In urban centres, people are removed from the agricultural way of life, and while they may appreciate and enjoy the fruit of the land from a local grocery store, what most people know about farming systems and food itself too often comes from sources that are far removed from farming.
In this interview recorded at Crossroads Crop Conference, Michele Payn of Cause Matters Corporation says, “the challenge that we have in agriculture is we’re late in telling our story because we’ve allowed others to tell our stories for generations now, and we’re dealing with the consequences.”
Whether the topic is GMOs, sustainability, or animal welfare, each farmer’s story is the best thing they can tell to shape the conversation around agriculture, Payn says. (Story continues below video)
While farmers sometimes feel like they don’t have enough of the scientific background to engage in debate, Payn says that it’s important for each person to share their story as a human first and foremost. “Humans relate to humans, and that’s why our authentic story will drive more success than any glossy, polished, expert researcher.”
As for where to start, Payn suggests stepping outside of one’s comfort zone. “Start with somebody who makes you really uncomfortable. That’s the best place to start. And don’t scare yourself, but sometimes, honestly, it’s a conversation with an extended family member at your next family gathering. Sometimes it’s your next-door neighbour.”
At a time when misconceptions about agriculture are widespread, Payn’s message is clear: farmers need to tell their own stories—because if they don’t, someone else will.
Subscribe: Apple Podcasts | Spotify | RSS | All Podcasts
