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Thanksgiving was last week, and Denim & Diamonds was a few days
before that. While this is typically a time of reflection, I can’t
help but ponder into the future and wonder what the world will look
like when Peanut is my age. As renowned author Isaac Asimov once
said: “The only constant is change, continuing change, inevitable
change, that is the dominant factor in society today. No sensible
decision can be made any longer without taking into account not only
the world as it is, but the world as it will be.”
As I reflect on my childhood just, cough, a few years ago, I
remember vividly playing in the wooded area behind my parents’
place. Growing up on the coast it didn’t matter if it was raining,
we were always outside. We did everything from playing Cowboys and
Indians to building forts. Heck, we had a mini village in the middle
of the blackberry bramble. Today, most kids do that sort of thing on
the computer or their phone. Is there a difference? I’m not saying
that’s good or bad, but technology is changing the world and today’s
youth are learning and communicating differently than we did.
Social media is the most prevalent form of communication with
today’s generation. Whether it’s Facebook, Twitter or the other
various forums, ignoring it isn’t the solution. The business world
is still trying to figure out the best way to utilize it, but
embracing it is a requirement and not simply a nice thing to learn.
Those who oppose modern agricultural practices already know this and
are using these tools effectively. You don’t believe me? Videos on
environmentalism and animal rights are increasing 30 percent
monthly, followers of the Humane Society of the United States have
grown 36 times since 2009 on Twitter and PETA has tripled in new
Facebook fans in the same timeframe. If we’re not actively giving a
voice to agriculture, misinformation from these groups and others
like them will paint the picture for agriculture’s future.
I applaud the Oregon Women for Agriculture for taking this challenge
on directly. They’ve hired social media specialist and “agvocate”
Michele Payne-Knoper for a special social media presentation later
this month at the Northwest Ag Show. As a leader in the agricultural
advocacy movement who was one of Mashable’s Top 5 Twitter Users of
the Year, Michele believes now is the time for agriculture to engage
in online conversations or face the impact of misinformation.
I couldn’t agree more. ABC is positioned to do this through our
recently launched consumer-oriented website (oregonfresh.net), as
well as our Facebook and Twitter accounts. We have the tools, but we
also have a responsibility as an industry to embrace them and
utilize them effectively.
Best Regards,
Geoff Horning
Executive Director
PS – Please join us for our
annual meeting
at the Northwest Ag Show. Registration to the annual meeting will
get you free admission to the
show, and you’ll also be able to hear a lively presentation from
Payne-Knoper, who owns a dairy in Indiana, on ways we can
individually reach out to our non-agricultural neighbors.
Register Online
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