Episode 236: "Telling Our Story as Farmers" with Crystal Mackay
Wednesday, July 31, 2024
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Episode 236: "Telling Our Story as Farmers" with Crystal Mackay
In this week’s episode, Tracy speaks with Crystal Mackay about “Telling Our Story As Farmers.”
“We need to tell our story to consumers!”
How many times have we heard this? As farmers, we hear this and agree that we should share our story. We really want to, but when the time comes to start sharing our story, we don’t know what to say or how to say it, and we are also likely more than a tiny bit concerned about getting attacked.
Sound familiar?
We hear you, which is precisely what Tracy speaks to Crystal about in this episode.
- Crystal shares her background and passion for connecting farmers and urban consumers, which resulted in her launching Loft32, utensil.ca, and gathering their stable of over 30 speakers available for events.
- Many farmers want to speak up and share their stories, but when it comes time, we are often unsure what exactly we should and shouldn't say.
- Crystal shares some of the biggest mistakes we make as farmers when sharing our stories and gently highlights areas for improvement.
- She then shares her three most important tips for successfully sharing our story with our consumers.
If you are a farmer looking to learn how to share your farming story better, you won’t want to miss this episode.
Also, check out Crystal’s great training, which we discussed in today’s episode. Access links are in the resource section below.
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* Disclaimer - As always, this information is not intended to provide business or medical advice. To ensure that your own circumstances have been properly considered and that action is taken based on the latest information available, you should obtain professional advice from qualified business or medical professionals before acting on any of the information in this post.
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Show Resources
For training:
Grow Your Brand (utensil.ca) – Get started or brush up on your communications skills, starting with your personal brand.
Intro to Media Training (utensil.ca) – Increase your confidence for the next time the media calls
Building Better Social Media (utensil.ca) – Build a better social media presence for yourself or your business
So...Your Client Is A Farmer (utensil.ca) – Practical advice on working for and with farmers
For content about agriculture:
UTENSIL 101 – Video resource library for people new to ag or looking to learn more
Guide - Utensil.ca – UTENSIL Plain Language Guide to food and farming- free and searchable by term or sector
Great content to share with the public or for your own learning:
www.realdirtonfarming.ca from Farm & Food Care (online or print copies)
Agriculture in the Classroom Manitoba > SnapAG Fact Sheets (aitc.mb.ca) – SnapAG factsheets from Agriculture in the Classroom
www.farmfood360.ca – virtual farm & food tours online
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Show Guest
Crystal Mackay
Founder & CEO Loft32
From CEOs, to the media, right through to the Queen of England herself, Crystal has been leading efforts to connect supply chains and consumers with their food and the people who produce it for 25 years.
Crystal is a recognized leader in communications and collaboration in food and farming. Her pioneering spirit helped shape many well recognized efforts in public trust in the food system, including serving as the inaugural CEO of both the Canadian Centre for Food Integrity and Farm & Food Care.
She is a dynamic presenter and facilitator who has delivered hundreds of presentations to a broad range of audiences around the globe. Her presentation styles is a unique mix of humour, rich content and practical calls to action. Keynote speaking, communications training and coaching, and leading strategic thinking are her work superpowers.
Her connections across the food system are deep, built by her unique work experience and volunteer roles over the years. She currently Chairs the Canadian Roundtable for Sustainable Beef Communications Committee, serves as a mentor for several youth, and is a Royal Agricultural Winter Fair Board Member. Crystal was named one of the seven Most Influential Women in Canadian Agriculture by Annex Business Media in 2021.
Crystal is a proud graduate of the University of Guelph and several executive leadership, training and business management programs. Her work ethic and dedication to getting the job done on time and on budget grew from her farm roots in the Ottawa Valley.
Connect with Crystal Mackay- Website / Facebook / Instagram / X (Twitter) / LinkedIn
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The Impact Farming Show
Welcome to Impact Farming, Farm Marketer's video and audio show dedicated to helping Canadian farmers excel in the business of farming. Our goal with this show is to introduce our audience to the people and ideas that are going to make an IMPACT on their farming operation.
Show Host - Tracy Brunet
CEO of Farm Marketer
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Tracy and her husband are cattle ranchers in South East, Manitoba. As host of the show, primary producer and agvocate, Tracy is passionate about helping farmers succeed in the business of farming.
In each episode, Tracy chats with today's most successful farm advisors and industry leaders to bring our audience the best and most important ideas.
Connect with Tracy Brunet - Twitter / Facebook / Instagram / Linked in
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