The more I read and the more I see, the more it becomes obvious that the general public want to know more about how their food is produced- and how animals are managed. It's very easy for those of us who exist within this milky echo chamber to be surprised when people comment on pictures of calves to say that they are cows missing their babies, or to roll around with laughter when a survey shows that children think chocolate milkshake is produced by brown cows, but the truth is that we can't expect anyone to understand our industry if they haven't been exposed to it. How many of you could recognise a coffee crop if you saw one? Or know how cotton is harvested? And those are two commodities that it's likely you are exposed to every day, that also exist in the wider agricultural industry.