Dive into the transformative power of knowledge in the world of agriculture. We're excited to host Owen Roberts, a professor at the University of Illinois’s “Agricultural Leadership, Education and Communications Programme,” active journalist, and past president of the “International Federation of Agricultural Journalists."
Our conversation with Owen sheds light on the concept of knowledge mobilization – the flow of information from source to user and back – as a crucial component in the farming ecosystem. We explore how farmers can benefit from this circulation of knowledge and how stakeholders, including academics, commercial entities, and manufacturers, can contribute to this dialogue.
The discussion navigates the intricate relationship between journalists, dubbed as 'knowledge mobilisers,' and the burgeoning agricultural supply chain. We explore how platforms like social media have democratized information exchange, fostering dynamic conversations between information users and providers, from researchers and scientists to farmers.
In this digital age, 'knowledge marketing' is emerging as a game-changing strategy. Roberts stresses the significance of sharing knowledge as a marketable commodity, pointing out how it can enhance profitability and sustainability. He presents real-world examples of farming groups like the 'Innovative Farmers of Ontario,' where knowledge-sharing forms a crucial part of their collective ethos.
The episode also addresses the pressing question of who should bear the responsibility of disseminating knowledge to farmers. Roberts suggests that the onus lies with the creators of the products. He highlights the importance of communication in farm management,
urging agricultural companies to take a leadership position in knowledge exchange.
Tune into this episode of Global Trends for an exploration of the landscape of knowledge mobilization in agriculture. Through informed discussions and expert insights, we aim to bring the critical role of knowledge to the forefront of the agricultural narrative, enabling farmers, consumers, and industry stakeholders to thrive in an increasingly interconnected world.
Discover the full episode here.
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Barbara Bray -
Roger Kerr -
Jeff Moyer -
Cristina Micheloni
- Owen explains that the three major importances of marketing and communication in agriculture are: Truth, Balance, and Proactiveness.
- Owen Roberts was the past president for the International Federation of Agricultural Journalists (IFAJ).
- Farmers are supportive of research because of the quick growth in returns due to knowledge mobilization.
In this series
MBE, PHD RESEARCHER AND CONSULTANT IN NUTRITION, QUEEN’S UNIVERSITY BELFAST
Barbara is a PhD researcher in nutrition at Queen’s University Belfast, a TEDx speaker and director of her own consultancy, Alo Solutions Ltd.
She speaks at food and agriculture events, she has spoken on BBC Radio 4’s Farming Today and represented the Private Sector Mechanism in speeches at the UN Committee for Food Security in Rome.
Barbara is passionate about diet and food. Her Nuffield Farming project on ‘Vegetable Production For Specific Nutritional Need’ looked at international food policies and private initiatives to promote consumption of vegetables that benefit our health.
Roger Kerr comes from a farming background and has worked on various farms over the years. He helped establish Calon Wen, the Welsh organic dairy farmers co-operative in 2000 and became their Managing Director. Calon Wen were the first ever to secure a branded organic milk listing in a U.K. major retailer along with developing branded butter and cheese lines.
Roger is also Chairman of the U.K. Certifiers Group, the U.K. representative on the IFOAM EU Council, the Director of Finance of the Organic Trade Board and the Pasture Fed Livestock Association, and a Trustee of the Organic Research Centre.
Jeff has been working at Rodale Institute for over 45 years and became CEO in September of 2019. He was project leader for the highly acclaimed Organic No-Till project and is the author of two books on this subject: “Organic No-Till Farming – Advancing No-Till Agriculture Crops, Soil, Equipment” and “Roller/Crimper No-Till – Advancing No-Till Agriculture.” His vast experience and knowledge regarding organic farming has provided the media with a reliable source and perspective for information on current agricultural issues.
Cristina Micheloni is an agronomist with a degree in Ecological Agriculture from Wageningen University, and has been engaged in organic farming since early '90s, when she set up the first Documentation and Dissemination Centre for Organic Farming in Italy. Cristina combines advisory activity with on-farm research and regulatory development. In her Region, Friuli Venezia Giulia, she established a specialized advisory service for organic farmers. In the last years, she started several experimental activities on-farm on topics such as organic no-till, new value chains and plant-based proteins.
