12 / SEEDWORLD.COM JANUARY 2018 the go-to resource for consumer moms who have questions about farming and food. “After joining the organization, each volunteer completes a profile questionnaire,” says Morgan, “One of the questions asks the farmer why they want to be a part of CommonGround. We started noticing that most volunteers on this particular question were responding with a very similar answer. As a collective, these women are saying: ‘I’m extremely passionate about how we raise food on our farm and I really want to be a part of this program so that I can share the truth about agriculture with consumers.’” The organization provides state-wide trainings and a national conference each year for its members, helping them to build a net- work of both camaraderie in communication and support to best understand consumers, their perspectives on food and how to best engage in food conversations for the most impactful outcome. “From an overall agriculture association standpoint, we are changing the ways we communicate with farmers today; we are stepping back and taking a look at what we are communicating and how we are delivering those messages to ensure that we are talking to them where they are and that we are being efficient with our information.” says Stacy Mayo-Martinez, who serves as Director of Industry Relations for the Kansas Corn Growers Association (KCGA). KCGA recognizes the constant connectedness farmers have at their fingertips. They have worked to develop training and programming that helps farmers to leverage that connectedness through social media and effective messaging training when it comes to having those tough consumer oriented conversations about practices on their farms. Mayo-Martinez notes that the channel of communication has shortened with social media and instant access to email and messenger services. “Farmers have the ability to talk to other farmers, industry representatives, consumers, and elected officials, through online and social networks without ever having to leave the cab of the tractor.” KCGA, like many state commodities, creates program- ming with an industry goal of creating industry awareness, leadership and advocacy. During 2018, KCGA will offer three core programs: Corn Corps, Careers in Corn and Collegiate Academy to help students and young industry members iden- tify obstacles facing the industry and equip them with the tools they need to respond to those challenges. “There are a lot of people considering agriculture as a career and we have a great opportunity to create advocates for the industry through those students and young professionals, even if they don’t return to the farm,” says Mayo-Martinez, referencing the communication components of the programming. Each program will focus on a specific demographic within the industry in hopes of helping participants better connect to the resources and information available to them, as well as the consumer. The Kansas Corn Collegiate Academy will aid students who want to learn more about the corn industry: the careers and opportunities it offers, as well as enhance their professional development. The inaugural class will participate in three learn- ing sessions, a day at the Capitol in Topeka, and a week-long learning experience with Corn Congress in Washington, D.C. “Each student will have the opportunity to network within the industry and gain a better understanding through tours and a capstone project that they will complete,” says Mayo-Martinez. “They’re going to be able to learn more about trade, ethanol, live- stock, policy, conservation and education, and consumer trends.” Corn Corps focuses on the older demographic of the millen- nial spectrum, helping farm couples and individuals alike navigate consumer relations, farm identity and branding, and the strategic communications that can help their farms achieve marketing goals. The third initiative, the Careers in Corn program, helps students identify off-farm experiences and opportunities in the corn industry through a network of talks by industry professionals throughout Kansas’ network of colleges and four-year institutions. Evolution of Communication Across the industry, professionals agree that the impact millennial communication has had on agriculture is positive. The conversation around agriculture continues to evolve as future generations return to the farm with their sights set on the implementation of new strategy and development. The fresh ideas and skillsets millennials are bringing back to the farm are changing the industry from within. And it is clear that while their passion and dedication for the agriculture industry is as strong as the generations preceding them, their method of delivery and presentation is a new and exciting course for the industry. SW A meeting of the Kansas Corn Growers Association.