Problems viewing this email? View it in your browser.     ...competing land uses, government policy impacts, activist groups and water issues are some of the drivers of this change. Change brings challenges and opportunities. Farmers are competent in managing challenges on their farms - we do it every day. The difference now is we face these challenges on our own, largely without support or understanding of the majority of the (voting) population. This is a new and insidious challenge. Luckily however, it is one that opens up opportunity - the opportunity to communicate to our non-farming population what we do, how we do it and why we do it. Like all businesses - we need the support, trust and willingness of the consumer to buy our product. Without it - we shut up shop. It is incumbent on each and every one of us in farming to help "sell" agriculture. Yes, there are organisations you expect to speak on your behalf - but no one can do it with the passion and commitment that you can - this is your life and your business - you are the best spokesperson.   FarmDay is one, and to date the only one, that is simple, tested and proven to be an effective (and fun!) method of communicating your profession to the urban audience. The potential for a program like this is enormous - so long as farmers support it by participating. This simply means offering to host a city family for the day - engaging in conversation, involving them in the days work and sending them home with a positive and memorable farming experience that they can share with their friends and colleagues. The message that "farmers care for their land, animals and water while providing the Australian and global community with excellent quality food and fibre" is a powerful one. People who have seen that message in action will carry it with them for the rest of their lives - they will have trust in farmers, and an understanding of the importance of agriculture.