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Talking Biotech: Connecting
Consumers to Agriculture and
Science
Kevin M. Folta
Professor and Chairman
Horticultural Scien...
How do we learn from our mistakes,
from social science, from psychology,
to better share what we do in
agriculture?
1.Why ...
Research
Funding and Reimbursement: www.kevinfolta.com/transparency
Slides: www.slideshare.net/kevinfolta
Consumers are seeking information
Where do the
ingredients
come from?
Is it nutritious?
Will my family
like it?
Do I trust...
Consumers are reacting to information
Pesticides
Antibiotics
Hormones
Fertilizer
Gluten
Neonics
GMO
Dihyrogen
monoxide
BPA...
Consumers are seeking information
Where do the
ingredients
come from?
Is it nutritious?
Will my family
like it?
Do I trust...
Why are we not
their trusted
sources?
We are not their trusted sources.
We are looking for
honest answers
about food and
farming!
We’re actually ag
producers an...
FEAR FACTS
When we engage, we do it wrong.
Television doctors,
documentaries,
websites, internet
celebrities, media
chefs,...
FEAR
FACTS
An Abundance of Soft Science
Activist groups,
fragile celebs with
empires, etc
Scientists, farmers,
ag industry...
People love farmers and scientists.
They just don’t trust farming and
science.
How do we change that?
Innovation Applicati...
Scientists, ag producers, ag-related
industries failed to bridge that gap.
Scientists, ag producers, ag-related
industries failed to bridge that gap.
1.How do we do it effectively?
2. Where do we e...
How do all of us become more effective
in communicating with a concerned
consumer?
Audience – Empathy – Values – Evidence
Consumers are reacting to information
Pesticides
Antibiotics
Hormones
Fertilizer
Gluten
Neonics
GMO
Dihydrogen
monoxide
BP...
WHO IS YOUR AUDIENCE?
Most of the time these are
people that don’t know about
science and are concerned
about food. Share ...
Must start with empathyMust start with empathy
Active listeningActive listening
Others have to feel a sense ofOthers have ...
is a methodological presumption
made in seeking to understand a point
of view whereby we seek to
understand that view in i...
We live in a post-
truth world. Facts
don’t matter.
Post-truth politics (also called post-
factual politics) is a politica...
Lead With Your Ethics.Lead With Your Ethics.
State your priorities up front
Farmers
The Needy
Environment/Conservtion
Consumers
Old Way of Engaging
Engage deniers.
Here are the facts.
Here’s where you are
wrong
Ugh, you don’t get it.
Old Way of Engaging
Engage deniers.
Here are the facts.
Here’s where you are
wrong
Ugh, you don’t get it.
New Way of Engag...
What Evidence Do We Use?
Facts don’t matter (until you’ve established
trust).
Keep Factual Information Simple.
Natural? -- Humans have always affected plant genetics. Nothing is
natural
Practical. Eng...
Don’t start with glyphosate tolerant and
insect resistant crops.
Producer benefits most, not consumer
If you do use these ...
Genes to Produce Vitamin A
Precursor Added to Local Staples
Cassava
Rice
Banana
Added genes can cure plant disease
Citrus Greening Disease
Banana Xanthamonas wilt
Cassava
Stone Fruits
Papaya
Suppression of allergy-inducing proteins
WheatPeanut
Engineering resistance to weather
extremes and climate change
Drought tolerant cornFlooding tolerant rice
Watch the video on Al Jazeera or
Cornell Alliance for Science
Bangladesh Eggplant (brinjal)
Farmers
Consumers
Environment
Needy
Scientists, ag producers, ag-related
industries failed to bridge that gap.
1.How do we do it effectively?
2. Where do we e...
Social media has been a
conduit for bad
information.
We need to take it back.
Dedicate 15 minutes a week to promote your
operation, discuss farming, food, or associated
science/technology– in social m...
Obtain a separate email account for this work.
Free ones at gmail, yahoo, etc.
Use your real name.
Develop a professional ...
Where to participate?
Comments-section discussions of news
articles
Facebook discussions
Twitter Reddit Linked In
The 15 m...
Content
Start a blog. Share your experience.
Write a story on LinkedIn
Do interviews with others in ag
Post photos of your...
Content
Engaging with others is important content.
The 15 minute challenge.
1. Show them that you understand
2. Share your...
Engaging:
The 15 minute challenge.
Engaging:
The 15 minute challenge.
Engaging:
The 15 minute challenge.
Engaging:
The 15 minute challenge.
Amplification
You can make a tremendous difference by staying
current in the news and amplifying important
messages.
News,...
#farm365
AMPLIFICATION
Amplify messages from experts.
Jennie Schmidt
Brian Scott
Sarah Schultz
Networks
Networks are powerful ways to disseminate
information
Strive to build your networks
Get out of your echo chamber
...
The Power of Amplification and Networks
Pre-Internet
Now
10 k contacts
The Power of Amplification and Networks
The Emergence of Tribes and Echo Chambers
The Power of Amplification and Networks
Farmer Bloggers
Foodies Scientists
Mom Bloggers Triathletes
How do you get into those tribes?
