Jimmy Emmons Named SVP Of Climate-Smart Agriculture Programs At Trust In Food

There is palpable excitement and momentum in conservation agriculture for those who work in this space. And there is also a common concern for organizations that are implementing conservation on the ground: Will producers embrace the opportunities available to them in the next three to five years?

From USDA to the many private-sector and nonprofit organizations charged with accelerating the adoption of climate-smart management practices, our success will depend on the extent to which we can properly identify producers and provide a value proposition that benefits their unique operations.

Although enrolling acres is daunting, there’s good news: About 75% of producers see value in conservation agriculture programs, and about half see “great value,” according to new research conducted by Trust In Food and America’s Conservation Ag Movement (ACAM). More than half say conservation agriculture is associated with increased profitability, increased yields, operational resilience, extreme weather management and leaving a legacy for the next generation. More than 70% are interested and open to learning about participation in conservation ag practices or programs.

This new research, which we’ll be sharing in more depth with NRCS and other partners in ACAM in the coming months, is more than an encouraging signal for the work ahead. It’s validation that the work we’ve collectively done to socialize the benefits of climate-smart agriculture is resonating with producers, and many are ready to understand how they can capitalize on “a once-in-a-lifetime investment into conservation,” as NRCS Chief Terry Cosby referred to it at the Trust In Food Symposium last month.

Producers aren’t tuning out; they’re becoming more discerning on how programs and practices intersect with their operations. As a result, messaging must become more targeted, and segmentation must become more precise. This is the central purpose of our Human Dimensions of Change research, our Readiness Index and the data capabilities of Farm Journal that power our producer outreach and engagement.

This is a critical time for understanding why producers are interested in conservation and identifying which ones feel capable of making change. As always, Trust In Food is here to help you help producers on their journey.

Yours in regenerative ag,
Amy Skoczlas Cole
President, Trust In Food™