Farmers and agricultural businesses nationwide are striking back against bad publicity. The ongoing disconnect between American consumers and American agriculture (recent estimates claim that only 1 in 1,000 Americans grow over 80% of the food we consumer) have led many farmers and ranchers to worry about their larger national image. This disconnect, combined with recent movies like Food Inc., tend to encourage negative opinions about agriculture and food production.
In light of these negative views, American farmers are attempting to take control of the national narrative and present food production in a more positive light. Monsato Company, a multinational agricultural biotechnology company, had recently begun a massive ad campaign touting the values of American farmers and reestablishing local connections with food production in American minds. Other agribusinesses are mounting similar ad campaigns.
In addition to agribusinesses, local and state governments are making efforts to improve their image. In Colorado, the Farm Service Agency is planning an Agriculture Day celebration in mid March to remind Coloradans of the importance of agriculture in their daily lives.
In addition to humanizing agriculture, the Colorado FSA, as well as agribusinesses, is attempting to rebuild the image of agricultural production among a population inundated with negative depictions of food production and disconnected from agriculture in their daily lives. Agriculture Days and ad campaigns are seeking to demystify food production and reassure consumers that the farmers and ranchers who grow their food care not only about them as neighbors and fellow citizens, but are acting as responsible producers.
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Written by: Justin Ellison / Farm Plus Staff Writer