Why do young people move away from farming careers?

The research from the EIT Food Consumer Observatory that has just been released identified themes affecting young people’s motivation and ability to pursue agricultural careers in a bid to further the conversation around securing Europe’s farming future through increasing the number of young people entering the profession. 

With 35% of European farmers aged 65 or older, and only 11% under the age of 40, Europe is dealing with a ‘young farmer problem’, the researchers warn.

The study has also revealed that young people who are making career choices see a farming career as an opportunity to contribute to the community, fulfill a critical public service, and contribute to sustainability. Young Europeans are also excited by technological developments in the farming sector, and the possibility for farming to offer a highly skilled and scientific career path.

Despite this, young people perceive the farming profession as potentially lacking job security and adequate remuneration for the hard physical labour involved, with many expressing the perception that farmers are not respected or valued in society.

‘Attracting young people has never been more of a priority’

The Consumer Observatory study aims to start a conversation about the factors that cause young people to decide against a career in agriculture, and how these barriers might be addressed.

The researchers said that their work comes at a critical time for the farming sector, following the release of the European Commission’s Vision for Agriculture and Food earlier this year, which acknowledges the necessity of encouraging future generations to choose agricultural careers.

The findings of the study give rise to initial recommendations around how policymakers, educators and industry can communicate around agriculture careers and improve engagement with young people, particularly with those who lack first-hand experience of the sector.

These recommendations include reducing risk in farming careers through reliable policies that provide support and stability, as well as helping young people understand that agricultural careers can make for exciting technological careers by clarifying the status of innovation in the sector.

Klaus G. Grunert, professor of marketing at Aarhus University and lead of the Consumer Observatory, said: “With just 11% of farmers in Europe under the age of 40, attracting young people into the farming profession has never been more of a priority.

“Recruiting the farmers of tomorrow, who will be trailblazers in adopting sustainable practices, is essential if we want to feed our growing population. Our study indicates several areas where communications with and engagement of young people by the farming sector and wider industry can be enhanced. One of these is communicating more effectively about the role of technology in agricultural careers, appealing to young people’s interest in scientific career pathways.

“We need to make it clear that agriculture is more than just manual labour – it offers the chance to forge a highly specialised and technical career.”

‘Representation and exposure are key’

The study also highlights the importance of clarity around the types of roles available in the agriculture sector, as well as the level of remuneration that can be expected for each, to eliminate uncertainty around job security and financial risk. Also emphasised is the need for accessible role models for young people who don’t have firsthandexperience of the farming profession.

Carl Edwards, director of education and public engagement at LEAF (Linking Environment And Farming), who was interviewed as part of the study, added: “Young people want stronger connections with the agri-food industry, and hands-on learning is key to this.

“If they can’t see or experience farming, they won’t value or consider it as a career. Representation and exposure are key to making the sector feel accessible.”

LEAF’s education and public engagement team works with schools and farmers across the UK to bring sustainable farming to life on farms and in the classroom.

The EIT Food Consumer Observatory is also emphasising the need for further research into this critical area and is seeking collaborators on a follow-up quantitative study to determine which factors matter most to which groups of prospective farmers. This will enable more targeted and effective communication and engagement with young people, as well as a benchmark to assess impact over time.

Sofia Kuhn, director of public insights and engagement at EIT Food, said: “Given agriculture’s long-term importance, accurate and extensive data is essential for shaping policy, investment, education, and outreach to young people considering a farming career. Tracking perceptions, aspirations, and barriers year-on-year will allow stakeholders to monitor progress and adjust strategies based on real-world outcomes.

“We encourage any individuals or organisations interested in partnering with the Consumer Observatory on this urgent priority to get in touch. Only with accurate insights can we remove the barriers preventing young people from entering agricultural careers and ensure the resilience of the sector into the future.”

The study involved 30 young people across 12 European countries. Researchers also conducted interviews with five European experts on agricultural development, education and career choices.

Read more rural news.