U.S. Secretary of Agriculture Tom Vilsack, while addressing attendees recently at the 2012 Farm Journal Forum, asked: “How are you going to encourage young people to want to be involved in rural America or farming if you don’t have a proactive message?”

Touché!  Here are three proactive messages to communicate:

• Rural America has never been more relevant.
• Educated people of all ages are moving to rural areas.
• Farmers are bridging the communications gap.

Rural America is Relevant

Thanks to highly productive farmers and a strong market for agricultural products, Farm Belt states haven’t been hit as hard by our nation’s financial woes.  The export of agricultural products is truly one of the brightest spots in the overall trade picture for our nation.

Although rural America doesn’t have as many representatives as it once did in Congress, that alone doesn’t reflect its relevance to the world today.  You might even make the case that agriculture is more important than ever.  After all, the world population is growing and somehow – somewhere – more food must be grown.

The decreasing number of farm acres due to urban sprawl and development means that farm productivity must increase; some experts say yields of major crops must even double to meet world food demand in 2050.

Young People Are Returning to Rural America

The ag landscape is changing. People who want jobs move to areas where there is opportunity, and today there is virtually limitless opportunity in agriculture.

“Agriculture is a far different industry than it was 50, 30, or even 10 years ago…” writes Allen S. Levine, Dean of the College of Food, Agricultural and Natural Resource Sciences at the University of Minnesota, in a rebuttal printed Jan. 20, 2012, by the Huffington Post.  “To make assumptions based on outdated stereotypes about agriculture unfairly misleads young people.”

There are many more majors under the umbrella of “agriculture” today including microbiology, horticulture, culinary science and global resource systems.  Indeed, agriculture is one of the most useful college majors.  Recruiting Trends show that no other sector appears stronger than agriculture/food processing with an increase in hires.

That trend is evident on campus at Iowa State University where the College of Agriculture and Life Sciences (ISU CALS) has the highest placement rate of over 98%.  ISU CALS hosts the country’s largest career fair.  The 2012 Ag Career Day, held Oct. 16, was the largest on record with 200 companies exhibiting.

There is unprecedented demand for college grads, and they’re commanding top starting salaries.  Corporate America is not alone in recognizing the value of a degree in agriculture.  As more farmers understand how business management relates to production management, more farm men – and women – are earning business degrees and even MBAs before returning to their family farms.

Known as the Rural Brain Gain, highly skilled and highly educated people are returning to their roots.  They bring with them high skill sets and have a career path with outside connections.  One in four of these newcomers own a small business, and those who own businesses are heavily invested in their communities.

Farmers are Bridging the Communications Gap

Farmers are heavily invested in their communities, as well.  Farmers often hold leadership positions, from county supervisor and city mayor to school board president and church council.  While most of them are too modest to speak of their own actions, they’re getting more comfortable about telling others about their businesses.

Farmers site a lack of public understanding about how food is produced as one of their greatest concerns, so they’re making “consumer awareness” a top priority.  Here are a few shining examples of how farmers are working to bridge the communications gap with consumers: 

• Iowa Food and Family Project – Its mission is to “inspire positive relationships between farmers and consumers through personal engagement and advocacy to the benefit of human vitality, environmental quality and economic prosperity.”
• Operation Main Street – Provides a means for pork producers to connect with consumers, so they know farmers are committed to producing good, safe food, and to caring for their animals and our environment.
• AgChat Foundation – Its mission is to “empower farmers and ranchers to connect communities through social media platforms.”

These groups have their work cut out for them!  According to a U.S. Farmers and Ranchers Alliance survey, 72% of consumers reported knowing nothing or very little about farming or ranching.

Ag literacy and public perception are ag’s top challenges.  How could the USDA work with U.S. farmers and consumers together to promote a better understanding of agriculture today?

“We need well-informed, practical decision-makers,” stated Larkin Martin of Martin Farm, during a panel discussion as part of Top Producers Executive Women in Agriculture event in Chicago.

Ag literacy among American politicians is a grave concern.  In an article published March 2012 by the Council of State Governments, Dean Levine says, “Government invests in health care research because they know about illness, but few in America’s politics know about hunger.  If you were hungry, you would invest in food and understand the importance of agriculture.”

Relieving stress may seem like a strange topic for this Iowa pig farmer to address since I’m not a psychologist, motivational speaker or a college professor.  Fortunately, I had the opportunity to listen to – and learn from – many esteemed experts last week at the Iowa Farm Bureau Federation’s (IFBF) convention in Des Moines.  Today I’d like to share some of my highlights with you.

One person who spoke at the IFBF convention is Dr. Temple Grandin, who is such an inspiration to many people for many reasons.  Temple grew up in Boston, MA, and was diagnosed at age 4 with autism. She has taken what most people would consider a handicap and used it to transform the way livestock is handled.  Because she sees everything in pictures, Dr. Grandin says it’s easy for her to understand how animals think and react.  That’s why most cattle slaughtering plants have sought her help to either design or redesign their operations.

