Harnessing Agricultural Renewal via Voice, Engagement, Storytelling and Transformation

Farming in Europe is essential but undervalued and misunderstood. Previous research has addressed innovation, resilience, and community engagement; HARVEST integrates these to bridge the gap between the lived reality of farming and public perception. It links rigorous data and economic modelling with cultural production—storytelling, theatre, film, exhibitions. It promotes innovative business and training models that support new farmers. It develops a “Campaign-in-a-Box”, connecting evidence, imagination, and action for farmer-positive futures.HARVEST centers farmers’ lived experiences, using them as both evidence for policy and inspiration for broad audiences. It blends scientific analysis, policy recommendations, and creative engagement to recognise public perception as a key driver of policy, investment, and generational renewal. HARVEST’s transdisciplinary framework treats farming as ecological, cultural, and political. It introduces a typology of factors influencing farming attractiveness, combining socio-economic indicators, perception, and media discourse. Storytelling serves as both expression and data, generating creative outputs that act as spaces for cultural dialogue and empathy, policy evidence, and tools for tracking attitudinal change. Persona-guided approaches help diverse publics “see themselves” in farming futures. Real-time media analysis and art engagements in both rural and urban areas shift narratives and mobilise public will.Farming is a cornerstone of European society and culture. By conveying science, art, and policy for both rural and urban audiences, HARVEST transforms farming’s image from marginality to creativity, innovation, and prestige. It reimagines farming education and support, promoting mentorship, inclusivity, and new training models. By amplifying innovative models such as incubators, HARVEST attracts new generations, building farmer-positive empathy through scalable campaigns that link farming to culture and citizenship.