland restaurant estate is run by franchisees, who play a vital role in ensuring we run sustainable, environmentally conscious restaurants which provide employment opportunities to local people and make a positive contribution to the communities in which they operate.

www.mcdonalds.com

This report presents the findings of a 10-month research project, carried out by LEAF Education and supported by McDonald’s and the School of Sustainable Food and Farming, looking at young peoples’ perceptions, values, interest, and understanding of the agri-food industry.

Working with almost 2,500 young people from across the UK, we explored four key themes:

• Sustainable Food Production

• Conscious Consumers

• Diversity and Inclusivity

• Careers

We relied on both quantitative and qualitative data collected through initial research, followed by in-depth interviews and interactive workshops with an additional circa 200 young people on-farm at LEAF Demonstration Farm, Elveden Estates, and during a two-day residential event held at Harper Adams University.