Consumer trust. It’s paramount. It’s possibly the only way to ensure sustainability (by which I mean the balance of economic viability, environmental responsibility and social acceptability) of any agricultural practice, system or industry.
Yet there’s an inherent issue with consumer trust – no matter how many times I’m reassured that the consumer trusts science, trusts academics, trusts farmers, there’s one group that they’ll trust above all others – the amateur scientist.
You know the one – they did a back of an envelope calculation based on some data from Wikipedia and a couple of those statistics that “everybody knows” (but nobody can source….). They published it on Twitter, it got picked up in a couple of media articles and now it’s FACT. They have a degree in liberal arts with a minor in German organ music from a small school out East and they’ve read everything ever published with “sustainable” in the title. Next thing you know they’ll have their own slot on Food Network and be touring the “sustainable” speaking circuit. After all, they eat food – so they must be an expert!
Everybody knows amateur scientists aren’t biased and have no agenda, because they’re just an enquiring mind – and enquiring minds want to know. They’re more dangerous than an activist with a ready supply of dynamite and as many balaclavas as their Grandma can knit.
(Inspired by this excellent article in the Irish Times)
Beware the amateur scientist…I mean Judderman…when the moon is fat