Kevin Dahlman, a family farmer near Cokato, practices his interview skills during a mock radio interview at a recent Speak for Yourself training.

Today’s consumers are more curious than ever before about modern agriculture and where their food comes from. That creates new challenges for farmers — the people tasked with growing food for the entire world.

But it also creates opportunity.

That’s why the Minnesota Corn Growers Association and Minnesota Farm Bureau have partnered to support the “Speak for Yourself” program (SFY). The SFY program helps farmers tell their own story, and boost all of agriculture in the process.

Over the last two years, 48 Minnesota farmers have delivered 188 presentations in front of almost 6,000 people at Chamber of Commerce events, agribusiness functions, mom groups and other gatherings. The program is designed to prepare farmers to deliver a positive message about farming and food to a high-value audience comprised of leaders active in their local communities and other influential stakeholders.

“In ag, we’re all about continuous improvement,” said Kevin Papp, a fourth-generation farmer in Blue Earth County and Minnesota Farm Bureau president. “We want to strive to do the best we can and this program helps us.”

For other farmers, it helps them feel more confident in the facts and information they share when interacting with consumers, especially consumers who might not fully understand modern farming.

“As a farmer, it helps me feel more comfortable in that environment,” said Lori Feltis, who farms in Stewartville. “I know I can be defensive. I know I i need to step back sometimes and understand where others are coming from.”

At a recent SFY training at Dassel-Cokato High School, farmers heard presentations that provided insight into how to communicate with the non-farming public on antibiotic use in meat, renewable fuels, ag water quality and organic vs. conventional farming.

There was also a session on how to manage a hostile audience — “Speak to the person first, and the issue second,” advised Al Eidson of Eidson & Partners, a marketing firm based in Kansas. A hands-on a media training session was capped by two mock radio interviews.

At a recent Speak for Yourself training at Dassel-Cokato High School, participants learned about ag water quality issues from Jeremy Geske of the Minnesota Agricultural Water Resource Center

Of the 1,152 audience members who have filled out an evaluation form after hearing a SFY participant give a presentation, 38 percent have changed their opinion about modern agriculture.

That’s not to say the majority of audience members had a negative opinion of farming before hearing a SFY presentation.Often, regardless of how someone feels about agriculture today, his or her overall knowledge of food and farming expandeds after hearing a farmer talk about what they do. There’s tremendous value in that for farmers and everyone involved in the agriculture sector.

“A lot more goes into farming than just planting crops,” is a common message left on audience feedback forms after a SFY presentation.

That type of deeper understanding is important in helping farmers establish long-term connections with non-farmers. Trust and understanding between farmer and consumer are key when it comes time to push back against misinformation designed to turn people against modern agriculture using tactics that appeal to emotions instead of intellect.

Storytelling is a powerful tool, whether you’re a new small business just starting out, a corporate entity with offices around the globe. It’s especially important if you’re a farmer in rural Minnesota who grows food, feed, fiber and fuel for a growing world population.

SFY helps farmers tell their own story, something all of agriculture needs more of today.

Want to become a part of SFY and improve how you tell your own farming story? Contact Marytina Lawrence, SFY coordinator, at speakforyourselfmn@gmail.com or 763-273-6981 for more information.