On the other hand, there is a strong segment of the farm population who
believe that the citizens described above haven’t got a clue about the
realities of farming. As one farmer put it “the environmentalists want to turn
Iowa into a park.” This group is struggling to imagine that a happy and
prosperous marriage is possible between agriculture and the growing
environmental values of society.
Somewhere between these two perspectives stand the bulk of Iowans, who find
themselves not quite sure who to believe or what to think. Sensing there is some
truth to both perspectives, they have perhaps decided to sit back and watch.
The voices we have heard less of, however, and the voices we need to hear
more of on behalf of the future of Iowa agriculture, are those of the
environment-minded farmers and the farm-minded consumers—in other words, the
bread and butter membership of PFI. Because it’s one thing to find a way to
mitigate and control the harmful side effects of an unbalanced approach to
farming, and it’s another to farm in a way that is ecologically sound and
profitable from the start. This is what is so unique and important about the
efforts of PFI members.
Regulations and control in some form have certainly
become necessary, but ultimately we need farmers with the desire, capacity and
knowledge to farm in harmony with their surroundings. We need consumers who care
enough about good farming and good food to change the way they shop. We need
businesses and entrepreneurs that allow these farmers and consumers to find each
other and make a square deal in the marketplace. And we need policies that
encourage all these good efforts.
Helping create this kind of positive future is the day-to-day work of PFI.
And yet, as the recent debate suggests, we have a long way to go. How are we
going to get there? What are our next steps?
Real Change
Real change, I believe, takes at least two things. On the one hand it takes a
nucleus of profoundly committed people who are willing to “live the change”
they want to see in the world. PFI members are an inspiring example of just this
kind of committed nucleus. A second ingredient, however, is the willingness to
learn how to effectively communicate with and educate a diverse and ever
widening circle of farmers, consumers, entrepreneurs, policy makers, and
community leaders. Here, I think, we have a lot too learn.
A year ago, when I introduced myself to the PFI membership, I expressed my
desire to “share with every Iowan the wealth of wisdom, knowledge, passion and
vision that live in our members and staff.” Now I am pleased to report that
PFI has received two grants focused on helping us develop a three-year “comprehensive
communications and community outreach plan” to begin to accomplish that goal.
Over the next three months, with the help of a highly respected consultant
here in Iowa, we will begin to craft this plan and over the next three years we
will implement it. What might you expect from this process and this plan?
Great Expectations
In the first place, we are going to need your help and insight to develop the
plan itself, so you might be called to participate in a focus group or to fill
out a survey. We appreciate how busy you are, but your help is vital to the
success of this effort.
Secondly, in order to implement this plan we will to need to have more staff
time devoted to communications. So you can expect to get to know at least one
new PFI staff member designated to this task.
And finally, what might you expect from the plan itself? I don’t know the
detailed answers to that yet, but I think you can reasonably expect some of the
following:
• some design changes to the PFI
logo and website;
• some rethinking of the content,
length and design of the PFI newsletter;
• PFI research appearing in new
formats designed to suit the needs of different audiences;
• profiles of PFI members,
projects and research appearing more regularly in the newspapers and other
media;
• more Op Ed pieces in newspapers
written by PFI members and staff.
Hopefully we’ll see some new kinds of education and outreach projects too.
For example, you might see us putting a larger emphasis on in-depth, how-to
workshops and technical assistance designed to put a solid footing under the
next wave of farmers interested in sustainable agriculture. You might also see:
• the annual meeting become a
2-day event with scope for an even greater number of participants.
• marketing campaigns designed to
educate a larger cross section of consumers about the benefits of buying local
and regional foods.
• bus tours or press conferences
for policy makers and community leaders that showcase PFI member farms, research
and a sustainable approach to agriculture.
• opportunities created for young
people to learn, work and research on PFI farms and PFI farmers more active as
educators.
• more efforts to build the PFI
membership.
Obviously, a good communication and outreach plan isn’t worth much if there
isn’t something worth communicating. Without successful members, research, and
projects there is no point in making such an effort. So our first priority will
always be supporting you, the members, in your efforts to “live the change.”
At the same time, if we cannot multiply the PFI vision a thousand fold across
Iowa, there is little likelihood that we will ever move beyond the kind of
bitter debates of the past months. Iowans of all stripes, occupations and
affiliations have something to learn from the PFI experience.
The soil has been tilled, now is the time to sow our vision across the state.
