The document discusses effective strategies for agricultural experts to communicate with the public about farming practices. It notes that consumers have concerns about how food is produced but experts have not adequately engaged in the conversation. The key strategies discussed are to lead conversations by emphasizing shared values like food safety and animal welfare, use personal stories to build trust, provide credible sources to back up scientific facts, and engage proactively through social media to shape the public narrative. The goal is for experts to have an open dialogue to increase understanding of new technologies and address misinformation.

1. The Public has Questions, How Do You Answer Them?
Communication Ensures Your
Freedom to Operate
Kevin M. Folta
Professor and Chairman
Horticultural Sciences Department
kfolta.blogspot.com
@kevinfolta
kfolta@ufl.edu
www.talkingbiotechpodcast.com
slideshare.net/kevinfolta

2. • Consumers are concerned about farming,
food, and how it is produced.

3. • Consumers are concerned about farming,
food, and how it is produced.
• 2000-2012 : “Well they just are clueless, so
if I give them information they’ll figure it out.”

4. • Consumers are concerned about farming, food,
and how it is produced.
• 2000-2012 : “Well they just are clueless, so if I
give them information they’ll figure it out.”
• 2012- present : “I understand why they feel that
way, let me share what I know and show them we
have the same core values.”

5. • Why is there a problem with acceptance of
agricultural technology?
• How do we communicate the science
effectively?
• What are our lost opportunities and costs of
non-action?
• What can you do to participate (solve this
problem)?

6. THE PROBLEM(s).
Lack of Trust
Experts and Trusted Voices Not Participating
Profits from Misinformation
Misguided Activism
Asymmetric Public Debate
Misplaced Concern About Food and Farming
Speaking to the Wrong Audience

7. Center for Food Integrity

8. Free Time + Internet Connection = Instant Experts!
Never before in history
have humans enjoyed
such immediate access to
bad information.

9. Why is there even a problem?

10. Why is there even a problem?
How do we fix the
problem?
Center for Food Integrity

11. What Does the General Public Think?
There’s a backlash
against production
practices they don’t
understand.

12. Why is there even a problem?
We want to
understand
food, farming
and technology!
We’re actually
farmers, producers
and scientists, but
we’re too busy.
How can we help
you? We’re sorta
farmers, producers
and scientists.

13. Farm producers have great potential to influence
the conversation, but give up that power.
Farmers are 1.5% of the population, yet are ~0.001% of
the presence in social media.
People are interested in food and farming
They look to social media for answers
Farmers consistently are rated as most credible sources
of information

14. Who is your audience?Who is your audience?

15. WHO IS YOUR AUDIENCE?
Most of the time these are
people that don’t know about
science and are concerned
about food. Share science with
them.
WHO IS NOT YOUR AUDIENCE?
Many have no interest in
understanding facts. They are not
a good investment of your time.

16. How do we talk to thatHow do we talk to that
audience?audience?

17. THE DISCUSSION IS
HAPPENING ONLINE
The internet is the home of bad
information, but is where the
conversation is taking place.
Expert voices are not being
heard.
Those with opinions contrary to
the facts about food and farming
are there, they are spreading
bad information, and getting rich
doing it!

18. Where do we find thatWhere do we find that
audience?audience?

19. Relativenumberinpopulation
Positive Perception of Agriculture
Non-experts,
Activists
Farmers,
scientists,
Etc.MOST PEOPLE
FEAR FACTS

20. · Values

21. Lead With Your Ethics.Lead With Your Ethics.

22. How Do Reach that Middle?
Your audience is not moved by facts and
statistics.
You have to start by defining
SHARED VALUES.

23. State your priorities up front
What are things you care about in food
and farming, that almost everyone can
agree with?

24. State your priorities up front
FarmersAnimal Care
The NeedyFood Safety
Environment
Consumers

26. Effective Logos- What MovesEffective Logos- What Moves
the Needle?the Needle?

27. Dispel the
Argument from
Nature
EFFECTIVE LOGOS

28. What Animal Genetic Improvement Is

29. What Animal Genetic Improvement Is
Thanks Dr. Alison Van Eenennaam for the slide!

30. Domestication and Selection are Not Natural

31. Many Modern
Genetic Innovations
are Accelerated by
Genetic Engineering,
and Satisfy Our
Shared Values

32. Animal Genetic EngineeringAnimal Genetic Engineering

33. GE chickens do not pass on Avian Influenza
Episode 007
X
Farmers
Consumers
Environment
Needy
X
X
X
X Animal well-being

34. AquaBounty Salmon – attains market weight in less time.
Salmon may be farmed on inland pools, generating high protein food
on fewer inputs.
Episode 008
X
Farmers
Consumers
Environment
Needy
X
X
X
X Wild populations

35. Thanks Dr. Alison Van Eenennaam for the slide!
Farmers
Consumers
Environment
Needy
X

36. Gene Editing
Not adding a gene, changing the gene that is present
so that it stops function or creates a known change.
Still strong opposition from activist NGOs
Some countries have taken stands on the issue
Stands to generate rapid improvement of crop plants,
especially where traditional breeding is long (trees)

37. Gene Editing
CRISPR/Cas9 -- a bacterial system that can be used to change DNA
sequences, with no ‘genetic engineering’ sequences left behind.

