Practical workshop on communicating agriculture
How can the work of hay milk farmers be communicated in a way that is not only understood but also appreciated? This question was the focus of the practical workshop "Communicating and Arguing About Agriculture," which WOERLE hosted at HBLA Ursprung together with communications expert Michaela Sandmayr.
Agriculture is full of stories – yet the right words to tell them are often lacking. Many farmers are increasingly faced with the task of answering critical questions about animal husbandry, climate change, or environmental responsibility objectively and effectively – often in an environment characterized by strong emotions and a lack of knowledge. This is precisely where the practical workshop came in: a full-day seminar that provides knowledge, tools, and confidence to convey their own message clearly, calmly, and authentically.
Trainer Michaela Sandmayr – herself a farmer and founder of the communication initiative “Landwort" – taught practical methods for making agriculture visible and understandable. The focus was on three core elements:
- Show attitude: Stand up for what you do – with inner clarity and conviction.
- Get to the point: Don't have every discussion – but make clear arguments in the ones you do have.
- Courage to be authentic: Creating closeness and understanding with personal stories.
In small groups, exercises, and reflection sessions, participants learned how to find their individual language to reach consumers, the media, and political decision-makers.
With this special format, Landwort also celebrated an anniversary: It was the 100th communications seminar since the project's inception. A sign of the great need for professional support in agricultural communication – and how important it is not only to practice agriculture, but also to explain it.
Whether in direct marketing, in conversations with consumers, or in the digital space: those who are aware of their impact communicate more confidently – and are heard. The practical workshop was both an inspiration and a source of inspiration. And for WOERLE, it was a further step toward strengthening our partner companies in their role as ambassadors of sustainable, regionally rooted agriculture.
Because good agriculture needs good communication – and people who are willing to tell their stories.
