Mr. Thomas Duffy:

I will respond to those comments by saying there are probably two separate sections when it comes to communication and messaging. The first is on the public's side. Senator Mulherin is completely right that there is a body out there that sees agriculture as nothing but negative, but it can be further broken down, in my experience, into two separate cohorts. Among the first cohort, these views are born of ignorance; it is a simple disconnect from the awareness of agriculture. These people are generally quite educated about the environmental impacts but unaware of why we have those impacts. They do not understand the principles of agriculture. We would not expect them to any more than we might expect someone to have experience of rocket science. Agriculture is completely outside of their day-to-day lives. We can make a connection with these people and explain things to them. They can understand our message and are the kind of people with whom, external to the country, things like Origin Green have really succeeded in connecting. Then there is the cohort of people who are driven by ideology. These people cannot be connected with and there is no point in trying to do so. Sadly, they are also the people who are creating many of the messages that are reaching those people we want to inform. While I am acutely aware of my age here in that I am perhaps younger than the average age of those in the room, the media-----