A survey by UMR has shown that public perceptions of farming are more positive than farmers think. The research shows that New Zealanders are almost four times more likely to hold a positive view of sheep and beef farming than a negative one. Horticulture starred with 68% declaring a positive view and only 4% negative. Forestry also rated well with 56% positive and only 9% negative. UMR Research Executive Director Marc Elliot states that one in five New Zealanders declaring a negative view of dairying is not insignificant and it shows that our primary sector has some work to do to improve its environmental performance.