Earning trust by communicating our shared values
Here in 2011, the realities and challenges facing farm families of our generation are like none ever seen before. I am not talking about the challenge of good old fashion hard work, or the hard economic realities of trying to make a living at the mercy of Mother Nature. No, I’m talking about new challenges that threaten to put us out of business through referendum or regulation before we even get an honest chance to go broke farming on our own.
Yes, we face a lot of issues today. From increased exposure to nuisance suits, to an Environmental Protection Agency that has run amuck, to an activist culture that seeks to manipulate emotions to further their animal rights agenda.
The good news is that the opportunity exists for us to overcome these challenges. But to do so -- if we as producers intend to stay in business -- we will have to engage in public conversation on food production and agriculture. We must earn trust by communicating our shared values.
Let me give you an example of what I’m talking about. A couple years ago, Harris Interactive surveyed consumers on behalf of AFBF to gauge support of farmers and their production practices. Consumers were asked if they agree or disagree with the following statement, “Farmers and Ranchers in my state treat their farm animals humanely.”
On the bright side, a majority -- 57 percent -- agreed or strongly agreed with the statement. Only 9 percent disagreed or strongly disagreed.
Now I’m no math major, but what that tells me that 34 percent of respondent were still riding the fence as “Not sure.” They didn’t have enough information to have an opinion!
But there is hope. Those same consumers were exposed to information and messages about modern food animal production. When asked again later if they agreed or disagreed with the statement that “Farmers and Ranchers in my state treat their animals humanely.” This time, 72 percent of them agreed or strongly agreed. That’s a 15 point swing in our favor.
Now let’s take a look at a real world example. Think bake to the November 2010 ballot initiative known in Missouri as Prop B. Despite the passage of Prop B, there were several positive “take-aways.” We know the referendum limiting the number of dogs a breeder can own passed by a slight 51 to 49 margin state wide. But a closer look at the county by county results shows that in most of the state, the measure failed by a 60 to 40 margin on average.
This was due in no small part to the efforts of Farm Bureau members who took time to reach out to their neighbors, family members, civic groups and even media, to explain why Prop B would do little to protect dogs but would put good producers out of business. Although the initiative just barely passed, we discovered just how effective reaching out can be. If only we could have started sooner and reached a little further.
As we look to tell the story about agriculture and the value of technology in our industry, we have a real opportunity to establish trust through increase transparency with the one-third or more of our neighbors who just don’t have enough information to even have an opinion.
Make communications a part of your business
Communications needs to be a part of your business planning and budget. Just as you consider a new tractor or investment in genetics a necessity on the farm, a communication plan is becoming mandatory if you want to farm in the future.
It’s up to us to connect and show those that would listen about our way of life. Too often we get that mixed up. We try and educate before a connection has even been made. Too often we try to sell folks our products before letting them know we care about them or their views.
To connect with others, simply speak from experience – become a storyteller. Don’t sell facts and science. Share your values. For example, it’s not about how many pounds you weaned this year. Talk instead about how you had to miss another Anniversary dinner out with your spouse because one of your heifers was calving and needed extra care.
It comes down to this -- advocating for agriculture means providing a reasoned alternative to the activists’ message. We need to give consumers permission to eat again.
Go ahead and make a case for using technology in farming because it supports your VALUES. Tell those who will listen that you believe in the sound practices you are using and why they are used.
It is up to us
I’m reminded of the story about a young man who was determined to win the heart of the girl he wanted marry, but was to shy and afraid of rejection to pursue her directly. He began what can only be called “campaigning” for her affection and sent a small gift and messages of love to her house every day for a month. By the end of the month, the young lady was madly in love…. with the U-P-S man who delivered the packages!!
Too often we’ve been to shy, to proud or to busy to communicate with our consumers. And those with opposing view points are only too happy to deliver a story about modern agriculture for us.
Don’t let our neighbors and other consumers fall for the activists just because they are the ones doing the talking. We have to take the message to them ourselves. We have to get over our shyness --- make our own connection --- and build trust in agriculture once again.
By Jason Gerke
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