The Challenge

Consumers’ trust vs skepticism towards farmers and ranchers


75% of consumers have a favorable opinion toward farmers and ranchers.


Yet, only 42% of consumers have a favorable view of today’s farming and ranching methods.

The Opportunity

The good news is that 80% of consumers are interested in learning more about today’s farming practices. This gives us an opportunity to provide the facts, to help consumers make educated decisions.

The Solution

The solution to rebuilding consumer trust in American agriculture is to engage in open and honest dialogue with consumers – even around the “tough” issues. However, to be successful, the message must be delivered by the people who consumers already trust: farmers and ranchers.

Food Dialogues

The Foundation contributes to multiple resources that are available at food Each of these programs engage farmers and ranchers in open and honest dialogue with consumers, further educating them about how their food is grown and raised, and providing them with the facts they need to make knowledgeable food purchasing decisions. Through Signature Events, Food Source questions, Faces of Farming & Ranching, blog posts and informative videos, we are supporting multiple vehicles for delivering the message to consumers directly from farmers and ranchers.

Signature Events

Bringing together farmers, ranchers, industry experts, scientists, media and consumers for dynamic panel discussions.

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Digital Voices

Digital Voices council members provide additional resources to further the dialogue between farmers, ranchers and consumers..

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Answers to questions about how food is grown and raised.

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Faces of Farming & Ranching

The Faces of Farming & Ranching program helps put real faces on modern agriculture practices.

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Blog Posts

Blog posts from farmers, ranchers dietitians and other industry experts.

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Educational videos on sustainability and SMART Farming.

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Keep Informed

Get latest news on upcoming events, research, projects, and more.

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It All Begins With Your Support

Your contribution will enable us to support, develop and implement programs to effectively educate and interact with consumers.