St. Louis — The U.S. Farmers & Ranchers Alliance (USFRA) is focused on answering questions consumers have about how food is grown and raised. The organization gathers insights on the questions and concerns about agriculture that are top-of-mind by surveying consumers.
“For USFRA, no question about agriculture is off the table,” said Nancy Kavazanjian, Chairwoman of USFRA.
“We want to make sure farmers and ranchers are involved in the most important conversations about food.
While farmers and ranchers are stewards of the land, we have not always been vocal voices in the environmental conversation, and we want that to change.”
The survey found that 56 percent of all respondents agreed with the statement, “Farmers and ranchers use new technologies and innovations to protect the environment.”
Forty-seven percent of all respondents agreed with the statement, “The way that most of today’s farming and ranching operations in the U.S. grow and raise food meets the standards of sustainability.”
However, when presented with the same statement, the survey revealed women are less likely than men to agree that farming and ranching practices are sustainable 37 percent of women versus 59 percent of men said they agree.
Additionally, the survey findings provided several insights to help farmers and ranchers better engage in conversations about sustainability practices on their farms or ranches. Among the findings:
Consumers are interested in learning more about what farmers and ranchers touch most. The survey revealed a need to frame stories about sustainability around water, soil, air and habitat.
Consumers are interested in the human impact of sustainability. Respondents shared interest in the actions farmers and ranchers are taking to improve human health through access to safe, nutritious food and the impact they are making on the local community, specifically improvements to the social and economic well-being of agriculture communities.
Consumers are interested in how agriculture is focused on the future, versus defining past successes. When discussing sustainability, respondents want to hear about future commitments to the environment versus stories about a farming operations’ multi-generational history.
Consumers are also interested in learning how farmers and ranchers are doing more with fewer resources and impact, while preserving the land for the next generation.
“The findings of the sustainability survey provide many insights that will help farmers and ranchers better connect with consumers,” said Kavazanjian.
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