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Full Article Follow Reuters Facebook Twitter RSS YouTube Read RPT-UPDATE 3-China and Russia to hold energy talks while Putin visits 10 Oct 2011 UPDATE 2-Russia says close to final stage on China gas deal 11 Oct 2011 Discussed 241 Who’s behind the Wall St. protests? 173 California governor signs controversial ”Dream Act” 147 Alabama immigration law decried, applauded as some flee state Watched Play with cats with remote-controlled toys Thu, Oct 13 2011 Japanese airline, ANA, apologises for plane flip Fri, Sep 30 2011 Rihanna's "inappropriate" outfit halts music video Tue, Sep 27 2011 Farm groups turning to Web to burnish image Tweet Share this Email Print Related News Analysis: Hog, poultry firms to extend use of feed wheat Thu, Oct 13 2011 House approves South Korea, Panama, Colombia trade deals Wed, Oct 12 2011 WRAPUP 2-EU reform plans target greener, fairer farm subsidies Wed, Oct 12 2011 Special Report: Crisis grips North Korean rice bowl Fri, Oct 7 2011 UPDATE 5-Monsanto shares up on strong sales beat Wed, Oct 5 2011 Analysis & Opinion Tragedy or stagecraft: N. Korea’s food crisis Online privacy leaks worsen; “Do not track” gains steam Related Topics Technology » Media » By Carey Gillam KANSAS CITY, Missouri | Sat Oct 15, 2011 11:06am EDT KANSAS CITY, Missouri (Reuters) - October is a busy month for Kansas farmer Darin Grimm. With 2,000 acres of corn and soybeans to harvest, the third-generation family farmer is running a combine nearly dawn to dusk. But he still makes time to tweet. Whether it's touting the benefits of a new fertilizer, sharing photos of a newborn calf, debating genetically modified crops or discussing modern-day hog farming, a growing legion of farmers and ranchers like Grimm are increasingly turning to Facebook, Twitter, and personal web blogs to try to connect with consumers, educators and others about agriculture. "We all eat," said 37-year-old Grimm, who helps run the 18-month-old AgChat Foundation, teaching other farmers how to use online social media to tell their stories to a sometimes skeptical public. "Food is important to everybody but very few people produce that food," he said. "We farmers need to connect with consumers ... whether it's a mom in New York or a teacher in Chicago." Calling themselves "agvocates," these tech-savvy farmers and their supporters are hoping their efforts counter images of animal abuse, environmental damage and health problems that have become associated with industrial agricultural practices. "There are lots of perceptions about what I do. I would like to have a voice in that perception," said 31-year-old Mike Haley, who keeps his Twitter followers up to date as he plants soft red winter wheat on his Ohio farm. The fight for hearts and minds in agriculture on the Web is also being taken up by agribusiness in a big way. A new organization backed by some of the most powerful corporate names in agriculture hopes to swing public opinion with a mix of social media and conventional marketing methods. The U.S. Farmers and Ranchers Alliance (USFRA), which boasts Monsanto, the world's largest seed technology company, and DuPont, one of the world's biggest chemical and seed producers, as members, has a multi-year agenda. The aim is to address consumer attitudes and opinions about food production by farmers, ranchers and their suppliers. "We've sensed some concerns ... about what is going on about food safety and food quality," said communications director Ken Colombini at the National Corn Growers Association. DuPont, which has contributed $500,000 to the effort, said the need for such a dialogue was "glaringly obvious." "There is a growing disconnect," said Bill Even, DuPont senior manager of biotech and regulatory affairs. "People have lost touch with modern agriculture. This isn't an event. It is more of a process, more of a movement." With more than 50 national, regional and state agriculture groups as members and a projected budget above $11 million, USFRA has hired a veteran marketing expert as general manager and begun national advertising and marketing efforts. Last month the group debuted an online "Food Dialogues" townhall-style discussion and website project, and the group has a list of bloggers and others seen as influential voices targeted for the ongoing campaign. A recent sampling of some of the queries posted to a USFRA Food Dialogue website covered a gamut of issues, from a request that USFRA members disclose the amount of government subsidies they receive to complaints about "factory farms." There were posts relaying concerns about nitrogen fertilizer run-off affecting the Gulf Coast and waterways, worries about antibiotics and hormones given to livestock, a question about funny-looking carrot sticks, and even one query from someone seeking the "best method to build a grain drill." The organization acknowledges up front the animosity obvious in many of the postings about farming. "When did agriculture become a dirty word?"it asks on its website. For some critics, agriculture is not the problem, but the practices of certain players are. The fact that some of the key players in USFRA are opposed to food labeling proposals, yet are saying they want to communicate more openly with consumers, particularly rankles. "They want to tell consumers how their food is produced, well, let's really tell consumers how their food is produced," said National Organic Coalition Director Liana Hoodes. "It's great to have a dialogue," Hoodes said. "We hope it will be an honest dialogue." (Editing by Peter Bohan) Technology Media Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. Social Stream (What's this?) 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