While producers have made strides in their efforts to communicate with consumers, Cameron Bruett, head of corporate affairs for JBS, says there’s still a long row to hoe.
“We need to be more engaged. We need to be communicating a message directly to consumers so that they understand not only what we do, why we do it and how we do it, but how what we do aligns with their values,” he says. “I just don’t think we are engaging enough resources as an industry into talking to consumers.”
Bruett points to a lack of strategic efforts to educate consumers and change their negative views of American food production.
“The other side is winning the debate largely because there isn’t a counterbalance; there isn’t a counterpoint,” he says. “Sure we have trade associations, we have NCBA, we have others who will come out and respond to these criticisms, but do we as an industry have an organized, systemic, strategic effort to change consumer opinions and attitudes toward how we produce food in this country?
“And the answer is obviously no.”
There are no easy answers when it comes to gaining ground in the discussion, but Bruett encourages producers to start by looking at ways to impact the views of their local communities.
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