News

NFF developing digital platform to improve farm representation

Beef Central, 22/06/2015

The National Farmers Federation is in the process of developing a new digital platform that it says will improve the effectiveness of national farm industry represetation in future.

According to a NFF press release issued on Friday the online platform will include advanced farming tools, an online community and conduits for agricultural policy development.

The NFF says a meeting of its members’ council in Adelaide last week overwhelmingly endorsed its plan for a new unified model for Australian farmer representation.

The new online platform, being developed by the NFF and Accenture with the support of some of Australia’s leading technology companies and businesses, will be launched in the coming months.

“This week’s meeting is an important step toward unity and collaboration,” NFF president Brent Finlay said.

“We have a clear mandate to continue working in good faith down the path of a more unified future.”

Mr Finlay said securing the future of Australian agriculture required “a holistic, unified approach to advocacy, branding and online engagement”.

“Unifying the farmer voice means adapting to a more flexible and efficient model, while retaining strong policy outcomes, informed by real time understanding of issues affecting individual commodities and regions.

“It means engaging with the community, sharing our stories and bringing balance to the many policy debates involving or affecting the farm community.”

Mr Finlay said the NFF members council meeting also reiterated the importance of a single industry owned brand for Australian agriculture, to drive better farm gate returns for local producers in domestic and export markets.

“There are so many opportunities opening up before us. As part of the digital platform farmers will have new ways to take their business to the next level, or get involved in policy development, using tools in the palm of their hand.

“This is about making sure every Australian farmer has the ability to improve profitability and complement the existing policy formation process at a local, commodity, state and national level.

“Our members understand the importance of these initiatives for the future of Australian agriculture. Pooling our resources and clarifying our message will lead to better outcomes for farmers – it’s that simple.”

“The work we are doing now will make us more nimble and better resourced for years to come, as we build capacity, replace duplication with shared services and grow a greater regional presence.”

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