Irradiation Issue Good Example of Agriculture’s Laryngitis

LEBANON, Ind. (December 20, 2002) – Today was the deadline for the public to weigh in on its opinion about the U.S. Agriculture Department’s proposal to buy irradiated foods for commodity purchase programs, including the National School Lunch Program. What will be the outcome?

“We already know who’s making the most noise, and it’s not the aggregate voice of agriculture,” says Michele Payn-Knoper, a professional speaker and spokeswoman for agriculture. “As usual, activists have pulled out their bag of tricks and inundated the USDA with their rhetoric, while much of agriculture sits idle.”

Payn-Knoper is tired of agriculturists taking a back seat to activists. But she’s turning anger into action by giving the agrifood business the tools to tell their story. In fact, Payn-Knoper has made it her business to educate agriculturists – from producers to industry executive – how to better communicate their messages to provide a balanced picture to the public.

“Often times, this simply means empowering people to speak out – something agriculture is notorious for not doing,” she claims. “Each person has a responsibility to tell his or her side of the story, whether at formal meetings or their local grocery store. It must be a part of the every day dialogue.” Payn-Knoper points to a recent Roper Starch study that found nearly 80 percent of consumers wanted to learn more about the science and technology of agriculture.

She has found five key reasons why agriculturists - particularly farmers - don’t speak out:

· They believe they lack expertise

· Time constraints

· Feeling down about agriculture

· They think one person can’t make a difference

· They feel they aren’t eloquent speakers.

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It’s time for that to change. “Irradiation is just one of hundreds of issues where agriculturists and their foes are butting heads every day around the country,” Payn-Knoper says. “With organizations like the Humane Society pouring money into swaying voters about pregnant pigs in Florida and now focusing their efforts on Iowa, our industry must turn rhetoric into reality. It is clear that we will soon be at a crossroads, at which point every last person in agriculture must be willing to make their case.

Payn-Knoper often tells producers, “There’s no better spokesperson for agriculture than the one you look at in the mirror every day.” But having courage to speak out is only the beginning, she warns. Using strategy is key.

“The industry needs to be more savvy about championing its cause,” she says. “Survival of American agriculture will depend on our ability to strategically position ag products and respond to the public mindset.” She points to over $2 million being spent last year in full-page Wall Street Journal anti-agriculture ads, according to www.consumerfreedom.com.

Payn-Knoper says issues like irradiation present an opportunity for agriculture to tell our side of the story. “Help mothers who are concerned about food safety understand that irradiation will do for meat what pasteurization has done for dairy products. Take the time to explain how more studies have been done on this than any other food processing technology, including canning or freezing.”

To help producers and industry professionals effectively champion their cause, Payn-Knoper offers an easy six-step program in her proprietary “Connecting the Cause of Agriculture” program (see www.mpk.info) - designed to get them identifying audiences and developing messages:

Who? Know who you’re trying to reach and prioritize your target audiences.
What? Identify your target audience “hot buttons” – something they care deeply about.
Why? Understand why agriculture can appeal to your target audience hot buttons. Be prepared to communicate that message with passion!
Where? Brainstorm events and issues that provide opportunities (like irradiation) to reach your target audiences. Strategically approach those events with a plan of action!

When? Commit to a timeline and involve other interested parties to strengthen your approach.

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How? Follow a proven sales process to “sell” the cause of agriculture. Payn-Knoper helps groups understand how to build rapport, identify needs by asking questions, offer solutions, motivate to action, overcome objections and then gain commitment.

“Representatives of agriculture can be as effective as the radicals in championing their cause,” Payn-Knoper says. “It’s in the public’s best interest to hear all sides of the story. Remember that farming is the third most highly respected occupation in this country and leverage the facts to your advantage.”

Her website – www.mpk.info - provides a host of “how-tos” that can help everybody in the ag spectrum – from producers to the associations and businesses that serve them – sharpen their communication and sales skills.

Michele Payn-Knoper is a professional speaker based in Lebanon, Indiana. Through selling $5 million in sponsorships for the National FFA Foundation, conducting sales training around the globe and implementing numerous community relations campaigns, Payn-Knoper continues to rediscover the phenomenon of championing a cause. Payn-Knoper lives on a historic farm with her husband, Bryan. Her free monthly newsletter, full of lively commentary and sales/communications advice, is available at www.mpk.info.

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