Communicating with Consumers Putting a face to Ontarios farmers - - PowerPoint PPT Presentation

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

YOU GROCERY FOOD SERVICE

PROCESSORS SALES BARNS TRANSPORT

FINANCE CROP INPUTS/FEED/ANIMAL HEALTH

FARMERS

ACTIVISTS

Welfare Environment Other Veterinarians Government

MEDIA

Universities Researchers

Without knowing a farmer, where do consumers get their information?

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

• 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

• rganization, please select 'Don't Know'

Base: All respondents (Total n=1229)

Farmers and Environmental advocacy groups increased in believability from previous years

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

• ur 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

• n 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…

Farm & Food Care’s “Milking a Cow” videos on YouTube: 332,352 hits Peterson Brothers – 8.2 million hits on YouTube in six months. “Farmer Style” video 11.7 million hits in one month.

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