Agro-message based on emotion, not facts

I'm floating! Delicious isn't it! No stimulants needed. I float above the political landscape, but still have to land in the right place on Wednesday 17 March. In a place where it is a good place for citizens and farmers.

But high above the ground everything looks seductive and in the distance I hear the oiled, warmed up voices of the Hague preachers pronounce the balanced peasant word with shining promises that reverberate. There's something to be said for everything and I'll just go by the meager remnant of my masculine intuition if it's still there. Otherwise I listen to my gut again for a change.

Charm offensive
I am convinced that we make decisions and choices based on emotion. A statement of facts does not affect us. Storytelling without turmoil and emotion is like a swimming pool without water. Popularity is trump. Politicians understand this all too well. Wilders is the master of firing catchy one-liners and framing metaphors.

The other political parties have no choice but to go along with the artful and self-satisfied paraphrase of reality. It is no longer about the content, but about the figures. How do they present their ideology, with what metaphor, sympathy and, above all, with what persuasiveness and steadfastness. A charm offensive that has been meticulously cared for and prepared. Behind the scenes in the center of power in The Hague, the many spin doctors tumble over each other with the aim of placating public opinion.

Beaten to death reporting language
With this factual knowledge that emotion convinces us as social, sensitive, continuously doubting beings, the agri-food sector does little or nothing. There is hardly any surprise and stimulation from the farmers' side and its barely visible representatives. Mostly sensible statements are made that substantiate facts. It is a bludgeoned technical reporting language that should convince people outside the sector of the need to nurture food production that matters in the Netherlands. Science rules!

They fail to convey the important message from the countryside, which is crucial for their own food security, food quality and food affordability. It is difficult to open all eyes to make citizens and also the Hague and European legislators realize that we are dealing here with a sector of great value for Dutch employment and the economy. †Halving the livestock' to solve the nitrogen crisis is just one of many examples in response from the ignorant to our crystal-clear but dull agro-message, which just doesn't seem to get through.

Damn corner|
The barely visible and audible representatives of our primary and processing food production pride themselves on facts trumping emotion. Also when making legislation around the farm. But it is precisely emotions and romanticized fantasies about bygone agricultural times. which, as negative forces, always drive the contemporary innovative agricultural sector into a corner.

It is the strong opinions about the agricultural sector of powerful people who have never set foot on the farm. So-called green organizations that think they are experts on how the agricultural entrepreneur should run the business without actually speaking to this food producer. They determine the how and what from the sidelines.

Big and crafty
The lack of creative language strategy from the agricultural spokesperson that should show that farmers have many solutions to offer for many challenges has previously mobilized poultry farmers, dairy farmers, fruit growers, arable farmers, pig farmers and horticulturists themselves to make their voices heard. A collective sound of protest with passion, drive, hope, anger, disappointment, sadness and strength. It was grand and compelling. And the sector chanted with 1 word.

Who keeps this agricultural movement alive? Who makes this combined force great and cunning? We already have the facts on our side, now for the positive emotion. Hopefully those spin doctors in The Hague will be able to free up time after the busy election period to land those ignorant, floating citizens and politicians on the farmyard.

Pascal Phillips

Pascal Philipsen is regional manager for the South of the Netherlands and fertilization specialist at Timac Agro Nederland.

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