‘Speaking Out’ Update
March 12, 2010 At the end of last year, I challenged you folks to exercise your right — some would argue obligation — to add your voice to the those that are working hard to defend agriculture. So, how’s it going?
I’ve continued to beat the drums on American agriculture on the Web site that houses my hometown’s chat board, and I’m getting more active on Facebook and Twitter to ensure that my friends see as much about the industry I cover, and the people in it, as possible. Some days I wonder what sort of impact I am making, but then a question will come in — do farmers really use GPS in the field? Now we’re getting somewhere.
That’s the thing — our drive toward getting the public to understand our industry is not a fast burn. For decades, city folks like the families on my street in suburban Cleveland, OH, have been “underminded” when it comes to ag. And what they do know is so incredibly convoluted that you’re not starting from “zero.” It’s more like “negative 10.” So we need a steady drumbeat and we need to take the time to walk people through things when we have their attention.
In my December 2009 editorial, I talked about the “lurkers,” the people who are out there watching, reading, and searching for answers but who are loathe to participate in the discussion. There are thousands and thousands out there who hear the shrill and unchallenged voices of the enviro-extremists and figure, “hey, nobody’s debating them so they must have a point.” Find these outlets and be the thoughtful, knowledgeable challenger!
Social media is another way to reach lurkers. Our Online Editor Matt Hopkins shares a wide range of social media outlets for you to share your thoughts and be heard. I’d encourage you to climb aboard and try some of them. If you’re on Facebook, dig around for Fan Sites that portray agriculture in a positive light.
One initiative that I found particularly interesting is “I Love Farmers … They Feed My Soul.” The site (ilovefarmers.org), which has a companion Facebook Fan page, was founded by J. Scott Vernon, a professor at Cal Poly, San Luis Obispo, CA.
The site was born out of Vernon’s frustration about California’s lack of regard for agriculture as evidenced by the landslide passage of Prop. 8, a law championed by the Humane Society of the United States that rewrote the rules for animal agriculture in California.
His idea for turning this around: Create an online experience championing agriculture that visually and conceptually appeals to young people (ages 14-24). Contributions from young people who are passionate about ag is a key element, as are its incorporation of social media such as Facebook and Twitter.
The Facebook site, as of mid-February, has more than 22,000 fans and an estimated reach of 3 million Facebook users — the “lurkers” of whom I spoke earlier.
Two keys for Vernon: Champion agriculture in all its forms, and keep it brand and commodity neutral. A simple and pure message is best.
Again, I encourage you to get out there and speak up for ag — there are no “black box options” for getting it done. We all need to chip away at the ignorance and contempt, person by person.
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