Blog

Misinformation and disinformation in food, farming, science – it’s rife.

At best, fake news in agriculture is damaging public trust. At worst, it threatens to stymie innovation, endanger food security, and undermine efforts to mitigate effects of climate change.

What can we do to start the fight back against fake news in agriculture? To demonstrate that agriculture is not just a source of food but a force for good, too?

Agro Mavens founder Adrian Bell is also Secretary General of the International Federation of Agricultural Journalists. Adrian took to the stage at the 2025 World Seed Congress to explore the issue. Drawing on his experience as an agricultural communicator and strategic communications consultant, he joined ag advocate Claire Taylor and NGIN Youth Ambassador Javier López Gozalo.

Moderated by Airah Cadiogan, communications manager for the International Seed Federation, Adrian emphasised the role played by IFAJ’s 5,000 members. They communicate fact-based narratives to a variety of stakeholders and audiences, while IFAJ supports growth of agricultural journalism networks globally. He described how new initiatives – such as the Certificate in Global Agricultural Communications – will help prepare communicators with tools they will need: critical thinking, multimedia skills and a global perspective.

He also made clear the need for all stakeholders with an interest in food and agriculture to build better engagement with audiences, using storytelling to draw in audiences and better navigate difficult topics or issues.

Responsibility

“We all bear responsibility for addressing misinformation and disinformation, and tackling the scourge of fake news in agriculture,” Adrian said.

“It’s too important to be left to chance.

“ISF members, as companies and organisations involved in the seed sector, should be making plans for how they can use their own communications to contribute to the ‘fightback’.

“Audit your communications, your materials and your approach to information provision. Misinformation and disinformation thrive in a vacuum.”

Adrian says we must act to stop any further damage to public trust in agriculture.

Speaking after the event, Adrian said:

“What a great opportunity this was to explain and discuss the role played by agricultural journalists and communicators in tackling fake news in agriculture.

“I’m very grateful to ISF for the invitation to speak and be part of this panel.”

Partnership

While in Istanbul, Adrian led a group of 11 agricultural journalists, selected from IFAJ’s member countries, on a press trip to the Congress and vegetable farms in Antalya. A partnership between ISF and IFAJ, the initiative seeks to support IFAJ’s mission to maintain the flow of agricultural information to global audiences, as well as showcasing ISF’s reach and undertakings on behalf of the global seed industry.

• Post Categories
• Uncategorized