The cost of saying one thing and doing another

Have you ever said you’d do something, only to catch yourself doing the complete opposite? At the National Farmers’ Federation’s AgXchange Conference in late September, I heard a phrase for this very human habit - the ‘say-do gap’ - and it immediately resonated.  

For those, like me, who hadn’t heard the term before, the say–do gap is often used in the sustainability space to describe the disconnect between what people say they will do and what they actually do. 

I’m sure we can all relate. We’ve all been there – saying one thing and doing another is part of being human. And there’s nothing wrong with changing your mind, but what’s particularly interesting is how this concept plays out in the food supply chain, especially in fresh produce. 

Growers, who have traditionally focused on flavour and quality, are now being asked to grow more ‘sustainably’ (and that definition alone could fill another article). Yet, these same growers are sending their produce to markets where consumers are ultimately buying on price, not value. 

The market keeps telling growers that sustainable is what consumers want - but when consumers vote with their wallets, growers are the ones often left to absorb the ‘growing cost–payment gap’. 

This tension goes beyond individual shopping choices; it’s a systemic challenge. Global sustainability goals expect growers to play their part in reducing emissions and protecting natural resources. But sustainability on farms isn’t free - it requires capital for water efficiency, regenerative soil practices, and fair labour standards. 

For Australian growers operating on razor-thin margins, the reality is stark: bear the higher costs and risk losing sales to cheaper imports or cut corners to stay afloat. Neither option builds a resilient, sustainable food system. 

Meanwhile, retailers are caught in the crossfire - pressured to keep prices low while facing growing scrutiny from regulators and consumers. Recent inquiries by the ACCC and several state governments have made it clear: fair returns to growers aren’t just an industry concern, they’re a public policy issue. 

So, what do we do? 

Bridging this gap will require genuine collaboration. Policy, markets, and consumers must align to ensure that sustainable food isn’t a luxury item, but the baseline for the future we all share. And importantly, the cost of that future must be shared too.