ANGOLA, Ind. — Farmers and others in the agricultural industry spent a part of the recent Tri-State Conservation Farming Expo learning how to best communicate with the public about what they do and why they do it.
The job of telling the story of farming has become more difficult as the number of farms has declined, meaning fewer consumers have a direct connection to agriculture, said Beth Bechdol, director of agribusiness strategies for Ice Miller LLP. The expo was March 24 in Angola.
"Consumers are increasingly removed from the farm," she noted. "They may remember going to their grandparents’ farm. Or, they may have seen a farm. They may have driven by a farm."
Research has found that consumers are more likely to listen to farmers than to the government when it comes to the safety and quality of their food, Bechdol stated. "They don’t like the word ‘farming’ but they like the word ‘farmer’," she said. "They don’t like the way you do it, but they like you. They want to hear real stories about real people.
"Food is becoming a relationship issue," Bechdol continued. "They want to know you. Food is back front and center on peoples’ minds like it hasn’t been in the last 20, 30, 40, 50 years. This is real. Peoples’ interest in healthy food and nutrition is real and it’s only going to increase."
When consumers or activists ask questions or make statements about agriculture – such as saying large farms are bad for the community – those in the industry should have a concise answer in mind, Bechdol said.
"The fact is, agriculture is the driving force in most of Indiana’s rural communities," she explained. "We need to make our message more concise, more bold and more simple. Sometimes our responses are too long, too complicated and too research-based."
Those in the industry have a variety of options in which to tell the story of agriculture, said Jennifer Thum, district support specialist for the Indiana State Department of Agriculture.
Twitter and Facebook are available, as is the video-based website YouTube. Speaking engagements, farm tours and farmer’s markets are also important outlets for producers, she said.
"You need to know who your audience is as the message might be different," she said. "The length of the message is very important. Keep it simple. For Twitter, you have 140 characters to deliver your message. You can also create a blog and describe what you do on the farm."
Farmers contacted by the media for comment on a particular story or issue should gather their thoughts before an interview, Thum added. "Ask what the topic will be. You don’t need to answer right away. You can take the time to compose yourself."
Those in agriculture should understand that consumers and activists are different groups and have different ways of looking at the industry, Bechdol explained.
Five-hundred of the top activist organizations in North America spend more than $2.5 billion per year on food-related campaigns targeting various aspects of agriculture, including conventional practices, animal welfare, testing and labeling, Bechdol said.
While some on either side of an issue are firm in their beliefs, there are many in the middle still "up for grabs," she noted, adding it’s acceptable to admit that all minds may not be changed.
"You’ve got to have the conviction that you can’t put your head down and let it go," she explained. "Do all you can and stay up to speed. Also, meet with your local state representatives and state senators. Make sure they know who you are and what you do. Make sure they understand your contributions to the community."
