Social Media Critical To Reach Consumers

Animal Ag Alliance Promotes Social Media to Bridge the Gap Between Farm and Fork

By Mikenzi Meyers, Associate Editor

In the age of social media, facilitating the connection between producer and consumer is more accessible than ever. Casey Kinler, Communications Manager with the Animal Ag Alliance based out of Arlington, Virginia, is not only urging farmers to jump on board the social media craze but is also focusing on helping zealous educators develop their message.

“Now more than ever, it is really important for individual farmers and ranchers to be on social media,” Kinler said.

Although this may be foreign territory for some, she recommends beginning with only one platform such as Facebook because it offers the biggest reach of people

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To take it one step further, the Ag Alliance also works with college students, hosting an online scholarship competition where the goal is to teach them how to effectively communicate about animal agriculture. They just celebrated their 10th anniversary of the competition, where over 430 individuals from more than 40 different states participated.

“It’s really important for farmers to get out there and share what they’re doing on their farm and make sure that people in their community know that they are a trusted source.”

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“Facts Not Fear” Tour Brings Consumers One Step Closer to the Farm

“Facts Not Fear” Produce Safety Media Tour Helps Bloggers Learn About Ag

By Mikenzi Meyers, Associate Editor

Closing the gap between the consumer and the farm is a continuous work in progress. Teresa Thorne, Executive Director of the Alliance for Food and Farming, is dedicated to making this happen. She helped put on the second “Facts Not Fear” Produce Safety Media Tour for registered dietitians, health and nutrition writers, and bloggers recently in the Salinas Valley, which directly focused on consumer concerns.

The “Fact Not Fear” tour allowed media influencers to see farming practices first hand, in hopes that they would share the information learned with the consumers that follow them.

Teresa Thorne

“We look at them to kind of be the consumer eyes and ears and really learn more about how we produce food,” Thorne explained.

Thorne also noted that one of the main topics brought up during the round table discussion was the great “organic versus conventional farming” debate. “The farmers that were there did a great job of talking about the fact that there’s actually more similarities than differences,” she said.

In a consumer-driven industry, educating people has never been more crucial.

“For them to come out and see firsthand what we do, and then share that back with those consumers and be able to address their concerns directly, it’s just really important for us.”

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Consumers Get More Information with iTrade Fresh

More Transparency On Produce Available through iTrade Fresh

By Patrick Cavanaugh, Editor

There is more transparency available now in produce sales, according to Dan Reighn, director of grower/shipper sales with iTrade Fresh. He explained how iTrade works with the entire supply chain for produce and perishables, providing scanning information for the customer.

“People know iTrade as a portal between buyers and sellers, so a buyer like Safeway is transacting with a supplier like Dole, … [and] we handle the purchase order, invoice, advance ship notice for them, but also we extend across the entire supply chain,” Reighn said.

“We’re offering full visibility at the very first mile supply chain where a case is either packed in the field or packed in the packing shed, and we can put a PTI traceability sticker or an item traceability sticker on a clamshell of berries and we’re able to track that product all the way to the other end of the supply chain,” he explained. “So when a consumer scans the product at the other end, they can learn more about where the product came from, and it’s a way for increased consumer engagement.”

The stickers placed on the packaging are for the customer to learn more about the grower and the local communities where the product was grown.

“There is information about the grower, so whether the product is picked in Mexico or South America, there’s a lot of growers that do a lot for local communities, and so consumers can learn about giving back and how they support the community,” Reighn said.

Because consumers are voting with their dollar, learning and feeling good about products that they’re buying can support the grower who might be providing community services or hospitals or other educational opportunities in Mexico.

“Alerts can also be sent,” Reighn said. “Our system allows us to send alerts out to consumers, so if as a clamshell of berries is part of the food recall, they’re able to understand it and follow instructions on what to do. They can call a number, turn the product in and so forth. So it’s a way for consumers to feel good about what they’re eating and making sure that they’re eating safe produce.”

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Anna Gomes on Consumer Outreach

Tips on How to Speak to Consumers

By Patrick Cavanaugh, Editor

Anna Gomes is a senior at UC Davis studying Agricultural and Environmental Education, with a focus on plant and soil science. She spoke recently to California Ag Today about consumer outreach to the next generation regarding agriculture at the recent Bayer Crop Science Agvocate Forum. She also explained the plan to open up an Ugly Food Market in Sacramento.

Gomes said her background in agricultural education prepared her for consumer outreach.

“I had a really unique journey through my undergrad career. So as an Ag Education major, not only have I been focusing on communication, but a lot of it’s been focused on, “How do we take this hard science and actually convert it into something that’s understandable from a consumer’s point of view and their perspective?’ ” she said.

Gomes said agvocacy is something that she is working on.

“I’m really interested in the science and research behind moving agriculture forward, and I think there’s huge potential there, but how do we educate consumers about this research and about what’s going on to really make it impactful and make it actually practical in the ag industry?

“I think you can really start from their perspectives. What makes them interested in agriculture, and how are they connecting to it? Is it merely that they consumed food every single day?” Gomes said. “OK, start with that. What do you eat? Where does it come from? What do you know about it? It’s good to start with them and get to know them, instead of starting with you and getting to know them.”

The Ugly Food Market is something that Gome started at UC Davis, which aims to reduce food waste and eliminate food insecurity,

“It’s a startup through the UC Davis Graduate School of Management. We’ve been participating in entrepreneurial competition. We’ve pitched for seed funds, so wish us luck,” noted Gomes. “We want to start a physical marketplace in Sacramento, focused around food waste and food insecurity. We’re using shrinks from grocery stores, cull fruit from the farm, wholesalers and distributors, all in between the food chain.”

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