Feed Strategy - July 2019 - 2

2 ❙ FeedStrategy
WATTAgNet.com

CORPORATE HEADQUARTERS

IN THE MIX

BY JACKIE ROEMBKE, EDITOR

Social media key
for ag to inform,
influence consumers
At the 2019 Alltech ONE Ideas Conference, Cristen Clark, a farmer and food
blogger for FoodandSwine.com, urged ag industry stakeholders to influence the
consumer perception by using social media to reveal the truths of food production.
"It's up to us - no matter how big or small your role is in the food and
farmer conversation - it's important to share our story," Clark said, stressing
food producers to take farm communication to the next level to control the
narrative. "We will lose if we think facts alone will win."
According to the Center of for Food Integrity's research, communicating
shared values is three to five times more effective than leading with your
credentials, i.e. experience, abilities.

3 trends influencing consumer perceptions of animal agriculture
Clark identified three consumer trends to keep in mind when developing messaging:
■ "Legislative" brands: As defined by TrendWatch, legislative brands are
defined as "corporate interests using their significant power to call for,
promote and even impose laws that drive constructive change and make the
world a better place." In practice, ag stakeholders use social media platforms
and their following to take a stand regarding the promotion of social issues,
e.g. plight of illegal immigrants and diversity of rural America.
■ The beauty of food vs. the humanity of food: Take the idea of social media
food glamour shots and apply it to "the stories of food," which gives ag communicators a great advantage to talk about the "what and why" of production.
■ Transparency 2.0: Consumers want to know how food is produced, so step
up your communication.
Seventy-eight percent of consumers think it is important to extremely important that grocery stores or restaurants provide information about how and where
their food is grown. Fifty-nine percent of millennials will stop buying a product
if they feel the company is engaged in unethical practices.
"People are hungry not only for the food, but the story behind it," Clark said. ■

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Feed Strategy - July 2019

Table of Contents for the Digital Edition of Feed Strategy - July 2019

Feed Strategy - July 2019
Contents
In the Mix
Industry Happenings
Consumers invested in animal welfare, but knowledge is limited
Piglet welfare is compromised by feed regulations
Nutritional strategies for piglet diets without zinc oxide
Marketing nutrition through your own local offices
Retiring AFIA CEO Joel Newman’s advice for feed industry
Nutritional factors that influence milk quality, composition
Modern dairy cows deserve modern vitamin nutrition
The effect of feed particle size on pig health
SPACE to focus on many issues facing agriculture
The latest in bulk feed transportation equipment
Products
Advertisers’ Index
Feed Strategy - July 2019 - CT1
Feed Strategy - July 2019 - CT2
Feed Strategy - July 2019 - Feed Strategy - July 2019
Feed Strategy - July 2019 - Cover2
Feed Strategy - July 2019 - Contents
Feed Strategy - July 2019 - In the Mix
Feed Strategy - July 2019 - Industry Happenings
Feed Strategy - July 2019 - Consumers invested in animal welfare, but knowledge is limited
Feed Strategy - July 2019 - 5
Feed Strategy - July 2019 - 6
Feed Strategy - July 2019 - 7
Feed Strategy - July 2019 - Piglet welfare is compromised by feed regulations
Feed Strategy - July 2019 - 9
Feed Strategy - July 2019 - 10
Feed Strategy - July 2019 - 11
Feed Strategy - July 2019 - 12
Feed Strategy - July 2019 - 13
Feed Strategy - July 2019 - 14
Feed Strategy - July 2019 - 15
Feed Strategy - July 2019 - 16
Feed Strategy - July 2019 - 17
Feed Strategy - July 2019 - 18
Feed Strategy - July 2019 - Nutritional strategies for piglet diets without zinc oxide
Feed Strategy - July 2019 - 20
Feed Strategy - July 2019 - 21
Feed Strategy - July 2019 - Marketing nutrition through your own local offices
Feed Strategy - July 2019 - 23
Feed Strategy - July 2019 - Retiring AFIA CEO Joel Newman’s advice for feed industry
Feed Strategy - July 2019 - 25
Feed Strategy - July 2019 - 26
Feed Strategy - July 2019 - 27
Feed Strategy - July 2019 - Nutritional factors that influence milk quality, composition
Feed Strategy - July 2019 - 29
Feed Strategy - July 2019 - 30
Feed Strategy - July 2019 - 31
Feed Strategy - July 2019 - Modern dairy cows deserve modern vitamin nutrition
Feed Strategy - July 2019 - 33
Feed Strategy - July 2019 - 34
Feed Strategy - July 2019 - 35
Feed Strategy - July 2019 - The effect of feed particle size on pig health
Feed Strategy - July 2019 - 37
Feed Strategy - July 2019 - 38
Feed Strategy - July 2019 - 39
Feed Strategy - July 2019 - 40
Feed Strategy - July 2019 - SPACE to focus on many issues facing agriculture
Feed Strategy - July 2019 - The latest in bulk feed transportation equipment
Feed Strategy - July 2019 - Products
Feed Strategy - July 2019 - Advertisers’ Index
Feed Strategy - July 2019 - Cover3
Feed Strategy - July 2019 - Cover4
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