the art and science of the ag and food conversation

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

AESTHETIC

RELATIONSHIP WITH

FOOD

URBAN-RURAL

DIVIDE

HUMAN COGNITIVE HABITS

PERCEPTIONS OF

EXPERTISE

THE ‘ -SCAPE’

SOCIAL

NETWORKING &

Social Media

PLATFORMS

CONVERSATIONComplex Conversational Space

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

‘First World’ Food Identity Crisis?

Guilt-Free Consumerism

Buying Patterns

“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

“…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

“…more than 500 activist organizations are SPENDING

in excess of

$2.5 billion per yearengaging in food-related campaigns.”

J.Byrne 2011

HumanCognitive

Habits

We are

CONSPIRATORIALthinkers

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We are

CONFORMISTS

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HumanCognitive

Habits

We seek out information

that confirms our

world views

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HumanCognitive

Habits

We are PATTERN

seekers13

Dog noses or space aliens?

HumanCognitive

Habits

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!

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

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...)

CONVER

SATION

The Strategy

1. Determine

2. Diffuse and Deflect

3. Decide

4. Dialogue

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

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

Go easy on yourself:

Sometimes it’s

OK to walk away

CONVERSATIONArt & Science - SCIENCE & Art

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

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

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

doccamiryan.wordpress.com

@DocCamiRyan

Cami Ryan

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The Art & Science of the

Ag and Food Conversation

Cami Ryan, B.Comm, Ph.D.