There’s been a lot of talk over the years about the disconnect between farmers and consumers, and how to improved communication can help bridge that gap.
While some consumers looked favorably upon production agriculture, others harbored very negative feelings. I feel as though over time, and especially through social media, farmers have been able to mend that rift with consumers by illustrating the many positive sides of American agriculture. There’s also the trend of consumers wanting to know where their food comes from.
Both of these things have helped to mend the relationship between consumers and farmers, but we know there is always work to be done.
During our recent ProFile Media Boot Camp we were able to learn from Tonia Ritter, MFB’s Manager of Education and Leadership Programs, some ground rules and dynamics for improving conversations with consumers: mutual respect, being open-minded to others’ priorities, maintaining focus and keeping a “parking lot” for temporarily idling topics for later referral.
Ritter explained how most farmers don’t practice consumer conversations, but often choose instead to avoid them. That strategy accomplishes nothing for either party, and it’s our responsibility as the producers to put the truth out there so others can’t continue spreading false information about agriculture.
During conversations with consumers, it’s important to recognize that people have different viewpoints influenced by their experiences and values — and by social media pre-filtered to appeal to our interests.
Most people know very little about agriculture; only 13% of Americans have a relative who lives on a farm, and only 1% of the population are directly involved in agriculture or have an ag-related job.
That’s pretty important to keep in mind when speaking with non-farmers. They often have very different viewpoints than those of us who are involved in farming day-to-day.
Recent studies have shown that overall the general population trusts farmers and the food they produce. That’s great news for producers, but it doesn’t mean our conversations are over.
Farmers need to continue engaging with everyday consumers and being open about modern agricultural processes. And remember: It’s good for both sides to ask questions — just make sure you’re asking with an open mind, not defensively.
Use your time interacting with customers to tell your story and your experiences. They want to know and it offers them a deeper understanding of farming and your operation.
Both sides must listen to gain understanding. You/we might never find a common viewpoint, but it’s important that both sides lead — and leave — with a positive attitude!
Ottawa County’s Claire Zahm is a member of the 2024-25 ProFILE cohort.
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