Communication in the Ag Value Chain

This is Tim Hammerich of the Ag Information Network with your Farm of the Future Report.

In agriculture, we often hear there is a blatant disconnect between producers and consumers. Christian Guffy, partner at The Context Network believes communication isn’t the problem, but rather, effective communication.

Guffy... "The pace at which our ability, just from a physical perspective, to communicate with one another has vastly outpaced our willingness and ability to effectively communicate. And that's a massive disconnect, where you have an increasing ability to make the communication actually happen, but the ability to do so effectively has not stayed at pace."

Guffy says firstly, it’s important to effectively communicate within the value chain, which will ultimately trickle down to the consumer.

Guffy... "We as consumers show up to the grocery store and just expect it to be there. And we don't really know what goes into it. And I think that's been an inherent disconnect then to an incentive system that properly moves the value chain as a whole to the demands of what consumers and or regulators are transitioning to. So I think we've got a long way to go on right-sizing how it is we communicate to one another within the value chain and then to the ultimate consumer base. Thanks. And then aligning the incentives to actually move the industry to the very needs of the marketplace."

Again that’s Christian Guffy of The Context Network.