A Rising Tide

      Now you may not agree with all that I say below but if we agreed on everything we wouldn't be farmers :) It's what makes us challenge the status quo and strive to always improve but it also makes us struggle to share knowledge and work together. We tend to be competitive within the farming community and that can be a major road block to our industry. 

So here goes nothing :) 

    The last 20 years or so has seen many advancements in Agriculture. We've had GPS guidance and auto steer become main stream and also seen huge steps forward in crop breeding and varieties. The equipment we are using is getting larger and more advanced. But with these advancements we've also had more and more concerns coming from consumers.

   They've started to question more about how their food is produced and what we do as farmers before it reaches their plates. Most consumers have become so removed from the farming industry that they no longer have the same trust in farmers and what we produce. In the past farmers just grew or raised the product and consumers bought it, but now with this ever growing separation they crave to learn more about the story behind their food.

    So unless you live under a rock you will also know that the last few years we've seen massive growth in Social Media. The fact is billions of people are on it daily in one form or another. We use it to learn about happenings around the world or just to have a laugh. During this time many in Agriculture have seen huge increases in followers and interaction. Once again consumers are wanting to learn more about where their food is coming from and want to hear the story behind it. YouTube videos from farmers now see upwards of a million views and have many non-farmer followers. I've seen farmers on Instagram and TikTok with 50,000 followers who regularly post what is going on around their farm and receive numerous comments from consumers around the world.

    With this ever growing form of Ag promotion and sharing the story of our industry some have done quite well. Many have started to market things from their farms like T-shirts and other swag. They have moved from Social Media to promoted podcasts and even radio and TV. I've seen lately a few are now sponsored by large companies and may even get an opportunity to demo the newest equipment on their farm. Their reach has become sought after and they've worked hard to get to that point.

    This is bound to stir up differing feelings in some people but in my opinion these farmers have become our frontline. They are the ones doing the majority of the heavy lifting when it comes to growing or maintaining the respect and trust of the everyday consumer. They put in countless hours above the regular farming day. We may not all see it but they are promoting our industry and helping all of us.

    This diverse group of men and women are sharing on all forms of social and mainstream media. This is just a few of them 

    The YouTube sheep farmer who has millions of views and displays everyday the caring and vulnerability of livestock producers. This only goes to show that farming isn't a factory but a personal connection between a farmer and their animals. Even though many of us don't raise sheep I see her changing the public perception of our whole industry in a positive way.

   Or the Instagram sisters who share photos of them and their farm as well as including information about farming and its struggles. They are able to reach a whole new demographic with their love of fashion and honestly may be the only farmers many of these people will ever really interact with. They do a great job of messaging and broadening the view of what being a farmer means.

  How about the Twitter farmer, turned podcaster, turned radio guy, turned TV guy :) Many other farmers like to grind his gears but in America he has become the face that many associate with farming. He's not just telling his or his families story he has created a venue in which many of us get to share our story to a larger audience! Yet he continues to be ridiculed by others in our industry?

   Then there is the media guy most of us Canadian farmers look to for news and information about our industry. Many of you may feel he only has a farming audience and the news he shares is only for our benefit but I see it a different way. These are the stories that many across our country will see when they ask google about Agriculture in Canada. He has also allowed many of us to share our farming story. So take the time to contribute to his platform if you get a chance. Once again he is amplifying our voice.

  And the YouTube grain farmers. They can have a post go viral overnight with millions of people from around the world watching and asking questions. If you have ever watched them you know they make videos in times when many of us farmers are so busy we won't even return a text. Yet they continue to share in the good and the bad times. Obviously they love what they do, the farming and also telling the story. They often do it with a bit of flare but that's what makes people tune in and continue to view their videos. They are entertainers telling our story and enhancing the view of our industry in a positive way.

    So when I see them being put down or attacked for demoing a combine, selling a T-shirt or being sponsored by a company it makes me sad. It takes me back to the initial comments I made about us not working together, not being proud of those in our industry who push forward and who have had success. Just because they have done well it doesn't diminish anything we have done. It's like the neighbor who has the great crop and nobody talks about it, but god forbid the drill plugs by the highway and it's front page news :) This competitive mindset is very counter productive. We all need to work together for the sake of our industry

 "A rising tide lifts all ships"

    It's something I've always subscribed to. When I watch the work this group of women and men are doing I only see good things coming from it for all of us. Our industry needs to tell it's story and share the good, the bad and even the ugly of what it's like to be a farmer. It takes effort and these individuals are doing it day in and day out. Being genuine, putting themselves out there and telling OUR story.

   So the next time you see a farmer post something that promotes and represents our industry in a good positive way or has some success doing it take the time to acknowledge them. Don't be that person who dismisses the nice crop, be the one who celebrates other people's success

These times ahead will take all of us working together.

And remember...the world is watching

John

KowalchukFarms