National Agriculture Week is a great time for farmers to tell their story and redefine their industry brand. That’s according to Lorna Christie former COO of the Produce Marketing Association. She says with the internet today’s consumer has increased awareness about their food supply. However, that information is not all positive and it’s not all coming from farmers.
Christie says unfortunately the ag community has not been proactive and is unsuccessfully trying to combat activists negative messages with the facts of farming.
She’s not sure how the disconnect between farmers and consumers grew so large. However, Christie says farmers need increase their communication efforts with the consumer and tell their positive story on a daily basis.