The Art and Science of the Ag and Food Conversation
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Transcript of The Art and Science of the Ag and Food Conversation
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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
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AESTHETIC
RELATIONSHIP WITH
FOOD
URBAN-RURAL
DIVIDE
HUMAN COGNITIVE HABITS
PERCEPTIONS OF
EXPERTISE
THE ‘ -SCAPE’
SOCIAL
NETWORKING &
Social Media
PLATFORMS
CONVERSATIONComplex Conversational Space
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A ‘First World’ relationship
with food
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Almost 1 billion people
do not have ENOUGH food to EAT4
Photo credit: James Natchwey
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‘First World’ Food Identity Crisis?
Guilt-Free Consumerism
Buying Patterns
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“food holocaust”
“national eating disorder”
“too fat” “too much red meat”
“too subsidized”
“too corporate”
“too monoculture”
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“factory farms”
‘DOOM and GLOOM’
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The GOOD News!
40% food prep
81% clean up
25% fruits/veggies
30 yrs lifespan
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“…the FOOD that we so ENJOYtoday is a
feat of human ingenuity
over NATURE’s total
indifference to us…”
Jayson Lusk, Agricultural Economist
Author, The Food Police
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“…more than 500 activist organizations are SPENDING
in excess of
$2.5 billion per yearengaging in food-related campaigns.”
J.Byrne 2011
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HumanCognitive
Habits
We are
CONSPIRATORIALthinkers
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We are
CONFORMISTS
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HumanCognitive
Habits
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We seek out information
that confirms our
world views
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HumanCognitive
Habits
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We are PATTERN
seekers13
Dog noses or space aliens?
HumanCognitive
Habits
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We think in
PICTURES14
Scarrrry
Vegetables!
HumanCognitive
Habits
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‘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!
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Celebrity influence
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The Dunning-Kruger Effect
less knowledgeable
moreknowledgeable
Unskilled and unaware of it!18
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Lesson #98:
Step away
from the
soapboxThe DOCTOR
FREEUnsolicited Advice
is IN
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CONVERSATIONLessons Learned
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HOW you
communicate is more
important than WHATyou actually say.
CONVERSATIONLessons Learned
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Conventional plant breeding Genetic engineering
MOSH PIT BALLET
Inspired by: @toqlip
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Credit: Joan Ruskamp, Nebraska
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CONVER
SATION
The (dreaded) Conversation
Lots of people with lots of
perspectives! Continuums
Knowledge, understanding,
expertise
Political motivators
Emotional scale (scared, angry,
curious...)
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CONVER
SATION
The Strategy
1. Determine
2. Diffuse and Deflect
3. Decide
4. Dialogue
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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
CONVER
SATION
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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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GOAL is not to “change hearts & minds” as much as it is to
“change point of reference”
- Michele Payn-Knoper -
CONVERSATIONArt & Science - SCIENCE & Art
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Go easy on yourself:
Sometimes it’s
OK to walk away
CONVERSATIONArt & Science - SCIENCE & Art
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The most important
conversations you
will ever have…
10,000,000
calories
&
lots of ‘chat’
‘Hayden’ Phenotype
‘Hayden’
Genotype
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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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Improving your
position doesn’t
mean raising your
voice…
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CONVERSATION
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Accuracy
Accountability
Authenticity
…it means *finding*
your voice!
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“PEOPLE will forget what you saidand did, but they will never forget how
you made them FEEL.”
Maya Angelou
CONVERSATION
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Conversations are
relationship-building
exercises.
So, you need to start from a
‘values-based’
perspective.
Share your STORY.
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The collective INTERPLAY of
ALL of our VOICES
CATALYST for CHANGE
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@DocCamiRyan
Cami Ryan
37
The Art & Science of the
Ag and Food Conversation
Cami Ryan, B.Comm, Ph.D.