In the opening session of the 2009 Trends in Agriculture conference, the speaker noted that 99% of the digital age (those 30 and under) are two generations removed from the farm.

And in the closing session, one panelist emphatically stated, “The social contract between the American public and American farmer is broken.”

These are among the leading challenges to “Connecting to the New Ag Community,” the theme of this year’s conference, held November 10-11, in Kansas City. But throughout, panelists and attendees alike focused on understanding communities and using available tools to implement effective connections.

Opening speaker Dr. David M. Kohl established the framework by “Defining the New Ag Community.” His perspective included both the theoretical (he is Professor Emeritus, Agricultural Finance and Small Business Management, Virginia Tech University) and the practical (and also President of AgriVisions, LLC, a value-added dairy business).

While he emphasized the need to be forward thinking (“What is your youth strategy?” he challenged at one point.), he also cautioned attendees to be extremely selective of new opportunities, warning that digital tools, if not used properly, will commoditize you.

Trends attendees got the chance to see how producers felt in the second session, “Living and Working in the New Ag Community.” David Cleavinger, a fifth-generation Texas grain farmer, got more than a few chuckles as he shared how he accidently joined Facebook when, in logging in to see his sister’s photos, he unknowingly sent invitations to his entire address book.

He balanced that gaffe with a story about texting his combine-operating-son while in Japan on a trade mission, and drove his point home by pointing out, “You can’t discount the coffee shop—no matter what the technology, the communication is going to be there.”

Daphne Holterman, owner of Rosy-Lane Holsteins, a dairy farm and milk trucking company, shared techniques she has used to reach out to the community, a reluctant activism that started when she began to see the family farm as a (family) business that happened to be a farm.

And, Karen Ross, President, California Association of Winegrape Growers (CAWG), warned of the dangers of “mistaking consumers’ love of our product for how neighbors saw our impact on their daily life.” Faced with negative pushback to the growth of vineyards, CAWG implemented a series of multi-stakeholder forums out of which has grown a very successful Sustainable Winegrowing Program.

Tuesday morning began with what may have been the most challenging session of the conference to traditional marketers as the “How Marketers are Building New Community Ties” panel examined mobile technology and social media.

Joe Grigsby, Director of Mobile Strategy, VML, pointed out that 85% of Americans have mobile phones, while only 73% have Internet access. “The key opportunity is in determining how we as marketers can provide utility and value to our customers in a way that leverages the unique value of a mobile device’s persistent connectivity.”

Joel Jaeger, President of COMMODITY UPDATE, the leading provider of Agricultural Information to mobile phones, showed how his company puts this philosophy into action by “harnessing the kind of information we rely on to make business decisions and being able to have access to it when we need it.”

Leslie Bradshaw, Director of Engagement and Public Affairs, New Media Strategies, showed how she uses social media – tweeting, twitpic-ing and blogging – to expedite connections and raise awareness as she tells the story of her family’s Bradshaw Vineyards.

Most ag products are still sold through multiple tiers, and the session, “Distribution Chain Reaction” offered an opportunity to look at how new technologies are being used in channel.

Ed Martin, President and CEO of Influence Media Network (IMN), the national distributor for Thomson Grass Valley’s MEDIAEDGE Digital Media Management System (DMMS) presented that product as “the last real push media,” noting particularly that it is an “opportunity not just to push information, but to have it there when the user is ready to grab it.”

Larry Schermerhorn, Vice President, Farm Supply, Country Operations of CHS Inc., reminded marketers in attendance that “all the information you’re getting out to growers, is what the grower comes into the retailer to ask about.”

So, how do you wrap up a far-ranging discussion of ag communities and send marketers back to their office with something to think about?

Lindsay Hill, Owner of ABN Radio and recently elected National Vice President of the National Association of Farm Broadcasting moderated the  panel discussion, “Speaking for Agriculture.”

“How do consumers view producers?” she asked in opening the session. “How do we reach them? What is the most notable shift in relationship?”

Gary Baise, Principal, Olsson Frank Weeda Terman Bode Matz PC, a law firm specializing in agriculture litigation and corporate governance issues was blunt in his response. “They don’t like us. They don’t like the way we produce the food. They don’t like mass production. And it’s manifesting itself in the form of lawsuits,” he said.

Tami Craig Schilling, Director of Strategic Communications and Operations, Monsanto, offered further explanation. “Our platform has been science; I no  longer believe it can be,” she said. “There needs to be an emotional connection, a relationship, a personal face in our industry.”

William (Bill) Boehm, recently retired Senior Vice President and Officer, The Kroger Company, offered another consideration, the changing structure of agriculture. “Agriculture today is so dramatically different than the American public or Congress envisions,” he noted. “Concentrated agriculture presents an air pollution problem and water pollution problem that didn’t exist in 50s. Consumers today are seeing a vulnerability in the way we produce food.”

