Get the message out

If you’re in need of a break from this year’s farm bill drama, one of the ways you can take a few minutes off is by watching a video made by the Peterson brothers, who we feature in this issue’s cover story. Their YouTube channel is full of videos that share the message of the value of agriculture and irrigation with an audience far beyond just other producers. Sometimes it might look a little different than you might expect.

Whether they’re doing a pop song cover with lyrics rewritten around irrigation, or taking the viewers on an equipment tour, their work brings people in contact with the reality of farm work and the considerations that go into irrigation application.

This year’s theme is “We are smart irrigation,” which brings up the opportunity to look past the equipment and techniques to see the people doing the work of protecting ecosystems and providing food security.

One reason I bring up their videos is to mention that once again, Smart Irrigation Month is upon us. Each July is a celebration of efficient irrigation technologies and practices, driven by the Irrigation Association. This year’s theme is “We are smart irrigation,” which brings up the opportunity to look past the equipment and techniques to see the people doing the work of protecting ecosystems and providing food security.

You don’t have to create parody cover videos of popular music to share the value of smart irrigation and the technology and practices you use on your farm (though depending on your choice of music, I guess it couldn’t hurt). This might be a great time to share some social media posts related to the importance of effective water use, or even a deep dive into how you use water on your farm to make sure you get maximum yield for your crops. Don’t just take this opportunity to call out your own work, either. Make sure people know your team or even your dealer; everyone who’s involved in making your farm successful is an important part of the story of irrigation.

If you do want to get creative, there are lots of ways to do that, some of which can be found at smartirrigationmonth.org. There you’ll get information on events like Wear Blue Wednesday, happening July 17, with a call to show your connection with and support of the industry by wearing blue and posting pictures on social media using #SmartIrrigationMonth. Maybe you work with your team to make matching t-shirts this year; that’s a much more achievable goal than putting together the choreography for a music video.

Irrigation Today Editor-in-Chief