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Mark your calendar for March 22-24 to attend the ENGAGE for Ag Leaders program in 2022. Location details will be shared once they are confirmed.

Program Overview

Consumers want to know more about agricultural production practices and the services agricultural retailers provide. To help guide its membership through these sometimes difficult conversations, ARA launched ENGAGE for Ag Leaders as a new industry-critical professional development program focused on communicating with the consumer.

ENGAGE for Ag Leaders is sponsored by Corteva and will empower participants with the knowledge and communication skills to effectively connect with consumers and other food system stakeholders. With the program's three-step process, participating leaders will be able to package their knowledge and value proposition in a way that engages the consuming population as communities are joining the conversation about how their agricultural products are produced.

Peer-reviewed and published research shows that communicating with shared values is 3-5 times more important in building trust than providing facts or information alone. Engage training goes beyond traditional message training – it gets to the core of what matters to consumers: shared values communication principles. 

Roxi Beck Headshot

2019 Speaker: Roxi Beck

An active speaker, trainer, facilitator and a trusted advisor to food system thought leaders, Roxi Beck helps audiences think differently about earning trust. As consumer engagement director for The Center for Food Integrity and vice president at Look East Consulting, Beck brings more than 15 years' experience working with clients across the food system, directing strategy and activities for consumer-facing food and agriculture initiatives. Whether working with registered dietitians, toxicologists, corporate executives, communication directors, restaurateurs, farmers, non-profit leaders, even consumers, Beck connects the dots on the varied pressure points that shape today's food system, and helps organizations incorporate transparency principles and trust-growing approaches into their culture.

Who Attends?

2019 ARA ENGAGE for Ag Leaders

From executives to sales and communications staff, this training is for all employees.

"I wish I had an opportunity to take a training like this 20 years ago."

- Mary Hartney, president of ARA member company Florida Fertilizer & Agrichemical Association

Read this article to see what other ag retail industry leaders are saying about the 2019 ENGAGE for Ag Leaders program!

2019 Pricing

  • Member rate: $650
  • Non-member rate: $950

Tentative Agenda

Day One

5:30 p.m. Reception

6 p.m. - 8 p.m. Keynote & Dinner

Day Two

8 a.m. Breakfast Buffet Included

9 a.m. Morning Session

  • Welcome & Introductions
    • What are your “titles” outside of your job and what is one nightmare question related to food and agriculture you struggle to address?
  • Today’s Consumer and the Erosion of Trust
    • Consumer research insights and why trusting in mistrust has become the norm.
  • Engage in Three Steps
    • Stop doing three things; start doing three things
    • Focus on Step 2: Exercises and application

11 a.m. Break

12:15 p.m. - 1:15 p.m. Lunch

1:15 p.m. Afternoon Session

  • Developing Value Based Messages
    • What’s your “why?” Exercises and application
  • Engage in Three Steps Continued
    • Focus on Step 3: Exercises and application

5 p.m. Adjourn

5:30 p.m. Group dinner

Day 3

8 a.m. Breakfast Buffet Included

9 a.m. Morning Session

  • Seven Principles of Transparency and Application Concepts
  • Exercises for self-assessment and outreach to customers, consumers and the community
  • Best Practices for Traditional and Social Media
    • Exercises and application
  • Reflections and Resources
    • What will you do differently, and what can you do with the training, tools and insight you have received? What goals will you set?
    • What resources do you need?

10:15 a.m. Break

1 p.m. Evaluations and Adjourn

(Please make travel plans to stay through the final session.)










Sponsored by

Corteva Agriscience logo







Melisa Augusto, ARA Vice President of Communications and Marketing



Melisa Augusto, ARA Director of Communications and Marketing,