Anne Gregory

The Rhône-Poulenc initiative

In 1995, BRAHM Public Relations was successful in winning the Issues and Crisis Management category in the Institute of Public Relations Sword of excellence Awards for a long-term issues and crisis management campaign involving leading manufacturer of agricultural chemicals, Rhône-Poulenc Agriculture.
Like all similar manufacturers, Rhône-Poulenc has faced a steady flow of criticism over the years from pressure groups over issues such as the possibilities of pesticide^{^} residues in food, chemicals in rivers and water courses, spray drift from farmers applying pesticides and so on. These are all genuine environmental concerns, but often overstated, particularly when unchallenged or not compared with the benefits these products provide to improve productivity and reduce food prices. During the mid-1980s, the sum total of these concerns led to increasing demands in some sectors for a return to organic farming methods – which do not permit the use of synthetic chemicals to enhance growth, destroy pests^{^}, weeds and fungi^{^}^ – to replace more conventional farming methods which do.
Seeing this as a real issue which could affect its environmental credentials as well as its long-term future, the company acted quickly. By utilizing a research farm it manages at Ongar, Essex, called Boarded Barns Farm, it decided to split the land in two and farm one half organically and the other by conventional means. The purpose was to directly compare the two different types of farming, and measure farm economics, environmental impact and the wholesomeness of finished produce.
To ensure fair play, the company appointed independent advisers from government, academic and environmental bodies to audit the project – known as The Rhône-Poulenc Farm Management Study – and its activities on a regular basis. A freely-available annual report details the results and comparisons, and the farm is now visited by hundreds of interested visitors annually – including the media. The openness if this approach has helped to correct many misunderstandings about modern farming methods and provide genuine data to compare the relative values of both types of farm management systems on the same site.
Since it was started in 1989, the project has completed environmental studies on the effects the two farming systems have on field and margin (borders) flora, farmland arthropods^{^}^ (spiders), aphid^{^}^ populations, slug populations and wheat diseases. Longer term environmental studies continue to examine solid and water residues, bird populations, small mammals, butterflies, soil microbes, dragonflies, moths^{^}^, earthworms, weeds and beneficial insects.
By going into such depth, Rhône-Poulenc has become much better informed on these issues, made a lot of new friends and established useful links with conservation organizations hitherto suspicious of modern arable farming methods. Likewise, the company has learned a lot about alternative farming methods and can speak with authority on these issues whenever they are publicly debated. By embracing sensitive environmental concerns from the public and pressure groups, rather than combating them, Rhône-Poulenc has won recognition and, as a provider of reliable facts and data, has enhanced its own standing within its industry and with the public at large.
Evidence that the findings have been credibly received by the project’s target audiences has been demonstrated by the use of statistical data, derived from one of the Rhône-Poulenc Farm Management Study’s Annual Reports in a House of Lords debate on the future of British agriculture. Additionally, a delegate from the Soil Working Group of the Royal Commission on Environmental Pollution visited the farm as part of its evidence-gathering programme.
Rhône-Poulenc has been sufficiently convinced of the success of this project to announce a further extension to it by the lease of additional land adjacent to Boarded Barns Farm on which it is intended to undertake an integrated crop management study. This will produce results directly comparable with the conventional and organic data, and should carry forward the debate on food production and associated environmental issues to new dimensions.
Integrated crop management is a crop husbandry system which aims to be equally as profitable as conventional farming, but with special emphasis on inputs, crop rotations, cultivation and monitoring to achieve a more focused approach to pest control. It uses biotechnology, genetic engineering and nature’s own pest controls – such as ladybirds to control aphids – where appropriate.
This new type of system is one which environmental benefits are positively sought, and as such is at the forefront of modern agricultural research. By taking on this additional study, Rhône-Poulenc has once again been seen to take the lead in exploring the latest developments in farming and the environment.

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