New Mexico Farm & Livestock Bureau Spotlights Farmers, Ranchers’ Conservation Efforts

To highlight how New Mexico farmers and ranchers care for natural resources, especially water in the drought-stricken state, New Mexico Farm & Livestock Bureau shared a series of digital messages targeting urban audiences via Facebook, YouTube and Google search ads. The organization worked with USDA’s Natural Resources Conservation Service to show agriculture’s positive environmental impact and feature members who were engaged in conservation efforts.

New Mexico Farm & Livestock Bureau’s campaign, which ran under the “New Mexico Agriculture” brand, put a face on food production and helped create or strengthen connections between farmers and ranchers and urban consumers, creating an understanding the organization feels will help protect their members’ ability to operate, whether that’s through social license or favorable action in the state Legislature.

The posts were shared from the New Mexico Agriculture Facebook account and pointed people to NewMexicoAgriculture.com. The videos, infographics and other messages performed very well, garnering more than 174,000 interactions.

Strategic Action Fund

New Mexico Farm & Livestock Bureau’s campaign was funded through a grant from the American Farm Bureau Federation’s Strategic Action Fund. Through the fund, state Farm Bureaus with fewer than 25,000 members were eligible to apply for funding of up to $5,000 for public policy-related projects.

Several state Farm Bureaus – Idaho, Kansas, North Carolina, Oregon, South Carolina, Tennessee and Texas – each contributed $1,000 to the Strategic Action Fund for the 2021 round of projects.