This is the talk I gave at the International Congress on Entomology in Orlando, FL on September 26, 2016.

1. Talking About Agriculture to a
Concerned Public
Kevin M. Folta
Professor and Chairman
Horticultural Sciences Department
kfolta.blogspot.com
@kevinfolta
kfolta@ufl.edu
www.talkingbiotechpodcast.com

2. Research
Funding and Reimbursement: www.kevinfolta.com/transparency
Slides: www.slideshare.net/kevinfolta

3. QUESTION:
How can we be effective in a public
conversation about biotechnology?

4. A Few Central Core Concepts
Humans have always participated in plant genetic improvement.
Transgenic crop technology (familiar “GMO”) is a precise extension of
conventional plant breeding.
“The techniques used pose no more risk (actually less risk) than
conventional breeding.” (NAS, AAAS, AMA, EFSA many others)
In 20 years there has not been one case of illness or death related to
these products
In the USA there are several traits used in only 10 (- +) commercial
crops, four that provide ingredients in the human diet.
Genome editing techniques will revolutionize food and medicine.

5. Why is there even a problem?
We are looking for
honest answers
about food and
farming!
We’re actually
farmers, producers
and scientists, but
we’re too busy.
How can we help
you? We’re sorta
farmers, producers
and scientists.

6. How do all of us become more effective
in communicating with a concerned
public?

7. 1. Who is our audience?
2. Show that you understand.
3. Talk about your concerns and values.
4. Provide simple evidence that satisfies
concerns and values.
5. IF you need it, have trusted sources.

8. WHO IS YOUR AUDIENCE?
Most of the time these are
people that don’t know about
science and are concerned
about food. Share science with
them.
WHO IS NOT YOUR AUDIENCE?
Many have no interest in
understanding facts. They are not
a good investment of your time.

9. FEAR FACTS
When we engage, we do it wrong.

10. How do we talk to others?How do we talk to others?
A formula--A formula--

12. This is aboutThis is about earningearning trust.trust.
Must start with empathyMust start with empathy
Active listeningActive listening
Only move to next stepsOnly move to next steps
once you understand theironce you understand their
concerns, and they know it.concerns, and they know it.

13. Lead With Your Ethics.Lead With Your Ethics.

14. Your audience is not moved by facts and
statistics.
You have to start by defining
SHARED VALUES.

15. State your priorities up front
What are things you care about in food
and farming, that almost everyone can
agree with?

16. State your priorities up front
FarmersAnimal Care
The NeedyFood Safety
Environment
/Conservtion
Consumers

17. Identify common concerns and show how
technology can satisfy them.
COMPELLING ARGUMENT:
We must ensure equal access to agricultural
innovation.
Solutions exist, that we don’t use.

18. Farmers
Consumers
Environment
Needy

19. Grab your e-Real Estate
Talk to public audiences – Get Involved!
Participate in comments-section discussions
Hug Your Haters
Amplify positive, accurate messages
Use your real name and credentials

20. Avoid these Mistakes
Avoid “feed the world” rhetoric
Always discuss strengths and limitations
Don’t ever claim it is a single solution
Understand the ‘backfire effect’

21. Conclusion
Know your audience
Listen and understand their concerns
Talk about your values, your motivations
Discussion ag innovations that can satisfy your
common values
Participate in social media discussions
Be nice.

22. kfolta.blogspot.com
@kevinfolta
kfolta@ufl.edu
www.talkingbiotechpodcast.com
iTunes, Stitcher, Player FM
Reach out if I may be of assistance

23. “Don’t tell me it can’t be done,
tell me what needs to be done
and help me do it.”