Farming needs to shake off its image as a less than exciting career choice and instead be promoted as a field of immense innovation and expertise, the International Farm Management Association (IFMA) conference at University College Cork heard yesterday.
Peter Kendall, president of the National Farmers' Union of England and Wales, said the sector should be more proactive in terms of recruiting young people.
"We need to highlight that agriculture is a modern industry, using high-level technology, requiring investment in R&D. Also of vital importance is the need to bring fresh new ideas and attitudes in to our industry. European farming needs dynamic, passionate, committed young people that will push our industry forward. It is up to those of our generation to nurture young talent and support the next generation of agricultural 'entrepreneurs'."
Mr Kendall, an arable farmer in East Anglia, said he was optimistic about agriculture in Europe and its place in the world. However, more attention ought to be paid by European farmers to the marketing of products. Consumers must be better informed about EU safety standards, our animal welfare standards and our environmental credentials - in short about the huge advantages of buying quality products from Europe.
Mr Kendall said farming organisations had a vital role in explaining to the public the impact of different farming standards. He told delegates he fully understood that the purpose of freer trade was more consumer choice, but choice should bring with it responsibility and that was not always adequately exercised.
"This leaves us, at least in the medium term, with a situation in which products produced under lower standards will continue to have access to markets where domestic producers face higher standards and, as a result, higher costs. These are serious issues that include lower welfare standards and deforestation, and in some cases contribute, through their production, to the worsening of climate change."
Dr Robert L Thompson, chair in agricultural policy at the University of Illinois, told delegates globalisation created unprecedented opportunities for specialisation and exchange of goods and services. The future of agriculture was in the developing countries where there were more people to be fed and incomes were growing, he said. World food demands could double by 2050 but virtually all the potential growth was in developing countries.
He went on to say that the production of ethanol in the US and bio diesel in Europe comprised the biggest shock in world agriculture since the 1970s. Ethanol production in the US was creating a large demand for maize and edible oils, which in turn was taking land away from other crops.
The conference heard that the drop in US agricultural exports was creating opportunities for other markets to grow maize, soybeans and wheat.
The conference continues until Friday.