Backwardness or innovation : the Norwegian farming community as a hindrance or support for increased and more environment-friendly vegetable production

Abstract

This master thesis presents and discusses findings from in-depth interviews with nine large- scale environment-friendly vegetable producers regarding the supporting and hindering qualities of the Norwegian farming community. The major hindering qualities identified in this study are “backwardness” (a resistance to innovation and change); lack of attention on vegetables and environmental issues from different parts of the farming community; and conflicts, competition and envy. The major supporting qualities are the farming community’s high appreciation of innovation; professional support; and well-functioning national structures like farmers’ associations and campaigns. The participants all recognize both supporting and hindering qualities in the farming community, but how they are influenced by them differs. The thesis also presents and discusses a plan of suggested actions seeking to increase the supporting and decrease the hindering qualities of the farming community, created by four of the participants during a workshop held as part of this study. Their proposed actions are 1) to make well-defined goals for sustainability to guide the development in the vegetable sector; and 2) to build more favorable attitudes in the farming community towards sustainable practices and towards pioneer producers.