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Three Views on Sustainability

January 21, 2010
By: Sara Schafer, Farm Journal Media Business and Crops Editor
Defining sustainability is no easy task. An even harder task is to determine how agriculture and sustainability fit together.
During the Ag Connect Expo, three experts from varying fields held a roundtable discussing sustainability.
Hear from the experts:
Annie Weber, senior vice president and general manager of the Roper Public Affairs
"The average person is still pretty ignorant about agriculture,” says Weber. "It's so important that you open your doors and reach out to your consumers and use the tools that are out there. The Internet is a great way for people find out and learn. Get Americans to really know you today, so they really understand your issues.”
Bruce Knight, principal and founder of Strategic Conservation Solutions
"Far and away, we need to have these discussions about what is and isn't sustainability,” Knight says. "First and foremost, it's about if you want a government decision on how to define it or an industry decision. If you've got an industry-led decision, you can get that formalized or you simply start moving forward with the marketing associated with those things.”
Jim Nussle, present and CEO of the Nubble Group
"Get out of your comfort zone when you go to Washington,” says Nussle. "Go see your own representatives, but be sure to see someone you don't know too. People know want to know where their food comes from. There's a challenge out there of how to be transparent and show the diversity in agriculture.”
The roundtable was held during a special session hosted by Case IH.

For complete Ag Connect coverage, visit

You can e-mail Sara Schafer at

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