Abstract
This research aimed to establish whether there is consensus amongst stakeholders on how to increase agricultural understanding and awareness amongst children and young people, including consideration of stakeholder constructiveness and criticism, in order to contribute to broader understanding of why significant challenge persists in maintaining and growing a sustainable agricultural workforce in the UK. Qualitative content analysis (QCA) was used to review 25 submissions to a recent UK government inquiry on this topic. Responses were included in the analysis if they had answered the inquiry question focused on improving understanding and awareness of career opportunities in land-based sectors amongst children and young adults, and if their question response or their organisational/individual description included any of the following keywords: farm, farmer, farming, agriculture, agricultural, or agri. A high degree of consensus amongst stakeholders was observed, and responses were typically more constructive than critical, with a clear willingness to take action to tackle sector challenges. Specific themes and ideas around the need for high quality career and labour market information and support, engagement with education, collaboration, partnership and policy, and public presence and awareness were identified. There was considerable alignment between existing research, career theory, and the inquiry submissions. It is recommended that agricultural stakeholders are empowered to develop further collaborations, with appropriate government policy and financial support in place, to help them enact their shared vision of constructive change.