Farmers Get Trendy

According to Phil Lempert, best known as the Supermarket Guru, "Farmers are becoming the latest food celebrities." He goes so far as to predict that celebrity chefs are out, celebrity farmers are in.

The notion that farmers are becoming celebrities is one of Lempert's Top Ten Food Trends for 2012. He may have gone a bit too far with this one. Most farmers don't have time to be celebrities, but they do recognize the value in opening lines of communication with consumers.

Lempert believes the "farm to fork" journey has become increasingly important. Shoppers want to know where their food comes from. "We've seen 'buy local' become one of the most important supermarket offerings; now we get to meet the people who are the producers, farmers and ranchers," he said in describing the trend.

Illinois Farm Bureau gives this trend a kick-start by using social media.

• YOUNG CELEBRITIES - The IFB Young Leader (YL) blog features the happenings and thoughts of young farmers in the state. Consumers can get to know all 18 YL district representatives. Each one writes a little something about themselves, their family, and their role in agriculture.
• FUTURE CELEBRITIES - Just started, the YEA! (Youth Education in Agriculture) blog gives a look into the lives of tomorrow's farmers and ag leaders. These FFA and 4-H students are eager to connect with the public.
• BE YOUR OWN CELEBRITY - Illinois Farm Bureau has created a website to help farmers connect through Facebook, Twitter, YouTube, and more. One Byte at a Tine, offers easy how-to videos and fun tips.  (ilfb.org/social)

For many years farmers have wanted to tell their story to consumers, but it was always hard to reach an urban audience. Print and broadcast media just didn't get the job done. The only time consumers paid much attention was when food prices were rising or a drought, freeze or some other calamity affected farmers.

The growing consumer interest in the "farm to fork journey" and how it is promoted through social media and the Internet is a huge breakthrough for the farming and ranching community, and the trend is only just beginning.

Lempert isn't the only one noticing the higher profile or celebrity status of farmers. One of The Food Channel's top trends for 2012 is the rise of the agri-chef, a new breed of chefs who like to grow their own food. The Food Channel expects this trend to evolve from gardens to full-fledged farms. One thing we know for sure is that growers have reached out to renowned chefs, and they are almost as likely to be on the agenda for a major farm convention as an economist.

It's no secret that people like to visit farmers and ranchers and see firsthand how their food is grown, but it is impossible in today's world for everyone to do that. Social media connections help make the farm to fork journey possible for more people.

Source: Stewart Truelsen, American Farm Bureau Federation