The Communication Activities of Latvian Agricultural
Organisations: Overview of 2012
Tools and Strategy for 2013/14
Latvian Agricultural Cooperatives Association
About us There are three large and powerful agricultural organisations, who are also members to COPA/COGECA, operating actively in Latvia Latvian Agricultural Cooperatives Association
Currently unites 56 agricultural service cooperativesFarmers’ Parliament
Unites almost 900 farmers from all regions of LatviaLatvian Agricultural Organisation Cooperation Council
The association unites NGOs representing manufacturers and producers, in total 55 manufacturers’ organisations
Why 2012?
The story on the Latvian farmers’ NGOs would be simply incomplete without having a look on the accomplishments in 2012
Unique, historical experience regarded by experts as the first experience of the independent Latvia in lobbying the interests of the sector on the EU level
Focus in 2012Since joining the EU, the Baltic States have received the lowest EU direct payments
There are great hopes that the unfairness will be corrected in the next planning period
In 2011 the European Commission offered the Baltic States/Latvia 54% from the EU average amount
Demand of Latvia — minimum 80% from the EU average amount
The offer by the EC was a turn for the Baltic farmers and they decided to mobilise for lobbying their interests at Europe
EU Direct Payments CampaignLatvian farmers participated in the campaign by contributing LVL 0,50 per 1 haWork in two directions, lobby closely linked with communication
The lobbying work of representatives from the agricultural organisations — meetings with EU decision makers in the European halls of power Public activities in Brussels and the Baltic States to draw media attention and make additional pressure to decision makers here and thereThree levels
• National — cooperation with the Ministry of Agriculture, Prime Minister’s Office, Ministry of Foreign Affairs
• Baltic — harmonising of opinions and position, agreement on activities • EU — Members of the European Parliament, the EC Commissioner for Agriculture
and Rural Development and his office, ministers representing fields of agriculture and agricultural organisations from the EU Member States
What we are proud of — outstanding public activities
Vegetable bed at the Cabinet of Ministers in Riga
Vegetables instead of the traditional flowers throughout the whole season
Aim — to draw attention from politicians, officials, inhabitants and guests of the city to the problem with the EU direct payments
What we are proud of — outstanding public activities
Collecting signatures of the inhabitants of the Baltic States for the petition against unfair EU direct payments
60 000 signatures collected in total
Submitting the petition to the President of the EP Martin Schulz
What we are proud of — outstanding public activities
Baltic farmers’ protest during the EU summit in Brussels on June 28th
What we are proud of — outstanding public activities
Baltic farmers’ protest tractorA Soviet-era tractor MTZ-80, also called Belarus, owned by a young farmerSet off from Tallinn on November 14th and travelled through all Baltic States to have a stop at Berlin and reach Brussels on 22
What we are proud of — outstanding public activities
On November 22nd the tractor was welcomed in Brussels where more than 100 Baltic farmers participated in the protest
What we are proud of — outstanding public activities
Bonfire “Baltic Way”
In total about 4000 people involved in the protest act in Latvia and Estonia
Outstanding public activities“Choir Wars” in BrusselsAlmost 100 Baltic farmers, including 40 farmers-choir singers gathered in Brussels on 7 February where the decision was made regarding the direct paymentsArmed with songs and flags
Hat with sign “Help the EU Budget”
ConclusionsAs the campaign was going on, the offer of the EU institutions gradually improved
In financial terms the Latvian farmers will receive 50% more than in the previous period
Discrimination remainsWe will still receive the lowest amount of direct paymentsThe asked 80% from the EU average — only in 2019
As comparatively new EU Member State we gained invaluable experience in lobbying our interests
We will be wiser for the next time to start more duly
Everyday work in LatviaIt is not much different from the job we did throughout EU campaign, work mainly in two directions
Work with decision makersInforming the society on topicalities in agriculture
Each organisation have their public relation specialists who are responsible for developing and introducing communication strategy
Press releases, events, actualities, social mediaCurrently the most active on social media — Farmers’ Parliament, Twitter account
Educating decision makers
Taking into account the fact that Latvia is small country and agriculture historically has been an integral part of the Latvian economy, the farmers’ NGOs have good direct contact with all higher authorities of the state
Regular meetings are held with the President, Prime Minister, ministers from the respective fields, Members of Saeima (National Parliament)Visits of decision makers to agricultural companies
Events – educating societyTractor Day
Traditional event for the whole family on a Saturday in MayThe aim of the event is to foster the agricultural and rural development, and cooperation among the state, NGOs, and entrepreneursUnusual venue — on the fieldActivities for adults and children
Annual competition for young farmers “Senču aicinājums” (“Ancestors’ Vocation”)
Main criteria: creativity, use of new methods, ideas, technologyThematic conferences in different fields of agriculture — dairy, crops, fruit-vegetable
CAP: Country enters the cityThe topicality of this year is the project “CAP: Country enters the city”
Target audience — civil society, in particular young persons in citiesResearch on the stereotypes of young people on the contemporary agricultureDiscussions at universitiesPhoto contest to develop calendar “CAP: Country enters the city”Advertising campaign: radio and social mediaActivities during city festivals at the largest cities
• Seven fields of agriculture: cattle breeding, cultivation of grain, bee-keeping, horticulture, fisheries, forestry; visualisation of a modern farmstead, etc.
Other communication tools
Monthly journal “Latvijas Piensaimnieks” (“Latvian Dairy Processor”) for dairy farmers in Latvia
Issued by “Latvijas Piens”/Latvian Milk — milk processing company owned by Latvian farmers
Cooperation with educational institutionsAnnual informative events at vocational schools in Latvia
Truths
Media in Latvia are responsive to topics related to agriculture
Hard everyday work to ensure interesting content — it is much harder to regain attention than to maintain it
Advantages of a small country — good approach to media and administration
THANK YOU!