Campesino a Campesino: A Post from Cuba

Five days. 34 people. 15 countries. Four languages. One classroom and a few farms. United.

The WAgN Blog starts 2014 with a post from Vermont Farmer Mimi Arnstein, who is spending the cold months traveling and learning in Latin America. Read on for her reflections on her recent experience at an international agriculture conference in Cuba.

Something happens in Cuba for me that I cant explain, but when I return again the same feelings come back. Mimi1My scepticism is erased as the guitars play and my companeros y companeras sing songs about Che Guevara and liberty. Here I feel a part of something bigger with the revolutionary slogans painted on walls, with history so salient, with la lucha (the struggle) very alive, without fear in the streets at night and without the internet.

The Cubans say, “We dont share our leftovers because we dont have any leftovers. But we share our knowledge, our solidarity and our love.”

I had the honor to attend a training on the “Campesino a Campesino”, or farmer to farmer, methodology used in Cuba to encourage and strengthen agroecological practices. The philosophy of this approach is similar to ours in Vermont — we too recognize that the best teachers of farmers are other farmers. In Cuba they have an impressive structure of support which includes easy access to land, growers cooperatives, agronomist technicians and role model farmers. With very little access to external inputs due to the economy and the US embargo, Cuban farmers must make do with what they have from producing worm compost to on-farm breeding of biocontrols.

This self-sufficiency provides lessons to any of us seeking to improve a closed cycle on our farms. cubaThus activists and farmers from Mozambique to Mexico, Argentina to Quebec, Panama to Haiti gathered to learn, exchange ideas, and promote a common vision of regional food sovereignty. Top concerns are sustainable agricultural practices, seed safety and climate change.

But what struck me most of all, and what I want to carry back with me to my work in Vermont, is a global and politicized view of sustainable agriculture. For me as a Vermont farmer, organic agriculture is about treating the environment properly, feeding my community, and keeping the land active. This feels like the right thing to do, but also a priviledge.

For other farmers around the world, agro ecology or sustainable agriculture is about much more. It is about liberation from colonialism and subjugation by militaristic governments and controling corporations. It is about empowering peasants to become self sufficient, to strengthen communities, to gain some control over their lives, to fight agains the loss of their land and water rights, to have not only the ability but a reason to stay in the countryside. Agroecology is about attacking the predominant model of dependence, debt and chemical use. It is respect and care for the earth. It is about producing healthy food for the people. It is about building autonomy outside of the corporate model. Yes, it is about caring for the soil, about plant and animal diversity, about seed saving and evading erosion. But there is a profoundly active link between the ecological, the cultural and the political.

Each attendee at the training was of course from a particular country and heritage but many also consider themselves “internacionalistas”. They understand their efforts belong to a broader context, a larger movement in which solidarity and working together is key to success. The motto called out often that week, “Globalicemos la lucha! Globalicemos la esperanza!” (Globalize the struggle! Globalize hope!) was a call to widen our work.

The Cubans have a saying, “La mesa esta servida,” meaning: The table is set. What we do with it is up to us. Social and political transformation is possible through our work with the land, with our customers and community, with our farm workers. I think a political and ecological blend represents the best roots of our movement in Vermont, the original vision and motivation. I would like us to reconnect with this inspiration, to gain a global perspective of our work, to see ourselves as active participants in a struggle that is larger than our state.

A Cuban farmer says, outstretching his arms, “These hands I have are from working the land.” I too have hands like that. I have a vision of all our hands piled on top of one another, diferent colors and sizes, stacked to the sky. We can achieve what we dream.

The table is set.

Mimi Arnstein
http://www.mimiarnstein.com

 

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Making Social Media Work in Sustainable Agriculture: 7 Lessons Learned

sunflowerSince social media has quickly become a primary means of communication (i.e. 72% of all online adults now use social networking sites like Faceback, Twitter, LinkedIn, etc.) I’ve been conducting a professional development project for Extension educators in Vermont, Maine, and New Hampshire focused on using social media in our sustainable agriculture outreach and education work.

