In Jolene Brown’s world, pigs fly.
The Iowa farmer and professional speaker saw a pig land on the road in front of her car, where it was dropped by a marauding eagle.
“Man, if you can see a pig fly, there’s all kinds of possibilities for us in agriculture,” Brown told the Farming Smarter conference in Lethbridge Dec. 6.
“If we enjoy the journey, if we approach it with open eyes, there’s all kinds of opportunities in our turbulent times.”
Read Also
Government, industry seek canola tariff resolution
Governments and industry continue to discuss how best to deal with Chinese tariffs on Canadian agricultural products, particularly canola.
Brown talked about the influences on modern agriculture and about the five things that motivate consumers. But for farmers who describe themselves as “feeding the world,” assuming that will explain their role to the public, she had a caution.
“It’s not a motivator. Is it critically important and of high value? You bet. Feeding the world is critical but it is not a motivator that keeps us in business,” Brown said.
The five motivators for consumers lie in the things they desire: time, youth, health, safety and an experience.
She urged farmers to think about how their products can save people time and make them feel youthful and healthy. Monitoring and measuring agricultural practices and products make consumers feel safe with products they buy.
As well, they want an experience, a “touch point” for their food, whether that’s a visit to a farm or a website that allows them to get more information about the foods’ sources.
Brown also talked about the four main influences in modern farmers’ lives: pace, people, process and product.
The pace of life has affected everyone, with technology as one of the main drivers, said Brown. She joked about the four main food groups in modern life: fast food, frozen food, dine out and carry out.
People who no longer have a connection with the farm are also a feature of modern agriculture, and one of its challenges.
“There is a world out there that does not understand what you and I do and yet they decide whether or not we can even do it,” she said.
“We’d better be building some bridges along the way.”
As a frequent traveller to speaking engagements, Brown said she is asked some strange questions when airplane seatmates learn she is a farmer.
She has been accused of murdering animals, playing God by genetically modifying food, and queried on whether cows that give skim milk actually drink more water.
One of her favourites is a query about whether chickens get cold when farmers remove their feathers.
However, she doesn’t quickly volunteer the information that she is a farmer. Initially, she tells them she is in the consumer service and products industry.
When that brings a question about what she produces, she gives them the zinger.
“I say, ‘the food for your family, the clothing on your back and the fuel for your car. I am an American farmer.
“And by the way, do you breathe oxygen? I make it.”
