HELP

• Humanize

• Empathize, Educate

• Lead, Localize

• Participate

1. Humanize• At Stake: Rural Culture’s Freedom To Operate (domestically)

• Social License: Given - Or Removed – By Court Of Public Opinion

• Social Norms Have Made It Easy to hate ‘INDUSTRY”– Public Distrusts “Big Business”– “Factory Farms”, “Industrial Farming”

• Human Interest Issues Must Be Engaged In Human Interest Terms– Food Safety, Water, Animal Welfare

• Engagement Must Include Ambassadors With Whom There Is An Element Of Trust

• That Means We Need A Trusted ‘Human Face’ As Messenger

• The Freedom To Operate Will Ultimately Be Decided InLiving Rooms NOT Board Rooms

POSSIBLE

ACCEPTABLE GAINFUL

ACCEPTABLE GAINFUL

POSSIBLE

GAINFUL

POSSIBLE

ACCEPTABLE

SUSTAINABLE

CERTAINTYHOPE

POSSIBLE

ACCEPTABLETO OPERATE

PRODUCER INVESTMENT

FREEDOMHOPE FOR

2. EMPATHIZEAND EDUCATE

– Help Producers Understand Real Concerns Of Public • What Does The Public Think Is ‘Acceptable’• Help Producers Avoid Playing Reverse Jeopardy

– Facilitate Outreach By Producers That Lets Greater Community Know The Producer Is Listening, Understands, Respects Or Shares Concerns

• Showcase Producers Addressing Social Concerns And Highlight Soy/Ag Contributions To Society

– Producers Are Part Of The Answer To Their Concerns (Gainful)

• Build/Highlight Environmental Initiatives: Clean Air and Water Efforts, Animal Welfare, Regulatory Responsibility

– Engaging In What Is ‘Possible’

Education Of Producers– Help Producers Build Leadership Capacity

• Processes And Participation In Democracy

• 3 Steps: Awareness, Education, Action

• Break Down Bunker Mentality

• Empower Producers As Experts On Society’s Issues/Concerns

• Empower Self-Policing, Peer Review And Pressure

• Assist Them In Understanding And Appropriately Illuminating Half-Truths, Self Interest, Strategies Of ‘Conflict Industry’

• Assist Producers In Identifying, Articulating, And Implementing Solution Strategies

– ‘What Is Our Answer’

3. LOCALIZE• Education Begins In Producers Home Area

• Supply Localized Information To Producers • Provide Tools That Assist Producer In Educating Their Local Elected

And Opinion Leaders, Media, Schools

• Facilitate Producer’s Ability To Share:• With - And In - Local Media• With Local Business Peers• With Local Civic Groups• Local Schools

Rio Earth Summit One: Indigenous Stakeholders Focus

4. PROMOTE AND PRAISE PRODUCER PARTICIPATION• Be Aware Of Bunker Mentality• Promote Achievable Outputs And Outcomes

• Simplify, Simplify, Simplify

• Facilitate Peer Praise Of Personal Efforts • Local Peer Groups And Media

• Assist In Identifying And Celebrating Individual And Collective Successes

• Assist In Delivering ‘Thank Yous’ To Those Who Deserve It

• Make Engagement ‘Fun’, ‘Gainful’

Tools That Can Work

• Soy Ambassador Programs• Ag Leadership Programs• Earth Day Celebrations Of Progress• Welcome Wagons• Farrow Shed Humanizing• Did You Know Ad Campaigns

– Supplied To Producers For Local Media, Legislative Sessions - With Names/Pictures

• Humanizing Ad Campaigns

Tools That Can Work

Local, Regional,

National

• Social Media Training• Media (Print/Blog) Rapid Response Teams

– Producers– Students Who Hope To Become Producers– Twitter

• Opposition Strategy Research• ‘Alternatives’ Supplanting ‘Anger’

– Bonnie Riatt– Pizza Hut– Ford Motor

Tools That Can Work

Building A Bridge of Urban/Rural

Cultural Understanding

In the fall, classrooms adopt a resource provider that they’ll get to know during the remainder of the

school year.

