A NAME change for the National Farmers' Federation has been rejected by chief executive Matt Linnegar.
At the New Rural Industries Australia conference in Ballarat last week, chairman Paul Miller suggested that the NFF change its name to Food and Fibre Australia. He recommended changing the brand so Australia's farmers and food processors would be recognised and valued by urban consumers.
Mr Linnegar said while there was "real merit" in changing the language that was used to describe food production, he didn't see the need to change the name of the NFF.
"I still believe there is a lot of strength to the name 'farmer' and a lot of trust in that brand, even from urban Australia.
"But I do agree there is a need to change the way we speak and when we are reaching out to urban Australia in trying to reconnect, that is the sort of language we need to use."