By Shala Watson
Multimedia Writer

Less than 2 percent of the U.S. population is made up of farm and ranch families, but many consumers have a growing appetite to know more about how their food is grown and distributed.

It can, however, be tough for consumers to find the facts buried in the abundant misinformation found online.

Agricultural science teachers play a key role in identifying accurate information and engaging consumers about the benefits of modern agriculture. With the right tools and resources, educators can help build students’ and consumers’ trust in farmers and ranchers and, ultimately, their confidence in modern agriculture.

The Texas FFA Foundation helps provide agricultural educators the leadership and communication skills they need to be successful through its L.E.A.D (Leadership, Education, Advocacy, Development) program. This week, dozens of agricultural science teachers from across Texas are participating in the program.

The group kicked off their weeklong trip in Waco at the Texas Farm Bureau (TFB) headquarters.

Dr. Justin Ransom, customer-focused supply chain strategist and former senior director of Quality Systems for McDonald’s U.S. Supply Chain, also spoke to the group on how to use leadership positions to make an impact in their classrooms and beyond.

Ransom has expertise in animal and food production systems, animal welfare and food safety and quality programs. He also has experience gathering consumer insights and managing food sourcing and brand marketing strategies in the competitive chain restaurant industry.

He told the group industrialization and technology have transformed the medical arena. But consumers are hesitant and less receptive when it comes to how technology impacts the food supply.

“Technology is pervasive throughout our life and is changing the way we view everything,” Ransom said. “The world has changed so much, so fast and yet people don’t want changes in their food.”

Ransom used Henry Ford’s famous adage, “If I had asked people what they wanted, they would have said faster horses.” He explained many food production companies are shifting to purpose-based marketing strategies to reflect what consumers demand.

Animal rights and environmental activists use social media and marketing to target agricultural groups and scare consumers. But teachers can help change this by using their leadership positions to engage with their students and communities, Ransom said.

“Consumers feel with emotion and farmers argue with facts,” he said. “As farmers and ranchers in food production, we have to change the way we talk about food.”

Ransom noted there are gaps in both production agriculture and in activist groups, and it’s important to find a way to connect in the middle.

He encouraged the group to find their best platform to communicate the truth about agriculture and be transparent.

“We have to start changing our vernacular of how we’re communicating with people,” Ransom said. “Wars are not won on the defensive. They are won on the offensive in multiple strategic, positive, purposeful battles.”

Ransom said there has been a shift of power from the seller to the consumer.

Consumers are driving new food trends like home food delivery from businesses such as Amazon and Blue Apron.
To be effective communicators, Ransom said teachers need to have a clear platform and content, because there is “noise” coming from many directions.

He said there is strength in numbers, and numbers drive engagement on social media.

Aaron Alejandro, executive director of the Texas FFA Foundation, also encouraged teachers to welcome more groups with differing viewpoints into their classrooms to have meaningful conversations.

“The reason the L.E.A.D experience is important is because we want to give you tools to walk in there and have that dialogue and engage with students,” he said.

The L.E.A.D. program connects teachers to sponsors, policy makers and other stakeholders to empower them with practical, timely and applicable knowledge. They can share that information with their students, communities and colleagues.

For more information, visit mytexasffa.org.