To those in the food industry there is no more important, and enigmatic, audience than consumers. Because consumers can regulate an industry with their pocketbook, it’s important that consumers feel comfortable in their food purchasing decisions. With understanding comes comfort and trust; hence, why it’s imperative that those within the food industry help consumers understand what goes into food production.
The U.S. Farmers and Ranchers Alliance is working on building this comfort and trust through dialogue. A first step was through the Food Dialogues, which, according to USFRA, was “the launch of a new effort to bring together different viewpoints on farming and ranching and the future of food.” Set in a town hall format, Food Dialogue events were held in four locations across the country and video from each event was streamed live over the Internet.
Panelists were pro modern ag and not-so-pro ag from consumer groups and retailers, and also included a few producers. I participated in the Food Dialogues presentation at Fair Oaks Dairy in northwest Indiana.
Regardless of the impact of these sessions and the USFRA effort to date, there were some critical, watershed statements made during those sessions by very influential people that bear comment. I’ve listed the quotes below, with my comments following:
“Consumers have to assume that their expectations will cost more.”
– Kathi Brock, Director, Strategic Partnerships American Humane Association Farm Animal Program
It’s certainly within the right of consumers to want to know more about how their food is produced and expect that it be done humanely. But with an understanding that those expectations may lead to higher food prices.
“To meet the food demands of the next 50 years we will need to review those fundamental practices taken for granted over the last 50 years.”
– Jon Scholl, President, American Farmland Trust; Illinois Corn and Soy Bean Farmer
We can’t assume that how Dad and Grandpa farmed will cut it today and in the future. Not that they did it wrong, or that the same fundamental principles don’t apply. We’re just in a whole new ball game.
“Food issues are as important as energy, healthcare and homeland security issues … Food security is more important than energy security for the future sustainability of the globe.”
– Dan Glickman, Senior Fellow, Bipartisan Policy Center and Former U.S. Department of Agriculture Secretary (1995-2001)
What a statement. With all of the bandwidth taken up in the last few years regarding healthcare, energy, homeland security and even the financial crisis, food issues barely register. Farmers and ranchers just go about their business every day, producing food.
“There’s room for all farms in our supply chain.”
– Tres Bailey, Director of Agriculture and Food, Walmart Stores, Inc.
Walmart has put special emphasis on sustainability requirements and featured organic and locally-grown food products. It’s good to see this all-inclusive comment.
“Farming is the biggest threat but also the biggest opportunity to get right. If we don’t, we should turn out the lights and go home.”
– Jason Clay, Senior Vice President, Market Transformation, World Wildlife Fund
This is an encouraging statement; however, it would be curious to see the various definitions of “right.” We can agree that “right” means producing healthy food while protecting the planet and its resources. How “right” is accomplished is the real debate.
“Certified organic does not mean certified sustainable.”
– Dr. Pamela Ronald, Professor, Plant Pathology, University of California, Davis, and co-author of “Tomorrow’s Table, Organic Farming, Genetics, and the Future of Food”
There is continuing argument about the real definition of sustainability. The default definition leans more toward organic than modern agriculture. This is the first time I’ve seen a proponent of organic farming state that organic doesn’t necessarily mean sustainable.
“We don’t understand what consumers want for transparency, but we look forward to learning through conversation.”
– Bob Stallman, Texas Farmer/Rancher; President, American Farm Bureau Federation and Chairman, USFRA
The Vietnamese monk Thich Nhat Hanh once said “In true dialogue, both sides are willing to change.” As the dialogue continues to grow with consumers, we hope that those who speak and those who listen can reach common ground.