As farmers who care about our environment we want to:
Be valued by consumers for looking after our environment; and
Prove in an honest and reliable way that our actions are improving our local environment.
At the moment few farmers are rewarded for looking after our environment and limited numbers are able to demonstrate their actions are improving their local environment. 3F intends to change this.
As water bodies we want:
Understanding that economic decisions by everyone in the food system including consumers causes our unhealthy state; and
Action by everyone in the food system to address causes not symptoms, and ensure actions are relevant to returning us to a healthy state.
At the moment there is limited mainstream understanding of the relationship between food production/consumption and environmental effects including on water quality and biodiversity. Most action is targeted at symptoms such as “cleaning up” a water body, not the underlying causes. 3F intends to change this.
As consumers who care about our environment we want to have:
Choice to support those farmers looking after our environment; and
Trust that environmental claims made by food brands are real.
At the moment there is limited choice and few verifiable environmental claims. 3F intends to establish a verifiable system to provide consumers with this choice.