Maybe it’s wishful thinking to envision a post-election world where “buy American” support is everywhere, and export markets are thriving. But if farmers don’t tell stories about the importance of trade agreements and exports to their bottom line and the U.S. economy, protectionism seems destined to take center stage.

The drive for protectionism is understandable. And it’s everywhere, red and blue. Politically, it’s sexy. After all, who doesn’t think supporting American farmers is a good idea?

That’s especially true when politicians are extra eager for sound bites, like they are this fall, and nasty-sounding trade imbalances are staring them in the face. The U.S. has endured an agricultural trade deficit in four of the last six years, according to the American Farm Bureau Federation. And it’s not getting any better — look for a record $32 billion deficit forecast in fiscal 2024.

As AFBF points out, falling commodity prices and the strong U.S. dollar have contributed to the decline of the value of U.S. exports since 2021. At the same time, farm income is taking a beating. Inputs have soared and labor costs have climbed.

But political hopefuls should not be let off the hook by simply claiming that more aggressive tariffs and import restrictions will solve these ills.

Related:Farm bill: Seize the difference between right and wrong

Same song, different verse?

According to AFBF, the U.S. needs a much better focus on trade to truly protect U.S. farmers and open new markets. No trade deals with new countries have been made since 2012. And the deal with Canada and Mexico already seems out of date, given how the world has changed since that agreement kicked in four years ago.

You can’t keep doing the same things and expecting different results. Yet for trade, it seems that’s the strategy.

Trade is a complicated matter for the average urban politician, let alone the average voter. That’s why clear, concise messages and stories from American farms are needed, especially now, with the November election around the corner. Here’s an approach to telling trade-related stories through five simple messages:

1. Times are tough. They’re tough for everyone, on and off the farm. A few examples like falling farm income will drive that message home and promote empathy.

2. We’re doing our part to keep food prices in check. Food prices are a key concern of consumers. You’ve trimmed the fat; explain how you’ve done so on your farm.

3. Sustainability is important to us, even when the chips are down. Illinois Farm Families says conservation stories are among the top-ranked topics by Chicago audiences. People want to know what you’re doing — and while you’re at it, you can explain how you’ve always been conservation-minded.

4. We feed the world. U.S. farmers embrace technology and are highly efficient. That helps feed an increasingly hungry world. The World Health Organization says more than 120 million more people are facing hunger since 2019 because of the pandemic and climate shocks.

5. Agricultural exports help stimulate the economy. This is key in states that depend significantly on selling agricultural commodities abroad. And two-way trade helps build relationships with foreign countries — a timely message for a troubled planet.

Lawmakers and decision-makers must support agriculture at home and open export markets. They need your help to understand why it’s vital that they do both.