Agriculture More than Ever Inspiring Producer-Consumer Conversations

Agriculture More than Ever Inspiring Producer-Consumer Conversations

March 10, 2015
Share this on:

Regina, Saskatchewan – A growing number of producers are reaching out to consumers through social media to address questions and misconceptions about how food is produced on Canadian farms.

It’s a trend supported and inspired by Agriculture More Than Ever, a multi-year cause to improve perceptions and create positive dialogue about Canadian agriculture.

“It’s safe to say we’re seeing more producers using social media forums – such as blogs, Facebook and Twitter – to engage consumers who are genuinely interested in learning more about agriculture practices,” said Lyndon Carlson, Farm Credit Canada’s (FCC) senior vice-president of Marketing. “It’s a positive trend, since there are so many sources of misinformation from individuals who have never set foot on a farm.”

“Consumers want to know more about where their food comes from and how it’s produced,” Carlson said. “FCC believes Canadian farmers – who happen to grow some of the safest and highest quality food in the world – are in the best position to talk about food production and we’re happy to see these conversations taking place.”

FCC launched Agriculture More Than Ever to tell the real story of Canadian agriculture in May 2012. Since then, more than 370 partners and 900 “agvocates” have added their voice to the initiative, while others have been inspired to launch their own public awareness forums.

Andrew Campbell, a Middlesex, Ontario dairy farmer, uses social media to connect with consumers, the agriculture community and the broader public primarily through his Twitter handle @freshairfarmer. His interest in social media evolved from simple networking to actively engaging the non-farming public – including his 16,000 followers – in discussions on how food is produced on his farm and throughout Canada. In January, he launched #farm365 as a way to show consumers behind the barn door.

“You would be hard-pressed to find anything produced on a farm that doesn’t eventually land on your plate,” Campbell said. “So it makes sense to reach out to consumers who are interested in learning more about the how their food is produced so they can make more informed choices.”

“Social media isn’t for everyone, but it’s important to find a way to advocate on behalf of your business and your industry, whether it’s in a classroom or a booth at a fair,” he added.

Sabrina Caron, who is part of a family owned dairy farm in Laurierville, Quebec, also uses social media to connect with consumers and the non-farming public. Her Twitter handle, @sabrinacaron, has attracted more than 1,500 followers and more than 600 people have “liked” her farm Facebook page, Savaron Holstein. She regularly posts Instagram photos, writes a blog, www.labanderiveraine.com, and has created a few YouTube videos.

“People are curious, they want to know how we produce the milk and how the milking robots work,” Caron said. “They want to know the work behind the profession and they seem surprised by the new methods we use in modern agriculture.”

“I encourage other producers to engage in the online conversations – it grows pride in what we do on the farm,” she said. “The only caution I have is not to debate or argue with people with fixed opinions – it can degenerate pretty quickly on Facebook and Twitter.”

Now in its third year, Agriculture More Than Ever develops and promotes resources to help those in the agriculture industry speak up and speak positively for Canadian agriculture. Social media resources, including fact photos, infographics, twibbons and Facebook cover photos are available to help create awareness of the positive impacts of Canadian agriculture and to help people share their pride in Canadian agriculture.

In addition, Agriculture More Than Ever has launched a webinar series designed to help individuals and organizations gain knowledge and skills they can use to become more comfortable advocating for the industry. To date, six webinars have been launched, including a Social Media 101 for Agvocates. Archived webinars and other resources are available on www.agriculturemorethanever.ca/resources.

“While the general public trusts farmers, they often have questions about agriculture,” Carlson said. “And the people who are in the best position to respond to those questions are the people who are in the fields.”

FCC is Canada’s leading agriculture lender, with a healthy portfolio of $27.3 billion and 21 consecutive years of portfolio growth. FCC is strong and stable – committed to serving the industry through all cycles, and to being socially and environmentally responsible. FCC provides financing, insurance, software, learning programs and other business services to producers, agribusinesses and agri-food operations. Employees understand agriculture and are committed to the success of customers and the industry. With FCC in the market, producers benefit, agriculture benefits, rural Canada benefits and so do all Canadians. For more information, visit www.fcc.ca. Follow Farm Credit Canada on Facebook, LinkedIn, and on Twitter @FCCagriculture.

– 30 –

For more information, photos or interviews, contact:

Trevor Sutter
Corporate Communication
Farm Credit Canada
1-855-780-5313
trevor.sutter@fcc.ca