With fewer young people pursuing farming careers and the worsening of our perceptions about the agricultural industry and its impact on the environment, Maksym Shylov, Group Practice Leader, Food & Agriculture, at GrECo Group hosted a virtual roundtable discussion.
In recent decades, agriculture – a cornerstone of human civilisation – seems to have slipped from the collective consciousness of modern society. Urbanisation is accelerating and digital technologies are reshaping our daily lives. This shift raises a crucial question: has society fallen out of love with agriculture?
With fewer young people pursuing farming careers and the worsening of our perceptions about the agricultural industry and its impact on the environment, Maksym Shylov, Group Practice Leader, Food & Agriculture, at GrECo Group hosted a virtual roundtable discussion with agricultural CEOs and Directors from Poland, Lithuania, Hungary, and Romania to explore why the profound connection we once had with the land is being eroded, what impact this disinterest is having on agricultural employees and processes, and how we can futureproof tomorrow’s workforces.
Ageing workforce and diminishing skills
It’s an undeniable fact, generations of existing and future workers are falling out of love with farming. European Commission data shows that between 2010 and 2020, enrolment in agricultural studies at universities in several Eastern European countries declined by approximately 30%. The expert panel all agreed that this is potentially the most fundamental challenge for the industry. Younger generations are showing workshy tendencies and are striving to obtain careers in non-physical industries which offer flexibility in working hours.
“The under-30 generation is no longer willing to work more than eight hours a day. But agriculture, due to its seasonality, can consist of 12-hour blocks of work, for 10 to 15 days back-to-back.” Zoltán Németh, Crops Division Director, Baki Agrocentrum Kft.
This is driving a tremendous change in the age and skill profiles of those working in agriculture. Hereto much relied upon seasonal workers are becoming harder to find and, as fewer generations with digital knowhow enter the industry, the existing aging workforce is unprepared for the colossal digital shifts taking place in agricultural processes.
“As a large company, we are investing in technologies to reduce our reliance on the workforce. In the future, it will be increasingly difficult to find suitable candidates, and those available may command higher wages than white-collar jobs due to their scarcity.” Mindaugas Antanaitis, CEO of poultry farms, Groward Group.
Crops Division Director, Baki Agrocentrum Kft.
The under-30 generation is no longer willing to work more than eight hours a day. But agriculture, due to its seasonality, can consist of 12-hour blocks of work, for 10 to 15 days back-to-back.
Education is paramount
There was common agreement among our experts that an absolute must for everyone in the industry, big and small, is to invest in educating current employees in how to use the latest industry innovations.
“The problem with an aging workforce is how to effectively educate all the people about digitalisation,” Dominika Kozarzewska, CEO of Polskie Jagody and Board Member of The Polish Blueberry Promotion Foundation
But the work doesn’t stop here. Whilst everyone agreed automation of systems, AI, and drones are driving significant progress in precision farming, reducing the number of man-hours needed to carry out tasks, this innovative progress is little known across all sectors of society, but especially among the tech-savvy younger generations.
“The prevailing opinion is that farming is still all tractors and manure and that nothing good is happening out there,” Mindaugas Antanaitis, CEO of Poultry Farms, Groward Group.
Raising awareness of the modernisation of farming practices was seen as essential to transforming the opinions. The roundtable agreed that by highlighting technological advancements, something the younger generations are interested in, there’s a real opportunity to change the image of agriculture from one of labour-intensive toil to cutting-edge, exciting, and innovative.
“By stressing the technological advancements in the industry, younger people might be more willing to work in agriculture due to how au fait they are with technology in other parts of their lives,” Teofil Dascalu, CEO, Frizon Group.
All the professionals cited that there is a distinct lack of modernisation in agricultural education systems and that there is a lot of work to be done in bridging the gap between contemporary agricultural practices and what is being taught in schools.
“The problem starts at school. For example, in Hungary, students are being educated with machinery from the 1990s. Teenagers who learn on outdated equipment find themselves unable to recognise or operate the modern machinery used in today’s fields. They have to start learning from scratch, including handling new technology and programmes. Moreover, many teachers are unfamiliar with these advancements, which perpetuates the cycle,” Zoltán Németh, Crops Division Director, Baki Agrocentrum Kft.
CEO of Polskie Jagody
Board Member of The Polish Blueberry Promotion Foundation
The problem with an aging workforce is how to effectively educate all the people about digitalisation.
Education from an early age
What is potentially even more worrying is that society’s basic understanding of where food comes from and how it is produced is drastically declining. One of our experts mentioned an example where a lady running a pizza-making workshop in a small village in Eastern Poland asked the children how flour was made. The children replied that flour came from the supermarket shelf!
“We need to better showcase our efforts. Food security often holds little meaning for many young people. For them, it is an abstract concept. They simply go to a shop and buy food, and that’s the extent of their understanding.” Dominika Kozarzewska, CEO of Polskie Jagody and Board Member of The Polish Blueberry Promotion Foundation.
With the identification of a distinct lack of understanding of the agricultural industry, the panel centred on how to attract younger generations to farming. They agreed it is crucial to highlight the unique opportunities in and essential contributions of this sector. We should be talking to younger generations about how, unlike many saturated and highly competitive industries, farming offers a promising career path with less competition as most people gravitate towards non-labour-intensive professions.
