Farmers, ranchers must be 'Face of Agriculture'
By Lori Potter, The Kearney Hub
In a video made from a tractor and uploaded to the Internet from a cell phone, an Alabama farmer sings a snappy, self-composed song that describes the process of collecting dairy waste and spreading it as fertilizer on fields.
"Dairy farmers know how to manage their water and food," he sings, slightly off key, as he drives the tractor pulling the slurry tank.
It's an example of how social networking tools can be used to "put a face on the plate" while providing an ag education to people who are miles and generations removed from a farm or ranch, said Nebraska Women in Agriculture Conference speaker Michele Payn-Knoper of Lebanon, Ind.
The goal of her "Champion Agriculture" workshop in Kearney Thursday was to urge Nebraska ag producers speak up for their industry.
Payn-Knoper said success depends on "creating feelings about what we do," not giving fact-based, numbers-heavy responses to negative reports by national media and well-financed, message-savvy activists.
She showed two anti-agriculture videos, one in opposition to farm subsidies and one that was a PETA-produced undercover video of farm workers hitting pigs.
"How would you feel (about the videos) if you'd never set foot on a farm?" Replies from the audience included "horrified, shocked, disgusted and angry."
"The reasons activist groups are so successful is they focus right here," Payn-Knoper said, pointing to her heart. "... The point here, ladies, is this can happen to you and it will happen to you. "
Her list of current "food movements" affecting ag producers includes animal rights, biotechnology and environmental campaigns; organic versus conventional production; interest in local and regional foods; food safety; and urban farming.
Referring to the increase in rooftop gardens in New York, Los Angeles and other cities, she said, "They believe they farm.
"They think they can feed the world. They're disillusioned, but that's what they believe," Payn-Knoper said, adding that there are similar opinions about the production capacity of small and niche-market farms such as certified organic producers.
It's the responsibility of real farmers and ranchers to inform and educate consumers. Illustrating the difficulty, she said a new study in Michigan shows that 65 percent of that state's citizens have not been on a farm within the last five years. She wonders how many of those who said they had been on a farm were on a real farm or at an agritourism-only business.
Her 61/2 steps to championing agriculture start with having ag producers define target audiences to educate. A list made by the workshop participants included elected officials, educators, consumers and consumer activists, urban residents, media, health professionals, and celebrities.
The next step is to identify each group's "hot button" interests and causes and focus a message on those issues. "It's about relating to people," Payn-Knoper said. "... It's about leaving heart prints, not sound bites."
It also involves asking questions and listening to the answers. "God gave you two ears and one tongue. There's a reason for that," she said.
Farmers must speak the language of target groups and discover key messages that work. Payn-Knoper said one reason California dairy producers' "Got Milk" ad campaign has been the most successful commodity promotion is "it took a product with absolutely no sex appeal - your mom says you have to eat it - and gave it oomph."
"Do you want your farm and agriculture to be there tomorrow?" Payn-Knoper said. If so, ag producers must find their voices and create action plans.
She said research shows that the person communicating is as important as the information being presented. So farm tours and other consumer friendly events can make lasting impressions on thousands of visitors.
Step 61/2 is to become the face of agriculture, she said.
"If you have no passion for this business, you have no business being in it."
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