Opinion: Don’t Underestimate The Value Of Agri-Tainment

 

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Without agriculture, and the hard-working people who produce, harvest, process, and pack crops, the world would cease to exist — at least how we know it. While the obvious benefits our industry provides might inspire folks to lift their forks in unison to salute our farming brothers and sisters, there is another non-food related asset now getting a more prominent place at the table — its entertainment value.
The term “agri-tainment” is relatively new, but a farm’s starring role amid the community has lineage. Zellwood-based Long & Scott Farms sets the bar when it comes to agri-tainment accolade in the Sunshine State. While the vegetable-growing operation works hard to keep competitive with its high-quality crops, it also invests time ensuring the agri-tainment side of the business continues to grow. Bottom line aside, owner Hank Scott says there is satisfaction in giving customers more than just a place to buy things. The “fun” and educational aspects of his farm’s agri-tainment offerings has resulted in repeat business comprised of a diverse and more informed audience.

Prime Time

Speaking of audience: Just recently, farm life has found its way to reality TV’s lineup. The show “Farm Kings” debuted on the Great American Country channel a few months ago. I’m surprised it took this long for the show to come to fruition given the fact that just about every other occupation (think alligator trappers, crab fisherman, pawn shop proprietors, etc.) has its own cable network slot. So, why not farming?
The show is designed to give viewers a behind-the-scenes look at a family run vegetable farming operation (Freedom Farms) in Western Pennsylvania. The depiction is favorable and true to form (so far). I don’t expect Paris Hilton or Nicole Richie to come rolling up in a four-wheeler to steal a scene. The family unit itself features some real characters, which strikes a chord with those who tune in. It, too, should hit home for many of you as the family dynamic plays such a huge role in farming. BTW: Florida Grower’s sister publication, American Vegetable Grower, is featuring the stars from “Farm Kings” as its December issue cover story.

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While this kind of show might be a novelty for those outside our profession, what about among your peers? Nearly 70% of respondents of a recent GrowingProduce.com reader poll said they would watch an ag related reality TV show. The interest — at least for the entertainment — is there. In a follow-up poll, readers were nearly split in opinion on whether or not reality shows like this and/or recent ag-themed viral Internet videos would help pique interest in agriculture careers.
OK, so the extra screen time might not earn a Golden Globe in career building for the future, but it does serve a purpose. The effort shows the world what we all know: farming is vital, valuable, and — in all reality — pretty darn interesting.

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