PROJECT

DATE CLIENT28 JANUARY 2013 NOVUS IPFS 2013 LUNCHEON

IT’S ON THE INTERNET, SO IT HAS TO BE TRUE:YOUTUBE-PROOFING AGRICULTURE

I was born in a small town...•I grew up in Hillsboro...•YES, there were TWO stock yards•And then, there was FFA

COWS ARE KIND OF MY THING...AIN’T SHE PRETTY?

I’M A SUBURBAN “FARM KID”I RAISE GRASS, DOGS AND... A BABY!

It’s all about shared values.•Any dog lovers out there?•Who doesn’t love puppies?!?•Thinking about the future...

Speaking for Agriculture

My first job in radio...

Online in ’05

FOOD SMARTS.THE NEW STATUS SYMBOL

Food status.21% say food knowledge is a status symbol

54% of New Yorkers

68% of <$30k respondents would like to know more but lack time & money to do so

Food status.

62% at least “somewhat knowledgeable

59% would like to know more - time/$$$

Food status.

86% say how food is grown affects purchase

47% say cost is primary concern, then quality (43%), nutrition

New Yorkers list quality first (49%)

We have more in common than we think...

We have more in common than we think...

Perception is reality...?

Fact or folly?A look at the perception gap on a single issue important to farmers and consumers...

More from less.

In 1960, one farmer produced enough food for 30 people.

More from less.

In 2010, one farmer produced enough food for 155 people.

More from less.81% more chicken meat per bird

176% more pork per sow with 4% fewer sows

333% more corn on 11% fewer acres

11x more soybeans on 5x fewer acres

The Credibility Gap

OUR METHODS ARE PROVEN SAFE.

WE KEEP FOOD AFFORDABLE.

WE CARE ABOUT OUR LAND AND ANIMALS.

WE NEED TO PRODUCE MORE TO FEED THE

WORLD.

AGRICULTURE IS THE REASON FOR OUR ABUNDANT FOOD

SUPPLY

We say … You hear …

WE HAVE THE SAFEST FOOD SUPPLY IN THE WORLD THANKS TO

THE AG INDUSTRY.

MOST FARMS ARE

FAMILY-RUN.

WE DON’T KNOW IF THEY’RE SAFE IN THE LONG-TERM.

AT WHAT EXPENSE TO QUALITY?

MOST FARMS ARE BEHOLDEN TO BIG PROCESSORS AND THE BOTTOM LINE.

YOU WILL TAKE PROFITABLE SHORT CUTS WHEN AND IF

YOU CAN.

YOU WANT TO PRODUCE MORE TO SELL TO THE WORLD.

AN ABUNDANCE OF UNHEALTHY FOOD IS NOT A GOOD THING.

PESTICIDES, ANTIBIOTICS, HORMONES AND GMOS MIGHT NOT BE SAFE LONG-TERM.

HSUS: A Brief History

HSUS: A Brief History

Once upon a time...

It’s all puppies & kittens, right?

This is big business...

Farming, Rodeo, Hunting, the Circus

HSUS: A Brief HistoryNovember, 2002: Florida

Banned gestation stalls - 55% voted YES

November, 2006: Arizona

Banned gestation stalls & veal crates

62% voted YES!!

November, 2008: California

Biggest victory for HSUS to date...

California Proposition 2Passed Nov. 4th, 2008

63% of voters

Lie down, stand up, “fully extend their limbs”

Huge coalitions on both sides of the issue

AGRICULTURE UNITESOHIO ISSUE 2

It’s all about the Benjamins...HSUS has over $100 million in its “war chest”

Less than 1/2 of 1% goes to animal shelters

Raised $34 million after Hurricane Katrina

Spent less than $7 mill

RETAILERS MOVE AWAY FROM GESTATION STALLSDOZENS OF GROCERS, RESTAURANT CHAINS, FOODSERVICE PROVIDERS

OPRAH & MY EPIPHANYCARGILL FINDS A PUBLIC RELATIONS SUPERSTAR

Social Media: Who cares?

Social Media: Who Cares?Is anyone I care about really on the internet?Two social media camps:

I don’t care what you had for breakfast.Social media is a gift from the Gods.

SOCIAL MEDIA EXPLAINEDWHAT YOU MEAN, VS. WHAT THEY HEAR...

PROJECT

DATE CLIENTNOV 2011 DATA GRAPHIC: VISUAL ECONOMICS

FACEBOOK IS HUGE.$5 BILLION INITIAL PUBLIC OFFERING

Facebook is HUGE.

*GRAPHIC COURTESY OF VISUAL ECONOMICS- DATA FROM NOVEMBER, 2011

Farmers & The Martyr Complex

“Telling the Story”It all starts with a “Food-centered” paradigm

BUT... It can quickly go too far...

It’s easy to get in the mud...There are, believe it or not, people out there who don’t like what we do out here...

Find the middle ground.Be who you are

Think about food, not about production

Try to think like a consumer, not a producer

“YouTube-proof” your farm

COLLEGE STUDENTS ENGAGED IN DISCUSSIONWHICH MESSAGE DO YOU PREFER?

The Solution

Dramatic paradigm shift - we, not me

What happens when you get questions from your non-farm friends?

YouTube-proofing agriculture = values.

THE FOOD-CENTERED PARADIGMIT’S ABOUT THE PRODUCT, NOT THE PRODUCTION

My Challenge to YouUpdate your attitude

Talk to your farmer friends - ask questions!

Visit AndyVance.com

Visit FeedstuffsFoodlink.com

FREE gift!

My Challenge to You

Free four-week trial to Feedstuffs

Online at Feedstuffs.com

username: buckeye

password: basketball

GOOD LUCKWE’RE ALL COUNTING ON YOU...