54 • November / December 2026• abasto.com • Continuation of page 52 Our Workforce Has a Force From field labor to new talent entering agriculture, there is an opportunity to im- prove our workforce in every role along the supply chain. Federal funds continue to be earmarked for producers, and trade associations are getting louder and more public with their platforms. Consumers are hearing directly from those testifying to Congress just how fragile our domestic supply chain is. And it all hinges on labor. Trade associations such as the National Council of Agricultural Employers work to strengthen relationships with key officials at the Departments of Labor, Homeland Security, and Agriculture. NCAE focuses particularly on the latter, considering USDA a natural industry advocate in interagency discussions. Our workforce has a force be- hind it, ensuring that the wave of challenges we face never breaches the berm. Sharing your experiences in real time with these associations will strengthen their work. Consider where your story can have the greatest impact, and tell it. Global Challenges, Local Solutions Global conflicts can seem foreign and su- rreal when you step into your backyard, and the birds are still chirping. The reali- ty, however, is moving closer to home. Inflation can no longer be ignored. Gro- cery costs are rising, and fees, taxes, and surcharges on daily purchases are making that morning cup of joe unattainable. Small and local businesses have always fought the perception of price, but today, supporting them is no longer trendy; it’s a means of survival. Gas prices seem to have reached a new height with no plan to bring them down. With gasoline costs keeping people home and diesel costs climbing the farther the product travels, the solution seems to be investing in the local ecosystem, at least until the Strait of Hormuz reopens, should that happen in your lifetime. Consumers vote with their dollars, and the industry can help them understand just how impactful their actions are. The butter- fly effect is real, and change starts at home. Turn Down the Volume Saying it louder doesn’t guarantee your message is delivered. Whe- ther that message is a marketing value proposition for consumers, sa- les language for your customer, or an issues-driven plea to Congress, turning up the volume will not break through the noise. Instead, let’s try targeted, strategic messaging that lands in the right ears and in front of the right eyes at precisely the right time. It sounds like precision marketing because it is. Step one is understan- ding how your organization drives value for the partners and consumers you exist to engage. Do you know why they should choose you over your competition? Have you reminded them directly of that choice? Next, consider where your audience gets its decision-making infor- mation. Are you speaking to them directly in that channel? We are no longer everywhere all the time. Tailoring your message is the stan- dard, and it’s what your audience expects. Turn down the volume and speak clearly, with conviction and inten- tion. It’s what your audience needs in today’s distracted ecosystem. Outside factors will continue to disrupt business in the new year, but we can lead with intention, build trusted relationships, and pro- tect our reputation. Don’t fight the headwinds; spend the remainder of the year charting a course to navigate them. • AGRICULTURAL INDUSTRY