Offer to write for them
Participate in the discussion sections of news
articles and webs...
Always Remember:
Avoid “feed the world” rhetoric
Always discuss strengths and limitations
Don’t ever claim there is a sing...
Conclusion
Know your audience
Listen and understand their concerns
Talk about your values, your motivations
Discussion ag ...
I don’t know what
to believe, so I
just won’t buy it.
kfolta.blogspot.com
@kevinfolta
kfolta@ufl.edu
www.talkingbiotechpodcast.com
iTunes, Stitcher, Player FM
Thank you.
All fu...
“Don’t tell me it can’t be done,
tell me what needs to be done
and help me do it.”
Connecting Consumers to Agriculture and Science
Connecting Consumers to Agriculture and Science
Connecting Consumers to Agriculture and Science
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Connecting Consumers to Agriculture and Science

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NACM Agricultural Suppliers Meeting, Jan 20, 2017 at the Hilton Conference Center in Gainesville, FL. The slides accompany a presentation about how to explain agricultural concepts to the public, borrowing from what has been learned from psychology, crisis communication and public service.

Publié dans : Sciences
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Connecting Consumers to Agriculture and Science

  1. 1. Talking Biotech: Connecting Consumers to Agriculture and Science Kevin M. Folta Professor and Chairman Horticultural Sciences Department kfolta.blogspot.com @kevinfolta kfolta@ufl.edu www.talkingbiotechpodcast.com
  2. 2. How do we learn from our mistakes, from social science, from psychology, to better share what we do in agriculture? 1.Why I do this 2.Why we have a problem 3.What works in contentious issues communication 4.How you can be more effective in communicating in social media space
  3. 3. Research Funding and Reimbursement: www.kevinfolta.com/transparency Slides: www.slideshare.net/kevinfolta
  4. 4. Consumers are seeking information Where do the ingredients come from? Is it nutritious? Will my family like it? Do I trust the company? Is this a good value? What are these long words on the label? Is this one of those GMO things? Is it full of the glutens? What would Dr. Oz think?
  5. 5. Consumers are reacting to information Pesticides Antibiotics Hormones Fertilizer Gluten Neonics GMO Dihyrogen monoxide BPA MSG Understanding makes me a better consumer. I don’t know what to believe, so I just won’t buy it.
  6. 6. Consumers are seeking information Where do the ingredients come from? Is it nutritious? Will my family like it? Do I trust the company? Is this a good value? What are these long words on the label? Is this one of those GMO things? Is it full of the glutens? What would Dr. Oz think? THIS IS A VERY GOOD THING.
  7. 7. Why are we not their trusted sources?
  8. 8. We are not their trusted sources. We are looking for honest answers about food and farming! We’re actually ag producers and scientists, but we’re too busy and don’t want to get involved. How can we help you? We’re sorta farmers, producers and scientists.
  9. 9. FEAR FACTS When we engage, we do it wrong. Television doctors, documentaries, websites, internet celebrities, media chefs, absence labeling. Scientists, farmers, ag industry
  10. 10. FEAR FACTS An Abundance of Soft Science Activist groups, fragile celebs with empires, etc Scientists, farmers, ag industry ERODE TRUST One-off studies, misinterpretation, extrapolation, poor quality, bad design, weak stats, unpublished. Facty-Looking Things
  11. 11. People love farmers and scientists. They just don’t trust farming and science. How do we change that? Innovation ApplicationCOMMUNICATION
  12. 12. Scientists, ag producers, ag-related industries failed to bridge that gap.
  13. 13. Scientists, ag producers, ag-related industries failed to bridge that gap. 1.How do we do it effectively? 2. Where do we engage?
  14. 14. How do all of us become more effective in communicating with a concerned consumer? Audience – Empathy – Values – Evidence
  15. 15. Consumers are reacting to information Pesticides Antibiotics Hormones Fertilizer Gluten Neonics GMO Dihydrogen monoxide BPA MSG I don’t know what to believe, so I just won’t buy it.
  16. 16. WHO IS YOUR AUDIENCE? Most of the time these are people that don’t know about science and are concerned about food. Share science with them. WHO IS NOT YOUR AUDIENCE? Many have no interest in understanding facts. They are not a good investment of your time.
  17. 17. Must start with empathyMust start with empathy Active listeningActive listening Others have to feel a sense ofOthers have to feel a sense of power and control in thepower and control in the conversationconversation Only move to next steps onceOnly move to next steps once you understand their concerns,you understand their concerns, and they know it.and they know it.
  18. 18. is a methodological presumption made in seeking to understand a point of view whereby we seek to understand that view in its strongest, most persuasive form before subjecting the view to evaluation. Help your opposition devise the strongest argument you can. Intellectual Charity
  19. 19. We live in a post- truth world. Facts don’t matter. Post-truth politics (also called post- factual politics) is a political culture in which debate is framed largely by appeals to emotion disconnected from the details of policy, and by the repeated assertion of talking points to which factual rebuttals are ignored. Truthiness
  20. 20. Lead With Your Ethics.Lead With Your Ethics.
