Communicating with Consumers Putting a face to Ontario’s farmers Kelly Daynard Farm & Food Care Ontario @FarmFoodCare @Kelly Daynard
A bit of history… • 1988 farm leaders decided to work together – Formed Ontario Farm Animal Council – Formed AGCare • Similar groups in the U.S.A.
Farm & Food Care Ontario – Launched January 1, 2012 – The first of its kind in Canada; – Crop and livestock sectors working together to answer public’s questions about food and farming
Who does that include?
Talking to consumers • Less than 3% of Canadians farm. • They don’t know farmers or what farmers do. • They don’t get science or studies. • They love animals. • They are educated, but not informed. • They have disposable income. • They like “free” and “natural” • They get their information from the media and internet.
Talking to consumers They have never been hungry. They demand safe food. They don’t want to feel guilty.
Don’t know…don’t care They don’t care…or do they? Less than 20% want to learn more about farming. BUT More than 2/3 want to know more about farming. 7
Without knowing a farmer, where do consumers get their information? ACTIVISTS MEDIA YOU Welfare Environment Government GROCERY Other FOOD SERVICE Universities PROCESSORS Veterinarians Researchers SALES BARNS TRANSPORT FINANCE CROP INPUTS/FEED/ANIMAL HEALTH FARMERS 8
Believability of Information Sources About Animal Welfare Q28. Below is a list of individuals and organizations that could comment on animal welfare issues as they relate to livestock farming. Please indicate how believable you consider each of the following individuals or organizations to be when it comes to animal welfare issues. Base: All respondents (Total n=1229) 9
Believability of Information Sources About The Environment Farmers and Environmental advocacy groups increased in believability from previous years Q24. Below is a list of individuals and organizations that could comment on environmental issues as they relate to farming. Please indicate how believable you consider each of the following individuals or organizations to be when it comes to environmental issues. If you have never heard of a listed titles or organization, please select 'Don't Know' Base: All respondents (Total n=1229) 10
Our Opportunity: Tell People About It! • Over two thirds of Canadians want to know more about where their food comes from. • The food industry and our customers are asking about their food supply. • Farmers have a great story to tell. Let’s make sure it’s heard. • Because if we don’t…
Who is telling our story?
Our best asset: credible spokespeople • Farmers • Veterinarians • Scientists • Researchers
Speak Up team training
About the Speak Up team concept • A selected group of farmers willing and able to represent their industry • Articulate, positive, friendly ambassadors • Selected for areas of interest, expertise, type of farm and geography. • Ongoing training and information updates
Who are the participants? • There is no “typical” producer • Important to get a good cross section • Male and female; young and experienced; small and large farms, etc. • Ideally not board members (although good training ground for future directors)
How does it work? • Commitment by organization to dedicate time and resources to keeping them informed and prepared • Team member interest in and dedication to speaking up for the industry.
Ongoing training • Basic communications • Media boot camp • Practice with basic television, radio and print media interview skills • Dealing with difficult people and issues
Keeping them informed • Issues & Media Updates • Regular mailings • Email lists • Conference calls • Training sessions and tours
Speak Up team in action • Media interviews: newspaper, TV, radio • Letters to editor • Government inquiries • Public and municipal meetings • And much more
Take a chance and open the mysterious barn door…
Media tours 300 reporters on 18 tours since 2004
Culinary tours 856 students on 32 tours since 2006
And if they can’t visit a real farm…
Bring the farm to them Estimated that exhibits at 34 events were seen by 1.975 million visitors and 40,000 students in 2012.
www.virtualfarmtours.ca 150,000 visitors each year to 23 farms
The Real Dirt on Farming • One stop shopping for basic info on Canadian agriculture • Over 100,000 copies distributed across Canada • New version every four years
Faces of Farming calendar
Farm Creativity Contest
And just in case farmers think they’re not interesting enough… Peterson Brothers – 8.2 million hits on YouTube in six months. “Farmer Style” video 11.7 million hits in one month. Farm & Food Care’s “Milking a Cow” videos on YouTube: 332,352 hits
We’re all busy but what if… • 50 farmers • took 10 minutes a day • Five days a week = one full time employee with a lot more credibility with the public
How? • Answering a question at… – Church – Fall fair – Grocery store – Airport • Twitter/Blog? • Write a letter to the editor • Host a tour; work at an exhibit
Farming is stronger together kelly@farmfoodcare.org www.farmfoodcare.org www.virtualfarmtours.ca @FarmFoodCar e
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