Five things about image I learned from a farmer

A few weeks ago, the university announced that someone from The Chef’s Garden – personal gardeners for over 1500 discriminating Chefs worldwide – would be coming to campus to talk to the students about sustainable agriculture practices and the importance of the “individual farmer”. My son, Luke, is very interested in gardening, since my mother planted a small garden in her backyard, so I thought I’d get some gardening tips to share and gather some more definitive info. about farmers’ markets and larger shopping markets. What I didn’t expect was an image lesson, but in walks Farmer Lee Jones.

It’s a cliché, but the experience was life changing. Farmer Jones had a quiet confidence and humility that is rare in even the most accomplished celebrities and business executives. He warmly introduced himself to me, removing his baseball cap as he reached for my hand. He made his way to the front the room for his presentation and that’s when the magic really began. Here are five tips he taught me as I watched, listened and learned.  

1. Authenticity is king. Of course, I Googled Farmer Jones and in every picture he was wearing the same outfit – overalls, a white shirt and a red bow tie. Admittedly, I thought it was a gimmick. But as he began to deliver his message I was a believer. He stressed the importance of getting back to a place where we know where our food comes from – and I don’t mean which grocer. His mission is to help people understand the human connection with food and the land. And I clearly understood that his attire reflected his message. He was a farmer first and foremost. Who are you? Work towards authenticity in your image and in your message.

2. Chase your passion, not your pension. Farmer Jones shared a story about his parents who were also farmers. After a few dismal years of losses, his parents lost everything and he watched as all of their possessions were sold at auction – everything that they owned. Gone.  When we were alone for a few minutes I asked Farmer Jones why he decided to go into farming after watching his parents experience such hardship. His response was swift. “There was never any doubt,” he said. “Farming was in my bones. I knew that it was what I wanted to do. His passion and commitment never failed. Are you chasing your passion?

3. Go beyond product knowledge. There is no doubt that Farmer Jones’ products are superior. Just ask some of the world’s greatest chef’s who have their produce shipped all the way from Ohio because of the Chef’s Garden’s commitment to quality. But Farmer Jones shared more than just a basic knowledge about farming. His message included the history of farming in the United States, the importance of sustainability and what the Chef’s Garden is doing to teach children about farming and the man-food connection. Sure he brought yummy produce samples but he also brought a wealth of knowledge and clearly explained why a carrot is not just a carrot and why we should care. Does your message differentiate you beyond basic product knowledge or do you leave your potential customers thinking “tomato, tomato” what’s the difference?

4. Nothing beats a compelling story. Throughout his presentation, Farmer Jones shared stories about growing up on his parents’ farm and how his path has allowed him to meet some of the world’s most celebrated chef’s.  He even shared his experience about providing the mystery ingredient for Top Chef. Each of us has an interesting background and story to tell. What make us most interesting and unique are our individual journeys. Tell your story as only you can about why you do what you do and why you can deliver that product or service like no one else.

5. Consistency, not currency, is king. Farmer Jones told me that he has several pairs of overalls, red bow ties and white shirts in his closet. He wears them each and every day and wore them out to dinner in Miami that evening. That red tie and overalls are on his business cards too. Consistent image? Check. But his message was consistent too and mirrored his image about the important role a farmer plays.

Thank you so much Farmer Jones for such an amazing experience and for valuable lessons about pursuing one’s passion and the importance of authenticity.