Part of my work at the Egg Farmers of Alberta is managing the organization’s social media platforms and helping our Marketing Manager develop engaging social media campaigns. This is a recent addition to my role of self-appointed quota marshal (Producer Services Administrator), but it’s one that I’ve dived into without a second thought.
Yesterday, I attended a workshop hosted by the FarmOn Foundation and Alberta Farm Animal Care. The FarmOn Foundation is an agriculture advocacy group, and it was formed by young agriculture enthusiasts, who were concerned about the disconnect between urban consumers and rural producers. Their mandate is to “inspire young farmers to action by equipping them with the tools, knowledge and hands-on skills needed to increase the profitability of their agricultural businesses.” Alberta Farm Animal Care (AFAC) is a group dedicated to ensuring farm animals in the province are treated with dignity and respect. Over the past twenty years, they have developed into the collective voice for livestock welfare. Both groups are respected – experts in their fields.
The workshop focused on creating inspirational promotional videos, aimed at evoking emotion about agriculture and showcasing the industry as family-oriented, dedicated and, most importantly, ethical and socially responsible. At the Egg Farmers of Alberta, we strive to connect consumers and producers, and we aim to promote the province’s table egg industry – the workshop seemed fitting, and we’ve been long-time fans of FarmOn Foundation’s work.
For years, the agriculture industry has been battered with accusations of factory farming, being environmentally irresponsible, and being controlled by corporate entities with billions of dollars in their coffers. If we could successfully tug on our consumers’ heartstrings and convince them that agriculture, that farming, is about family and community, where helping hands are abundant and growing food is a passion, we could successfully convert our biggest critics.
This video had me choking back tears. Talk about feels, man.
Our first exercise was finding videos that inspired us, that shared a similar message. At the Egg Farmers of Alberta, we help producers share their stories, to share their commitment to providing a quality product for Albertans and their families. McDonald’s was the clear winner, with their video profile about local potato farmer, Jenn Bunger. She is one of McDonald’s suppliers.
We worked on creating a storyboard for our promotional video, and we started to create it with Windows Movie Maker. This was my first crack (no pun intended) at editing videos, and I was amazed at the options available to amateur producers. I could not believe how easy it was to trim and split clips, add captions, and insert appropriate transitions. We took a few short clips from older campaigns and created a 1-minute video that focused on the farming families, our organization’s three pillars (healthy hens, healthy eggs, healthy farms and communities), and our promise to Albertans.
Where’s the video we created? Well, it needs a few tweaks before rolling out on social media, but with our new skills, I think you’ll be seeing more promotional videos about our producers, about eggs, and about our amazing industry.
The Egg Farmers of Alberta are a non-profit organization providing effective promotion, control and regulation of the marketing of eggs in Alberta. They work with over 160 registered egg producers across the province and remain dedicated to healthy hens, healthy eggs, and healthy farms and communities. They can be found on the web at http://www.eggs.ab.ca, on Facebook, and on Twitter at @EFA_AB_eggs.