The twelve-month research programme, commissioned by LEAF Education and supported by Rothamsted Research, comprised a survey of over 1,000 12 to 18-year olds across the UK and interviews with 60 teenagers at a Teenager Empowerment event.
The research revealed that despite teenagers feeling disconnected to farming and having limited understanding of what it delivers, many of today’s young people are interested in how their food is produced and the work farmers do. In particular, they hold strong views around the environmental impact of farming and, furthermore, they would like to know more about career opportunities available in the sector.
Not surprisingly, when it comes to finding out more, teenagers are turning to social media, specifically, Instagram, Snapchat and YouTube as their preferred channel and still identify with ‘older’ food celebrities, such as Jamie Oliver, but there is also an increase in young bloggers, vloggers and chefs.
Following the outcomes of the research programme, a new road-map for teenager outreach is being drawn up by LEAF Education in consultation with the agri-food industry, based on five key priority themes:
Farming Futures and Careers
Fit for Life