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/.