Farm Credit Canada launched a massive, industry-wide PR campaign last year not for itself but for the entire agriculture industry. Yes, agriculture — farming, food, the industry, farmers — for everyone. The Agriculture More Than Ever movement has since been joined by several partners, including RealAgriculture.com, with a goal of connecting consumers to agriculture and working to dispel some of the pervasive myths not just about food production in Canada, but about the people who grow that food.
Changing perceptions is a huge undertaking. How do we do this? By being relentless, says Lyndon Carlson, senior vice president of marketing for FCC. In this interview, Shaun Haney asks Carlson to recap the first year of the Ag More Than Ever campaign and asks the all important ‘What’s next?’ question.
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