When consumers hear about agriculture on the news or social media, it’s a constant challenge for farmers and ranchers to balance the conversation and address the misconceptions about antibiotics, the genetic modification of seeds, animal welfare and crop inputs.
Agriculture has seen many strides as farmers and ranchers continually employ sustainable practices, use technology to enhance food production and protect the environment and care deeply about meeting consumers’ demands and feeding a growing population.
There are many examples of farmers and ranchers all over the country doing exceptional things and a majority of consumers aren’t privy to this positive information. U.S. Farmers & Ranchers Alliance (USFRA®), a unique organization that is a collaboration of more than 90 farmer- and rancher-led organizations and agricultural partners, wants to elevate these stories to the national stage.
This year, through the Faces of Farming & Ranching program search, USFRA is looking for its third class of standout farmers and ranchers who are proud of what they do and strive to be sustainable and technology-driven, eager to share their stories of continuous improvement and are actively involved in sharing those stories in public and on social media to help put a real face on agriculture and shine a light on the heart, personalities and values that are behind today’s food.
“The impact of farmers and ranchers leading the conversation about how food is grown and raised is imperative in gaining trust with today’s consumers,” said Nancy Kavazanjian, USFRA chairwoman. “We’ve seen strides in sustainability and technology on the farm, yet misconceptions about genetically engineered (GE) crops, antibiotics and pesticides confuse consumers, so these ambassadors for agriculture are critical in setting the record straight and participating in these influential conversations about food production.”
Farmers and ranchers who grow and raise an assortment of foods through various methods, on differing scales and across all regions of the country, are encouraged to apply, as it is important to show American agriculture and all of its diversity.
“People genuinely want more information about farming and ranching, and talking to people as a representative of the industry sharing the facts, but also addressing their feelings, is an interesting part of this role,” said Carla Wardin, one of USFRA’s current Faces of Farming & Ranching and a Michigan dairy farmer. “I’d encourage everyone to apply, because not only does it help you improve as a communicator, but you can also make an impact on the consumers’ view of today’s agriculture being progressive and committed to responsible practices.”
To apply for the Faces of Farming & Ranching program, farmers and ranchers must fill out an application form and include a home video of less than three minutes describing themselves and their farm or ranch. Among other criteria, farmers and ranchers must have an existing social media presence, either through Facebook, Twitter, Instagram and/or a blog.
A combination of public votes and USFRA judges’ scores will determine the winners, who will be announced on Nov. 9 at the National Association of Farm Broadcasting Convention (NAFB) in Kansas City.
The public will get to know the USFRA Faces of Farming & Ranching winners through national media interviews, advertising and public appearances. For their time, participants will receive a $15,000 stipend.
Click here for more information and to apply.
Applications will be accepted through July 10.