Prince Charles brands ‘obscure’ environmental language ‘unhelpful’ as he calls for agricultural change

The Prince of Wales has received Farmers Weekly’s Lifetime Achievement Award

Prince Charles, Prince of Wales seen during his meeting with Iraqi Prime Minister Mustafa Al-Kadhimi at Clarence House on October 22, 2020 in London
(Image credit: Photo by Victoria Jones - WPA Pool/Getty Images)

Prince Charles has opened up about the ‘urgent need’ to tackle sustainability and environmental issues within the agricultural industry in an inspirational piece.

Prince Charles, who is the recipient of Farmers Weekly’s Lifetime Achievement Award 2020, opened up in a heartfelt piece for the publication. In it, he outlined his vision for agriculture in the coming decades. The Prince of Wales also wrote of how when it comes to the environment, the use of ‘obscure’ language is ‘often unhelpful’ and often appears to hide the highly important message behind it. 

He wrote: “In this new world, the relationship between farmers and carbon, water and biodiversity, will be of fundamental importance, with bigger challenges and new opportunities.”

“So it is often unhelpful, perhaps, that much of the language being used to describe the situation and the potential remedies is so obscure, sometimes appearing as if it has been chosen to hide the real message and alienate those who most need to hear it.”

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Prince Charles also wrote of how the current farming situation ‘is simply not sustainable’, adding ‘we cannot go on as we are’. He believes that this ‘is perhaps the most important reason why farming and rural land management is facing the biggest shake-up in decades.’

But whilst he addressed the challenges facing the farming industry, he also detailed how this ‘urgent need to tackle these problems’ also presents ‘the biggest new opportunities for farmers’.

‘Taking full advantage of these new opportunities will require an innovative mindset, almost certainly much more collaboration and a willingness to do things differently,’ he declared.

His inspiring piece comes after the Prince of Wales has been chosen to receive Farmers Weekly’s Lifetime Achievement Award. The Prince revealed he was ‘surprised and extremely touched’ to have been honored in this way.

Prince Charles has often been vocal in the past about his concerns regarding environmental issues and about advocating for sustainability.

Last year, Prince Charles gave an impassioned speech as he opened the It’s Time Festival of climate action, appealing to viewers to help drive change. As part of this, he appeared in a poignant video created for the launch of RTE, the platform of the Sustainable Markets Initiative.

“There is real hope, but we’ve just got to get our act together,” he powerfully declared.

Emma Shacklock
Emma Shacklock

Emma is a Senior Lifestyle Writer with five years experience working in digital publishing, ranging from book publishing to magazines. She currently looks after all things Lifestyle for Woman&Home, GoodToKnow and My Imperfect Life.


Before she joined Future Publishing, Emma graduated from the University of Warwick with a Bachelor of Arts degree in English and Comparative Literary Studies. After leaving education, she started out her publishing career in the world of books, working as a Publisher for an independent digital publisher specializing in back-list and debut commercial fiction novels. With a huge book list and a passion for bringing the best stories to the broadest audience possible, Emma filled her spare time with reading the latest best-sellers and catching up on hit adaptations.


In 2017 she joined TI Media as a fiction writing coordinator on Woman’s Weekly and Woman’s Weekly Fiction as part of the features team. From here, she used her love of books, working to bring short stories to our dedicated readers and began writing for the books pages of Woman, Woman’s Own and Woman&Home, as well as online features ranging from genre round-ups to travel pieces for womanandhome.com. 


After honing her skills, Emma branched out online in 2020 when Future gave her the opportunity to focus on digital-first. When she’s not writing about the next big lifestyle trend, she enjoys cooking, long walks and watching as many crime dramas as she can!