Greg, Nathan, and Kendal Peterson released their first self-produced music parody video on YouTube in 2012, “I’m Farming and I Grow It." They have since followed it up with many more, racking up 40 million-plus views and changing minds on modern agriculture in the process.

“I start with the story of where did broccoli come from. Broccoli didn’t occur in the wild, and most people don’t realize it came from the Brassica oleracea wild cabbage and human beings figured out (how to breed it.) When you give people that context and it takes a little while to explain it, suddenly they aren’t starting from zero. They’re starting from a place of wonder, a place of ‘Oh, I didn’t know that, that’s really interesting.’ They’re much more willing to come along with you and learn about other things that maybe they thought they knew but realize they didn’t know.”

“I can honestly say that I’ve never met a farmer who didn’t take pride in their operation and who didn’t wish to pass it down to the next generation. If there’s anyone who is concerned about what goes on and what comes off of the land, it’s the people who make their livelihoods off it. Trust a farmer. I say this not to call for an end of constructive debate concerning evolving agricultural methods, but to draw attention to the dehumanization of the members of the agricultural industry.” The 23-year-old is a sixth-generation farmer from Jesup, Iowa, who graduated from the University of Chicago last year, and now works in advertising with the plan to eventually return to run her family’s business, the Blue Diamond Farming Company.

“In my experience as a mom, science advocate and communicator, I’ve found that when we demystify food technologies like genetic engineering, they become less ‘scary’ and people almost become relieved to no longer have to worry and spend the extra cash!” Senapathy is co-author of The Fear Babe: Shattering Vani Hari’s Glass House, and co-founder of March Against Myths About Modification (mamyths.org).

The Peterson Brothers hope to change attitudes on agriculture (such as these) by making more music parody videos that resonate with the public. Engaging on social media, inviting visitors to his farm, and simply talking to people also make an impact, they say.

Talking about the issues among all of the key stakeholders — universities, governments, scientists, nutritionists — is part of a multi-step process to help urban populations gain a better understanding of the role GMOs and other agricultural technologies, such as the microbes around which much of Novozymes’ work centers, can have in creating a better society, says Bletsky.

"In the long run I don’t think the EU can compete with China or even India scientifically or with the adoption of innovation in our current form. This is perhaps a trade-off we make for having a freer society." Gurney is a France-based microbiologist who comes from a farming family in the UK. Gurney, along with fellow long-time YouTuber Myles Power, host the popular League of Nerds podcast, which they began in 2013 “to talk about everything from bad science in the media, to the nerdy love of all things geeky.”