I was invited to the American Farm Bureau (AFBF) Convention in January to give a keynote at the Communicate, Connect, and Influence program hosted by the AFBF Promotion & Education Committee. I also led a couple of breakout sessions on this very topic: having those tough conversations. Here’s what we learned…
Our conversations about agriculture and food production frequently escalate into arguments at key moments — moments where we feel we have been aggrieved, mistreated or wronged.
We all agree that inaccurate information informs many people’s perspectives about agriculture and other things like science and public health. Misinformation can shape perceptions in damaging ways. It mispresents our industries, our livelihoods, and – yes – our way of life.
That. Gets. Personal. 🧡
When things get “personal” — when we feel violated or wronged — things can quickly go off the path and in unexpected ways. We let go of any desire we may have to solve a problem or reach consensus, we lose whatever hold we have on good will or in building trust and we direct our attention on an entirely different goal: On being right! I’ve done it. You’ve done it. We’ve all done it. And here’s the paradox: those we are arguing with believe they are right, too….
What we continue to learn through the process of dialog is that changing hearts and minds can’t be our primary goal. Our conversations about agriculture should put relationships first.
It’s not about keeping score. No end zone, no goal posts. When we begin to look at these conversations as leisurely walks down country roads instead of games, that’s when the conversations become easier and more enduring, especially when we focus on who’s beside us on that road instead of what’s in front or behind us.
Check out the original article here on Purdue University’s Center for Food and Agribusiness website.