Farmer Fisherman

Miner & Energy Worker

Rancher

Logger

Providers Communicate With Classes

Letters…

Internet…

Videos…

Final Q & A Session!

Adopted Providers meet their adoptors…

Student’s Become A ‘Pal”

Make friends for a lifetime…

• Curriculum

• Vocabulary

• Games

• Product Descriptions

• Web Pages:

-Farming -Fishing -Forestry -Mining -Ranching

PROVIDER WORLD!!!

www.providerpals.com

1998-2002: Pilot program running in Montana & Washington D.C.2002: Ford Motor Company awards generous grant that set Provider Pals™ in motionand additional support allows the program to expand across the nation2008: “Provider World” educational gaming site launched with CAT and Monsanto Foundations support2010/11: MN Soy supports program pilot in 5 schools.2011/2012: Iowa Pork joins MN Soy in expanding program in MSP2012/2013: Iowa Soy supports pilot in Iowa schools Cities & Towns that Have Adopt Providers Since 2002:

Program Progress

St. Louis, MOSan Jose, CA

Detroit, MI

Little Rock, AR

Cheyenne, WY

Charlotte, NCHollywood (LA), CA

Two Schools

San Diego, CA

New York City, NY

Spokane, WA

Plantation (Ft. Lauderdale), FL Two Schools

Washington, DC 3000 Students

Seattle, WA

Vancouver, BCCampbell River, BC

Denver, CO

Over 80,000 Students Over 3500 Classrooms

In Cities Throughout The Nation and BC

Texarkana, AR

6 Schools in MN

Wolcott, Indiana

Phoenix, 4 schools

14 Schools in MT

“Preserve America President’s Award.”

MAJOR SPONSORS

Minnesota Soybean Research

& Promotion Council

Cultural Bridge Building Is Central To Maintaining Freedom To Operate

Dependent Upon Society Believing It IsPossible,

Acceptable,and Gainful

To Entrust The Process Of Food Production To The American Farmer.

Freedom To Operate

Your Sponsoring Producers Must Believe It IsPossible,

Acceptable,and Gainful

To Engage In Programming You Develop For Their Use.

Freedom To Operate

Requires That Society Go Beyond Liking

‘The Farmer’ – Take The Next Step –

And Act In The Best Interest Of American Farmers.

Freedom To Operate

Requires That SocietyBecome Aware Of The Issues We Face,

Become Educated On The Issues We Face,And Learn Of The Actions They Can Take

To Protect Our Common Interests.

Freedom To Operate

Requires Ambassadors With The Leadership Capacity

To Develop Trust Within Their Area Of Influence In This Discussion.

The Final Decision On The Freedom To Operate

Will Be Made Largely In Living Rooms, Not Board Rooms.

The Issue Is The Environment:

Handling Of TheEnvironmental Issues Of

Food Safety,Water,

And Animal WelfareWill Shape The Public’s Decision In

Continuing Our Social License To Operate.

The Atmosphere Within Which Enlightened Decision Making May Occur

Can Be Influenced By Advertising – But Trust Can Only Be Gained By BuildingAnd Connecting Programs That H.E.L.P.

Grow Leadership Capacities Within The Producer Ranks,

And Empowering Those Producers to Act.

Society AND Producers Are Ready For Engagement

Also ready fora new environmental vision based upon:

Hope Instead of Fear

Science Instead of Emotion

Education Instead of Litigation

Resolution Instead of Conflict

Employing, Not Destroying, Human Resources

The U.S. Soy Producer’s Hope

In MaintainingTheir Freedom To Operate

Lies In Their Ability To Articulate And Deliver

This New Vision.

HOPEBad News Sells –

But Today, Humanity Hungers For Hope.

That Hunger For Hope Is Alive In The Homes And Hearts

Of All American’s – Including Your Soy Producers.

At Stake?Not Industry’s Freedom To Operate

Rather, At Stake Is Rural America’s Freedom To Operate.

Our Cultures Are At Stake

Two Reasons For The Fire In My Belly.

Dad

Chas

I Hope What I Have Offered Today Is Of

‘H.E.L.P.’In Making Your Strategies

‘Possible, Acceptable, and Gainful’ As You Prepare, And Connect,

Programming DecisionsFor Those You Serve.