My Journey to Bridge the Rural Urban Divide - MLA Environmental Advocates Workshop May 2011
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MLA Environmental Advocates Workshop May 2011 Presentation by Lynne Strong from Art4Agriculture
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My Journey to Bridge the Rural Urban Divide - MLA Environmental Advocates Workshop May 2011
- 1. My Journey to Bridge the Lynne Strong Rural - Urban Divide
- 2. Hi my name is Lynne Strong. I wear many hats but first and foremost I am a farmer. 2
- 3. Rural –Urban Divide Myth or Reality? 3
- 4. Reality • Australia is the most urbanized country in the world with 86% of Australians living in cities • They have – no close links to rural communities – little knowledge of modern farming practices Nor the farmers who produce their food and the land that grows
- 5. Reality Equally disturbing, is that farmers are gradually losing touch with their urban communities.
- 6. We need each other Australian farmers feed Australian families and many families around the world
- 8. And many more families all around the world
- 9. We need each other • Urban communities will decide the future for agriculture in this country – Either as consumers, policy and decision makers – Or as competitors for Australia‟s natural resources and our future workforce
- 10. Farmers, at less than 1 per cent of the Australian population, are almost invisible. Does agriculture need advocates? 10
- 11. With food in abundance in this country, there is little opportunity to remind Australians just how important our farmers are. 11
- 12. Advocates? Yes Yes Yes we do Farmers right across the country selling our messages ... and who better to educate them than us
- 13. Goal- build the fan base
- 14. Emotion wins over Science Every time We continue to ignore this at our peril People are 5x more interested that you care than in what you know
- 15. Rule No 1 The customer is always right Rule No 2 Advocates are first and If we acknowledge foremost fire Rule No 1 The need to fight preventers fires will be minimised
- 16. OUR JOURNEY
- 17. Nick Michael We milk 400 cows 3x daily on two farms at Jamberoo 17
- 18. 18
- 19. Cows on the Hill The home farm is situated in very steep rainforest country on the NE side of Saddleback Mt 19
- 20. With views like this you can see why lifestyle farmers pay $70k/ha 20
- 21. Our second farm is located on a flood plain adjacent to the Jamberoo township 21
- 22. We conduct pasture and pharmaceutical milk trials here
- 23. March 2011
- 24. And believe it or not it gets 33% less rainfall than the home farm
- 25. What the two farms do have in common is a high urban rural interface 25
- 26. Main Road 26
- 27. OUR PARTNERSHIPS
- 28. 28
- 29. OUR PHILOSOPHY
- 30. LESS IS MORE Produce MORE milk, using FEWER resources, and generating LESS waste 30
- 31. KEY FACTS AT A GLANCE • 2x industry average cows grazed per hectare • 5x industry average litres of milk produced per hectare • 10x industry average water use efficiency per hectare • One of Australia‟s most water efficient milk production systems producing 35x the industry average of litres of milk per megalitre of water used Milking 3x cuts greenhouse gas emissions by 30%
- 33. Our customers vote with their wallets 33
- 34. Our website tells people who we are , what we do and how we think 34
- 35. Image is everything 35
- 36. You have to be the image you want your customers to see 36
- 37. Proud and Loud • Our cows provide 50,000 Australians with milk everyday • We are proud to say we employ 10 people from the community and the average age of our staff is 24 37
- 38. Food is hot but its all about cooking and eating 38
- 39. But people Farmers are do care good blokes
- 40. Consumers today have high expectations that the food that they buy will be produced on farms with high standards …. ….of animal welfare and environmental protection and so they should! 40
- 41. Many are well informed by images and perceptions that are perpetuated by the media. Picture of consumer 41
- 42. Images that portray farmers as being country hicks, living perpetually in drought …. and requiring constant hand outs. 42
- 43. And they all want farms to look nice … that is - out of a car window at 100km/hr 43
- 44. But they don‟t understand how that relates to the steak on the table, or in our case, the milk on their Weet Bix. 44
- 45. Australia's Most Trusted Professions 2009 1. Ambulance officers 2. Fire-fighters 3. Nurses How do consumers know they can trust farmers to 4. Pilots provide them with quality 5. Pharmacists food, to care for their animals 6. Doctors and to look after the environment if they have no 7. Veterinarians relationship with them??? …. 8. Farmers 9. Armed forces 10. Teachers
- 46. 46
- 47. Australia's Most Trusted Professions 2010 1. Ambulance officers 2. Fire-fighters Mmh We obviously 3. Nurses have some customer 4. Pilots relations issues to address and 5. Doctors fast 6. Pharmacists 7. Veterinarians 8. Armed forces 9. Farmers 10. Scientists
- 48. FOOD VALUE CHAIN Manufacturers Distributers Wholesalers Retailers Farmers Here‟s the problem !!!!! We couldn‟t be any further away from our customers How do we fix this? 48
- 49. The ‘new’ value chain Distributers Wholesalers Manufacturers Retailers Farmers Consumers THE MISSING LINK 49
- 50. The STRONG VALUE BRACELET Distributers Wholesalers Manufacturers Retailers Farmers Consumers 50
- 51. Our programs
- 52. It all started with Picasso Cows 52
- 53. Linking cows with kids, communities and the environment Each primary school receives 53
- 54. The themes The cows can be painted in one of the following themes: • Clean Water • Healthy Landscapes • Energy efficient dairies 54
- 55. 55
- 56. Cross Curricula Activities 56
- 57. So the whole school can get involved 57
- 58. Farmers go into schools 58
- 59. We bring the students to the farm 59
- 60. Students undertake landcare projects 60
- 61. 61
- 62. 62
- 63. 63
- 64. 64
- 65. 65
- 66. 66
- 67. 67
- 68. 68
- 69. 69
