Are consumers buying what production agriculture is selling? In the literal sense, the answer is yes, but according to research conducted by the United States Farmers and Ranchers Alliance (USFRA), the general public is largely unreceptive to traditional ag industry messaging and skeptical of modern farming practices. Although it’s no secret that a consumer-agriculture disconnect exists, the USFRA’s findings make it clear the divide runs deep. The research findings were presented at the 2011 Charleston/Orwig Food System Thought-Leader Symposium and first reported by Agri Marketing magazine. As the chart below shows, what production agriculture is saying and what consumers are hearing are two different things. 

 

Ag Industry Says…	Consumer Hears…
Our methods are proven and safe.	Your methods tamper with nature.
We keep food affordable…	…but at what expense to quality?
Most farms are family run…	…but beholden to big processors.
We care about our lands and animals.	You will take shortcuts to be profitable.
We need to produce more to feed the world.	You want to produce more to sell to the world.
We need a secure food supply.	You want subsidies.
We have the safest food supply in the world.	Pesticides, antibiotics and hormones may not be safe in the long run.

 

Those consumer perceptions were gleaned from a polling exercise worthy of a political debate. Using the same research methodology, the reactions of food industry influencers ranging from chefs and restaurant owners to food bloggers and food writers were tracked as a farmer discussed current farming methods, phrases and ideas. Keith Yazmir of Maslansky Luntz & Partners presented the findings of the polling exercise at the Food System Thought-Leader Symposium. 

 

One of the takeaways from the research is that a “larger movement is needed to rethink agriculture’s approach to connecting with consumers,” Agri Marketing reported. With respect to that, Yazmir offered a piece of advice: All messaging related to farming and food production should focus on educating and appealing to the mother—who is purchasing food to feed her family—and ensuring she is comfortable with how the food was produced. For more on “what consumers are hearing,” the full article can be found on pg. 56-57 in the digital edition of Agri Marketing. 

 

In related news, the USFRA conducted a telephone survey last summer to understand the attitudes and opinions of farmers/ranchers and consumers. In July-August 2011, the USFRA surveyed 2,417 consumers and 1,002 farmers/ranchers nationwide. This effort was separate from the focus group exercise. A summary of the food-attitude surveys states, “Consumers are firmly divided on the direction of modern agriculture.” The top three things consumers want to know more about are: 1) how chemicals are used, 2) how pesticides are used, 3) food safety standards. When consumers were asked to pick issues they believe should be a priority for growers, “how pesticides are used” topped the list. For more on the consumer/farmer/rancher survey, click here.