From the Field
is a bi-monthly column written by Mark Campbell, Farm Bureau Field Services Director for the Central District. He writes about Farm Bureau member benefits and County Farm Bureau activities.
For several years the agriculture community has worked on educating the general public about the production of food and fiber. This educational effort has received an increased emphasis from agribusinesses, food retailers, commodity groups, and agriculture organizations in the past two decades, but especially the most recent decade. The Internet and social media have facilitated the ability of anyone to put out information, pictures, and videos to the world in a matter of minutes.
Through social media, the information expands to readers and viewers exponentially. Information is great, but the crux of it is how to decipher the legitimate information from rumors, myths, or just plain made-up information. I am happy to say that many people in our community have really stepped up to the challenge of being an agriculture advocate.
So how do we get our message out amongst all of the other messages out there, and how do we counter misinformation that can be easily believable to a public that has much to learn about agriculture? The good news is that I believe the public is more informed about agriculture than they used to be. We have great advocates for agriculture that are doing a great job. Being an effective advocate means reaching outside of our community, being genuine, trustworthy, and transparent, and relatable. The U.S. Farmers and Ranchers Alliance has developed methods to help agriculturalists work on these things. I’m not saying that we are not trustworthy, genuine, or transparent; we have just had a hard time expressing it. We must remember that we are one of the steps in getting food on the plate. People want to know where their food comes from and how it was raised. So if you think of yourself as a food producer; it gives you a different perspective.