Dr. Grandin has a very direct way of speaking, refusing to be politically correct.  For example, she’s not going to call a packing plant a harvest facility.  She says consumer need to know that they’re slaughter plants and see what happens inside.  On YouTube, she has posted video made while touring a slaughter plant.  I can’t say I agree with all her views, but she does share and educate!

Another presenter was Jolene Brown, who farms with her husband near West Branch, Iowa.  Jolene is a very high energy act!  She often talks about how farm families can blend generations and pass on the operation but that wasn’t the case last week.  During the IFBF convention, Jolene was on a mission to tell busy farmers to find balance in their lives and shared 10 ideas how we all can relieve stress:

1. Take mini breaks – Find small ways to relieve stress every day.
2. Schedule and commit to vacations – It doesn’t have to be lavish or expensive but your mind, body and soul needs a break!
3. Engage in worthy work – Donate time to a good cause.
4. Demonstrate appreciation –.Thank people; let them know how much you appreciate them.
5. Clarify necessary documents – Get important papers in order so you don’t worry about them.
6. Grow your confidence – Set goals and seek feedback to reinforce your actions.
7. Take two tests – Decide what is urgent and what is ethical.
8. Build support – Build a group of people to sit on your “board” and advise you.
9. Keep learning – Always strive to know more.
10. Celebrate! –Look for humor around you. Laugh at yourself. Associate with positive people. Live with an attitude of gratitude. Always be grateful!

One more speaker I’d like to highlight today is Dr. Lowell Catlett, Regent’s Professor in Agricultural Economics and Agricultural Business and Extension Economics and the Dean of the College of Agricultural, Consumer and Environmental Sciences at New Mexico State University… And he lived up to his long title!

Dr. Catlett’s presentation was “Food for a Smart Planet.”  While many believe the Golden Age of Ag was in the early 20th Century, Dr. Catlett’s says that’s wrong.  The Golden Age of Ag is now!  He then explained how this is the first time in the history of the world that Ag can produce enough food to feed everyone on earth a 3,000-calorie diet. In theory, no one should go hungry today.  The big hurdle is getting that food distributed to everyone who needs it.  However, we still need to double our ag output by 2050 to produce enough to feed 9 billion people.

The annual Farm Bureau meeting provided me with so much valuable information and an opportunity to catch up with old friends.  I also had a great chat with Matt Rush, Executive Vice President of the New Mexico Farm and Livestock Bureau.  Matt and I have been friends on Facebook for years, so it was great to finally meet in person.

Sharing thoughts and ideas with friends on Facebook is one way I continue to learn.  Facebook also is a way for me to build a support group, and to some extent, it serves as a “mini break” throughout the day.  Many of my Facebook friends are quick to celebrate agriculture, and several of them share jokes.

The more I think about it, the more I realize social media can be a stress reliever for me – although there are plenty of days when it been a source of stress!  Nonetheless, please excuse me while I go update my status…

Recently I had the opportunity to spend two, action-packed days attending Top Producer’s Executive Women in Agriculture (EWA) event in Chicago. It was a great opportunity for farm women to connect with others who have similar interests and to also attend many professional development seminars. Hats off to Top Producer magazine and Farm Journal companies for acknowledging – and celebrating – the fact that agriculture is a career path for women!

The definition of “woman’s work” has evolved over the years as women became more involved in the decision-making process. “The percentage of farms now influenced by women is significant,” says Danny Klinefelter, Texas A&M economist and director of The Executive Program for Agricultural Producers (TEPAP). In an article posted by Top Producer editors on agweb.com, Klinefelter said more women than ever are graduating from TEPAP. They’re becoming key decision makers and often the point person for purchasing decisions.

This trend is also apparent at Iowa State University where 47% of the students enrolled within the College of Agriculture are female. Majors most popular among the female students include: Animal Science, Dairy Science and Pre-Vet. Agronomy has risen in popularity and Ag Business remains strong. There also is a high percentage of women enrolled in Ag Education with the communications option. Food Science, Nutritional Science and Dietetics attract a high percentage of female students, as well.

“It’s refreshing to see headway made on dissolving the stereotype that agriculture is a male-dominated industry,” says Mike Gaul, Director of Career Services for the ISU College of Ag. “Subsequent progress is being made to lower the ‘glass ceiling’.”

Corporate America is not alone in recognizing the value of females in agriculture. As more farmers understand how business management relates to production management, Klinefelter says more women are earning business degrees and even MBAs before returning to their family farms.

Women’s roles in agriculture have evolved. During the opening session of EWA, Klinefelter said women involved in farming operations today often have the following responsibilities:

• CEO
• General manager
• Public relations
• Marketing
• Purchasing
• Human resources
• Risk management
• Information technology
• Sales
• Landlord relations manager
• Data analysis

Guest Blog post by Celeste Settrini of Couture Cowgirl –n- Company

For the last few years, I’ve posted my favorite things for the holidays on Facebook.  It’s been a hit because, as December approaches, I start getting notes from my favorite farm girl’s saying, “Celeste, are you going to post your favorite things again this year?”  Now I feel that if I don’t come up with at least a few things I’ll be letting my friend’s down – so let’s go!

