What does sustainability mean to you? What does it mean to your friends and family? Based on research from the U.S. Farmers and Ranchers Alliance (USFRA), not the same thing. So if it means different things to different people then how do you communicate with consumers about the sustainable actions you are taking on your farm? Well, that’s easy, says Emily Dameron, senior manager of consumer communications for USFRA, when you have the right tools.
USFRA’s Emily Dameron gave the ag industry a brief training session on core sustainability messages during the 2016 Farm Progress Show in Boone, Iowa.
With a growing consumer focus on how food is grown and produced, USFRA has been doing in-depth research to better understand not only consumer concerns, but how best for the agriculture industry to communicate sustainability messages to them. The organization’s research has shown that consumers care most about water, soil, air and habitat and these four key areas are the basis for USFRA’s sustainability communications.
Dameron has been traveling across the country training farmers and members of the ag industry on how to effectively share sustainability stories. Using the four key areas as the guide, she says there are six core sustainability messages to follow, and I spoke with Dameron to learn more. She also shared great examples of how best to use these nuggets of knowledge in action and highlighted some tools to help share your story, such as using visuals when possible.
Core Sustainability Messages:
- Start by simply stating we care.
- Define sustainability in a tangible way for consumers.
- Show ties to smart businesses.
- Focus on the future.
- Highlight how technology is improving sustainability.
- Tell personal stories from your farm.
With the ag industry and farmers often under fire, I asked Dameron for some words of encouragement for those who have yet to put their story out there. “I understand it can be scary and there’s a lot of misinformation out there, but we’re never going to be able to turn this ship around unless we insert our voice. And this really is an opportune time and an important time for the industry to really set the agenda and turn the conversation about sustainability around. We really look at sustainability as a wedge issue. Once we can get them to understand what sustainability really is, we think we can move the needle on those folks who believe the industry is on the right track.”
The tips and tools for sustainability storytelling, such as great videos, are availablee on USFRA’s website and Dameron encourages the industry to take advantage of them. You can also hear some Agvocates in action in the “I AM USFRA” weekly podcast.
To learn more about USFRA’s core sustainability messages, tools and tips, listen to my interview with Emily Dameron: Interview with Emily Dameron, USFRA