USFRA and Ketchum Receive National SABRE Recognition

he U.S. Farmers & Ranchers Alliance (USFRA) has received national recognition for its ground-breaking campaign to help improve the dialogue with consumers about how their food is grown and raised. USFRA, along with its agency partner Ketchum Public Relations, won the prestigious Gold SABRE Award for Excellence in the Associations category. The entry, titled “Since When Did Agriculture Become a Dirty Word?,” highlighted the strategies, execution and messaging used for the public launch of USFRA at the September 2011 Food Dialogues Town Hall.

 

CHESTERFIELD, MO., May 21, 2012 – The U.S. Farmers & Ranchers Alliance (USFRA) has received national recognition for its ground-breaking campaign to help improve the dialogue with consumers about how their food is grown and raised.  USFRA, along with its agency partner Ketchum Public Relations, won the prestigious Gold SABRE Award for Excellence in the Associations category.  The entry, titled “Since When Did Agriculture Become a Dirty Word?,”  highlighted the strategies, execution and messaging used for the public launch of USFRA at the September 2011 Food Dialogues Town Hall. 

USFRA’s Communications Advisory Committee and Ketchum began their work together in March of 2011.  Since that time they have worked together to create a movement that focuses on bringing the voice of farmers and ranchers to conversations centered on food and food production. Over the past fourteen months USFRA and Ketchum have implemented many successful events and tools to help farmers and ranchers have that conversation, and explain the importance of continually improving today’s agriculture.  Today’s news remains filled with stories questioning the integrity of the entire food production chain, and USFRA, in response, has initiated recently the “Grow What You Know” Rapid Response System that allows farmers and ranchers to be alerted of topics in the media that lack a farmer and rancher voice.  USFRA will also host two additional Food Dialogue events over the next six months to continue the conversation about how food is grown and raised. 

 “USFRA is pleased to have a productive partnership with Ketchum, focused on empowering all the members of our coalition with the best tools to help us collectively tell our story. In just over a year, we have accomplished great success, and we will continue our work in 2012 and beyond in connecting influencers and consumers with the farmers and ranchers who grow and raise their food,” said Chris Galen, USFRA Communications Advisory Committee vice chair and National Milk Producers Federation senior vice president of Communications.

The SABRE Awards, which attracted nearly 2,000 entries from across North America last year, provide the premier showcase for the best that public relations has to offer, celebrating winning work via the annual awards event, attended by more than 800 industry leaders every year. SABRE awards are bestowed annually and are presented for Superior Achievement in Branding and Reputation. Gold SABREs recognize the best programs in specific brand-building and reputation management categories. The SABRE competition is open to anyone working in public relations, marketing, corporate communications, investor relations, public affairs, employee communications or any other field related to branding and reputation management, in consulting firms, agencies, corporations, not-for-profit organizations, government agencies, or other institutions, without restriction.  Galen accepted the award on behalf of USFRA and Ketchum during the annual awards dinner May 8th.

The SABRE Awards are judged by some of the most senior professionals from the public relations agency world, corporate communications and academia. This year’s judging panel was SABRE’s most distinguished ever, featuring industry leaders from some of the world’s most admired corporations, most respected global agencies and premier independent public relations firms.he U.S. Farmers & Ranchers Alliance (USFRA) has received national recognition for its ground-breaking campaign to help improve the dialogue with consumers about how their food is grown and raised.  USFRA, along with its agency partner Ketchum Public Relations, won the prestigious Gold SABRE Award for Excellence in the Associations category.  The entry, titled “Since When Did Agriculture Become a Dirty Word?,”  highlighted the strategies, execution and messaging used for the public launch of USFRA at the September 2011 Food Dialogues Town Hall. 

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