When planning this week’s column, I had been going to write about the continuing media attacks on agriculture and some of the innovative and unique ways farmers are reaching out to consumers.

In the midst all the news about food recalls and undercover videos, there are truly some positive things happening in communicating with consumers about the food we produce. But a series of events occurred that frankly just ticked me off. So, pardon me while I rant.

Media ignorance of and bias against agriculture is not unexpected at the national level. These national newspapers, cable news operations and television networks are so far removed from reality – not to mention their audiences – that it is understandable why they see food scare stories as great fodder for over sensationalized coverage. What is even more inexcusable, however, is local media acting the same way.

If you live in a small- or medium-sized Midwestern city and your local newspaper does not give at least fair and balanced coverage to local agricultural issues, it is time for you to rant. Local editors and reporters do not need to be experts in agriculture, but they do need to have an open mind and open ears.

Agriculture is an economic force in their community, and they need to treat it with the same respect they use when covering other industries in the area. It is important that local folks make their voice heard and their presence known to these publications.

If you have a radio station in your town, they too should be devoting some airtime to agriculture.

Unfortunately, this is too often not the case. Last week I had a station in the one of the largest agricultural counties in the state tell me that “farm programs have no value to this station.” This from a station in a county with the largest number of cattle in the state, the second higher number of farms in the state, and some of the highest farmland values in the state. Yet, they do not feel that a few farm market and news reports have any value to their audience. It is time for farmers to demand better.

Through the years, I have had producers complain that their local media does not provide them with the kind of information they need. When I asked if they have ever contacted their local media, the answer is usually “no.” The time has come to demand more from our media sources: on air, online and in print.

Much has been made of the social media and how it can be used to reach consumers with the agriculture message. As a result, many farms have started writing blogs and some are even making videos. The Center for Food Integrity has developed a You Tube channel called Meet America’s Farmers.

Here are dozens of videos that profile actual farmers. If consumers really want to know what happens on a farm, this is the place to go.

If you need a little motivation to start your rant, watch the Farmers Fight-Stand Up video. It is a fact-filled and motivational speech for anyone involved in the agricultural industry. Then, after you are good and fired up, write a letter, make a call, send an e-mail, post a blog entry, make a video, or drive your tractor to the nearest grocery store, park it in the lot and start asking people if they know where their food comes from. This last suggestion may be a bit over the top, but you get the idea.

Our industry and way of life is too important to get swept under the rug as not relevant.

Yes, we need to educate, demonstrate and communicate, but it is time to do a little ranting.

The views and opinions expressed in this column are those of the author and not necessarily those of Farm World. Readers with questions and comments for Gary Truitt may write to him in care of this publication.