- 70. EVALUATION COMPENENT WITH MEASURABLE OUTCOMES • Target attitudes and knowledge base of participants/students with entry and exit surveys 70
- 71. 71
- 72. 90% of the agricultural $ ???? 72
- 73. 300% increase who strongly agree 73
- 74. Community good activity as well 74
- 75. 75
- 76. 700% increase. New generation of dairy ambassadors. 76
- 77. 77
- 78. 78
- 79. 79
- 80. The program is now managed by Dairy Australia who have the capacity to roll it out across the country 80
- 81. Sadly they made it all about the product and not about farmers and farming 81
- 82. Lets make it all about the farmers again 82
- 83. Art4Agriculture (DYA INC) is a network of young people who share a passion to tell others about the pivotal role Australian farmers play in feeding the world. 83
- 85. DAFF believed in us and provided seed funding 85
- 86. And so do all of these organisations and community partners . 86
- 88. 88
- 89. Our signature program 89
- 90. Our partnership with Central District Exhibit 2010 90
- 91. “The Central District Exhibit ideals are replicated within the Archibull Prize which seeks to promote sustainable and local agriculture, in the same way as we do” Wendy Taylor designer CDE 91
- 92. 92
- 93. MOO-RINO 93
- 94. 94
- 95. COWBERNET SAVIGNON 95
- 96. CORNED- BEEF 96
- 97. HOLEY- COW 97
- 98. 98
- 99. Secondary Schools??? – no way they said “Never underestimate the power of passion” • 10 Expression of Interest for 5 school pilot • 30 applicants in 10 days • Program extended to 14 schools ( 16 schools on waiting list) 99
- 100. 100
- 101. Cow-spiration … Resource Kit includes curriculum, CD & web links 101
- 102. Big ideas 102
- 103. Cooperation & teamwork 103
- 104. Inspired by Mt Terry Primary School 104
- 105. 105
- 106. Theme “Love It or Lose It” Bull 1. Your region with a profitable and sustainable agricultural landscape Bull 2. Your region where food security is a thing of the past 106
- 107. Reward For Effort Cash prizes will be awarded for…. • Best 2 bulls • Best project diary • Best PowerPoint • Best teacher created integrated unit of work • Overall Winning School – Archibull Prize
- 108. Overall Winning School Archibull Prize $1000
- 109. Secondary schools show just what bright minds can achieve.
- 116. Public Exhibitions
- 117. Sydney Royal Easter Show. Hundreds of thousands of people see the program and its key messages.
- 118. Key Messages • Responsible agricultural production is a legitimate use of Australia‟s land, water and other resources • Agriculture is alive and well and a great career choice . 118
- 120. Australian Year of the Farmer 2012 Once in a lifetime opportunity for Australian farmers to come together with the community and celebrate the role Australian farmers play in sustaining the health, wealth and happiness of Australian families and many other families around the world http://www.yearofthefarmer.com.au/
- 121. Exciting new program for 2011 funded by RIRDC 121
- 122. Our partnership with Central District Exhibit 2011 122
- 124. Why is this program needed? • We have identified the need to present the fresh young face of farming • We will target young people involved in all aspects of agriculture. • They will be able to inspire the next generation of consumers, decision makers and farmers 124
- 125. This program will bring agriculture‟s rising stars together 125
- 126. i Alison McIntosh NAB Agribusiness Beef Industry Rising Champion 126
- 127. 127
- 128. HOW? • Recruit and clone „young farming champions' to be the face of agriculture in their local region. • Together we will create and provide our farming faces with a range of flexible, authentic and contemporary learning tools 128
- 129. Our rising stars will raise the profile of the great career opportunities in the food sector. 129
- 130. HOW? • Send young farming champions into schools, share their stories and work with the students to explore the environmental challenges of modern agriculture • Students partner with real farmers they can relate to and work together to seek solutions to these challenges. 130
- 131. Provide practical Experience 131
- 132. Support Resources • Sit the „young farming champions‟ around the table with teachers so they can understand what works with the Next Gen and what doesn‟t • Provide them with our insights and even better they can share their insights • Create case studies • Film them on farm 132
- 133. Our rising stars will build relationships and work with decision and policy makers 133
- 134. Support Resources • Provide presentation templates for all demographics and situations • Create & distribute press releases on their behalf • We will provide a mentor support network for our „young farming champions‟. 134
- 135. Our rising stars will share stories and build relationships with communities right across Australia
- 136. Support Resources • Provide them with vocal coaching, media skills and presentation training • Help them set up websites for their business • Cover their expenses • Anything else our partnership identifies 136
- 137. e Agriculture is alive & well & a great career choice!! 137
- 138. Reach for the stars • Australian farmers feed 60 million people • Australian farmers protect and enhance over 60% of the Australian landscape • BE LOUD AND PROUD 138
- 139. Australia's Most Trusted Professions 2012 1. Farmers Believe it , work 2. Ambulance officers hard for it because this is 3. Fire-fighters achievable 4. Nurses 5. Pilots 6. Doctors 7. Pharmacists 8. Veterinarians 9. Armed forces 10. Scientists
- 140. 140
- 141. Contact details: Lynne Strong lynnestrong@cloverhilldairies.com.au 141
Hinweis der Redaktion
- So can we reconnect the city with the country? Bridge the rural – urban divide? Can we use the community’s interest in NRM to achieve our goals? And most importantly, does this enable us to tap in to the enormous resources of the corporate world to help get our message across?From my experience the answer to these questions is “YES, YES, YES and YES”.. and today I am going to show you how.