Joe Malone Fragrances – Yep, they are a bit pricey but they’re oh so lovely!  The array of citrus, spices and floral create an amazing mixture of really different scents in candles, colognes and lotions.  Admit it, who doesn’t love smelling nice?

Fun, Hip, Cool, Trendy Rain Boots – All of us farm girls wear rubber boots from time to time.  Why look manly when there is a whole slew of feminine rubber boots available?  Show your own unique style with stars or stripes or swirls of fun color!  You will be the hit of the barn!

Anything JCREW – I simply love the effortless look of JCrew – all of it! Ballerina flats, sweaters, t-shirts, capris, scarves, fun jewelry, coats and jammies… the list keeps going.  The one thing I love about this website is that it puts outfits together for a simple personal creation.  Just try it… I think you’ll love what it offers!

Canon Rebel Camera – I’m the proud owner of a “big girl” camera, one that’s a bit above the little “Sure Shot” that I hauled around for years!  Photographers looking for an easy-to-use camera that will help them create their next masterpiece need look no further than the Canon EOS Rebel T3i.   I cannot say enough about mine – great photos and a great way to share your story on social media, too!

Dean & Delucca Gourmet Food – From meats to shellfish to wines to gourmet deserts this site offers all sorts of wonderful high end treats. I personally love the fun cookies and cupcakes and cakes especially for the holidays. What a fun surprise to send one of these fancy yummies to a special friend or family member.

Motivational and Inspirational Books – I love books and am still a fan of a REAL book, not on an electronic reader, but a real book that I can pickup and touch and turn the pages.  I enjoy motivational books and this one is a must read, Be the Miracle – 50 lessons for making the impossible possible by Regina Brett.  This book will motivate, inspire and make you just feel oh so good!  I love that it’s bound in my favorite “Tiffany blue color.”  Any book is a special gift, but you can make it ever more special by signing a personal note inside to a friend or loved one.

Thanks for indulging me by letting me share a few of my most favorite things!  Above all, my most favorite holiday gift is the time spent on my family farm with loved ones.

It’s hard to believe that 12 years have passed since I began telling others the story of pork production and crop farming.  I believe I even started talking to non-farming groups before the phrase agvocating was coined!  The reason I started making time to deliver free speeches across the state (and sometimes even out of state) is because it’s so important for us to share with others.

Farmers have done a great job or taking care of our animals and crops, including soil and natural resources.  However, most farmers are also very modest and don’t go around telling others – especially non-farmers – all that we do or how we do it.  Other groups, like PETA and HSUS, have unfortunately filled the communication void for us by painting a picture based on misinformation and emotion.  By doing so, they’ve pushed their agendas and have gained widespread national media attention.

Farmers are starting to make the headlines, too.  We’re gaining coverage in farm publications like Farm Talk, Agri-View and occasionally mainstream papers like The Des Moines Register.  It’s a start…

We’re having more impact reaching consumers, one group at a time through speaker’s bureaus like Operation Main Street (OMS).  Formed in 2004 by the National Pork Board with 15 trained volunteer speakers, Operation Main Street grew to 250 trained speakers in 2005.  This group of speakers was formed because there was a need for farmers to not only talk with, but to listen to, our customers otherwise known as consumers.  With OMSspeakers trained and at the ready, pork producers have a force to spread the truth about how and why we have made changes to our farms.  The OMS program even started to address college classes and groups of dietitians and county commissioners.

Shortly after the New Year 2012, a milestone 5,000^th speech was delivered through Operation Main Street by Arcola, Ill., pork producer Pat Titus to the Ambucs Club.

“The OMS program has allowed me to have a dialogue with consumers who rarely have any contact with agriculture,” said Titus, in an article posted Feb. 6 by Wallaces Farmer.  “It’s really up to us to tell our story and connect with consumers so they know that we are committed to producing good, safe food, and to caring for our animals and the environment.”

I couldn’t have said it better!  I’ve made close to 50 presentations to civic groups like Rotary, Kiwanis, Lions, Optimists, Civitians and groups I had never heard of before they called me.  Last week I talked to a great group of Optimists from Marshalltown, Iowa.  These groups appreciate having a “real farmer” come and talk with them about what that farmer does.  I know why I’ve made certain changes to my operation, so I just explain “the why and how.”  The groups to which I have spoken have been very receptive to my presentations.

With more consumers curious about where food comes from, there is a greater need for more farmers to share their stories.  If you’re a fellow farmer, I encourage you to take the leap and advocate!  If you’re a consumer, I encourage you to check out fact-based information and learn more about what farmers do through programs like Operation Main Street.