38. Gene Editing
Horn Gene Horn Gene
NO HORNS!!!
Good beef
Bad milkHORNS!!!
Bad beef
Great milk

39. Gene Editing
Horn Gene Horn Gene
NO HORNS!!!
Good beef
Bad milkHORNS!!!
Bad beef
Great milk
Cross….
Mix of bad beef, bad milk production

40. Gene Editing
Horn Gene Horn Gene
NO HORNS!!!
Good beef
Bad milkHORNS!!!
Bad beef
Great milk
Horn Gene
NO HORNS!!!
Bad beef
Good milk

41. Changing
domestic pigs’
DNA to provide
resistance to
African Swine
Fever

42. AntibioticsAntibiotics

43. Again, lead with values
Animal well being is important, so medicines have to
be used to protect all of them against preventable
disease.
In-feed antibiotics are thought to decrease sub-clinical
infections and therefore enhance growth.
In-feed use is tightly regulated by the FDA.
Changes in growth seem to be less profound than in
past times.
Jacela et al., 2009

44. Lead with your values.Lead with your values.
Build the case with logic.Build the case with logic.

45. Appropriate Pathos- The PowerAppropriate Pathos- The Power
of Emotion.of Emotion.

46. Personalize Your Message
Tell your story. Start with
your concerns.
Talk about points that
everyone can agree upon
Refer to your family, your
personal goals.
My kids live on thisMy kids live on this
farm, I would notfarm, I would not
do anythingdo anything
dangerousdangerous..
Brian Scott TheFarmersLife.com

47. Your Experience and OperationYour Experience and Operation
in Social Mediain Social Media

48. Grab your e-Real Estate
Talking to public audiences – Get Involved!
1. Obtain a dedicated Gmail account- use your real name.
2. Sign up for facebook, twitter, instagram, pintrest, etc.
3. Get a blog space on blogspot.com or wordpress.
4.Answer questions in comments sections of news articles.
5. Spend >15 minutes a week. Remember your audience.

49. Know when to disengage.
1. Difficult people are everywhere. Don’t argue, state your
credentials and values (ethos) and the facts you know
that support them (logos) and the effects (pathos).
2. Use block/mute/etc.
3. Others are watching. Leave information, “Those that
want to learn more should contact me directly at
yournamehere@Gmail.com. Thank you.”
4. Don’t ever lose your cool. They take screen shots, and
they will haunt you forever.

50. Farmers taking action.
Jennie Schmidt
@FarmGirlJen
Brian Scott
www.thefarmerslife.com
@thefarmerslife
Sarah Schultz – Nurse Loves Farmer
@NurseLovesFarmr
Amanda
@farmdaughterusa

51. Episode 024

52. #farm365
AMPLIFICATION

53. Transparency.Transparency.
“If you take the time to describe it, you won’t have to
take the time to defend it.” - Charlie Arnot, Center for Food Integrity

54. #FarmToPork
Changing the conversation
with “radical transparency”

56. Others are Listening and Reading
DO DON’T
Talk about specific cases of those you
serve directly, your markets.
Use generic statements like “Feed the
world”
Talk about the things you could do
better, the things you’d like to see
changed.
Just focus on the positive
Welcome discussion, visits, etc. Walk away in disgust.
Provide references to good sources of
information, and several of them.
“Because I said so.”
Recognize the positive aspects of
‘alternative’ ideas
Criticize another avenue of thinking
without evidence.

57. Conclusion:
Farm producers are the most trusted and competent sources
of information, but are among the least likely to engage.
When engaging in conversation, lead with your ethics. Build
the argument with evidence and bring in personal impacts and
emotion.
Know how ag innovations satisfy shared values.
Get involved in the conversation. It is happening online with or
without you, and we need your experience if we are going to
control the narrative, and maintain freedom to operate.

58. Thank you
kfolta.blogspot.com
@kevinfolta
www.talkingbiotechpodcast.com
Slides online at slideshare.net/kevinfolta
kfolta@ufl.edu
Dr. Norman Borlaug