- For the Archibulls each school is supplied with 2 life-size fibreglass calvesBecause we are asking the next generation of decision makers and consumers to paint the next generation of agriculture
- For the Archibulls each school is supplied with 2 life-size fibreglass calvesBecause we are asking the next generation of decision makers and consumers to paint the next generation of agriculture
- So can we reconnect the city with the country? Bridge the rural – urban divide? Can we use the community’s interest in NRM to achieve our goals? And most importantly, does this enable us to tap in to the enormous resources of the corporate world to help get our message across?From my experience the answer to these questions is “YES, YES, YES and YES”.. and today I am going to show you how.
- My programs directly connect urban communities with the first link of the food value chain - the farmers.
- often by the negative images portrayed about agriculture in the media.
- Images that portray farmers as being country hicks, living perpetually in drought …. and requiring constant hand outs.
- They ALL want farms to look NICE … that is - out of a car window at 100km/hr …But they don’t understand how that relates to the steak on the table, or in our case, the milk on their Weet Bix.
- We cannot expect the Australian public to trust farmers to provide them with quality food, to care for their animals and to look after the environment if they have no relationship with them. SOMEONE has to do something!
- I believe the cause of this disconnect between city and country is the current food value chain model. If you look at the model – there is a pivotal link missing – the link that directly connects consumers with the people who produce their food.
- Essentially through the programs I’m involved in rolling out, we are remodelling the chain to add the missing link and create, if you like, a value bracelet.
- I believe this is the key to locking consumers into lifelong relationships with the producers of their food and fibre.
- All of the students at Gerringong Public School with Daisy Rose
- Where the kids help us to be clean and green
- The program has proved to be a productive, assessable and authentic learning tool, with the students’ written work being described by the judge as “world class”.
- Evaluation of Picasso CowsOutcomes from Picasso Cows were monitored by ‘pre’ and ‘post’ surveys.
- Surveys taken before the primary students started the project showed that nearly 40% were “uncertain” if dairying was important to their region of NSW. Following their involvement with the project, there was a 120% increase in the number of students who “strongly agreed” that dairying was important.
- Dairying as an environmental manager earned mostly negative or “don’t know” votes before the project. Afterwards those who felt strong the dairy industry was a responsible environmental manager rose by more than 400%. A real win for Dairy!
- The percentage of participants that felt “very strongly” that protecting the environment was important increased by 33%. Similarly, the number who felt they now knew how to look after the environment rose by 25%.
- Following the project the students who “strongly agreed” they knew about dairying rose by over 700%.
- The student’s artworks were then display to the general public at a regional level and at the 2009 Sydney Royal Easter Show.
- All three tiers of Government and many other organisations have also come on board to help us deliver both the ‘Cream of the Crop’ and ‘Archibull Prize’ competitions. Woolworths and the GPT Group. NSW Industry and Investment, Landlearn NSW, RAS of NSW, Hawkesbury Harvest, Rural Women’s Network, Australian Farm Journal. Some are passive sponsors, but many have also brought their expertise to the table – making our projects much better in the process. For example we have great IT/multimedia skills from Industry and Investment and LandLearn NSW, great understanding about curriculum development and educational theory from Landlearn NSW, media and communications skills from Australian Farm Journal, marketing from RAS of NSW. They also each bring their own networks – allowing us to really integrate skills from the farming and urban communities.
- The building of the showcase was captured by time lapse photography. So not only was it viewed by the tens of thousands of people who visit the show it went worldwide via the net. And to add the Cream on the Top - the display went on to win 1st Prize for Display and the People’s Choice Award at the Sydney Royal Easter Show.