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This Movie Is About Farmers, Not for Farmers

February 27, 2014
By: Ben Potter, AgWeb.com Social Media and Innovation Editor google + 
 
 

Coming to a theater near you, 'Farmland' looks to win back consumer confidence in agriculture one person at a time.

There are 80 million millenials in America, many of whom are two, three or more generations off the farm. They largely don’t understand how food is produced in this country, but they care deeply about it. In this digital age, they are especially prone to misinformation. How can the agriculture industry showcase what "real farming" actually looks like?

Enter "Farmland: The Movie," a 75-minute documentary that is about farmers, but not for farmers. Randy Krotz explains.

"As important as farmers are, the agriculture audience will certainly get the ball rolling, but they’re not the target audience," he says. Krotz, the CEO of U.S. Farmers & Ranchers Alliance, was on-hand to promote the movie to audiences at the Bayer CropScience Ag Issues Forum (AIF) and the 2014 Commodity Classic, both held in San Antonio.

"Farmland: The Movie" follows six farmers, all in their 20s, through their day-to-day struggles and successes. The farmers hail from all parts of the country, and grow a variety of crops and livestock under diverse production practices. Because consumers trust farmers most out of anybody in the food production chain, they were a natural fit to follow, agree Krotz and Frank Sesno, director of George Washington University School of Media and Public Affairs, who moderated AIF.

"Where is the agriculture story going?" Sesno asked Krotz. "How do you take an issue and turn it into a story? How do you make it compelling?"

"The challenge in storytelling is how can you connect with the head but grab the heart?" came Krotz’ answer.

Can the film deliver on that promise? Watch the trailer and decide for yourself:

"Farmland: The Movie" was directed by Oscar-winning documentary filmmaker James Moll. Its theatrical run is expected to play in 25 markets later this year. A shorter, 44-minute version developed for schools is planned after that. For more information, visit http://www.farmlandfilm.com/.
 

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COMMENTS (4 Comments)

Soil Health - CO
I really wish this film would have included a good cross section of young farmers that are turning toward regenerative farming practices that lead toward far less risk, financially and environmentally. I'll be impressed when they include Paul Brown and Daniel Salatin, or folks like them, in a film. Right now I'm tending to agree with Cactus - just an advertisement to make the general public feel better about about high input farming and genetic engineering. I hope I'm wrong.
10:25 AM Mar 30th
 
Cactus - Chandler, AZ
I was encourage at first until I saw who behind all of this. ..U.S. Farmers & Ranchers Alliance --- A robust biotech org.
Looks like another defensive biotech/lobbyist movie to round up more business. The last I heard transgenic seed costs were up for 2014. Oh well, somebody has to pay. Nice try guys. Some of us farmers catch on a little quicker than others.


6:30 PM Mar 3rd
 
Cactus - Chandler, AZ
I was encourage at first until I saw who behind all of this. ..U.S. Farmers & Ranchers Alliance --- A robust biotech org.
Looks like another defensive biotech/lobbyist movie to round up more business. The last I heard transgenic seed costs were up for 2014. Oh well, somebody has to pay. Nice try guys. Some of us farmers catch on a little quicker than others.


6:30 PM Mar 3rd
 
Bert - Milbank, SD
This looks like a great movie. All of the reality shows I seen are so silly. I wondered why they didn't just have real farmers…not hutterite's or mennonites…..just farmers. My city friends tell me about the horrible hours they works. They have no ideal and while visiting ask "when are you going to take a break to show me the sights"?
8:54 AM Mar 2nd
 



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