There is tremendous power in telling your story as a farmer – and people truly want to hear it, says Leah Halverson, owner of Ten Acre Marketing.
“It’s not about the science and data, though those are important,” she says. “Consumers, and sometimes even our customers, just want to know that we’re doing our best and that we’re progressing. When you get lost in data and technology, then you’ve lost the story. They want to hear your unique story and your purpose.”
Those were a couple of the key takeaways from Halverson’s presentation to farmers and agribusiness leaders during the 2022 Top Producer Summit in Nashville on Tuesday. Halverson’s topic was, Tell Your Sustainability Story Without Getting Lost in Science.
Check out Halverson’s story by listening here:
All About Potatoes
For Halverson, telling her personal story involves sharing how her great grandfather, Hallie Halverson, started Black Gold Farms more than 80 years ago on only 10 acres. Black represented the cattle he raised, and gold represented the potatoes he grew.
Today, Black Gold Farms, which is based near Grand Forks, N.D., produces potatoes in 10 states.
“I’m a fourth-generation farmer, and we love our potatoes. We’re obsessed with them,” she told Chip Flory, host of AgriTalk.
Other farmers are equally passionate about their respective operations, and that passion resonates with people, she adds.
Halverson started Ten Acre Marketing in 2019 to help farmers and agricultural companies involved in the field-to-plate journey tell their stories through brand development, strategic marketing, creative and digital development, social media management, public relations, and event planning.
Low-Hanging Fruit
For farmers who are uncomfortable talking with consumers one-on-one, Halverson recommends they start by using social media to communicate about their farming enterprise.
“Social media is low-hanging fruit,” she says. “Talk about what you’re doing, what your family is doing – maybe it’s about the next generation coming back to the farm. Talk about your purpose.”
That’s also the approach she uses in conversations with individuals.
“When I’m on a plane, I tell the person next to me that I’m a potato farmer,” she says. “I’ve got a story to tell them.”
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