Nobody Cares

Nobody cares, you say. And you know what? ‘Nobody cares’ is often true. But it’s not as simple as that. It’s not that no one cares about farming, Canadian agriculture, or food. It’s just that many don’t understand the issues around it, they don’t understand what they don’t understand, they don’t know what to understand, and they don’t know that they should understand. Do you … Continue reading Nobody Cares

Why knowledge doesn’t change behaviour

Jerry Sternin, a pioneer in positive deviance (we’ll explore this in more detail in a future blog post), famously said, “Knowledge doesn’t change behaviour.” I think it’s fair to say that in the agricultural world we know this to be all too true. It doesn’t matter how many times we repeat science-tested, black and white facts to consumers, at best it falls on deaf ears … Continue reading Why knowledge doesn’t change behaviour