NOVEMBER 2018 • COUNTRY LIFE IN BC
Ag council wants to get farmers CHATting
Public trust depends on open, transparent engagement
by JACKIE PEARASE ARMSTRONG – BC
Agriculture Council community trust manager Becky Parker says producers can build public trust by remembering a simple acronym, CHAT. “When you are talking to somebody about agriculture and food, think about having a chat. You are wanting to engage with them,” Parker told BC Sheep Federation members at their annual general meeting and educational conference in Armstrong on September 28- 29. “You’re going to check your judgment, you’re going to hear what they are saying, acknowledge and ask questions, and then tell your story transparently.” CHAT is an acronym Parker
developed to help producers better connect with consumers by using effective communication strategies, with the first step being to remember that the majority of the population knows very little about farming. She says it’s critical to not judge that lack of knowledge but to use the values underlying a person’s concerns about agriculture as a way to engage and connect. “Our knowledge levels may
be different but our values are often pretty similar, pretty in line,” she says. “So when we are having conversations with people at the fairs, or in the grocery store, or at dinner parties, it’s about connecting on those shared values.” The importance of
connecting with consumers is exemplified by a 2016 Canadian Centre for Food Integrity public trust survey that found that 93% of Canadians say they know little or nothing about farm practices. Yet BCAC consumer
research this May shows that nine out of 10 people said it was very important to know about agriculture and food. “So it’s kind of this disconnect that we end up seeing,” notes Parker. “We see that we have this really low level of knowledge but people really care.” BCAC’s research shows that a majority of BC residents have concerns about farm practices, including food safety, antibiotic use and the
rising cost of food. It also shows that a majority consider farmers to be hard- working, ethical and responsible. “There’s a 30% gap
between the amount that think you are hardworking versus the amount that think that you are transparent about the way you grow and produce your animals,” adds Parker. “That’s an area for improvement.” She says the research also demonstrates that 49% of BC consumers think the food system is on the right track, 19% think it is going in the wrong direction and 33% don’t know. “So it’s a big job to continue to improve, to continue to build trust with not only the people who think you’re doing a good job but those ones who don’t think you’re doing a good job and the ones who have no idea.”
The good news is that farmers have good reputations with consumers overall, which is something worth preserving.
23
FLEECED. But in a good way. Judge Judith Glibbery of Armstrong, far right, was “quite impressed” by fleeces contributed by Bruce Husband of Salmon Arm, Barb Ringstad of Enderby and Roma Tingle of Prince George to a small show at the BC Sheep Federation’s annual meeting in Armstrong, September 28. She noted producers are getting the idea and looking after their wool. CATHY GLOVER PHOTO
“[Consumers] are looking
for that transparency and they want to know that you have nothing to hide. And the good news is that you don’t because you’re focused on doing the right thing,” says Parker. “I come from a long line of farmers and I think that farmers are pretty much the best people around. I think you have golden hearts and all you really have to do is
Remember to CHAT Check your judgment. Don’t laugh at a person’s level of
knowledge. Remember non-verbal clues like facial changes and body language. Hear what the person is saying. What is the value they
are speaking about? What do they care about? Use active listening. Acknowledge what they are saying and ask questions.
Get them to expand on their statement to understand where they are coming from. Tell your story. Use examples; be transparent to connect
on a level of shared values. Make it personal; talk about what you do on your farm. Stick with what you know and your experience/actions that exemplifies the value.
NOW AVAILABLE 3,200 ft Roll LASER LEVELLING Specializing in
and DRAIN TILE Also Site Preparation for
call 604.209.5524
www.erskinesons.com
share them. You do those right things and you can prove it; you have those examples.” To aid producers in
building public trust with the non-farming public, BCAC is hosting two free workshops in November for BCAC members and BC farmers and ranchers. A Speak Up! interactive
workshop led by Farm and Food Care Saskatchewan
executive director Clinton Monchuk takes place November 21 in Kamloops and on November 22 in Kelowna. Details and registration is online at [
www.bcac.ca]. “If you’d like to gain more tips and information on how to communicate with consumers, please register; we’d love to see you there,” says Parker.
LEVEL YOUR LAND & IMPROVE DRAINAGE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