Along the way, I’ve picked up some social media “best practices.” I’m passing along my top 7 lessons learned that may be of help to you if you have or are considering social media for your farm business or your work with farmers.

1) Have a Social Media Plan. A good social media plan starts with determining what the desired outcomes might be. So start with the end in mind, even before you select your specific social media tool(s). How many people would you like to reach and what would you like them to do with the information you provide? How will you measure your success (i.e. increased sales, more farmers coming to your workshops, more YouTube views, etc.)? A social media plan can simply start by answering the 5 “W”s, i.e what, where, when, why, and who.

Keeping videos concise (3 to 6 minutes) and content-rich is key to engagement!

Keeping videos concise (3 to 6 minutes) and content-rich is key to engagement!

2) Focus on the Content. Early on, social media gurus were advising quotas like x posts or tweets per day or week but really to be effective (and avoid turning people off), posting interesting and/or timely information should be the goal. Think, “if you don’t have anything of interest to say, best not say anything at all.”

3) Keep it Concise. Twitter, with its 140 characters, is excellent editing practice to keep word counts in check. In the fast paced environment of social media, keeping your message concise is important. Fewer people click on the “see more” button. Concise video content is important too – YouTube metrics indicate that the first 15 seconds (yes, seconds) are critical to whether viewers will tune in or out of your video. I’ve heard from some of my friends and colleagues that they now look at how long a video is before they even choose to watch it—if it is longer than 8 minutes, they say they won’t bother!

Share your authentic voice through social media.

Share your authentic voice through social media.

4) Find Your Voice. Social media is by definition “social” so unlike “old” media, it is extremely helpful to show your personality to connect with your target audience. Disingenuous, fake, and dry posts are, frankly, a turn off.

5) Use Photos and Numbered Lists. Studies show that our brains retain twice as much if text or oral information is accompanied by a picture. Researchers suggest this is hardwired into our brains, likely stemming from survival techniques when most of the major threats to our lives in the savannah were apprehended visually. Our brains apparently love patterns as well and therefore numbered lists are really effective in social media. Some researchers say that our working memory is limited in capacity to about seven informational units, so keeping lists to 3 to 7 points is best.

6) Collaborate and Curate. We are all busy these days so as a time management strategy, think about ways to collaborate with others or curate your social media content. This blog, with its guest bloggers, is an excellent example! My fellow bloggers and I commit to a blog post about every 6 to 8 weeks, sharing the work load, and lending our unique voices.

An example of social media metrics -- YouTube demographics of farm succession videos pictured here.

An example of social media metrics — YouTube demographics of farm succession videos pictured here.

7) Measure your Work. Coming full circle, to determine whether or not your social media is working, check in with your social media plan. Many social media platforms have built-in metrics that allow you to see number of views, shares, etc. If a certain social media tool is not meeting your planned expectations, there might be ways (like some of the above lessons learned) to improve it or it might make sense to drop that tool and adopt another. But if you don’t measure your efforts, it makes decision-making a bit challenging.

For more tips on using social media, consider taking a look at the recording of an eOrganic webinar my colleague, Debbie Roos from North Carolina State Extension, and I gave earlier this fall.

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Funding Opportunity for Vermont Women Farmers

The Vermont Farm Women’s Fund is now seeking proposals from female farmers who want to improve their business or get more involved in agricultural policy development. Online proposals must be submitted by December 11, and awards will be announced by mid-January.

VFWF awards help farmers research and develop new products; conduct feasibility studies; and attend workshops, conferences and classes to build leadership skills and to learn new marketing, business management and value-added production skills.

Grants are capped at $1000. Since its first round of funding in May 2008, the fund has provided grants and scholarships to 68 women. The average award size has been $608.

Visit http://www.uvm.edu/~vfwf for more information. Click on the “Upcoming Deadlines and Applications” link or click directly to the online proposal form.

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