I’ve been talking a lot lately about the Farm American Project. One of the reasons that I’m so excited about it is because the goal is to promote the Farmers and Ranchers that grow the food we eat. For years we’ve had commodity specific programs with a very narrow focus of emphasis. These programs certainly have their place and I am a big supporter of them. However, I truly believe that we need to embrace this program because it will promote the individuals in our industry.
We’ve seen the need to humanize farmers and ranchers for quite some time now yet it seems that very few have implemented strategies to accomplish it. Farm American is in a unique position to get it done. This project would allow 160 million consumers to meet the farmers and ranchers that grow all of their food.
No matter what we raise or how we raise it, consumers want to meet us and learn more about us. We all win when consumers get that chance.
Some people and ag companies have looked at this project and thought it’s not worth the effort. Here’s what I know for sure, the past strategy of thinking that there are groups of people that don’t need to hear our story has put us in this troublesome position. That means we have to think in new ways and move in new directions to have our voices heard. We can’t be scared, we have to be confident. The ag companies that step up and help make this a reality will prove themselves to be the true leaders in ag business because they will recognize this as an opportunity. It will be clear that they intend to be partners with Farmers and Ranchers for generations to come.
I want my children to have the same opportunities that I had to be involved in agriculture. In order for that to happen we need to let consumers know who we are and why it’s important that we are here. The opportunity is being given to all of us to get that done. It only remains to be seen who will take advantage of it.
It’s time to work together.