Consumers routinely express positive views of farmers but not so positive opinions of the food that they eat and the food production chain in general. This is exacerbated by stories which appear in media portraying modern agriculture in a very negative light. Farmers want to counteract this through sharing with consumers how the agricultural landscape has positively changed in the last 50 years. Alltech - a B2B biotechnology agribusiness firm- believes that both perspectives needed to be heard and addressed. Knowing how the 2010 World Equestrian Games had brought these audiences together, Alltech created a meeting place to facilitate a genuine connection between both farmers and consumers by sponsoring the 2014 Games in Normandy, France. This article describes how Alltech used this sponsorship to open a dialogue concerning the current state of agriculture and where the industry is heading.