This presentation was given at the 2018 Nutra Blend event at the Tamara Resort near Albuquerque, NM. May/2/2018

1. Communicating Contentious Topics in
Agriculture
Kevin M. Folta
Professor and Chairman
Horticultural Sciences Department@kevinfolta

2. Here’s what I do:
Funding and Reimbursement: www.kevinfolta.com/transparency
Slides: www.slideshare.net/kevinfolta
Department Chair to 57
faculty in 7 locations
Integrate with County Agents
Department Specialties-
Teaching-Research-Extension
Plant breeding
Postharvest technology
Space biology
Weed Science
Cell and molecular biology
Organic crop production
Horticultural crop production
Biochemistry
Crop plant physiology
Farm to schools

3. 0.0%

4. Why Engage the Consumer?
Consumers are asking questions about
food and farming
There is tremendous misinformation on the
internet
It is vital that the American farmer benefit
from our support
Food security, national security

5. Consumers are seeking information
Are there
residues in my
food?
Where do the
ingredients
come from?
Is it nutritious?
Will my family
like it?
Do I trust the
company?
Is this a good
value?
Are herbicides
harming the
environment?
What are these
long words on
the label?
Is this one of
those GMO
things?
Is it full of the
glutens?
What dose Dr.
Oz think?
THIS IS A
VERY GOOD
THING.

6. Most Consumers are Unsure what to Believe
Pesticides
Antibiotics
Hormones
Fertilizer
Gluten
Neonics
GMO
Dihyrogen
monoxide
BPA
MSG
Understanding
makes me a better
consumer.
I don’t know what
to believe, so I just
won’t buy it.

7. Effects
-- New, onerous regulation prior to registration of
new products
-- Slows deployment of desperately needed new
products (cost/time/potential liability)
-- De-incentivizes discovery science
-- Blocks the best science from reaching the field

8. What is Gene Editing?What is Gene Editing?

9. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?
X =
IRRI Images
Traditional Breeding
Wild Introgressions “Impossible” Crosses

10. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?
B73 Mo17
Iowa Sate Univ photo
Hybrids

11. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?

12. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?

13. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?
Add insect resistance gene
Add herbicide resistance gene

14. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?

15. A library contains massive amounts of
information, stored as individual books.
To change the information, you can add
new information by adding a new book.
You can remove information by removing
a book.

16. The DNA in a cell contains massive amounts
of information, stored as individual genes.
To change the information, you can add new
information by adding a new gene.
You can remove information by removing a
gene.

17. What is Gene Editing?What is Gene Editing?

18. What is we went into the library and could
change the meaning of a book by erasing (or
adding) a few extra letters?

19. What if we could go into the DNA of a cell and
change the information in a gene by erasing
(or adding) a few letters?
.

22. Gene editing will revolutionize medicine and
agriculture, eventually.
There is a movement in place that opposes
the technology, and will continue to fight
the technology.
Fast and precise genetic changes of plants
and animals can be made in a short time.
We need to understand and actively
communicate what this technology is and
isn’t.

23. Gene Editing

24. Will We Have the SocialWill We Have the Social
License to Use it?License to Use it?

25. The Collateral Effects of a Trust
Deficit Stall Application of
Innovative Products or Practices
INNOVATION APPLICATION

26. Solution
Ag industry professionals,
scientists and agricultural
producers must be part of the
conversation.
Stop talking to each other- and
talk to non-typical audiences.

27. How do we effectively teach
potentially conetntious
concepts in:
Biotechnology?
Medicine?
Vaccines?
Climate?
Evolution?
Others?
To varied audiences:
University?
Public?
Online?
A good basis for trust
Scientists and agricultural professionals are
consistently rated as competent and knowledgeable.
Yet they typically fail to engage the public, and when
they do, they do it wrong.

28. Scientists, industry
professionals, agricultural
producers, etc.
Make some critical
mistakes in engaging
How we process
information
System 1 – Emotional,
irrational, reactive
System 2 – Logical,
strategic, calculating

29. Humans Exhibit Tribal
Behavior

30. To Establish Trust You Have to
Override the Reactive Brain and
Tribal Tendencies
Establish that you are not a threat
Listening, showing empathy
Affirming shared values

31. Facts do not matter
without trust.
“I've learned that people will
forget what you said, people
will forget what you did, but
people will never forget how
you made them feel.”
- Maya Angelou

32. Who is the Right Audience?
People are seeking honest answers about
science, medicine, food and farming and
don’t know who to trust.
YES!

33. Active Listening
Intellectual Charity
Provide a sense of
power and control in
the conversation

34. Lead With Your Ethics.Lead With Your Ethics.

35. What are our
mutual
concerns?

36. #1 priority – Don’t lose the tool
-- Investing in research that involves a strong
extension component (USDA, companies,
commodities)
-- Empowering and protecting extension agents
and extension specialists, ensuring their freedom
to operate and report
--
SOLUTIONS: Transparent Authenticity
We can’t deny fundamental realities and how
they affect the System I brain.
Acknowledge concerns
Talk about risk and benefit, strength and
weakness
Share your stories and experiences

37. I don’t know what
to believe, so I
just won’t buy it.
Develop rapport
Hit the right audience
Practice active listening
with charity
Share values
Share your experience
and your stories. Win
trust.

38. HOW DO YOU PARTICIPATE?

39. CONTENT AMPLIFICATION
Write something
and share with
1000 people
Share something
you like with
1000 people

40. CONTENT
Blogs
Podcasts
Discussion boards
Reddit
Articles
News Article Comments Sections

41. Reach Out Beyond Our Tribe
How do we stop just talking to each
other and reach others that want to
know what we do?

43. Received several
email inquiries with
specific questions.

44. Circulation = 1 million subscribers

45. Circulation = 1 million subscribers

46. Use modern media to build
your brand.
Use modern media to
ensure the future of
sustainable food
production.

47. AMPLIFICATION

48. The Power of Amplification and Networks
Pre-Internet Now
10 k contacts
Expert
Expert

49. The Power of Amplification via Networks

50. AMPLIFICATION
Promote good information into your
networks
Share media outside of your tribe
Distill important research findings in
alternative media (talk to a different
tribe)

51. Amplify messages from trusted experts.
Jennie Schmidt
Brian Scott
Sarah Schultz

52. MANY OTHERS

53. Amplify messages from trusted experts.

54. We Go Forward Together
Identify audience, facts don’t matter
until you’ve earned their trust
Effective communication starts only
after listening, establishing rapport
Industry professionals, scientists and
farmers are good at talking to each
other. Reach out to new groups, build
trust and share expertise. Generate content, amplify work
of others
Be an ambassador of what we do
Handle criticism with class
Defend science, farmers and scientists.
Be transparent and authentic.
This is not an option. We must be present where the conversations are
taking place.

55. kfolta.blogspot.com
@kevinfolta
kfolta@ufl.edu
www.talkingbiotechpodcast.com
iTunes, Stitcher, Player FM
Thank you.
All funding, reimbursement:
www.kevinfolta.com/transparency
All slides:
www.slideshare.net/kevinfolta
“Don’t tell me it can’t be done, tell me what needs to be
done and help me do it. “ - Dr. Norman Borlaug