Twitter Empowers Farmer

One of the greatest personal advantages to social media tools such as Facebook, Twitter, Linkedin and YouTube is the ability to really connect with people, rather than just see them when I’m speaking. Relationships, built through shared experiences, have been growing through hundreds of conversations online.

#AgChat on Twitter has been a breeding ground for thousands of those conversations to spread the word about agriculture.  One of the people I’ve enjoyed connecting with through #AgChat is @farmerhaley, a Purebred Simmental, grain and hay farmer in Ohio who also goes by Mike Haley. He gave me a totally different perspective on the value of social media when I was challenging him about the need to speak up for agriculture in his local community.  Mike said “While I have always taken time to answer my communities and neighbors questions about agriculture, since I have been on Twitter I have gained more confidence and knowledge in how to talk to people about their questions or concerns.”

So, if you want to know why a farmer ‘tweets’,  read on…

How long have you been engaged in social media and what got you started?

My wife and I were at the Ohio Farm Bureau Young  Agricultural Professionals conference in February 2009 and attended a session where Joe Cornely was talking about his experiences with social and ways that we could use it as farmers. When we got home we decided to try it, she set up a facebook account and I set up a twitter account.

What has been your experience with educating others about farming on Twitter?

My experience has been something like a roller coaster, some people engage with curiosity wanting to know more about agriculture, and some have engaged me trying to discredit what I say. I have even had other farmers ask me for information about my views on a subject so that we can both understand it better.

I also have engaged other tweeps (people on Twitter) on some of the misinformation that they were spreading around.  In some cases I have learned that I am the misinformed party, others I have found out we were both right under different circumstances. In the situations where I was correct, I was sometimes able to shed light on the other party, while other times they don’t care. In any case, I have found if I engage in a conversation with them some of the people that follow are willing to listen to my side as well, which is what matters the most.

How has Twitter given you more confidence in speaking out for agriculture?

Twitter has made me more aware of my surroundings and how other view what I do, both good and bad.  I have learned a lot about how to talk in a way that individuals not involved in agriculture will understand. While doing that, I have also learned that people do care about what I do and want to listen to some of the things I have to talk about.

I also have learned a lot more about the need to speak up. In some ways I feel this knowledge is more of a reason for me to be speaking for agriculture, rather than actually building my confidence.

Why do you think farmers should use social media tools such as Twitter, Facebook and YouTube?

Most of us in agriculture live in small communities where most people already have an idea of what agriculture is about.  SM allows us to take a few seconds or minutes to educate thousands of people without leaving the farm, to take the time to educate the same amount of people by word of mouth would mean I would have to take time off to travel to a meeting, or invite people to come to me and take time off to show them around.  BUT, dont ever discredit the power of a personal touch; both methods are important.

What’s the greatest benefit to agriculture in using social media?

Think about the big bad wolf, the vilian in the fairy tale Little Red  Riding Hood.  Have you ever thought about what would have been the story if the wolf would have gotten his version of the story published first?  Farmers have a very important voice in how our food is grown and raised, but if we do not speak up about why, what and how we produce it somebody else may just do it for us, and we might not agree with what they are telling our consumers!

How does this translate to bottom line value for your farm?

I am currently the fifth generation of my family on this farm. I want to do everything to make sure that my family has the choice to continue to farm in generations to come.  If we dont speak our piece now, then we will not have anything but memories to tell in the future.

Still scratching your head about the business value for agriculture? Click here for some of the articles and radio spots with more facts about social media and the agrifood business. Consider this; the Humane Society of the United States or Sierra Club will be glad to have that conversation with people for you on Facebook, Twitter or YouTube. Is that what you’d like to happen?

 

Are Farmers Brown or Green?

Has “green” thinking gone too far?  Mike Rowe, speaking at the recent National FFA Convention, mentioned that the world may be wrong about making things green in a recent Agrinews article about the Dirty Jobs host.  “Green maybe wasn’t the best color.  Seems to me that brown would be better suited. Think about it, everything that’s green starts with something that’s brown, usually dirt.  And if you were to scrape the dirt off of the farmers from coast to coast, you’ll find the greenest people on Earth.  Not because they’re trying to save the world, but because sustainability is the best way for them to do their job.”

