The U.S. Farmers and Ranchers Alliance (USFRA) recently completed an extensive research project that dug into consumer perceptions about sustainability, and the findings may help producers continue to break through communication barriers and effectively get their story out to the increasingly disconnected consuming public according to Paul Spooner, manager of affiliate and ag communications for USFRA. Spooner sat down with AgWired’s Jamie Johansen for this week’s “I AM USFRA” to discuss some of the research findings and highlight the plans in store to help producers use the knowledge in their own communication efforts.
“Sometimes it’s hard to pin down what sustainability actually means to consumers, so we wanted to find those key messages that really resonate with people,” said Spooner. “What we found is that eight out of ten consumers associate sustainability with four key areas: air, water, soil, and habitat, so we’re communicating that to farmers and asking them to include those factors into their narrative and make sure to talk about how they’re working to improve their operation in those areas.”
Listen to this week’s episode of I AM USFRA here: Interview with Paul Spooner, USFRA