Beyond the Codes_Repositioning towards sustainable development
The Art and Science of the Ag and Food Conversation
1. The Art &
Science of the
Ag and Food
Conversation
Ag More Than Ever
Webinar
April 16, 2014
Cami Ryan, B.Comm, Ph.D.
College of Agriculture and
Bioresources
University of Saskatchewan
8. “…the FOOD that we so ENJOY
today is a
feat of human ingenuity
over NATURE’s total
indifference to us…”
Jayson Lusk, Agricultural Economist
Author, The Food Police
9. “…more than 500 activist
organizations are SPENDING
in excess of
$2.5 billion per year
engaging in food-related campaigns.”
J.Byrne 2011
16. ‘Just in Time’ Users of Mobile
Technology
72% of North Americans tap into
internet and social media
Primary social media user demographic –
21-35 yrs
Growth demographic – 45+ yrs
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‘Just in Time’ misinformation!
24. CONVERSATION
The (dreaded) Conversation
Lots of people with lots of
perspectives!
Continuums
Knowledge, understanding,
expertise
Political motivators
Emotional scale (scared, angry,
curious...)
26. Nuances of the Dialogue…
Connect
Find common ground
It’s a conversation – not a
CONVERSION
Initiate and ask questions
Listen more, talk less, learn
Re-connect
Value the relationship MORE than
the conversation
CONVERSATION
27. Sources?
Connect with others that are ‘in the know’
(build your own networks)
There is growing critical mass of people
engaging in these dialogues!
‘tool up’
Use stories
Use memes
Videos and other online tools
Participate in discussion forums
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28. GOAL is not to “change hearts &
minds” as much as it is to
“change point of
reference”
- Michele Payn-Knoper -
CONVERSATIONArt& Science - SCIENCE & Art
29. Go easy on yourself:
Sometimes it’s
OK to walk away
CONVERSATIONArt& Science - SCIENCE & Art
30. The most important
conversations you
will ever have…
10,000,000
calories
&
lots of ‘chat’
‘Hayden’ Phenotype
‘Hayden’
Genotype
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31. CONVERSATIONArt& Science - SCIENCE & Art
Make real connections / avoid “educating”
May require more listening and less talking
If you hit the conversational wall, “back up
the bus”
If you can’t respect the argument, respect
the intent
Be brave, be confident – you know more than
you think you do
It’s OK to say “I don’t know”
Use your networks; crowdsource
Lead with the narrative…
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