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New chief at VFF eyes closer links with consumers | The Land



NEW VICTORIAN Farmers Federation chief executive Jane Lovell believes agriculture has an excellent story to tell, but it needs stronger links to consumers and the community to do so.

Ms Lovell, who has a background in areas as diverse as plant pathology, politics and quality assurance, said providing a solid platform for agriculture to be able to demonstrate its credentials was a key goal in her new role.

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“Talking about and demonstrating our sustainability and environmental stewardship are going to become even more important with consumers,” Ms Lovell said.

“Gone are the days when everyone had a farmer as a close relative and sadly, this means many…

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