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EIP-AGRI Seminar 'Promoting Creativity and Learning Through 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 Flemish information centre for agriculture 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 Flanders Foundation of VILT • In 1996 • Non-profit organisation • Public and private collaboration • Flemish government • 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?.
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