A conversation with Cindie Christiansen and Analisa Winther, founder of Top 50 Farmers, about the narrative around farmers and how it has to change. Less than 12% of farmers in the EU are under 40, and it isn’t seen as “sexy.” The stereotype of a 60-year-old white man on a tractor isn’t helping, and no, driverless tractors are not going to take care of our farming anytime soon. So how do we change that? One way is to put the current trailblazers, the pioneering regenerative farmers, in the spotlight by connecting them with resources and with each other, and yes, even with corporations, to turn this into a real movement and to change the public narrative.
Farming can be at least as sexy— probably more so— as being a chef. Do you remember when chefs weren’t famous and didn’t have book deals or Netflix series? That has drastically changed in the last few decades. We need to do the same with farming and farmers. Great, lofty goals—but how do you go about it? How do you finance something like this? Stay true to yourself and make sure you don’t burn out, which wouldn’t be very regenerative. All things we unpack in this episode.
LISTEN TO THE CONVERSATION ON:
WE NEED NEW FARMER ROLE MODELS
Annalisa discusses the inspiration for Top 50 Farmers, including nature and the need to build an ecosystem with farmers at the centre.
”But we also know that when we have momentum, when you do something like, say, here’s 50 farmers who are great role models, and diverse role models at that, because it’s really important that we showcase diversity in this industry, and diversity is core in healthy, resilient ecosystems, then how do we capitalise on that momentum?” Analisa Winther
”So, if every year we can identify 50 role models, talk about what they’re doing that inspires people all around the world to be like, oh, if they can do it, I can do it too. Or actually, my neighbour in this country is doing something cool. I just learnt about their case. I’d never heard of it. We can connect and learn from each other. So, the goal is to consistently find more people who are following this.” Analisa Winther
HOW WE INSPIRE THE NEXT GENERATION TO ENTER THE FIELD
Cindie and Analisa emphasise the need to attract more young people to farming and change the negative narratives about the profession.
”In Europe, particularly where Top 50 farmers is grounded for the next two years, less than 12% of farmers are under the age of 40. So, we know we’re facing a generational crisis. We know we need to welcome more young people into this space, and that starts with the stories we tell and how we brand it. And it’s not that hard of an exercise because there are so many cool farmers out there; we just don’t know who they are. And a lot of farmers aren’t necessarily social media people who are going to go, talk about themselves and showcase everything. So that’s where we come in, being able to do that work and to be able to spread the word about what they’re already doing, and in many cases, have been doing for quite some time.” Analisa Winther
HOW THEY RAISED ALMOST €1,000,000 FROM VISION AND VALUE ALIGNED INVESTORS FOR A FIRST-TIME NON-PROFIT PROJECT
It’s crucial to align the values with their funding sources and the need for long-term support.
”But the deeper we went, the more we realised that we wouldn’t be able to be true to our values if we followed that, because you get different interests involved. And it became really clear that we needed to get unrestricted funds or unrestricted grants to be able to make this vision a reality and to give us the freedom to operate with integrity to the farmer first and foremost. So, if you think about it like, you want to build a skyscraper, you need to dig a deep foundation first to be able to build tall, and that’s exactly what we did with Top 50 Farmers.” Analisa Winther
IT IS SO IMPORTANT TO FIGHT FOR PROPER SALARIES IN NON-PROFIT WORK SO WE DON’T BURN OUT
The project aims to build a solid foundation and avoid burnout by ensuring sustainable funding and fair compensation for their team.
”This is not a short run; this is an ultramarathon we are in, right? So, a minimum of two years now, and that’s still very little. But I also understand that funders want to see that you can actually deliver what you promised. So, it’s for two years now, and then our dream is, of course, to lock down funding for several years along the way so we can actually deliver on our promises.” Cindie Christiansen
”I think for the funders we have now, they also understood that, and I think it’s also something they valued in the end. But I think it’s down to… you need to keep your values aligned, and both Annalisa and I do not want to burn out. We want to have a successful life with our families while also doing better things for the world, and we know we can do that. And to do that, you need a salary, and you don’t need a minimum salary.” Cindie Christiansen
THE IMPORTANCE OF RAISING FROM THE RIGHT FUNDERS
Cindie and Annalisa share their experience with fundraising, initially seeking corporate sponsorship but ultimately deciding to focus on unrestricted grants.
”We knew that the money would come and the right people listening to this would come forward and be like, yes, this is something we want to see and something we believe in. And again, knowing we want to maintain that integrity, we also do look at how we can build other relationships. So, we talked about one: how do we find these 50 farmers to have in the recognition program. But our intention is also to set up mastermind groups, because we’ve certainly been in lots of rooms where corporate decision makers gather, and there’s next to no farmers at that conference or in that room, and they’re a key part of us talking about, what are we doing in the future of regenerative agriculture […] So looking at how we can facilitate that, and that would be a corporate membership where corporations can support in that capacity, versus giving us the full funding.” Analisa Winther
OTHER POINTS DISCUSSED
Koen, Analisa and Cindie also talked about:
- The growing European regen movement and how we drive change and connect corporations, non profits, and farmers working to advance regeneration
- The potential for corporations to support regenerative agriculture
- The importance of ecosystem development and community support
- The impact of narratives and public perception
LINKS:
LINKED INTERVIEWS:
- Eric Archambeau – Drawing from his Silicon Valley experience and after having put €300M to work in food and ag tech, now is the moment to raise VC funds writing €100M checks
- Anthony Myint – Sourcing better isn’t going to change the food system, award-winning chef might have the silver bullet for system change
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The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.