In agriculture we dropped the ball a bit on public trust and showing what we do and how we do it. We've been struggling for the last few years to really catch up and get ahead of the activists because they have a very strong presence in social media, obviously.
That's something we've been trying to do by sharing our story. As young farmers that's what we've been doing. At CYFF that's what we've been doing, to show everyone we care about our animals and we care about the land. That's how we make our living, so it's absolutely paramount that we take care of it.