Enhancing the image of agriculture and public trust in the nation’s food supply are two guiding principles behind the formation of the U.S. Farmers & Ranchers Alliance (USFRA). The new alliance includes leading farm and ranch groups.
There is a growing need for all of agriculture to coordinate their messages and reach out even further to the consuming public through consumer influencers and thought leaders.
“We in production agriculture recognize the immediate need to build consumer trust in today’s U.S. food production system,” says USFRA Chairman Bob Stallman, president of the American Farm Bureau Federation. “We also recognize the need to maintain and enhance the freedom of American farmers and ranchers to operate in an economical, sustainable and responsible manner. This new collaborative and coordinated effort by many segments of production agriculture can tell our great story as never before.”
Initial goals of the alliance:
- Increase consumer confidence in today’s agriculture.
- Serve as a resource to food companies on the benefits of today’s agricultural production.
- Work with leading health, environment and dietary organizations to demonstrate the benefits of today’s agricultural production.
- Increase the role of the U.S. farmer as the voice of animal and crop production on local, state and national food issues.
“This is an exciting time for U.S. agriculture. It represents the first time all of production agriculture has come together for a common purpose,” says Stallman. “It won’t be easy. Changing consumer perceptions is a big challenge. We plan to use our strategic vision to focus our energies.”
Currently, 23 farm and ranch organizations have joined the alliance to pool resources. Included among the group are the National Pork Board represented by Michigan pork producer Dale Norton and the National Pork Producers Council represented by Dallas Hockman.