Brought to you by Bayer
Farmers should dig themselves out, not dig in
"Is that tank full of poison?" or, "Isn't that stuff you spray bad for the bees?" Almost every arable farmer or horticulturist has had questions like this at some point. What do you answer then?
"Keep calm, take the questioner seriously, be open in your answers and explain in a simple way what you do and why you do it", say Olivier Wegloop and Carla Kivits, communication trainers at Schuttelaar & Partners. Last spring they gave a training to the participants of the Agricultural Sprayer Academy and urged them to become more visible as a party in the social debate. "Farmers should dig out, not dig in."
Added value
What is the added value of good communication? As simple as the question is, so all-encompassing is the answer. "Everything is communication, even what you do not say or write. A messy yard or mud track on the road are also communication. You use it to send a signal. That is especially important: being aware of what you as a person or as a company radiates," says Wegloop.
In addition to being a communication trainer, he is also co-founder of the Kipster concept (in his own words, 'the most animal, human and environmentally friendly chicken farm in the world'). Wegloop is therefore well versed in the world of agriculture and the group feels very well when it comes to incomprehension, annoyances and the 'us-versus-them' feeling.
During an introductory round, in which a number of participants immediately highlight the unpleasant experiences with (critical) citizens, Wegloop shows itself to be an active and benevolent listener. But he also immediately emphasizes to stay away from the negative spiral and not to react to it all the time.
He says: "When I started Kipster, I contacted Wakker Dier, the poultry sector's worst enemy for colleagues. Not only did I explain to them what our concept entails, but even more I tried my faith and conviction in it about That worked. Wakker Dier even made commercials in which Kipster is mentioned as an example."
Wegloop therefore advises the group not to dig in, but to dig out. "Try as little as possible to get into a situation where you always react to negative reports. You will almost never win anything with this. Try to set the agenda by communicating proactively and optimistically about your company or sector. Show how beautifully those fields are blooming or how beautifully those potatoes have grown. Look for that positive feeling and stop whining and complaining. In short, start communicating effectively."
Colleague Kivits cites the National Week Without Meat as an example, which was held in March. "Many farmers (and their advocates) were particularly critical about this. It would have been much more effective to put the vegetable sector in the spotlight this week."
'Put yourself in the other person'
According to Kivits, in order to communicate effectively, it is important to understand the image that people have of outside the agricultural sector. "Put yourself in that other person. How would he or she see your company? And what would he or she want to know about it? Most do not need to know whether you are growing 10 or 20 hectares of potatoes. What they do want to know is how you interact with nature and the landscape around you."
To reinforce the message, she shows a series of photos of all kinds of agricultural activities. One of the photos shows a new tractor with an advanced field sprayer and a beautiful landscape around it. "Farmers mainly see that beautiful tractor and sprayer, but people outside the sector mainly see that beautiful landscape. So be aware of what you are communicating. One person sees something completely different from the other in the same photo and has very different associations with it." ."
She also emphasizes that the image of agriculture is not fixed, but is constantly changing. "Currently, NGOs and the retail sector largely determine the image of agriculture. With (advertising) campaigns they manage to steer their ideal image well and they get many discussions going (just think of the flat chicken and mega stall). Farmers should do more here. counterbalance by highlighting their passion and craftsmanship more than now. Show what you do and especially why you do it."
Kivits continues: "Farmers (together with the interest representatives) should also seek out more shared interests with the retail sector and NGOs. In other words: how can we all benefit from it? I personally think that every person or organization is safe, secure, healthy, affordable food. This is largely the key to greater influence in the social debate."
Birthdays and neighborhood parties
Kivit's conclusion is widely shared in the group of participants, as it turns out after a discussion round. However, there is certainly some reluctance about the practical implementation. "These are great ideas, but when should we do this? I also want to have time to make money," one of them puts it quite soberly.
According to Wegloop, that communication does not have to be so explicit. "Everyone goes to birthday parties, neighborhood parties or does something within an association. You can also contribute there by talking positively about your profession and explaining why you perform certain actions."
"And if it turns out to be a tirade against the farmers again, what do you do?" asks one participant. "Don't go along with it. Let it die. And tell your own story, why you like the profession so much. Enthusiasm is the strongest weapon you have," he concludes.