Those of us who breathe the air of farms and ranch know how “green” we really our. However, in an era of many activist organizations painting farmers as every color BUT green, we need to issue a wake-up call.  As Rowe said “What if Sierra Club and Greenpeace aren’t seeing the whole picture?  Maybe brown should become the new green.”    We’re not likely to get the whole green movement to change their color, but perhaps we can connect the dots between the food and environmental movements  since both are so hot.

For example, helping people understand environmental practices used on farms to produce safe food, help the environment and provide wildlife habitat.  The World Agroforestry Center recently announced that 46% of the world’s farmlands have more than 10% tree cover. Their study showed that farmers are both protecting and planting trees simultaneously.  In addition to products, trees help with soil erosion control, water quality and biodiversity.  According to the Feedstuffs FoodLink article, “the extent of trees on farmland in North America and Europe is especially impressive given the large commercial agriculture sectors of these regions.”

Tomorrow’s Table recently published a piece about biotechnology that allows Bangladeshi farmers see up to 5 fold increase in rice yield during floods (as compared to conventional varieties). This is important because 4 million tons of rice, enough to feed 30 million people is lost each year to floods. Biotechnology, while rejected by many in the “green” world, actually provides nutrients to people AND reduces the amount of pesticides, labor and fuel used to grow food.

These are just two examples of how agriculture is green by tapping into the beauty of brown – soil (not dirt). Soil that gives life to all things green.  What other ideas do you have about how farmers are green?  Share them here – but more importantly, tell your friends about what you do in agriculture to be green!

 

Calling All Buckeyes to Vote YES on Issue 2!

It’s rare I’ll give a shout out to Buckeyes, given my green and white Spartan blood. However, Election Day 2009 calls for a rallying cry for every Ohio resident who cares about agriculture, the rural economy, freedom of business choice, scienced-based information or maintaining low food prices.  My thoughts – live and unedited - about why Issue 2 deserves your YES vote.

If your zip code isn’t in Ohio, this still matters. It’s time to stop the emotional pandering of an a multi-million dollar animal rights industry!

 

Empowerment

Talented Egyptian students speak at Ag Technical School near Luxor using PowerPoint.

Tonight I’m watching a beautiful sunset overlooking the Nile with a clear view of the 3,500 year-old Giza Pyramids in Cairo. My last evening here includes the sounds of water lapping at the shores of the longest river in the world as the Muslim call to prayer is playing over the city and the din of traffic echoes off of the high rises above it all. In a city of 18 million that loves their horns and believes driving lanes are mere suggestions, this country girl has yet to find a time of day when car noises aren’t the dominant sound here.

Typical classroom at an Ag Technical School. Computer lab provided by USAID brough new levels of interaction to these students & increased attendance.

My second trip to Egypt is ending with a quiet sense of satisfaction. As a professional speaker, my greatest sense of achievement comes from seeing lives change and knowing the ripple effect of those people on others. My work  here over the last two weeks has focused on the MUCIA USAID project to build an agriculture technical school system in Egypt system similar to FFA and agriculture education in the U.S.  Training agricultural technical school teachers in speaking and writing skills has been the focus, as well as some strategic planning for the MUCIA. Dr. Kirk Heinze (my partner in this project) and I found our efforts in six days of workshops rewarded as we watched the teachers enthusiastically integrate these skills into their lesson plans. Yet the greatest reward is in knowing how they will inspire students. And inspired students will change agriculture.

Corn harvest by a small Egyptian farmer. Maize, sugar cane and cabbage were most common crops in Luxor area.

Why does this matter to other parts of the world? It’s fairly simple; the empowerment of individuals to improve agriculture benefits all of us. Whether a family is farming a hectare in Luxor, Egypt or 1000 acres in Lebanon, Indiana – they deserve to be empowered with the best techniques for feeding people and growing their business. Moreover, it’s important that we all understand the people with little experience and material goods tend to grow far more than many closed minds in developed countries.

As an American, I feel a responsibility to help developing countries with their agriculture. If you question the validity of modern food production or have never been reminded of the privilege it is to live in total freedom, I highly recommend a trip overseas. Beyond the gratitude you’ll learn for your nation, you’ll also find commonalities with farmers round the world sharing similar concerns (just on different scales), humility for the luxurious conditions in which we operate in developed countries and appreciation for the entrepreneurial spirit so prevalent throughout North America.