  21. 21. State your priorities up front Farmers The Needy Environment/Conservtion Consumers
  22. 22. Old Way of Engaging Engage deniers. Here are the facts. Here’s where you are wrong Ugh, you don’t get it.
  23. 23. Old Way of Engaging Engage deniers. Here are the facts. Here’s where you are wrong Ugh, you don’t get it. New Way of Engaging Engage the curious. I’m listening. Why do you feel this way? I understand why you’d feel this way, right? Here’s what is important to me. Here is the evidence that supports my values.
  24. 24. What Evidence Do We Use? Facts don’t matter (until you’ve established trust).
  25. 25. Keep Factual Information Simple. Natural? -- Humans have always affected plant genetics. Nothing is natural Practical. Engineering (GMO) is a precise extension of plant breeding. Risk “The techniques used pose no more risk (actually less risk) than conventional breeding.” (NAS, AAAS, AMA, EFSA many others) Safety. In 20 years of use in plants, there has not been one case of illness or death related to these products. Presence. In the USA there are several traits used in only 10 (- +) commercial crops, four (corn, soy, canola, sugar beet) that are commonly found in 70% of grocery store products.
  26. 26. Don’t start with glyphosate tolerant and insect resistant crops. Producer benefits most, not consumer If you do use these traits and can personalize the message, it is useful. What appeals to shared values?
  27. 27. Genes to Produce Vitamin A Precursor Added to Local Staples Cassava Rice Banana
  28. 28. Added genes can cure plant disease Citrus Greening Disease Banana Xanthamonas wilt Cassava Stone Fruits Papaya
  29. 29. Suppression of allergy-inducing proteins WheatPeanut
  30. 30. Engineering resistance to weather extremes and climate change Drought tolerant cornFlooding tolerant rice
  31. 31. Watch the video on Al Jazeera or Cornell Alliance for Science Bangladesh Eggplant (brinjal)
  32. 32. Farmers Consumers Environment Needy
  33. 33. Scientists, ag producers, ag-related industries failed to bridge that gap. 1.How do we do it effectively? 2. Where do we engage?
  34. 34. Social media has been a conduit for bad information. We need to take it back.
  35. 35. Dedicate 15 minutes a week to promote your operation, discuss farming, food, or associated science/technology– in social media space. The 15 minute challenge.
  36. 36. Obtain a separate email account for this work. Free ones at gmail, yahoo, etc. Use your real name. Develop a professional Facebook page, make your personal one private THREE POINTS-- Content, Amplification, Network The 15 minute challenge.
  37. 37. Where to participate? Comments-section discussions of news articles Facebook discussions Twitter Reddit Linked In The 15 minute challenge.
  38. 38. Content Start a blog. Share your experience. Write a story on LinkedIn Do interviews with others in ag Post photos of your operation The 15 minute challenge.
  39. 39. Content Engaging with others is important content. The 15 minute challenge. 1. Show them that you understand 2. Share your values, credentials 3. Tell your story. Be nice. Represent ag/science with grace.
  40. 40. Engaging: The 15 minute challenge.
  41. 41. Engaging: The 15 minute challenge.
  42. 42. Engaging: The 15 minute challenge.
  43. 43. Engaging: The 15 minute challenge.
  44. 44. Amplification You can make a tremendous difference by staying current in the news and amplifying important messages. News, blogs, scientific findings, reports…. Share! The 15 minute challenge.
  45. 45. #farm365 AMPLIFICATION
  46. 46. Amplify messages from experts. Jennie Schmidt Brian Scott Sarah Schultz
  47. 47. Networks Networks are powerful ways to disseminate information Strive to build your networks Get out of your echo chamber The 15 minute challenge.
  48. 48. The Power of Amplification and Networks Pre-Internet Now 10 k contacts
  49. 49. The Power of Amplification and Networks
  50. 50. The Emergence of Tribes and Echo Chambers
  51. 51. The Power of Amplification and Networks Farmer Bloggers Foodies Scientists Mom Bloggers Triathletes
  52. 52. How do you get into those tribes? Offer to write for them Participate in the discussion sections of news articles and websites. Share your stories and experiences. Ag producers are viewed as trusted and competent- if you are not telling the story, someone will tell it for you!
  53. 53. Always Remember: Avoid “feed the world” rhetoric Always discuss strengths and limitations Don’t ever claim there is a single solution! Never forget the real audience Always acknowledge your blind spots.
  54. 54. Conclusion Know your audience Listen and understand their concerns Talk about your values, your motivations Discussion ag innovations that can satisfy your common values Participate in social media discussions Be nice. Represent ag/science with grace. Practice radical transparency
  55. 55. I don’t know what to believe, so I just won’t buy it.
  56. 56. kfolta.blogspot.com @kevinfolta kfolta@ufl.edu www.talkingbiotechpodcast.com iTunes, Stitcher, Player FM Thank you. All funding, reimbursement: www.kevinfolta.com/transparency All slides: www.slideshare.net/kevinfolta
  57. 57. “Don’t tell me it can’t be done, tell me what needs to be done and help me do it.”

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