“I believe it’s important to inform younger generations that having a more physical job in the future might be advantageous. The competition for roles in mentally driven industries will become increasingly tough.” Maksym Shylov, Group Practice Leader, Food & Agriculture, GrECo Group.
Some of the panel already commit time to educating school children about the agricultural industry, giving them first-hand experience of working agricultural life, and believe others should be doing the same.
“I have started a project for dual school with a local high school. I take children out of the ninth grade and bring them to my farm for work experience. In so doing, I’m educating younger generations, giving them real-life experiences. I think we, as people involved in agriculture, have to change the mindset of society with initiatives like this,” Teofil Dascalu, CEO, Frizon Group.
The panel agreed such initiatives were vital to re-educating children and that one solution could be for farming associations to offer summer camps for children to give them fun, firsthand experiences of working with animals and the land, broadening their horizons and their perceptions of the industry, and helping to challenge parents’ perceptions too.
CEO, Frizon Group
I have started a project for dual school with a local high school. I take children out of the ninth grade and bring them to my farm for work experience.
Is agriculture really an environmental bad boy?
The environment was also a prevalent topic throughout the panel’s discussions. Everyone stipulated that education isn’t just needed around what it’s like working in the industry, the experts all recognised that agriculture is often misunderstood environmentally too and that there is much to be done to redress this.
“We also need to talk about how we are caring for the environment more, because the perception that agriculture is just destroying the environment, like the biggest bad wolf, is widespread. It’s no longer just about oil or fossil fuels; agriculture is often seen as the main offender.” Mindaugas Antanaitis, CEO of Poultry Farms, Groward Group.
Farmers are often perceived as constantly complaining about issues such as the Green Deal or blocking roads in protest, creating a negative image. To counter this, it was agreed more direct engagement with the public is necessary, showcasing agricultural practices through campaigns and open farm days. These events allow people to pick fruit and see firsthand how it is grown, fostering trust and understanding.
Highlighting the safety and sustainability of food production is also essential. Farmers adhere to EU standards, ensuring that produce is safe and clean, although it was felt discussing pesticides may be counterproductive.
“Consumers frequently ask, ‘What am I paying for?’. They need to see the value in food, which stems from the hard work, passion, and technology involved in its production, including AI,” Dominika Kozarzewska, CEO, Polskie Jagody and Board Member of The Polish Blueberry Promotion Foundation.
Our experts expounded the fact it is crucial to convey that sustainable production does not harm the environment and that farmers are committed to this goal.
By promoting advancements in sustainable farming methods, such as regenerative agriculture and eco-friendly practices, the panel felt strongly that it would not only enhance environmental health but also appeal to younger generation’s growing concern for sustainability and ethical impact. By positioning farming as a modern, vital, and sustainable industry, it becomes attractive to the youth of today, promising a fulfilling career with a profound societal impact.
CEO of Poultry Farms, Groward Group
We also need to talk about how we are caring for the environment more, because the perception that agriculture is just destroying the environment, like the biggest bad wolf, is widespread.
Forging rewarding partnerships to challenge existing perceptions
“A main challenge is how to create a good connection between the education sector, the farm sector, and the entrepreneurial sector.” Teofil Dascalu, CEO, Frizon Group.
There is a significant opportunity for partnerships between farm associations, governments, NGOs, and the private sector to create systems where a portion of agricultural sales is reinvested into educational initiatives for teenagers, encouraging them to pursue careers in farming. One member cited a scheme he had encountered in Oklahoma and Kansas where central farming budgets are strategically invested in educational initiatives and agricultural research to secure the future of the industry.
“These funds support programmes that educate teenagers about farming and develop new crop varieties, fostering a new generation of skilled farmers and advancing agricultural innovation,” Zoltán Németh, Crops Division Director, Baki Agrocentrum Kft.
The panel agreed that by investing in such initiatives, there was a real opportunity to mitigate against the risks of a declining workforce and ensure a sustainable and thriving agricultural sector for the future.
Revitalising the industry cannot wait
In conclusion, the experts agreed that the fundamental issue facing the industry is that the disconnect between modern society and agriculture is growing ever more apparent, driven by urbanisation, technological advancements, and evolving career aspirations. The primary concerns are the decline in young people entering the agricultural field and the negative perceptions surrounding the industry. They highlighted an urgent need for a shift in how agriculture is valued and presented.
Solutions discussed by the panel to address these challenges involves a multifaceted approach: revitalising agricultural education to match technological progress, showcasing the modernisation and sustainability of farming practices, and fostering stronger connections between educational institutions and the agricultural sector. Everyone firmly believed that by enhancing public understanding and attracting younger generations through innovative and educational initiatives, agriculture can reclaim its vital role in society and ensure a robust, future-ready workforce.
The experts were united in their belief that the situation across Eastern Europe is critical. We cannot wait for society to fall even further out of love with the agricultural sector. We need to take decisive action now to reignite passion for the industry in the future.
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Maksym Shylov
Group Practice Leader
Food & Agriculture
T +48 22 39 33 211
