Agroecology Has a PR Problem. Here’s How We Can Solve It.

The case for better stories to shift hearts, minds, and policies – and how we might begin telling them.

At IPES-Food, our mission is to support the transition to sustainable food systems – by providing independent research and amplifying the voices and experiences of those on the frontlines of food systems change, particularly food sovereignty and agroecology movements. As part of the EU Food Policy Coalition – an alliance of civil society and organisations advocating for sustainable food systems at EU level, including NGOs, social movements, farmer organisations, trade unions, and think-tanks – we’ve been working to strengthen the narratives and frames that underpin this transformation. This work began with a shared recognition that we are too often losing the battle of ideas to big agribusiness interests. 

In the wake of major farmer protests across Europe in 2023-24, IPES-Food worked with the coalition and Framing Matters to explore how the coalition can better align our messaging, sharpen counter-narratives, and connect with broader audiences. This involved an analysis of existing communications and the media landscape, collective workshops to identify stronger frames and counter-narratives, and a framing toolkit of lessons learned. This work revealed a core challenge: too often, we are falling into communications traps, and even powerful ideas like agroecology and food sovereignty risk being locked behind inaccessible language.