“The people that are ready for change will come forward. It's not about going out and trying to force someone to change. They're already in that headspace and they're positive, happy, forward-thinking people.”
The Food Programme · Food & Beverage · October 2026
Context
Charlotte Smith asked the Farming for the Future winner, who runs peer-to-peer learning networks for farmers, whether it is hard to sell a different way of farming. Her answer is that she doesn't push anyone.
Transcript
And you're trying to sell change, aren't you? You want people to move to a different way of farming. How challenging is that? It doesn't feel
challenging, actually.
No, because the people that are ready for change will come forward. It's not about going out and trying to force someone to change. So, yeah, they're already in that headspace and they're positive, happy, forward-thinking people.
Well, congratulations. How does it feel to be a winner?
I'm still shaking.
It's a good one to drink.
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