Good Fruit Grower

November 2016

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Page 50 of 63 GOOD FRUIT GROWER NOVEMBER 2016 51 consumer, we can sound like this: 'We know how to do what we do, and you don't. What's wrong with you that you don't get that?' We need to fix that, and it's actually not too hard." A real food fight Folta became all too familiar with this gap in communication more than a decade ago when he tried to teach the people in a favorite neighborhood organic grocery store about the benefits of genetically modified crops, or GMOs. "I liked the people there but they had the science all wrong, and I thought this would be a great opportunity for me to share what I knew and help them to understand what's true and what's not," he said. "So I went in and I buried them in data, and it didn't change anybody. Not only that, but I went on screwing it up for 10 more years!" It was only about four years ago that the light began to dawn, and he figured out how to get the information out there in a way that people who are not scientists or growers can appreciate. "It's not about the data, and it's not about the facts. It's about how people trust and feel about their food, and that's where we can make a difference in how we talk about ag practices," Folta said. First off, it's important to understand consumers' worries. "Consumers are concerned about all kinds of COURTESY OF UF/IFAS Growers need to begin engaging with consumers to counter the many online and television sources of misinformation about today's agricultural practices, according to Kevin Folta, professor and chair of the Horticultural Sciences Department at the University of Florida. He will present his tips during a keynote address at the Great Lakes Fruit, Vegetable, and Farm Market Expo on Dec. 6-8 in Grand Rapids, Michigan. PHONE: 503-538-2131 • FAX: 503-538-7616 • Call today to place your order! 800-421-4001 Trees available! 2017 Aztec Fuji ® B118/M9-337/Nic ® 29 Buckeye ® Gala M9-337/Nic ® 29 Buckeye ® Prime M9-337 Crimson Gold Pajam ® 2 Cripps Pink Lady ® (Rosy Glo) B10/B118 2018 Aztec ® Geneva ® 41 Buckeye ® Prime M9-337 Cripps Pink Lady ® (Rosy Glo) Geneva ® 41 Firestorm TM Pajam ® 2 Foxtrot TM Gala M9-337 Lady in Red ® Wildfire TM Gala M9-337/Pajam ® 2/B10 ® 2019 Aztec® Buckeye ® Prime Cosmic Crisp™ Firestorm™ Foxtrot™ Gala Lady in Red ® Premier™ Honeycrisp Royal Red Honeycrisp® Wildfire™ Gala

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