‘Multiplier Effect’ No Longer Enough, Society Expects More of Farms Today

By Jane Fyksen, Crops Editor
Thursday, November 1, 2007 10:21 AM CDT

The spillover of suburban life into rural communities has brought people unfamiliar with agriculture into close proximity to farm operations.

“Generally, their awareness of farming has not kept up with changes in the nature and scale of today’s farms,” says Stanley “Lee” Telega, a senior Extension associate with Cornell University’s PRO-DAIRY Program, who’s focused on farm-neighbor relations. He contends that improving relations with neighbors “is becoming an increasingly important part of operating a farm business today.”

Not only have farms been changing, so have their rural neighbors. No longer are they other farmers or retired farmers, but people several generations removed from farming, who are “seeking serenity, open space, pastoral scenery and fresh air,” he notes, and may encounter “unpleasant odor” and have “concerns about pollution, traffic, noise and other negative side effects of farming.”

What’s more, societal expectations as a whole have been changing. “No longer is an industry or company welcome in a community merely because it supplies jobs and other economic benefits,” he says. “Our society now expects businesses and industries to operate openly with a high degree of environmental responsibility and community commitment.” In other words, the message that farms are important to the economic base of the community is apt to fall on deaf ears. That argument may not let them off the hook if their environmental practices are perceived as less-than-good.

“The corporate world has come to realize that negative attitudes and impressions of an industry or business can have profound consequences on strategic opportunities, operational options and financial bottom line,” he reports.

Telega suggests farms should approach good neighbor relations as a necessary part of overall farm management. Suggested activities include:

- Community picnics n “Nothing builds friendships better than a good gathering and good food,” he notes.

- Farm tours n Educational experience can build understanding of “the science and complexities of your operation,” he states. One kid-friendly website resource is www.moomilk.com. It contains lots of activities, coloring sheets, frequently asked questions and more for staging tours for local elementary students n and their parents. Another is www.dairyfarmingtoday.org.

- Sample farm products n “Sweet corn wins them over every time,” he notes, adding that baskets of farm produce make excellent good-will gifts.

- Sharing manure n Build goodwill by making neighbors’ flower gardens more productive.

- Offer garden space n This allows non-farm neighbors to better connect with your farm, especially if you’re on the edge of town or abut a subdivision, where residents may not want to devote some of their precious yard space for a vegetable garden.

- Mulch hay n Offer your poor quality hay as mulch to neighbors.

- Sponsor a sports team n This is good public relations and image-building for your operation.

- Provide recreational access n Telega says this is “one of the largest benefits a farm can offer.”

- Snow plowing n “Nothing is more appreciated than a clear driveway after a big snow,” he notes.

- Develop wildlife areas n “Show it to visitors as a clear example of how your farm fits with nature,” he suggests.

- Communications n While printed newsletters deliver information, “face-to-face communications build trusting relationships,” he reminds.

A novel business concept has been discussed in New York, where Telega works with producers. A public relations service for farms might be a new, viable, niche business. Modeled after newsletters and bulletins used by many Community-Support Agriculture (CSA) farms, a service would maintain a contact database of its farm-clients’ neighbors, as well as community leaders and others who might have interest in what farms are doing. Quarterly newsletters about the farm and farming in general could be produced and mailed out. Development and/or maintenance of farm websites might also be part of such a service.

Telega has interviewed key producers in New York who have taken steps to communicate to neighbors about their farm businesses. Several had to explain and defend their manure handling practices at public forums, while another was proactive, “developing and practicing an ongoing relations-building effort with their neighbors,” he notes.

Staying calm during a public meeting makes a “huge difference,” noted one operator, who even in the face of personal attacks, answered questions honestly.

This large dairy started a newsletter, and hand-delivered the first one to addresses they’d gotten at the meeting. Local officials also get this letter, now only put out in the spring. Not only does it tell what’s new with the operation and farm family, but explains nutrient management principles. It may also contain inspirational stories and recipes. The barn and home phone numbers are listed on the front page, says Telega, noting that this farm also started giving gift certificates to local shops when they learn the operation has impacted someone adversely.

