by Melissa Woolpert
We never forget our favorite teachers. Good teachers do more than just lecture: they engage their students. There has been a recent focus on consumer education within animal agriculture. At the same time, animal rights groups launch expertly crafted media campaigns that result in consumer distrust. Last month’s article raised some great comments about the best ways to share information with consumers. A comment by Cornell alum Becca Harrison on the University’s Dairy Science Facebook page highlighted the need to “engage” consumers, and I couldn’t agree more. There are several ways to engage consumers, and here are a few ideas:
Start young
Child psychology research shows that adults are less resistant to scientific facts that they learned to be “common sense” as a child. In addition, when given conflicting information children are most likely to believe an adult with perceived expertise. Children report that doctors are the experts in fixing broken arms, and mechanics are experts in repairing cars. It’s safe to assume that children will trust farmers when it comes to agriculture. Elementary school farm tours can be a successful way to engage children in farming. Miner Institute hosts “Farm Days for 5th graders” every year. Decades later, adults in the community still share fond memories of their day on the farm.
“Fuel Up to Play 60”, a program designed by the National Dairy Council and the National Football League, is another way to engage youth in the importance of exercise and healthy eating. “Fuel Up to Play 60” helps schools provide breakfast, a meal that often includes nutritious dairy products like milk and yogurt. The program also connects the young consumers with the farmers in their region through posters and events at school.
Put your best foot forward
Farm landscapes are the iconic staple of rural America. Maintaining farm aesthetics may not put more milk in the tank, but it certainly can improve a consumer’s perception of dairy farming. This is especially important for farms located close to urban areas or on busy roads.
Do you have a farm stand? A social media page? Do you host a neighborhood BBQ or participate in “open farm” events? Community engagement is a good way to thank neighbors for putting up with manure spreading or that time your heifers got out on their front lawn. It’s also a good way to remind neighbors that their beautiful views may long ago have been replaced by urban developments if it wasn’t for your farm.
Know your audience (and when to walk away)
Consumer opinions lie on a continuum. Someone who believes that veganism will save the world will probably never see eye to eye with a dairy farmer, and that’s OK. In some situations it’s best to maintain composure and agree to disagree since arguing will only fuel the fire. Thankfully, most consumers stand somewhere in the middle, and this is the best audience to engage in agriculture. These consumers want to do what’s right for their family, and often times they are confused. Farmers also want to do what’s best for our families, and our ultimate goal is to produce safe, healthy food that everyone can enjoy. Only 2% of Americans are farmers, but 100% of Americans want to do what’s right for the people we love. It is important for consumers to know that farm families aren’t all that different than their own families. Don’t get lost in an argument, and focus on the next generation. Engaging consumers is certainly more work, but I think it is worth the investment.
