PHOTO: Speaker and author MIchele Payn addresses the crowd today at the CrossRoads Crop Conference.
When Michele Payn takes the stage, her message is clear: the future of agriculture lies not just in technology, equipment, or agronomy but in understanding and connecting with the people buying our products.
“The fundamental factor we have to consider is the people around the plate — the consumer,” she said today as she delivered the keynote speech at the CrossRoads Crop Conference in Edmonton. “Do they know you? Do they understand your story?”
Payn, a U.S.-based author and seasoned advocate for bridging the gap between agriculture and consumers, doesn’t mince words when discussing the challenges facing the industry. “The reality is, we don’t understand consumers. We don’t want to understand consumers. Most of us would rather be in the field or the barn than trying to explain our practices to the public.”
The Trust Gap in Agriculture
Payn highlights a critical disconnect between farmers and consumers. While 98% of Canadians recognize the importance of farmers in food security—an impressive statistic compared to the U.S., where that number is 30% lower—trust is eroding. “Four out of five Canadians are confident in your ability to meet demand, but trust in agriculture’s environmental stewardship is declining,” she warns.
Payn attributes this erosion to a cycle of misinformation and fear, which is at full speed in the age of social media. “Food has become a battleground. The rhetoric around GMOs, fertilizers, and seed oils fuels distrust. It’s a cycle that begins with disconnect, leads to fear, and spirals into bullying and misinformation,” she explains, referencing her book Food Bullying.
She challenged the audience to think about relevancy. “How are you leveraging the goodwill that still exists? How are you helping people understand the relevancy of agriculture to their lives?”
Turning Challenges into Opportunities
Payn doesn’t just outline the problems; she also sees tremendous opportunities. “During COVID, people celebrated farmers because empty shelves made them realize the importance of food production. That’s faded now, but it showed us how quickly perceptions can change,” she says.
One way to change perceptions, she suggests, is to embrace new tools—specifically artificial intelligence (AI) and tools like ChatGPT. “AI is an amazingly powerful business tool,” she says, recounting how she used it to analyze over 300 pieces of input for a strategic planning session in just 30 minutes. “It’s not here to take over your brain or your farm, but if you want to future-proof your business, you need to learn how to adapt and use it.”
Payn shared an example of her first AI experiment involving Canadian agriculture. “I asked it, ‘How do Canadian farmers damage the environment?’ It pulled data on greenhouse gas emissions, water use, and other topics. Some of it was technically accurate, but there was a glaring omission of the positive impact farmers have,” she recalls.
This, Payn explains, is where the industry must step in. “If AI platforms are regurgitating public narratives, we need to make sure those narratives include our stories. It’s up to us to provide accurate, balanced information about what we do and why it matters.”
Payn’s message is both a challenge and an invitation. “Food should be about celebration, family, tradition, and joy. But that’s not the reality today. To change that, we need to step out of our comfort zones. We need to educate, connect, and embrace the tools that will help us tell our story better,” she says.
Finding the Right Narrative
According to Payn, when it comes to connecting with people about food and agriculture, it’s all about meeting them where they are. Here are some key points to consider:
- Food Prices Are Top of Mind
With rising costs, affordability is a major concern for consumers. Highlight how innovations in agriculture can make food more accessible and affordable. - Food Insecurity Is a Growing Issue
It’s a massive global problem that’s worsening—and one worth being passionate about. Sharing stories of how agriculture can help feed people resonates deeply. - Relate Through Personal Stories
Whether it’s about the apples you eat or your personal connection to food, authentic anecdotes can break down barriers. - Simplify the Message
Avoid overcomplicating things. Consumers don’t always understand terms like “production efficiency,” but they do care about solutions that reduce waste, improve sustainability, and create a better future. - Tie It to Sustainability
People want to hear about positive impacts—whether it’s using fewer resources, reducing environmental footprints, or ensuring long-term food supply. Keep it clear and relatable.
Sometimes, less is more. The goal? Make it simple, personal, and relevant, she says.
