Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Message to Farmers and Ranchers- Engage Consumers on Their Terms

Tue, 10 Jan 2012 11:24:09 CST

Message to Farmers and Ranchers- Engage Consumers on Their Terms People are talking about food, and farmers and ranchers need to take the lead in the conversation, Melissa Kinch and Keith Yazmir, members of the U.S. Farmers & Ranchers Alliance's communications team, told attendees at the American Farm Bureau Federation's 93rd Annual Meeting.

Opening a dialogue with consumers is an opportunity for farmers and ranchers to restore and build on the public's trust in how food is grown and raised.

"You can't build trust if you can't have a conversation," according to Kinch, senior vice president of Ketchum Communications.

Kinch and Yazmir outlined four steps that will help farmers and ranchers move out of combat mode and have a constructive conversation about what they do and why they do it. The four steps are engage, acknowledge, share and earn trust, or E.A.S.E.

Growers should start by engaging the people around them. Ask a fellow traveler at the airport, "Where are you headed?" Tread lightly, find common ground and steer the conversation toward food.

Next, acknowledge peoples' worries about the food they're feeding their families, but don't take on the persona of a professor whose task it is to educate.

"A farmer's and rancher's job is to answer those legitimate questions with truthful, transparent answers," Kinch explained. One of the best ways growers can do that is by sharing what they do on their farms and ranches. Addressing consumers' real concerns will go a long way in earning their trust.

In talking about what they do, farmers and ranchers need to recognize that there is always room for improvement, stressed Yazmir, a partner at Maslansky Luntz and Partners. Discussing the future creates a space of shared interest, he said.

More than being willing to have a conversation, growers need to be ready and able to use words consumers can embrace. The typical agriculture vocabulary is full of landmines, Yazmir and Kinch cautioned.

"We need to move away from the language of our industry and toward the language of the benefits of what we're doing," Yazmir said. For example, rather than using the term "GMOs," talk about seeds that grow stronger, and are more resilient, and better tasting crops.

USFRA is a newly created alliance of prominent farmer- and rancher-led organizations, including AFBF, and agricultural partners.



WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Emergency Drought Commission Approves Three Million Dollar Cost Share Program to Push Back Against Drought  Sat, 01 Oct 2022 15:07:05 CDT
  • Oklahoma Grain Elevator Cash Bids as of 2 p.m. September 30, 2022  Fri, 30 Sep 2022 16:43:53 CDT
  • Chairman David Scott Releases Statement Congratulating Vincent Garfield Logan on His Confirmation to Farm Credit Administration Board  Fri, 30 Sep 2022 15:07:33 CDT
  • Op-Ed from Kenneth Corn: USDA- We Serve Rural Communities Too  Fri, 30 Sep 2022 14:57:02 CDT
  • Hard Red Winter Wheat production lowest since 1957  Fri, 30 Sep 2022 14:44:28 CDT
  • Latest Southern Plains Perspective Blog: Hot, dry, dust and smoke all outside the back door.  Fri, 30 Sep 2022 13:47:21 CDT
  • Wheat Production Estimates for Oklahoma Fall Six Percent from August to September   Fri, 30 Sep 2022 12:16:36 CDT
  • Younger Cows are Starting to Come to Town, Says Bob Rodenberger  Fri, 30 Sep 2022 10:46:55 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Oklahoma Beef council Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit Ag Mediation Program P&K Equipment Oklahoma City Farm Show Union Mutual Stillwater Milling Oklahoma Cattlemen's Association KIS FUTURES, INC.


    Search OklahomaFarmReport.com

    © 2008-2022 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.