Consumer doubts about effective science-based approaches to agricultural challenges and policy development are being felt everywhere.  Lately, even precision agriculture, which provides a number of environmental benefits to society, is being targeted in some circles for lacking transparency.

Facing yet another challenge to science is a tough spot for agriculture to be in, given how the sector relies on it for new products and for answers to emerging problems.

The Bayer CropScience AgVocacy Forum, now in its 13th year, is designed to stimulate discussion about such matters. For two days before the annual Commodity Classic in Anaheim, California, Bayer unites about 300 marketing, communication and industry officials to explore ideas that could bring consumers and farmers closer together.

Discussions are based on key topics in the industry, including the importance of collaboration, innovation and outreach to agriculture’s future. 

This year, growers, NGO representatives and the next generation of ag leaders, among others, discussed transformative innovation, the power of working together and the need to “agvocate” (advocate for agriculture).

"We need to do a better job at using our expertise to be part of the social conversation beyond our inner agriculture circle,” says Lauren Davis, Calgary-based marketing communications manager for Bayer CropScience Canada. “Society puts a lot of trust in farmers, so let’s use this opportunity to amplify our agriculture story. By doing so, we'll improve the connection between consumers and the farm.”   

Like other years, some of the discussion from the 26 panelists was about programs that either have succeeded or are off to a good start. Other talks centred on trends that modern farming advocates should consider. 

For example, Joel Nelson, president of California Citrus Mutual, told of how his organization has spent $1 million on consumer education to try making homeowners partners in preventing the state’s orange trees – many of which are in people’s backyards -- from being infected with citrus greening disease which has devastated Florida’s orange crop.

Connie Diekman, director of nutrition for Washington University in St. Louis and former chair of the America Heart Association’s Missouri affiliate, told how plant-based proteins are in higher demand than ever by students at her institution, and they are showing preference for local food over organic food.

Other panelists noted how the trend towards “clean” food -- a wide-sweeping term for food grown with next to no inputs -- could work against farmers who rely on crop protection to help battle pests and disease.

And still others talked about how precision agriculture tools such as drones, which are becoming popular for scouting and other on-farm applications, are seen as menacing and invasive by some consumers.

Bayer has taken measures to understand the public’s psyche. Last year it conducted a huge insight study involving 10,000 people in 10 countries, including the U.S. and Canada. It was designed to help determine consumers’ interest in food production and learn how to communicate the value of modern agriculture.

The results of that study were released in July 2017. Among its findings: almost 60 per cent of respondents said access to safe, affordable and nutritious food is the most urgent food issue.

Nearly half said they support developing new plants that produce higher yielding plants and more food than current varieties.

Ironically, just over 30 per cent said they believe science-based advancements are safe. And more than three-quarters think the long-term effects of genetically modified seeds are not yet known.

“Among survey respondents who believe agriculture innovations don‘t have a positive or negative impact or that they do more harm than good, nearly 60 per cent say they would be more likely to support technologies if they were to learn how these innovations could help address the world’s most pressing food issues,” says Rob Schrick, strategic business lead of broad-acre crops for Bayer.

“That’s why the forum and other agvocacy efforts are critical to helping bridge the divide, and ensure growers have access to the tools required to grow a sustainable food supply.”