Are you frustrated by the lack of understanding about agriculture? Consumers don’t appreciate where their food comes from. Politicians can’t fully grasp what’s needed to help the agrifood business. The media seems to add to the onslaught with sensationalism from activist groups.

I understand your frustration. As a matter of fact, my goal as a professional speaker is to help the agricultural industry “champion our cause.” Yes, I know your inbox is overflowing and chores are always waiting. But the reality is that we have to make time to champion agriculture now because we are losing in the courtroom of public opinion. Whether you’re elevator manager, a feed salesman, or a farmer – YOU are the best spokesperson there is because of your personal involvement in the agrifood business!

Greenpeace, PETA, Friends of the Earth, and other activists will gladly ‘tell agriculture’s story’ if you don’t make the time or find the courage to speak up. Take a look at what happened in Zambia when activists created emotions that over-ruled the reality of three million starving people. European-funded environmental organizations recently admitted to stirring up anti-biotech hysteria in Sub-Saharan Africa. The result was Zambia's rejection of U.S. food aid - grain that could have reduced starvation.

When people are allowed to starve because of activist rhetoric, it’s pretty clear these extreme interest groups have done more than make inroads - they've invaded our territory! What's more, our opportunity to educate consumers based upon the facts is dwindling. Consumers are forming more opinions about farming and food production techniques, according to a recent study sponsored by American Farm Bureau (AFBF) and Altria Group (formerly Philip Morris). That same study showed that 75% of consumers believe agriculture does only a fair or poor job in communicating about our industry.

YOU can change that perception by actively championing agriculture. Here are 6 easy-to-remember steps to help you:

• "Who: Identify your target audience. Who can make a difference for the cause of agriculture? Look at it the same way as you do hunting or playing a game of darts; you want to hit the bull’s eye. Who do you need to help understand where their food comes from in your local area? Teachers, kids, media, consumers, and elected officials are all examples of groups with key influence.
• What: Find your target audience’s hot buttons. What’s important to them? A hot button is an area of personal passion or pursuit – something that will really get them excited! Don’t assume that you know; ask some questions to find out what they really care about. A hot button may seem unrelated to your cause and you may not agree with what you hear, but listen carefully.
• Why: Determine how agriculture connects with the target audience’s hot buttons. For example, the AFBF/Altria Group study showed that 91% of consumers surveyed were concerned about protecting groundwater from contaminants. If you’re targeting consumers, take the time to explain how biotechnology or modern farming practices actually reduce the chemicals needed.
• How: Follow a proven process to develop long-lasting relationships. Do you “buy” an idea from somebody you don’t trust? A process that works in a variety of situations: build rapport, identify needs by asking questions, offer a solution for their needs, motivate to action, overcome objections, and then get their commitment.
• Where: Strategize where you can reach your target audience. It may be at the county fair, your grocery store, or simply having a discussion at church. For example, you’re targeting local media and decide to host a press tour that includes stops at your facilities and a local farm. Focus on educating them about food production/processing techniques, give them facts and a hands-on experience. You’ll generate positive press and become a source of expertise for future stories.
• When: One hour – once a week. Add “championing agriculture” to your checklist for each season. Consider it your opportunity to plant seeds for the future of our industry! And if you don’t make a point to start investing one hour/week this season, what will your harvest be?