EIP-AGRI Seminar ‘Promoting creativity and learning through agricultural knowledge systems and interactive innovation’

3-4 December 2015 Dublin, Ireland

All information of the workshop available on www.eip-agri.eu at the event webpage

http://ec.europa.eu/eip/agriculture/node/1336 information centre for

Griet Lemaire Innovative agricultural media Background 1980 - 1990’s: Hormon scandals, crises (swine flu), animal welfare, manure surpluses,…

Very bad perception of agriculture  Stereotyped image of agriculture in the media

Agricultural sector experienced the need for an independant organization that shows a true image of agriculture in Foundation of VILT

• In 1996 • Non-profit organisation • Public and private collaboration • • 5 Flemish provinces • Interest groups (supply chain agriculture) • 2 farmers organisations • 2 financial institutions

 Financial contribution (70% public – 30% private)  Seat on the Board of Directors Mission statement

“Promoting and stimulating a better knowledge and understanding of the Flemish agriculture through independant information and communication.” Take-off: searching phase

• First 5 years • 1 employee • 1997: first research on public perception of agriculture • Agricultural education towards schools: mobile exhibition • Project approach: animal welfare, renewable energy,… • Magazine VILT-Info • target audience: consumer • showing the efforts of farmers on environment, animal welfare, etc. Growing up • 2000: Launch of www.vilt.be • Website with information on agriculture • Information: not technical, more about policy, economic trends, expectations of society,… • News and in-depth analysis • Influence the influencers: journalists, policymakers, politicians, teachers, etc.  no farmers! • 2002: new public perception research – new insights • 2003: 2nd employee Need to target farmers

• We communicate about the best practices in agriculture but a majority of farmers is lagging behind  need to target farmers: - show those good practices - encourage innovation - encourage entrepeneurship (management skills) - make aware of expectations of society 2005: setting things straight

• Magazine for farmers: Landgenoten - 4 times a year - for every farmer - no technical information

Mission statement: Making farmers aware of social trends and concerns of consumers and society so they can respond to it as a market oriented entrepeneur 2005: setting things straight

• www.vilt.be

• Electronic newsletter • Every morning: news items • Every week: in-depth analysis  Growth! 2005: setting things straight

• Broad audience? Public opinion? No budget for large image building campaigns  provide farmers with materials so they can do it:

• Information leaflet: distribution by farmers to customers, neighbours, friends, tourists, schools, etc. • T-shirts, pancartes, etc. 2005: setting things straight

• Broad audience? Public opinion? No budget for large image building campaigns  provide farmers with materials so they can do it:

• Information leaflet: distribution by farmers to customers, neighbours, friends, tourists, schools, etc. • T-shirts, pancartes, etc.

“This beautiful body is nourished by our farmers” “You may all know, I’m a farmer and I take care of your food” (In Dutch – rhyme:

“Je mag het allemaal weten, ik ben boer en zorg voor je eten”) BEWARE THE FARMER he watches over the welfare of its animals

Cf. Beware the dog New magazine

• 3 employees • 2007: new research on the image of agriculture - target: women <50y - critical issues: environment – animal welfare - experience agriculture and countryside

 Restyling of the leaflet: magazine Melk & Honing

New insights – new media

- 2012: New image research  Need to target critical consumers  Main issue: sustainability - Melk & honing: one-way communication (print) - Landgenoten: - majority of farmers has adopted innovation and management skills - one-way communication  Communication must be interactive  Evolution to a visual culture Reorientation

3 channels: - Website www.vilt.be  professional informationseekers + farmers

- VILT TeeVee: A program on digital TV channel PlattelandsTV (Countryside Television)  farmers + consumers

- Multimedia platform Veldverkenners (Field Explorers)  critical consumers/citizen www.vilt.be

- 10.000 subscribers for the daily newsletter - News and in-depth analysis - Every news article on Twitter (since august 2010)

@vilt_nieuws

- Pictures, notable posts, human interest stories,… on Facebook (end 2010)

VILT www.vilt.be

- Website is more and more an important information channel for farmers - Speed and accuracy - Objective information - Reliability - Broader approach than traditional agricultural media VILT TeeVee

- In Flanders: new digital TV channel PlattelandsTV - Evolution to a visual culture  VILT TeeVee replaces Landgenoten - Broad oriented format treating several different topics - Double target: - Farmers: information + enhancing professional pride - Broader audience: see what’s happening in the sector - ! Complementary to website and social media (short videos)

Veldverkenners

- Magazine: no interaction  Veldverkenners: multimedia platform • Website • Facebook • Twitter • Instagram • Print: thematic booklet (distribution by farmers) - Content: emphasize on sustainability - Target audience: critical consumer

Questions?

• · The general background to your success story – why was there a need to improve knowledge exchange, learning or innovation? • · What new tools or approaches did you use? • · What worked well with these tools or approaches? • · What worked less well? • · What are the main opportunities and/or bottlenecks you have observed to knowledge flow? • · What has been the impact of your actions to improve knowledge exchange, learning or interactive innovation? • · What are the main lessons you would like to share with others?