Charlie Arnot, Chief Executive Officer of the Center for Food Integrity, summarized his organization’s research by saying, “Consumers still hold farmers in high esteem, but they don’t think what we’re doing today is farming. Intensification, increase in scale, use of technology, nonfamily labor … they don’t believe that’s farming.”

So, how does the ag community overcome such a dichotomy?

Panelists agreed that it requires genuine connections with consumers. And those will be based on trust in the competence of the food system as well as confidence in shared values.

As part of the conference, NAMA also named its Professional Development Awards of Excellence. Winners include: Lou Ireland, Pioneer Hi-Bred International (Marketing Communications); Deron Johnson, Rhea + Kaiser Marketing Communications (Public Relations); Gary Robertson, Fort Dodge Animal Health (Product/Species Management); and Pete Weil, High Plains/Midwest Ag Journal (Sales).

The first panel discussion on day two of Trends focused on How Marketers are Building New Community Ties.

3G-enabled smart phones, the “Tweeting Farmer,” and unusual partnerships are all part of the new ag community. This general session will feature practical case studies from marketers inside and outside of agriculture that have forged new links with their customers using new media and non-traditional collaboration. Joe Grigsby, VML, Leslie Bradshaw, a farm kid and University of Chicago educated Communications Manager with New Media Strategies in Washington, D.C., and Joel Jaeger, Commodity Update shared their experiences.

I interviewed each of them for you:

Joe Grigsby Interview (mp3)
Leslie Bradshaw Interview (mp3)
Joel Jaeger Interview (mp3)

NAMA Trends In Ag Photo Album

It’s not all work, work, work at a NAMA meeting.

Last night at the Trends in Agriculture conference attendees could get their picture taken with the Car of the Heartland which is being promoted by Furniture Row Racing. They were our reception sponsors.

Even during the receptions though, connections are being made and future business is being started. One of the great benefits of participation.

It’s one thing to say there’s a new ag community. It’s another thing to live in it as a farmer. At the NAMA Trends in Agriculture conference a panel of producers addressed this subject. The panel included a row crop farmer from Texas, a dairy producer from Wisconsin and the California Association of Winegrape Growers.

Their task was to share specific examples of how success and growth today require more than good agronomic practices. A lot of the discussion focused on the growing anti agricultural forces that are reaching consumers with messages that are not based on good science and often meant to obtain a political agenda. They all agreed that new technology offers communications channels that can help farmers tell their story.

I spoke with one of the panelists, Daphne Holterman, Rosy-Lane Holsteins, after the session. She says that they all realize that they can’t just be “a farm in our little neighborhood or rural communities anymore but we have to be a big player in a bigger pond.” She says it’s important to talk out about being the true environmentalists. The digital age is making this more necessary than ever.

You can listen to my interview with Daphne here: Daphne Holterman Interview (mp3)

Combined NAMA Trends In Ag/NAFB Convention Photo Album

Our opening keynote speaker is David Kohl, Professor Emeritus, Agricultural Finanace and Small Business Management, Virginia Tech and President, AgriVisions, LLC. His topic is “Defining the New Ag Community.”

David set up his session with a number of facts and figures including the fact that 70% of North American farm ground will change hands by 2025 and that women and minorities will become major decision makers. Then since we’re all agrimarketers he started talking about the move to the digital world. He asked participants how many were involved in social networking and podcasting. Only a couple of hands were raised for podcasting. I think he was surprised by that.

He offered the 10 C’s of going digital which include: Commitment, Collaboration, Consumers, Customers, Community, Connecting, Competition, Control, Communication and Cost & Capital Return. He offered a parting thought that “success in social media/digital is balance of high tech and high touch.”

You can listen to my interview with David here: David Kohl Interview (mp3)

NAMA Trends In Ag Photo Album

The Trends In Agriculture Conference is underway and I’ll be your NAMA Blogger once again this year. We’d like to thank Paulsen Marketing for being the sponsor of the NAMA Blog.

Here you can see the staff getting members checked in at registration which is located on the upper level in the lobby side hallway. The Board has concluded its meeting and I interviewed member Beth Burgy, Broadhead+Co, about what they decided. It sounds like an initiative to survey members and find out what other professional organizations they belong to and what their preferred methods of communication are will be conducted. Hopefully that will help NAMA better engage with members.

You can listen to my interview with Beth using this link: Beth Burgy Interview (mp3)

I’ve also got a photo album started that I’ll be adding to periodically which you can find here: NAMA Trends In Ag Photo Album

Join us for lunch on Wednesday, November 11 at Trends In Agriculture, as we honor the 2009 Professional Development Awards of Excellence Recipients.

