Connect on values to build your story

Raise your hand if you’ve seen or heard the words “share your story” in the past month?

OK, you can put them down. Too many to count.

That phrase has been a growing mantra for farmers in an era when people know less and less about farming but who say their buying decisions are more and more influenced by how food is grown and raised.

Somehow, we need to bridge the divide.

To the farming community’s credit, there is a lot of story sharing happening. Many more farms have Facebook pages and other social media platforms. Tours for schoolkids and others are a regular occurrence. Farmers are making presentations to community groups, dietitians and grocers, and holding field days to demonstrate environmental stewardship. And groups like DBA are providing support.

“Share your story” seems simple enough. But, as many of you have discovered, it can be difficult. You might know everything there is to know about caring for your cows, preserving natural resources and ensuring the milk from your farm is safe. But that doesn’t guarantee that people will believe you.

Making a personal connection is key, one based on shared values — something that demonstrates you’re not so different from someone who’s never stepped foot on a dairy farm.

So, think about what you have in common. You love your family, you run a business and you hate the brutal cold of Wisconsin winters, to name just a few.

Annaliese Wegner, a DBA member, understands it. Annaliese, a dairy farmer in western Wisconsin, blogs as the Modern-day Farm Chick and has nearly 30,000 followers on Facebook.

“Finding common ground with customers is important,” she said. “We all have families and do things in the community. We breathe the same air and eat the same food.”

“Relating that way helps us build trust so then we can explain what we do on the farm,” she said.

It is less about what you do and more about why you do it. It’s less about how you do things and more about who you are.

It’s sort of like meeting a Chicago Bears fan during a tailgate outside Lambeau Field. At first blush, well, BIG difference. But when it comes down to it you both love football, you both value loyalty and you both enjoy bratwursts and beer. Making those connections is a start toward creating trust and mutual understanding.

Annaliese’s “story” is a mix of her personal life and the technical aspects of farming.

“Tell what you do every day on the farm, but also talk about your hobbies and other interests,” she offers as advice. “Always be positive and keep an open mind so that you understand other people’s perspectives.”

So, with “share your story” still ringing in your ears, I’ll toss out another: “Connect on values.”

Looking for ideas? Email Jamie Mara or Joanna Wavrunek.