Millions of jobs in food production are disappearing — a change in mindset would help to keep them

. Our work — along with reviews by others — has convinced us that what drives people out of rural regions is not the lure of city life per se, but the lack of opportunity to improve their situation where they live. Many people either want to return to their rural and Indigenous homelands or don’t want to leave.

In a 2019 study of nearly 600 people in rural South Africa aged 15 to 35, 64% of the responses collected were negative towards agriculture. People saw it as a means of survival or a stepping stone to something better. In spite of an unemployment rate of 60%, they were not attracted to the available low-skill and low-pay jobs in agriculture, perceiving a social stigma towards such work.

. Although fishers struggle with the pressures of illegal markets and unfair prices paid by intermediaries, community-based fisheries-management systems have rescued the largest regional fishery — made up ofspecies — from the brink of extinction. According to Brazil’s environment ministry, these management systems currently involve and support more than 5,500 individual fishers in riverine and Indigenous communities.

Over the past two decades, communication campaigns have tried to shift narratives around food production by branding jobs in agriculture and fisheries as just, engaging and rewarding. Examples include France’s 2009 media campaign, ‘Farming: fashionable work’, and. But to stem or reverse the global migration of people from rural areas, such campaigns must be accompanied by governmental and non-governmental investments.

Likewise, a growing number of financial mechanisms and commitments — from intergovernmental, governmental and private sources — are being directed towards changing farming, forestry and fisheries practices. Their aim is to make food production more climate friendly, resilient and biodiverse, and to promote new economic opportunities

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