ONTARIO GRAIN FARMER INDUSTRY NEWS 26 continued from page 25 current media environment in which we live. There has always been the desire for farm writers to take a lead, particularly in their areas of print, broadcast, or digital. “For credibility purposes, the next generation of ag journalists and ag communicators is going to be extremely versatile,” adds Roberts. “The long view may not yield immediate results, but having people in place who know what kind of information is needed by consumers—and wanted—is vital, and it’s a real opportunity because I don’t believe there’s a unified approach. As for communicating risk, Roberts acknowledges that it’s built on the benefits, yet the question remains whether people will accept those benefits. If something benefits farmers, they’ll certainly accept the risk. If the benefits are to society, let’s hear about those, too. And if possible, get farmers to use their reputations for trustworthiness to communicate risk to consumers. • Volunteers at the FFCO Breakfast on the Farm.
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