Fields in the fertile Nile Valley. The green stops where the water stops.

Regardless of your location in the world, what are you doing to empower others? WhenI see a young lady with considerably fewer material goods or technical training in a rural school in Egypt speak with the same talent as her U.S. peers., I know without a doubt that empowerment is far more than my words. It’s about the action of everyone I have the privilege of helping. I’m thankful for the opportunity to assist with the growth agriculture education in Egypt and gain more perspective on empowering others.

Hauling livestock in Egypt is a different story. Wonder if the animal rights groups would like to compare safe conditions farmers in developed countries provide?

 

Thinking from Egypt

Have you ever thought about thinking? If you’re in North America, you’re likely wondering why I ask, but this isn’t a trick question. Whenever I work in developing countries, I am reminded about the privilege of free thinking – and that it’s not available in every country.  It’s nearly impossible to understand this until you experience mindsets that have been shaped in controlling environments.

I first discovered this while working in Eastern Europe over a decade ago.  The mindsets of people in former Soviet States, particularly those of the older generation, had little experience in freedom of thought. Younger generations were more entrepreneurial, yet it still seemed difficult for them to dream of success in the shadow of communism.

Fast forward to my current trip to Egypt, a country filled with wonderful hospitality and genuine kindness (quite contrary to the stereotypes many Americans put on the Middle East). There is a great deal of interest in learning and improving the agricultural technical school system (ATS), which is modeled after U.S. agriculture education and FFA. Dr. Kirk Heinze of Greening of the Great Lakes radio show and I are providing agricultural communications training for a second year through a USAID project.

Speaking and writing skills are the topics for our three-day workshop. These ATS teachers, while college educated, have likely never had a writing class or formal training in speaking. They’ve done a wonderful job participating in our applied learning exercises and show a great deal of talent. Yet, our assignment of integrating the speaking and writing materials into their lesson plans was a real challenge.

The Egyptian MUCIA officer explained that this assignment will likely be life changing for the teachers because they are not accustomed to thinking and communication skills are revolutionary. Egyptians operate in a tightly controled environment (except for their driving). As a result, many teachers are not accustomed to creating, adapting or integrating new material.   I’m excited to see what the teachers present tomorrow, but even more excited to see the results in a year or two when the students develop these skill sets.

As you go about your business today, I challenge you to pause every time you employ the freedom to think. It’s not a right – it is a privilege. The freedom to formulate a plan, the freedom to dream, and the freedom to correct misinformation – are a privilege.  In a era of declining critical thinking skills in America, I wonder if we’re losing the privilege to think freely. Isn’t it time we change that?

 

A Global Perspective – 1 Billion Hungry Mouths

Working with a great group of Egyptian agricultural faculty members in 2008.

As I write from JFK, it’s my last hour on U.S. soil for a couple of weeks.  The remainder of the month will find me working with MUCIA and Agricultural Technical Schools in Egypt for the second year in the row. I consider it a privilege to assist with the training and development of agriculturists through projects like this one.

When my impending trip came up in conversation with U.S. friends, the most common reaction was “why Egypt?” – the same question as when I’ve worked in the Ukraine and the Baltics.  The answer is always the same; I enjoy helping agriculturists in developing countries. And, frankly, I think Americans need an expanded global perspective to appreciate our own fortune.  These trips always give me far more lessons than what I deliver.

Since my first international trip when I was a college sophomore and an intern in Italy, the joys of seeing the world – and helping others in different countreis- came alive for me.  It’s hard to forget the shocking images of squatters’ camps in South Africa, the communism numbed mindset of older generations in Eastern Europe or the breathtaking need in other developing countries.

This has never been truer than at a time where we have more than one billion people without enough food.  World Food Day was last week. The FAO reports  an estimated increase of 105 million hungry people in 2009, which means there are now 1.02 billion malnourished people in the world. The bottom line is that almost one sixth of all humanity is suffering from hunger.

