Step over your shadow LTO, ZLTO and LLTB

I'll hit my 59 soon^e year of life. Together with the gray hairs come the reflections: 'What have you really achieved so far?', or better yet: 'What do you still want and can do for society?' Communication is the common thread in my life with a focus on agriculture and food.

Of course, there are several public campaigns that make me proud, including the 'Taboer' campaign for LTO Noord, 'RespectVee' for Vee&Logistiek Nederland and 'The true story' for Producers Organization Pig Farming. Also worth mentioning is the establishment of BoerBurgerBeweging (BBB) ​​in 2019 with the aim of making the voice of and for the countryside heard; an 'ongoing history'.

Excellent initiatives with the same intentions. Yet polarization struck the Netherlands and connections between city and countryside, between 'left' and 'right', between prophets and sorcerers are more troubled than ever. Populism has emerged and pretends to offer simple solutions to complex issues. Public media plays a more dominant role than ever in shaping images. Algorithms encourage sensationalism and negativism.

'The key to trust lies in cooperation'
In his VPRO podcast 'Tegenlicht', Roland Duong discusses the question of how journalism can regain its trust with Ties Gijzel from Follow the Money. According to Gijzel, the key to trust lies in cooperation. Collaboration between journalists who can provide better and more complete coverage of topics from different disciplines and thus better connect with their subscribers, readers and followers. Young journalists are less focused on ego tripping, the urge to score a scoop, but want change. Follow the Money works closely with publishers at home and abroad. An inspiring example for the agricultural trade press and general press to feed and complement each other and create greater understanding among a larger audience.

These times emphatically require the breaking down of barriers; letting go of certainties and compartmentalized reporting. It is surprising that the representation of the interests of farmers and gardeners in the Netherlands is actually managed by no fewer than three organizations: LTO Noord, ZLTO and LLTB. Apparently the urgency to break down the mutual boundaries is not yet high enough, despite pressing challenges in terms of soil, air and water quality and plant and animal ethics.

'For all of us' is not 'With all of us'
This is reflected, among other things, in solitary communication expressions. LTO Noord recently launched a banner campaign with the slogan 'For all of us'. A commendable initiative in itself, but ZLTO and LLTB are not participating in this campaign. 'For all of us' is therefore not 'With all of us'. Above all, the question arises for whom the message is really intended. For member farmers or consumers? 'Fresh milk from the farmer for all of us' shows a broadcasting mentality and ignores the current question of many consumers as to what role dairy cows play in the food supply. I admit that it is a challenge to formulate this unifying message cogently and concisely on a banner, but more awareness of current events cannot hurt.

Therefore: Come on LTO Noord, ZLTO and LLTB: step over your shadow, break down the mutual boundaries and stop transmitting. Enter into dialogue; time is running out.

Wim Groot Koerkamp

Founder ReMarkAble, co-founder BBB, founder AT THE TABLE!

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