Point of Origin

"Point of Origin"

Water conservation is critical to life on earth. But as important as the conservation of water is, it is equally—if not more important—that the water we conserve is safe. The specter of climate change and an ever increasing population that needs water not only for the hydration of crops and livestock, but for thirsty people as well, makes this the 21st Century’s major challenge.

Regulation and sustainability are key when it comes to water. Pollution can come from many sources and some of them many not be immediately obvious. Of course we all remember the Deepwater Horizon oil spill—also known as the BP oil spill or the BP oil disaster—that began on April 20, 2010, the largest accidental marine oil spill in the history of the petroleum industry. As you can imagine with an event of such notoriety, regulators were able to identify the point of origin and levy the appropriate fines and penalties.

But as dramatic as that spill and the subsequent cleanup efforts were, it is important to remember that pollution can come from many sources that don’t make the headlines. For instance, some such as fertilizers, herbicides and insecticides are harder to diagnose. They come from places such as farm land, golf courses and suburban lawns. It is important to remember that they helped to increase our food supply and enhance our environments. But over the years, we have come to know that they do cause pollution. Although the tributary network that feeds the Mississippi River is vast, there is absolute proof of pollution in the Delta dead zone. Additionally, algae blooms in lakes and rivers impact marine life affecting the fishing industry for both food and sport.

But there is good news on more than one front. The companies that are responsible for those fertilizers, herbicides and insecticides are beginning to promote sustainability initiatives. Although there is no standardized comprehensive definition for a sustainability initiative, there are three important features that distinguish a program as sustainable. They are the effective use of material and energy, a shift away from non-renewable, non-biodegradable materials, and the prevention of emissions and contaminants from having a negative environmental impact.

And farmer heroes, who are making a difference to improve America’s water resources as they provide America’s food supply, have adopted nutrient use management practices which minimize nutrient runoff from their operations. To read their individual stories, go to epa.gov/nutrientpollution/farmer-heroes-manage-nutrients-farm

For millennia, the Earth’s fresh water supply has washed across the landscapes of the world supplied by rainfall, snow and glacial melt, runoff and infiltration. If telling the story of how you are working to improve the quality of that water supply for the hydration of crops and livestock, as well as for thirsty people is important to you and your business or organization, the Barton Marketing Group which specializes in life sciences and agriculture can help get your message to the audiences who need to hear it.

How Agrimarketing is Different

How Agrimarketing... wheat field

Do you remember the television ad that shows a man on the phone with his doctor trying to get directions to do his own surgery? After listening for a moment, he says “Shouldn’t you be doing this?” We all want the best counsel when we engage a professional—and that includes marketing. And that’s why when you are communicating about agronomy to people who no longer understand who farmers are, what they do, and how the very civilization of the world depends on them, it makes sense to choose an agrimarketer to tell your story. 

Once upon a time most people lived close to the land. Because they grew their own food, no one had to tell them how vital agriculture was to their survival. Their lives were intertwined with the seasons and revolved around plowing, planting, growing and reaping. Even though they knew that some soils were more productive than others, they rarely examined them below the level where crops grew. Soil was something that would always be there—or so they thought.

When the discipline of soil science was born in 1870, soils began to be identified as independent natural resources, each with distinct properties resulting from a unique combination of climate, living matter, parent material, relief, and time. Coincidentally, when soil science was in its adolescence around the turn of the 20th Century, the basic concepts of marketing began to be explored. By the 1960s when the field of marketing was differentiated according to discipline, the marriage of these two fields resulted in the birth of agrimarketing.

Today just two percent of the total U.S. population works to produce, process and sell the nation’s food. Because such a small number of people have a connection to the land, when most people think about the food supply, they think about their local grocery store. But ultimately soil sustains life and is a finite natural resource.

Today, agronomists are the frontline warriors in the defense of civilization and the protection of the environment. Not only do they help to feed a hungry world, but they also have the power to inspire future leaders in this global struggle to maintain a safe, affordable and abundant food supply as well as a viable environment.

Barton Marketing Group specializes in life sciences and agriculture, I can help you reach the audiences that need to hear the stories that you have to tell.