The partnership, formalized with the signing of a Memorandum of Understanding (MOU) by Under Secretary Ibach and USFRA
Chairman Chip Bowling, builds on the energy and enthusiasm at the inaugural Honor the Harvest Forum, held June 4-6 in Newburg, Maryland, and brings together resources to improve consumer understanding of agricultural production and its value to our food supply and rural economies.
As a charter member of the USFRA
, United will help ensure that produce industry priorities are represented as the Alliance develops new initiatives.
Launched in October of 2010, the core objective of USFRA was to create an organization that everyone could come to and work on issues upon which all modern agriculture agreed.
In the past six months, USFRA has monitored a number of examples that demonstrate how special interest groups are targeting consumers, including the coveted "Millennial" demographic of 18-34-year-olds with splashy events and highly-targeted online video campaigns.
"USFRA has developed programs to insert the truth back in to these conversations," says Krotz.
USFRA has identified that the people most influential in consumer food choices are the "Consumer Food Connectors." This audience is the core target of USFRA's efforts.
Over the next five years, USFRA will focus on these individuals along with "Super Influencers" active in the food movement including nutritionists, physicians, academics, retail and food service innovators and culinary trendsetters.
In the words of USFRA Chairwoman Nancy Kavazanjian, "As we strive to insert farmer and rancher voices into important conversations about food and agriculture, restaurants and dieticians are ground-zero for our Alliance.
Thus armed with information on how to better spark conversations with consumers about food, USFRA set out to engage them with an interactive dialogue led by America's farmers and ranchers.
* Faces of Farming and Ranching: In 2012, USFRA launched the Faces of Farming and Ranching program to put a "real face" on farming and ranching by leveraging the stories of its spokespeople.