INDIANAPOLIS, Ind. — For years, “sustainability” and “conservation” have been watchwords used to defend practices in the agriculture industry. They are easy on the ears of environmentalist groups and, it was assumed, on the ears of the general public.

Not so, Fox News political analyst and pollster Frank Luntz told attendees at the Indiana Livestock, Forage and Grain Forum in Indianapolis last week. If American farmers want to give a positive message about agriculture, they need to speak the language in a way so the American public will take notice.

“It’s not what you say, it’s what people hear,” Luntz said. “The public hates the word ‘sustainability.’ They want to hear ‘good, cleaner, safer, healthier, solutions, hassle-free, efficient.’”

The word “conservation” is not good, he said, because “conservation is always in the eye of the beholder.”

Luntz said he has written, supervised and conducted more than 2,000 surveys, focus groups, ad tests and dial sessions in more than two dozen countries and four continents over the past decade. He has helped nearly 30 Fortune 100 companies navigate the economic climate and connect more closely with consumers.

In the same way, he said American agriculture needs to connect with the minds of consumers to get out the positive message of modern farming. Simplicity is key, along with brevity, credibility, consistency and novelty.

“Defend what you do instantly,” he said. “Define farming in a single phrase, like ‘No farms, no food.’ or ‘Less than 2 percent of us are feeding the rest of the world.’”

Luntz suggested starting with a word to kindle the listener’s imagination. “Start with ‘Imagine … 2 percent of us are feeding the rest of the world.’”

He said if American agriculture does not get out a positive message of what it does and why certain practices are used, government regulations will simply increase. He cited the U.S. Environmental Protection Agency’s proposed dust regulation where one “solution” was to water down the dust created by farm implements, thereby creating more conservation chaos with the amount of water necessary for the solution.

“If we don’t get government to lighten up on regulations, more people will give up farming,” Luntz said. “Invite New York delegates to Indiana to work for you and see what you do, and they won’t vote against you.”

His polls also show that organic is preferred to traditional farming, especially for those under age 30 in most areas of the country and under age 40 in California. “Right or wrong, organics are winning,” he said, advising the farming audience to modify their practices to stay on top of the curve.

Luntz told parents to be proactive and watch what their children are being taught in textbooks. He said second-graders are now bringing home books teaching environmentally friendly practices that may cast a dark shadow on agriculture.

“Your real challenge is to teach the public that what they are being taught is not accurate,” he said.

The good news Luntz brought to the forum is that farming is ranked as the second most-respected profession by the American people, behind teachers and followed by firemen in third place and pharmacists in fourth place.

“The American people are on your side,” he said. “You have credibility and you have their trust.”