With around 70 participants, the first conference on sheep farming and consumer communication on 12 November at the Eberswalde University for Sustainable Development (HNEE) was unexpectedly popular. The event, organised by HNEE and the Fachverband für ökologische Landwirtschaft (FÖL), attracted both professional sheep farmers and committed hobby farmers - and even filled the university auditorium in the end.

After a welcoming address by Brandenburg's Minister of Agriculture Axel Vogel, who made a significant contribution to the resumption of the ewe premium and continued to classify the topic of sheep farming as socially and agri-politically relevant, a varied specialist programme followed. Contributions from current consumer research (HNEE and University of Göttingen) met with practical impulses on the marketing of sheep meat (Kleine Schäferei Biesenbrow, Biohof Bärwolf) and the utilisation and added value of sheep's wool (Vauno, lykkefarm). A successful communication and marketing approach was also presented using the example of Weidewonne.

In the afternoon, workshops provided space for peer counselling, social media strategies, public relations and a joint review of the current sheep farming situation. The desire to continue the event format in the coming year was already expressed on site.

The conference clearly showed that communication about the added social value of sheep farming - from biodiversity and landscape conservation to regional value-added chains - plays a central role in the economic future of the farms. The most important "aha" moments for the participants included the development of local networks, creative and authentic communication, greater involvement of the village community and formats that bring urban and rural society together.

At the end, it was clear: "We need an image campaign for sheep!"

The topic was also taken up in culinary terms - with extensive information material and sheep sausage in the canteen.