31Executive SummaryMore people live in urban centres rather than rural areas, and this will increase to 2/3rds of theworld’spopulation by 2050. This contributes to an ever-growing disconnect between primaryproducers of agricultural products and its consumers.The challenge for agriculture is to engage the population to facilitate a better understanding ofwhat it does, and help it to feed a growing population, while protecting biodiversity andreducing agricultures effects on climate change.To change perceptions, positive experiences must be introduced from a young age and repeatedregularly. The school system offers the best opportunity to reach a wide audience of youngpeople. There is the opportunity to incorporate agricultural examples into the teaching of othersubjects.Using creativity and new technologies can ensure engagement and a positive perception ofagriculturein children’s minds, while also facilitating the development of critical thinking froma young age.The keyobjectives of this studywere to examine:1.