The need will never be solved without improving rural conditions, teaching more people about modern food production and the adaption of biotechnology to deliver essential minerals/vitamins/proteins.  Whether you’re a part of agriculture or not, I urge you to consider these points in solving a problem that is so much broader than what we see in the United States.

 As is the case with all international trips, I’ll return to the U.S.A. with a changed perspective. My hope is to be sharing some of the sights, experiences and people with you through the blog. Until then, please consider a perspective more global than your own food plate. After all there are one billion mouths that would like to be where you are.

 

Translating the Twitterverse

Have you tweeted your tweeps in your Twub or checked out your twinfluence? If this leaves you scratching your head, it’s time to put a new tool in your toolbox.  After all, Twitter has been the media darling of 2009 and now agricultural media outlets are regularly featuring the tool, so why not understand the basics? Moreover, if you understand the landscape (and the crazy vernacular), you can search and find a plethora of useful information Twitter – even if you don’t have a profile.

In order to make Twitter more approachable, look at it as a large party or coffee shop; there are hundreds of conversations (tweets), millions of new people to meet (following) and different rooms to go to find those with similar interests (hashtags). Some people in my webinars and trainings have mentioned that they don’t know why these people are following them. Twitter is not a permission based system; it is not designed for you to only interface with those you know, but share information with a wider circle.  Your community (followers) grows as you share information (re-tweet) and interface with people regularly (tweets or chats).

Earlier this week, I was hanging out with social people tweeps (people) in the #SM (social media hashtag) room and found the Top 7 Twitter Tutorials on YouTube. It’s an excellent resource that will teach you how to get started on Twitter, build your profile, find those you should follow, understand the value of the re-tweet, grow your following, and much more.  Just to be sure you’re comfortable navigating the “stream” (tweets from those you follow), here’s some terminology to help you translate lingo in the Twitterverse.

• Tweet: 140-character message
• @name: User or tweeter (e.g.  @mpaynknoper or @agchat )
• Tweeps: People in your community or your followers (see @followfarmer for #ag tweeps)
• Re-Tweet (RT): Forward of a tweet (similar to e-mail forward)
• DM: Direct message to a specific user that is private (like e-mail)
• @ reply: Public message to designated user for all to see
• Hashtag (#): Defined subject area or data aggregator e.g. #farm or #agchat
• Block: Not allowing a follower
• Tweet-up: Meeting of tweeters (usually live)
• Chat: Streaming conversation, such as #AgChat on Tuesdays, 8-10 p.m. Eastern

Twitter can be an incredibly effective tool for those who like a great deal of information, idea exchange and real-time networking. It’s not as intuitive as Facebook, as I’ve learned from my own experiences and watching others.  Here are the six stages of tweeting that I’ve seen.

1. Sign up and think it’s a stupid fad.
2. Find info that piques your interest, but not sure you really “get it.”
3. Build your community and find new connections (following).
4. Feel obligated to give information back to community (followers).
5. Realize the power of messaging in your community and their community, harness that power for your cause.
6. Become addicted – tweet from tractor, toilet & telephone.

Want more? I highly recommend “Discover Your Social Web” by Ohio Farm Bureau. Or check out Twitter’s help portal. Don’t be intimidated or look at the tool as a fad; social media has changed the way we communicate. There are over two million tweets sent per day and, according to Cause Matters Corp. research, anti-ag organizations like HSUS are using the tool to spread misinformation about agriculture – they’ve increased their following 26x since January 2009.  If you’re not a part of the conversation or at least familiar with the party, how is agriculture going to have a voice?

 

Dear Mr. Pollan, Farming Is Not A Story

The University of Wisconsin - Madison employed author and journalist Michael Pollan to speak about “In Defense of Food”  last week, as a follow-up to the  book’s highly controversial selection as the first literature on the “Go Big Read” university-wide reading list. According to Feedstuffs, Pollan received $25,000 for his appearance. Does this figure seem more than a little ironic when dairy farmers are losing roughly 50 cents for each gallon of milk they produce?

Laura Daniels, a third generation dairy farmer in southern Wisconsin, spearheaded the group of 100 farmers to have a presence at the Kohl Center since there was no opportunity for agriculture to share the platform with Pollan.  She’s a busy lady; beyond her roles as a wife and mom, she the family’s dairy operation from scratch and works part-time  as a dairy nutritionist. Laura’s passion is known by many in Wisconsin as she’s spoken out on behalf of agriculture for several years.  Following is her recap of the event.