NAMA honors its members with hands-on responsibility in each of the Professional Development Areas (PDA). This year, awards will be given in the areas of Marketing Communications, Public Relations, Product/Species Management and Sales. The recipients will share their thoughts on the challenges and opportunities in agri-marketing at the luncheon.

The 2009 Awards of Excellence recipients are as follows:

Marketing Communications ~ Lou Ireland, Pioneer Hi-Bred International, Inc.
Lou’s enthusiasm and ability to spark creative thinking have distinguished her as a leader at Pioneer Hi-Bred International, Inc., where she is Senior Marketing Manager of North American Sales/Marketing Communications. These qualities are particularly evident in the collaborative, yet challenging environment she creates among stakeholders. Lou is always striving for better, more effective ways to communicate.

Her hard work has led to large gains in the hybrid seed corn category. Lou also led the most successful new product launch in Pioneer’s history, Y Series soybeans. Pioneer has enjoyed one of its most successful years ever. That success is due in large part to Lou’s leadership and talent.

In addition to winning numerous awards for advertising, public relations and publications, Lou has helped to revamp Pioneer’s trade show presence. She has also initiated social media campaigns to assist in the global launch of rebranding activities.

Lou is committed to professional development and advances her own skills through continuing education and leadership positions with organizations such as ABEF and the AMA. She also remains heavily involved in NAMA, both locally and nationally.

Public Relations ~ Deron Johnson, Rhea + Kaiser Marketing ­ Communications
A 20-year veteran of the agricultural communications industry, Deron’s career has been built upon solid experience as both an agricultural editor, as well as a leader with the top-tier agencies and clients he has served.

At each stage of his career, he’s taken past experiences and used them to build innovative approaches and professional positions that more effectively serve his client’s businesses.

After joining Rhea + Kaiser as Director of Public Relations in 2005, Deron doubled the size of the agency’s PR division, building business with current R+K clients. He also played an integral role in bringing new PR clients, such as ADM, to the agency.

Most importantly, Deron led the development of proprietary PR measurement tools that not only helped clarify the benefit of the agency’s work to clients and their CFOs, but also provided critical analytical capabilities that proved to be the tipping point to at least two key new business wins.

Deron also focuses on building strong teams in support of client and organizational goals, as well as driving excellence and integrity in the execution of public relations. This focus has created a strong, fun, team-oriented culture within R+K’s PR group.

For the past three years, Deron has served as a lead member of National NAMA’s Careers Committee, helping to breathe new energy into this important long-term development initiative.

Product/Species Management ~ Gary Robertson, Fort Dodge Animal Health
Gary is just as comfortable (or more) in boots sorting cattle at the feedlot as he is wearing a coat and tie in the boardroom. His combination of hands-on experience and visionary marketing skills make him a strong force on the Fort Dodge Animal Health Team where he serves as Marketing Manager of Livestock Biologicals.

The numbers tell the story. Gary meticulously analyzed the sales numbers and public image of a brand suffering from lagging performance and a tarnished reputation. Based on his findings, he formulated a plan and set objectives that ultimately repositioned the brand and delivered a 32 percent increase in sales.

Gary has also streamlined communication between internal manufactur­ing and production teams to reduce back orders by 55%. His innovative, yet practical thinking allow him to keep customers happy while penetrating competitive markets.

He’s not afraid to push the envelope either. Whether it’s taking a chance on new media or rallying co-workers to wake up at 4:00 a.m. to apply floor decals on a convention center sidewalk in cover of darkness, he’s willing to try unusual approaches to solve problems.

And though his busy travel schedule keeps him away from more local NAMA meetings than he would like, Gary is a strong NAMA advocate and has always generously supported the ­organization.

Sales ~ Pete Weil, High Plains/Midwest Ag Journal
When it comes to innovation and industry impact, Pete Weil is a natural. As National Accounts Manager for High Plains/Midwest Ag Journal, he’s responsible for a multi-million dollar sales budget and a 21 person sales team.

Since ascending to the position in 2005, Pete has used his unique selling style and managerial know-how to take sales growth to new heights. In 2008, a year of less than fertile sales potential, he increased sales 20% over 2007 numbers.

Pete creatively answers his clients’ needs for novel and innovative ways to get their messages out, including interactive seminars and programs, targeted social networking and behind-the-scenes media coverage.

Pete has been a strong supporter of NAMA and its local chapter, Great Plains, for many years.  He has been chairman of the Program committee and has been President of the chapter twice.  He has shown his support by attending national conferences every year for the past 25+ years.

To register for the Trends In Agriculture conference visit http://www.nama.org/ConferenceRegistration/Default.aspx?confid=5.