by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : March 2012
AM: What is USFRA? Stallman: The U.S. Farmers & Ranchers Alliance (USFRA) was formed in November 2010 by a wide range of general farm, livestock and commodity groups. Together we are turning today's "food debates" into conversations about how American's farmers and ranchers are continually improving the way they provide healthy food choices for people everywhere. For years, we've heard consumers' complaints about modern food production but made no concentrated effort to connect with those consumers. That's all changing. USFRA recognizes that consumers have questions and valid concerns, and we're committed to connecting farmers and ranchers with those consumers to engage in a constructive dialogue. When that dialogue begins, we believe consumer confidence and trust in today's food production will increase. AM: What is its ultimate goal? Stallman: The ultimate goal will be to enhance consumer trust and confidence in today's agriculture by listening to and addressing consumer concerns. We want consumers to know that America's farmers and ranchers share their values and are committed to answering Americans' questions about how we raise and grow food. But to accomplish that goal, we all need to work together. AM: What activities has it conducted? Stallman: USFRA conducted two national research studies to understand consumers' reactions and feedback to messages that the agricultural industry has been using for decades. We've been talking about having a "safe, affordable and abundant" food supply. While those messages are still accurate, they do not build trust or confidence. Consumers EXPECT their food supply to be safe and abundant. Today, consumers have new concerns about the long-term safety of the food they eat and they want to know more about what farmers and ranchers are doing to grow and raise food. USFRA's public launch occurred on September 22, by hosting the first-ever multi-city town hall on today's agriculture. These "Food Dialogue" events reached 4,000 plus people that attended in-person, viewed the town hall online, and/or were exposed to the day's events through Twitter and Facebook. The dialogue that began during our town hall continues through our robust web site and social media outreach, particularly our Facebook page. AM: What activities will be conducting? Stallman: The F.A.R.M. (Farmer and Rancher Mobilization) Team will continue to build momentum as farmers and ranchers become more engaged through social media and newly created interactive online tools. USFRA will host two Food Dialogue events in June and November. We will also continue to focus on influencer audiences, particularly those who are food purchase decision-makers. And finally, we will have national media outreach and placements to encourage consumers to join the conversations with farmers and ranchers about food production. All of these activities, and others, will continue to make this movement successful. AM: How is it funded? Stallman: USFRA has over 60 farmer- and rancher- led organizations (checkoff and non-checkoff), referred to as "Affiliates" within USFRA's structure, and 17 supporting partners and agribusinesses, referred to as "Industry Partners." USFRA's funding depends upon each organization's decision to support USFRA each year and at what level. In 2012, our budget is 70% funded by our Affiliates and 30% by our Industry Partners. AM: Why should the ag industry get involved? Stallman: By becoming a USFRA Industry Partner, agribusiness can help farmers and ranchers, their customers, connect with consumers, consumer influencers and opinion leaders who question what we do every day to put food on their tables. By supporting USFRA, you are providing farmers and ranchers more tools to better communicate to these consumers and influencers. We have started a long-term movement, but to be successful, we need the entire industry to be a part of it. Contact us at 636/449-5086 or firstname.lastname@example.org for more information. We'd be happy to come visit you. AM: What else would agri-marketers find of interest? Stallman: Agri-marketers need to ensure the messages they are conveying to the consuming public build confidence and trust in today's agriculture. USFRA is committed to connecting farmers and ranchers to those consumers who want assurance that today's farming and ranching are providing healthy choices for everyone. AM Name: Bob Stallman Title: Chairman USFRA, President American Farm Bureau Federation (AFBF). Education: Honors graduate of the University of Texas. Career: A rice and cattle producer near Columbus, TX, he has served on various state and federal advisory committees. Joined AFBF's Board in 1994, elected President in 2000. : U.S. Farmers & Ranchers Alliance HAVING A VOICE IN THE FOOD DIALOGUE 58 Agri Marketing March 2012
January February 2012