In 2017, Iowa Learning Farms hosted 29 conservation field days and workshops across the state with the goal of reaching out to farmers/operators and landowners. Introduced this year was a new component of our evaluation process – the demographic card. The cards helped provide a snapshot of attendees in terms of their age, gender, role in agriculture and information about their farming operation. The cards also capture preferences on timing and topics of interest for future outreach events.
Midway through 2017, we started to use this information to help us plan better events for the second half of the year. We will continue to experiment with time of day and week for field days to see if we can’t get a better diversity of audience. Total number of demographic cards collected in 2017 was 915.
Who attended ILF field days in 2017?
Eighty-three percent of the field day attendees identified themselves as either farmers/operators or landowners. Two percent of the attendees were new to farming and four percent would like to start farming. In 2018, we want to explore reaching out to those populations better.
About half of respondents indicate they own over 75% of their land. However, when looking at respondents aged 50 and under, that changes dramatically to 57% of respondents reporting that they own 25% or less of their acres. Faced with many acres changing hands in the next five to ten years, it is important to continue to develop outreach materials and plan events accessible to both landowners and farmer/operators. To reach our goals of increasing conservation implementation, it will be a coordinated effort by both landowners and those who actively farm.
The average age of farmers/operators attending ILF field days was 55 years, which was slightly younger than the average age of a farmer in Iowa (57 years). This finding has been consistent in the four years that we have been tracking age information. The average age of landowners attending ILF field days was higher at 64 years.
In general, field day attendees indicated a preference for Wednesday field days that were held in the afternoon or after 5 pm.
What about younger farmers?
Seventeen percent of our field day attendees are 35 years or younger; 80% of attendees are men while 20% are women. On average, farmers in this age group farm 739 acres of row crop land (range of 40 – 3,500 acres) and own 25% of their farmland. Nearly 57% of respondents in this category reported that they did not own any of the acres that they currently farm.
Livestock is an early entry point for the next generation to begin or return to the farm. Nearly 60% of this group reported having livestock compared to 45% of respondents in all age groups who identified as farmer/landowner. These younger attendees indicated a preference for events held on Saturdays (48%) followed by Tuesday-Thursday (42%) after 5 pm (50%).
We in the process of updating the ILF Field Day Toolkit and add these findings to event planning best practices.