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Background

U.S. Farmers & Ranchers Alliance (USFRA) consists of more than 80 farmer – and rancher-led organizations and agricultural partners representing virtually all aspects of agriculture working to engage in dialogues with consumers who have questions about how today’s food is grown and raised. USFRA is committed to continual improvement and supporting U.S. farmers and ranchers efforts to increase confidence and trust in today’s agriculture.

Since USFRA launched its public-facing movement in September of 2011, we have made unprecedented strides in implementing the process of restoring consumer trust in today’s agriculture. We started by building tools and mediums to tell our stories and provide hard-to-find information. We gained credibility by bringing everyone to the table who cares about food — even if we don’t always agree with them. And we began shifting the way the industry communicates.

We went from the approach of reacting to attacks to proactively setting the agenda. We have created one of the most engaging digital campaigns about agriculture and food production that has ever existed. On Facebook, USFRA (www.Facebook.com/USFarmersandRanchers) launched a conversation that reached high engagement levels with a steady increase in likes creating a space for farmers and ranchers as well as consumers returning to participate regularly. The rapid growth of the online community and the commitment of participants to keep returning demonstrate a need and a hunger for more information from farmers and ranchers.

USFRA has gained credibility with influencers by hosting a series of conversations around key issues to help influencers get the perspectives and information they need. The Food Dialogues^SM events compel key customers, influencers and detractors to join the conversation and begin listing to farmers and ranchers. For more information about upcoming Food Dialogues^SM events go to http://www.fooddialogues.com/learn-about-your-food.