Farmers should see the benefits of complying with standards for sustainability because of the long term pay off, program leader of the Agribusiness Group, Jon Manhire says.

“We have a good story but we have to explain it. We also need more government leadership in validating measures of sustainability,” he said.

Consumers were demanding better monitoring and compliance, in both developed and less developed markets, and there was an increasing cynicism towards “greenwash”.

They were also offered more choice of foods, with products like “animal-free” milk now on the market.

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