Latvian Agricultural Cooperatives Association

1. The Communication Activities of Latvian Agricultural Organisations: Overview of 2012Tools and Strategy for 2013/14 Latvian Agricultural Cooperatives Association

2. 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 cooperatives • Farmers’ Parliament • Unitesalmost 900 farmersfromallregionsofLatvia • Latvian Agricultural Organisation Cooperation Council • The association unites NGOs representing manufacturers and producers, in total 55 manufacturers’ organisations

3. 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

4. Focus in 2012 • Since 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

5. EU Direct Payments Campaign • Latvian farmers participated in the campaign by contributing LVL 0,50 per 1 ha • Work 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 there • Three 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

6. 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

7. 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

8. What we are proud of — outstanding public activities • Baltic farmers’ protest during the EU summit in Brussels on June 28th

9. What we are proud of — outstanding public activities • Baltic farmers’ protest tractor • A Soviet-era tractor MTZ-80, also called Belarus, owned by a young farmer • Set off from Tallinn on November 14th and travelled through all Baltic States to have a stop at Berlin and reach Brussels on 22

10. 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

11. 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

12. Outstanding public activities • “Choir Wars” inBrussels • Almost 100 Baltic farmers, including 40 farmers-choir singers gathered in Brussels on 7 February where the decision was made regarding the direct payments • Armed with songs and flags • Hat with sign “Help the EU Budget”

13. Conclusions • As 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 remains • We will still receive the lowest amount of direct payments • The 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

14. Everyday work in Latvia • It is not much different from the jobwedidthroughoutEU campaign, work mainly in two directions • Work with decision makers • Informing 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 media • Currently themost active on social media — Farmers’ Parliament, Twitter account

15. 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 (NationalParliament) • Visitsof decision makers to agricultural companies

16. Events – educating society • Tractor Day • Traditional event for the whole family on a Saturday in May • The aim of the event is to foster the agricultural and rural development, and cooperation among the state, NGOs, and entrepreneurs • Unusual venue — on the field • Activities for adults and children • Annual competition for young farmers “Senčuaicinājums” (“Ancestors’ Vocation”) • Main criteria: creativity, use of new methods, ideas, technology • Thematic conferences in different fields of agriculture — dairy, crops, fruit-vegetable

17. CAP: Country enters the city • The topicality of this year is the project “CAP: Country enters the city” • Target audience — civil society, in particular young persons in cities • Research on the stereotypes of young people on the contemporary agriculture • Discussions at universities • Photo contest to develop calendar“CAP: Country enters the city” • Advertising campaign: radio and social media • Activities 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.

18. Other communication tools • Monthly journal “LatvijasPiensaimnieks” (“Latvian Dairy Processor”) for dairy farmers in Latvia • Issued by “LatvijasPiens”/LatvianMilk — milk processing company owned by Latvian farmers • Cooperation with educational institutions • Annual informative events at vocational schools in Latvia

19. 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

20. THANK YOU!