Safe and (Bio)Secure: Virtual Farm Trips Open Doors Without Opening Risks

By Dan Toland

Biosecurity exists for a reason. In agriculture, strict measures on many farms protect animals, farmers and the entire food supply. Certain situations, such as the Highly Pathogenic Avian Influenza outbreak, prompt even tighter restrictions, which make public farm access of any type nearly impossible. 

While it may seem like shutting off contact and staying “out of sight, out of mind” is the safest move, it can actually be beneficial to open up — virtually. Events like animal disease outbreaks could actually be viewed as opportunities to connect with consumers to build trust through transparency. 

For example, with the right mix of live and recorded footage, meaningful visuals and interactive discussions, you could host consumers or business customers to share what’s happening on and inside your farm, and how you’re maintaining the highest level of biosecurity for animal health and welfare at a time when it’s extremely important to do so.

During the COVID-19 pandemic, businesses that had already embraced virtual engagement thrived because they were prepared to adapt. The most biosecure of agriculture businesses can do the same now. 

By tactfully opening the virtual doors of biosecure facilities, you allow teachers, students, health professionals, customers, influencers and more to see, understand and appreciate the industry’s efforts firsthand.

In a virtual realm, you can control the level of access and engagement while still fostering open dialogue. It’s not about “controlling the message,” but rather “welcoming the conversation” in a way that is structured, spontaneous and genuine. Whether through live Q&As, guided tours or expert-led discussions, these experiences help demystify biosecurity, showcase best practices and transparently build a deeper connection and trust with your audience.

Let’s be honest—“Keep Out, Stay Away” isn’t a great way to win customers. And just because people have to eat doesn’t mean they have to choose what’s hidden behind your curtain. By lifting the veil through virtual engagement, you invite eyes, questions and conversations in a way that respects both biosecurity and public curiosity.

Maybe life on the “dirty side” of biosecurity measures is meant to be seen, understood and appreciated—when done right. 

 

Dan Toland has worked for and with farm organizations since 2007 to enhance advocacy and education efforts through digital platforms. As Shift•ology’s Director of Virtual Experiences, he has grown the company’s Virtual Farm Trips® program from a single trip for a few classrooms to a platform that has provided customized LIVE virtual experiences to over 1.5 million students, consumers, influencers and other key stakeholder audiences throughout the country. Learn more about the program at VirtualFarmTrips.com or contact Dan.