Media as a catalyst for agrifood systems transformation

Rome: From large-scale TV show productions to grassroot level social media contents, media has the unique power to inspire, educate, and mobilize global audiences toward building sustainable agrifood systems. A dynamic side event at the World Food Forum, hosted by the FAO Youth Group, spotlighted the influence of media in reshaping global agrifood systems. 

Held at FAO headquarters in Rome on 16 October, the event highlighted the diverse ways in which media can accelerate knowledge dissemination, empower farmers and consumers and drive informed decision-making. 

Inspiring stories from the frontlines 

After the opening remarks by Ms Corinna Hawkes, Director of the Agrifood Systems and Food Safety Division (ESF), the event set the stage for two youth media figures who captivated the audience with their stories of impact. Ms Sophie Rottman, Project Manager at Mediae and lead producer of the popular Kenyan TV show Shamba Shape Up, shared how her team transformed a modest radio program into a national TV sensation, reaching over 8 million viewers. This lively reality-style show empowers farmers with practical agricultural knowledge, ranging from sustainable farming techniques to water conservation and climate-smart agriculture. Shamba Shape Up has become a trusted resource for many farmers in Kenya.  

Digital content creator Mr Sambat Ranabhat, known for his channels on TikTok and YouTube, shared his inspiring journey with his channel, Sambat Gardening. With well-researched yet relatable content, he covers a wide array of topics, from home gardening tips to plant health and traditional medicinal plants. His contagious passion for environmental sustainability has attracted a diverse global audience, proving that bite-sized media can have a massive impact.

The stories of the two influencers underscored the role of media as a bridge between policymakers, farmers, and consumers, enabling changes on the ground that benefit farmers and communities. The event highlighted the important role of media in promoting sustainable farming practices. 

Ms Sophie Rottman from Kenya (left in the middle) and Mr Sambat Ranabhat from Nepal (right) sharing their stories. © FAO/MH Kawsar Rudro and Francisco Martinez.

Leveraging multimedia for sustainable agriculture 

The event brought together three experts to dive deep into the potential of media as an accelerator for food system transformation: Ms Lourdes Orlando, FAO Food Policy Officer; Mr Pedro del Carpio, Behavioural Science expert and founder of Heuristica Lab; and Mr Francisco Martinez, FAO Multimedia Producer. They explained how digital platforms, social media and multimedia can amplify sustainable practices worldwide. 

They highlighted the effectiveness of multimedia in making sustainable farming knowledge widely accessible through simplified contents, breaking down complex topics for practical use. Young farmers are essential to pioneering innovative practices and leading the next wave of agrifood systems transformation. The speakers stressed that media is not just an information channel; it is a bridge uniting farmers, policymakers, and consumers, fostering collaboration and collective action for sustainable agrifood systems.

Mr Yurdi Yasmi, Special Coordinator at FAO NSP Division, giving closing remarks. © FAO/ Francisco Martinez.

A call to action

The event concluded with a media moment of its own by recording a live podcast session featuring all speakers, hosted by FAO Communications Officer Laura Quinones. Mr Yurdi Yasmi, Special Coordinator of the Plant Production and Protection Division (NSP), closed the event with a powerful call to action, encouraging content creators, journalists, and media organizations to leverage multimedia tools for education and advocacy so that the message for better production, better nutrition, a better environment, and a better life—leaving no one behind reaches all corners of the world.