“Producers need to be more accepting of their role in promoting our products,” stated Liz Doornink of Baldwin, co-chair of American Farmers for the Advancement and Conservation of Technology (AFACT).

“Most producers are known as soft-spoken, hard-working individuals, but we need to become more outgoing when it comes to answering consumer questions.” The dairy industry has been under the public microscope for years dealing with misinformed professionals and misleading mass media reports.

“It’s time for dairymen to be the ones to inform consumers,” says Doornink. “Nobody else is going to look out for our best interest, but ourselves.”

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Helping farmers connect from the heart with the consumer – that is the goal of the Farmer Voices program hosted by American Farmers for the Advancement and Conservation of Technology (AFACT). The first phase of Farmer Voices was held July 20-22, 2010, in Owatonna, MN.

“Farmers have the knowledge and a great story to tell,” said Monty Miller, co-leader of the Farmer Voices training. “Our program provides the skills, practice and introspection to effectively communicate in both public speaking forums and by using social media tools.”

Agriculturists from Michigan, Indiana, Wisconsin, Minnesota, Iowa, Colorado and Kansas gathered for the three day personal development and intensive presentation training program. Participants learned how to harness eye contact, vocal and body energy, as well as other communication tools to be most effective while presenting. The most unique part of the training was that each member of the group could practice these tools and receive immediate constructive feedback from professional coaches.

“It pushed me to operate outside of my comfort zone,” said Mike Bodenhausen, participant and President of the Kansas Dairy Association. “You learn the most when you get to that point.”

Besides developing the skills to effectively present, attendees also developed their own message based on their personal values. Everyone started this process with an introspection exercise to create a coat of arms, similar to a mission statement.

“Recognizing our passion and shared values is exactly what the consumer needs to see,” said Carrol Campbell, participant, and crop and livestock farmer.

The next phase of the Farmer Voices program will include placement of trained speakers in front of consumer audiences. “Consumers want to know that food is produced by people who care about the same things they do – family, food and the faith that our animals, land and water will be preserved for future generations,” said Daphne Holterman, Wisconsin dairy farmer.

The Farmer Voices communications workshop will be offered again in November. AFACT is willing to invest in farmers, and the impact they can have on consumers and the entire food chain. The group seeks to educate, equip and empower all participants in the food chain to understand the benefits of technology and encourage consumers to demand access to high quality, affordable food with a minimal impact on the environment. 

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