We were pleased with the reception we received at the Kohl Center.  I think Mr. Pollan knew we were there, and that he adjusted his speech because of it.  He didn’t say anything about feedlots, antibiotics, GMO, chemicals breaking down the “health” of the soil. These are all underlying themes in the book – which were left out of the speech. He kept saying “I am not against farmers…” then depending which group he was talking to he would change the second part of that statement to… agribusiness is not necessarily looking out for the farmer;  it’s the system that is broke; or the farmers have to use this technology because everyone else is, etc.

There really are people who think community-based agriculture can feed our population. Since they think the rest of the world should feed itself they aren’t worried about the population growth anywhere else.  I have also found people starting to believe that those extremely labor intensive farms are better for the earth and farmers. I explained to a group of people who were asking questions, that was how my grandfather farmed, but that because of modernization I won’t have to have double knee replacements and a hip replacement by the time I am 55. I also mentioned my grandfather would be so proud of how well we can care for our cattle and our families with the farms we now have – and that he believed in progress just as much as I do. A few key learnings from this event:

1. We achieved media coverage because we represented exactly who we are, not people there to protest or pick a fight, but people with strong values who simply wanted to talk about the farms Pollan left out. In Wisconsin, he left out easily 99% of us – and he doesn’t represent the large farms fairly. We got the message to the press ahead of time so people knew they could talk to farmers.  We also worked to communicate to all of our farmers and ag supporters that they should talk to people and share their story. Both sides were ready to engage in a respectful dialog.

2. After listening to Pollan all week, on the radio, the speech, the panel discussion, answering questions. I think he really believes that if farms were small and far more labor intensive, more people could farm. I think he believes this not just in the U.S. but the world over. By speaking out about the evils of things like pesticides, antibiotics and monoculture farms, he encourages the small, organic, labor intensity he ultimately thinks is better.  It would also raise the price of food drastically, which he also believes would be good.

3. It’s always good to find common ground that we can all agree on. It’s also useful that people think about where their food comes from, it’s good to eat more vegetables and less junk, it’s good to eat with your family, etc. We made it clear we did not disagree with everything he writes, but his views on modern agriculture cannot go unchallenged.

4. When you are trying to deal with an author or a certain world view, it is good to actually read their material.  As this was bubbling up early on, I kept hearing people say he was an animal rights activist – he really isn’t.  If we had not successfully moved away from pigeon holing him – we would not have been taken as seriously as we were.

Laura did a great job with her recap of key learnings for agriculture. I have to wonder if Pollan did the same after a panel discussion gave a voice  to a farmer on how advancements help the farm better care for animals, land – and the nutrition they provide to humans.  Pollan responded that this was quite a story. As anyone in agriculture knows, farms – of all sizes - are not a story.  Farming is a family’s livelihood, part of the fabric that comprises their soul and a business. Farming is very real life – and I hope you take the example of 100 famers in Wisconsin to have a conversation with those who may not understand.

 

Agriculture in Prime Time

Thousands have lost their jobs to water in an area known as the U.S. breadbasket

Last week agriculture saw a rare opportunity; a major farm issue was showcased during prime time, complete with celebrities sharing food and farm facts. I asked Barbara Borges Martin, one of the thousands of farms impacted by California’s environmental over-regulations, to share her experience at the live filming of the Hannity on Fox show on September 17. This is important regardless of your state or residency; these types of environmental over-regulations may be precedent setting, people standing in food lines were receiving carrots from China and nearly 12% of U.S. food production comes from the San Joaquin Valley.

 

Why Engage in Facebook, YouTube, Twitter?

MPK Live (unedited)

Today I finally took my spoken word online through video blogging, YouTube, etc.  You wouldn’t think it would take a professional speaker so long to jump into ‘casual videos’, particularly when I ask farmers to do so.  It was a great lesson in overcoming my perfectionist tendencies – and also how simple social media makes video sharing. You can do the same with your webcam, video camera, flip camera or even digital camera. Simple shoot, save, upload and share.