If you’re here because you Googled “Avatar, epic, movie” or “James Cameron, King of the World,” turn back. The title of this post isn’t some über-geeky invitation to discover cobalt-blue waves of grain on far off Pandora. The agriculture I’m talking about is the Earth-bound variety.

I’m also dead serious: Avatar, both the movie and the story of making the movie, has great teaching potential for agriculture.

Lesson 1: in the field of opportunity, it’s always ploughing time.

That money follows good ideas is not news. But it doesn’t happen quickly, in farming or film. In the crop protection industry, for example, the distance from lab bench to farmers’ fields takes a tortuous journey of testing and approval and the outlay of millions of dollars over a period of up to five years.   

But sometimes, waiting a half decade is small potatoes.

James Cameron began his epic journey in 1994. He wouldn’t even start filming until technology caught up with his artistic vision. That means by the time the Na’vi leapt into theatres, investors had been hanging around over a decade and were out $237 million US. Of course, it was pretty much paid back after ten days.

Important ag takeaway? “It could be worse. You could be in the movies.”

So hang in there, crop protection. Don’t fret bio-tech. New seed traits, new equipment — even new government policy – your time will come. Increasingly, new ideas in agriculture will find development money because the world’s growing population needs safe, healthy, plentiful food.

 Lesson 2: farmers are not a dying breed.

I think that Mr. Cameron saves his best for last. Admit it; watching the would-be conquerors of nature being marched off the planet was extremely satisfying. If you were lucky enough to share the moment with a farmer, I’ll bet they were cheering.

Important ag takeaway?  “Respect the people who respect the land. They’re here to stay.”

Here on Earth, it’s time for all of us who get our agriculture from a supermarket to give farmers an extra measure of respect. They’re educated, resilient and determined. There’s nothing slap-dash or careless about the businesses they run.  In fact, it’s common for today’s farmer to take over an operation that has grown and improved over several generations. That improvement is possible because farmers know what their land is capable of. They know how to manage what they’ve got, to make the most of its limitations and to make it better whenever possible. They have a strong sense of the big picture.

So don’t talk down to farmers, don’t sell them junk and for heaven’s sake don’t try to drive them from the land. We need them.

If I’ve missed any obvious agriculture/Avatar connections, please write. If you’d like to make your point in 140 characters or less, knock yourself out @adfarmtweets.

Warren Fick has no Facebook photo, just a silhouette. His big picture thinking gives our clients a unique face in agribusiness. And he writes. Contact him directly at warren.fick@adfarmonline.com

According to a research study conducted by the National Corn Growers Association (NCGA) in 2009, 42 percent of Americans say they believe farmers care more about profits than quality. Although this percentage represents less than half of Americans, this number is still astonishingly high and almost half. 42 percent!

Recently, the ag industry has reminded consumers that farmers are businessmen who farm because they love it, but also farm to support their families. Farms are businesses that need to make a profit if they are to continue to stay in operation. And because Americans need food, America needs farmers to stay in business.

Although this profitability message is important, it’s missing an important secondary message, as is proof by the NCGA study: To be profitable, farmers and ranchers need to produce quality.

This principle has been in practice for several decades. Grain growers receive dockages for elevated mycotoxin levels and foreign material. In fact, if the grain quality (of corn, soybeans, wheat, anything used in food or feed production) is too poor, whole loads of product can become unmarketable.

Same goes for produce. Poor-quality produce is never picked for purchase, whether at a farm market or supermarket. And also for meat. Higher quality meat becomes steaks and roasts, which pays premiums over meat used for hamburger.

So to all my fellow agvocates, remember to spread this message. Farmers DO care about quality because it means profit.

Where do you see consumers mis-judging food quality?

With deep roots on her family farm and a passion for creating a positive community of agriculture, Heather is making connections and executing sound PR strategy for AdFarm clients every day. She can be reached directly at Heather.Koehler@adfarmonline.com or @hlkoehler

http://www.agrimarketingdigital.com/?iid=31401 pages 32-33

Food Freedom Day. It’s February 12th, and it’s the day that the Canadian Federation of Agriculture realizes when the average Canadian has earned enough money to pay their individual grocery bill for the entire year.

Why 43 days to food freedom?

43 days represents the time it takes to for a Canadian to earn approximately 11.9% of their disposable income – the average cost of the annual Canadian grocery bill. However, the 2010 Food Freedom day date is later in 2009 and 2010 than it has been in previous years. The increasing retail cost of food and the effects of recession on disposable income have taken their toll. What is also noticeably different over the years, is the increasing difference between the cost of food, and what producers receive for their work. The Canadian Federation of Agriculture has compiled 30 years of data to highlight this shift.

Celebrating Canadian Agriculture.

At AdFarm, Food Freedom Day is an opportunity to celebrate Canadian farmers and the success of agriculture in supplying one of the safest, most abundant and affordable food supplies in the world.

We hosted a breakfast event with food supplied by a successful local agricultural business – Sunterra Market. We took time to recognize our clients, our partners, our farmers, producers and industry peers who work play a critical role in putting food on the table. And we paid our success forward with a food drive to support members of our local community who may have to work just a little bit longer or harder to achieve their own food freedom.

What do you think can be done to increase the farm gate returns for producing safe food?

Shawna Robinson works hard on behalf of her clients every day to champion their brands, execute to strategy and deliver insightful, impactful work. She can be reached directly at Shawna.Robinson@adfarmonline.com