Key pointers this operation shared include:

- Make sure your practices are sound.

- Respond to complaints immediately and in person.

- Keep calm at all times.

- Designate public relations responsibilities to someone good with people, just as herdsperson duties are given to the person who’s good with cattle.

- Be accessible and approachable.

Another operation needed to expand its manure storage capacity, which resulted in four neighbors who lived adjacent to their operation to file suit against the farm and zoning board that ruled in the farm’s favor. When the farm built its storage on an alternative site, the suit was dropped. The new site was more distance from houses and not readily visible from public roads. It added to the cost of installation and operation of the new storage.

One outcome from the incident these operators noted was “building rapport” with the local press. “As they put it, ‘Make the press your friend,’” Telega shares, noting that this farm is now “contacted and consulted regularly when dairy issues are news.”

This operation shared the following pointers with Telega for other producers who might find themselves in controversial situations:

- Be friendly and willing to answer questions

- Tell people what they want to know, but recognize they may not need to know everything about your operation

- Make sure you can defend what you are doing

- Recognize that the first large farm in a neighborhood sets the tone of the relationship between farms and neighbors (so if you’re not the first and don’t necessarily like how that one approaches neighbor relations, maybe it’d be in your own best interest to approach that operation with some friendly advice).

Another farm amongst Telega’s case studies visits nearby houses to introduce themselves and talk about their manure and cropping practices whenever they acquire new land. This farm supports the local volunteer fire department.

This set of producers makes sure they know all local government officials and that “they know us.”

This operation doesn’t post land so neighbors can hunt. Every year, a calf is donated to a local FFA program.

Yet another operation with hogs delivers holiday hams to neighbors closest to the farm. While neighbors know they have hogs, they don’t talk about the numbers. They’ve planted tree buffers n the leeward side of the barn and lagoon to filter odors. An attractive front view of the farm is maintained.

This operator told Telega that the amount of time, money and effort they put into public relations is small compared to all the other things they do on the farm. “Having a problem would cost a lot more,” this producer warned.

What’s this New York producer’s advice to other farmers? “Just get started. It’s one of those things that are easy not to get around to.”

When approaching public relations, Telega reminds producers that they’re dealing with perceptions and public expectations n not necessarily reality. “Even though managing the long-term build-up of phosphorus in soils is one of our industry’s greatest environmental challenges,” he notes of nutrient concentrating on many dairy farms today, “J.Q. Public knows nothing about this.”

“Instead, the public’s focus continues to be pesticides n on their food and in their water,” he details. “Manure, specifically the pathogens it contains, getting in drinking water is also a concern, but only when specific incidences occur. Many times, it is the odors from manure that increases awareness and concerns about potential water pollution from manure.”

Telega contends it’s “not just the laws and regulations producers need to concern themselves with.” As already noted, they’d best heed societal expectations. “Today, people want more from businesses that operate in their communities. No longer are the benefits of local jobs, added tax revenues and the economic multiplier the sole expectations of doing business in a community,” he points out. Communities now expect businesses to operate in a clean, non-intrusive manner and exhibit an open willingness to hear and address community concerns and needs.”

“Many business experts refer to this ‘psychological contract’ between businesses and communities as the ‘social license-to-operate,’” he explains. “Corporations have responded to this changing dynamic in society by establishing community and public relations department whose managers sit at the highest levels of the corporate hierarchy.”

Today’s farms pride themselves in operating like businesses, yet some also tend to hide behind the “family farm” way-of-life mantra. They can’t have it both ways.

“The way to embrace the social license-to-operate is for a business to be a welcomed contributor to the community. That is done by building goodwill and trust with the individuals your operation directly impacts and the leaders in your community,” he concludes.

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