Consumers Want to Know You Share the Same Concerns

September 19, 2017 03:25 PM
 
Consumers Want to Know You Share the Same Concerns

On a sunny summer afternoon, Michele Payn is pacing around a windowless hotel meeting room, quizzing a group of assembled agribusiness leaders.

“What does every mother or father want to do for their children?” Payn asks the group.

Hands shoot up in the air and more than one person shouts out an answer, but no one quite says what Payn is looking for. She finally gives the answer she wants: “Protect their children,” she says.

Payn isn’t talking about protecting children from disease or disaster. Rather, she’s focused on how parents and consumers in general relate to food and form perceptions about food production. It’s work she has done for more than 16 years as the founder of Cause Matters Corp., a company that is “addressing food myths, developing science communication, and connecting farm to food.”

Payn’s perspective is that people relate to food on an emotional level and not based on science and years of accumulated data. The importance of building connections with consumers—your neighbors next door—was a message she repeated throughout her presentation to participants at the recent Mid America CropLife Association (MACA) annual meeting in Kansas City, Mo.

As proof of the value of emotional ties she asks, “How do you approach the subject of GMOs?”

“Lightly,” someone in the audience says. The group laughs, and another member of the audience offers in a defensive tone, “No one’s ever gotten sick or died from them.”

“Every time we’re put on the defense, we lose,” Payn reminds the group.

Another person in the audience says, “I tell them I care for my kids, too. I try to find commonality.”

That’s the right approach, Payn says. Genetic modification, pesticides and animal care topics can be scary topics for anyone removed from agriculture, so when members of agriculture can relate to people based on shared values, they tend to connect and build a bridge.

Payne offers two examples she uses that she says have proven effective, based on who she’s having the conversation with at the time.

“Do you have anyone in your family who’s a diabetic?” she asks. “They have a right to insulin, right? And insulin for Type 1 diabetes is typically genetically modified.

“Do you have an iPhone? If I take the Facebook app off my iPhone 6 it’s still an iPhone. That’s what can occur in a corn plant when you [remove] or add a gene that then allows that corn to be naturally resistant to insects.”

Both examples are over-simplifications, Payn says, but they help illustrate the concerns people have and the need for finding a connection with them.

"Take it back to their world," she advises "They [examples] don’t have to be data-based. They have to be trust-based.”

 

Back to news


 

Comments

 
Spell Check

Elaine Javier
Atlanta, GA
9/26/2017 06:59 AM
 

  Three months ago I constantly had to go to the bathroom. I thought it was because I gave up soft drinks and was only drinking water. One day I had a stomachache. I was in bed for 4 days. The doctor's appointment was for a Wednesday. I got sick and went to emergency room on a Monday. I was told my blood sugar level was 810 and I have diabetes. Since then, I eat better, take better care of myself and went from 260 to 220 lbs.and was thirsty all the time. One day I got extremely sick, could not keep anything down, had blurry vision, a rapid heartbeat, and began hyperventilating. taking metformin 1000 mg twice daily. I am writing this to inform others that nothing was really working to help my condition.I went off the metformin (with the doctor’s knowledge) and started on Diabetes herbal formula i ordered from Health Herbal Clinic, my symptoms totally declined over a 5 weeks use of the Diabetes natural herbal formula. i am now doing very well, Visit there website www. healthherbalclinic. net or email Info@ healthherbalclinic. net

 
 
Gambil wesie
usa, CA
9/20/2017 09:11 AM
 

  I can’t believe my genitial warts and DIABETES is really cured, i never thought and believed that one day i will live on earth cured of this disease.i have been suffering of this deadly disease DIABETES since 7years ago.Happiness is all i see now i never thought that i will live on earth before the year runs out this is a miracle A shot testimony on how i was cured for my Warts and DIABETES Virus diseases by Dr Ofemu with his Herbal Root Herbs Medicine, Although this is almost too impossible to believe, but I am here to fulfill my promise to Dr Ofemu, I am a survivor, I am a living proof of this medication, at first it sounded so fake, but my mum encouraged me to continue with the medication, within 3 days I notice the sours in my genitals were all dried up and my tongue stopped paining me, so i stopped taking my Drugs and focused on the herbal medication. I felted my body coming back to life, my skin, my face, no more body weakness and my mum kept praying for me, she was really happy when i was tested negative. This unbelievable transformation have also brought me closer to God, and thanks to Dr Ofemu for his regular checkups, calls, sms and chats. I am CURED, I am CURED and I repeat I AM CURED! I have been a slave of HIV for 3years but it took just 18 days for my cure! God Bless you Sir! contact him now for any kind of diseases problem on his mail (ofemusolutiontemple@gmail.com) or call +12675278976 whatsapp +12675278976, contact his Africa office on whatsapp or call +2348158836673 he is a herbal remedy to all sickness i have copied and sent the link of your contacts to a few HIV/AIDS friends, please sir help them and God will increase you! thanks you again sir for putting a smile on my face again so i am posting to this forum saying if you are into similar situation or have any kind of disease problem you can as well contact him for help

 
 
Gambil wesie
usa, CA
9/20/2017 09:23 AM
 

  I can’t believe my genitial warts and DIABETES is really cured, i never thought and believed that one day i will live on earth cured of this disease.i have been suffering of this deadly disease DIABETES since 7years ago.Happiness is all i see now i never thought that i will live on earth before the year runs out this is a miracle A shot testimony on how i was cured for my Warts and DIABETES Virus diseases by Dr Ofemu with his Herbal Root Herbs Medicine, Although this is almost too impossible to believe, but I am here to fulfill my promise to Dr Ofemu, I am a survivor, I am a living proof of this medication, at first it sounded so fake, but my mum encouraged me to continue with the medication, within 3 days I notice the sours in my genitals were all dried up and my tongue stopped paining me, so i stopped taking my Drugs and focused on the herbal medication. I felted my body coming back to life, my skin, my face, no more body weakness and my mum kept praying for me, she was really happy when i was tested negative. This unbelievable transformation have also brought me closer to God, and thanks to Dr Ofemu for his regular checkups, calls, sms and chats. I am CURED, I am CURED and I repeat I AM CURED! I have been a slave of HIV for 3years but it took just 18 days for my cure! God Bless you Sir! contact him now for any kind of diseases problem on his mail (ofemusolutiontemple@gmail.com) or call +12675278976 whatsapp +12675278976, contact his Africa office on whatsapp or call +2348158836673 he is a herbal remedy to all sickness i have copied and sent the link of your contacts to a few HIV/AIDS friends, please sir help them and God will increase you! thanks you again sir for putting a smile on my face again so i am posting to this forum saying if you are into similar situation or have any kind of disease problem you can as well contact him for help

 
 

Corn College TV Education Series

2014_Team_Shot_with_Logo

Get nearly 8 hours of educational video with Farm Journal's top agronomists. Produced in the field and neatly organized by topic, from spring prep to post-harvest. Order now!

Markets

Market Data provided by Barchart.com
brought-by
Close