Agriculture: Telling the Other Side of the Story April 2011 Our CHALLENGE Lifecycle of U.S. Beef Farming is Mysterious • Declining number of farmers and ranchers in the United States. • Consumers increasingly removed from farming and ranching roots. • Decreased consumer familiarity with agriculture industries. The Fuzzy Spot Advocacy Group Revenue Consumers Union $252 mil HSUS $125 mil Sierra Club $82 mil Greenpeace $40 mil “We have the potential to be one of the PETA forces in politics.” $33 mil most powerful CSPI – Wayne Pacelle $19 mil Union of Concerned Scientists $32 mil PCRM $7 mil Farm Sanctuary $5 mil Top-Rated NGOs 1. 74% American Red Cross 2. 72% Better Business Bureau 3. 70% Habitat for Humanity 4. 70% American Cancer Society 5. 69% Salvation Army 6. 69% HSUS 7. 68% Big Brothers/Big Sisters 8. 66% American Heart Association 9. 66% St. Jude’s Children’s Hospital “Our goal is the abolition of all animal agriculture.” –John Goodwin, HSUS Coordinator “It would be better if human beings would stop killing, eating, enslaving, and exploiting animals.” – Whole Foods CEO John Mackey “Organic agriculture is the only sustainable solution for the future…that is our goal.” – Greenpeace director Peter Melchett Challenging Perceptions “They’re just doing it to make more money” “What goes into the cows, goes into me” “I feel conflicted about beef” “It’s unnatural” “[Beef is] A relatively doomed diet, because of environment & health implications” Challenging Perceptions “Factory Farming”? 61% YES Up from 49% in 2008 48% associate with beef cattle 58% believe beef comes from “factory farms” 33% concerned about safety of “factory farmed” beef The OPPORTUNITY Consumers Want to Know Farmers & Ranchers Interest in knowing where beef comes from 74% 27% 47% 20% Very interested Somewhat interested Not very interested Not at all interested 6% Knowledge = Favorability Percent favorable based on knowledge 25% 88% 44% 33% 63% 9% 42% Know very well Know somewhat 33% 45% 26% 21% 26% Know just a little Know almost nothing Never heard of Very FAV Mainly FAV 10 Most Trusted Ways a Company Can Communicate with Me 45% Real stories about real people 44% Word-of-mouth from family, friends, co-workers 38% TV News, programs and their Web sites 36% Newspaper & magazine articles & Web sites 36% Company Web sites, reports, package info 35% My own research on the Internet 30% NGOs, govt., universities 30% Orgs/causes supported 29% Radio programs and news Source: GolinHarris’ 2005-2009 “Corporate Citizenship and American Business” U.S. EFFORTS The Beef Checkoff Program • Established within 1985 Farm Bill, became mandatory in 1988 • $1/head assessed every time a beef animal is sold • Cattlemen’s Beef Board administers program, subject to U.S. Department of Agriculture approval Importers Pay $1/head or equivalent Dairy, Beef, Veal Producers Pay $1/head State Beef Councils 50¢ State Programs Cattlemen’s Beef Board 50¢ 10 Federation State Beef Councils 10 Promoting Researching Educating Safeguarding Operating Committee National Programs The Beef Checkoff Program • Promotion • Research • Consumer Information • Industry Information • Foreign Marketing • Producer Communications Beef Issues Management 1) Protect consumer confidence, and therefore, the marketing climate for beef, by leading unified and effective industry responses to critical issues; and 2) Pave the way for demand-driving programs by strengthening the reputation of the beef industry and its farming and ranching members. SUCCESSES www.YouTube.com/ BeefPastureToPlate Student Documentaries • Less than 2% of U.S. population raises food. • We’re using fewer natural resources to raise beef today. • Our efforts are helping supply a growing population with great tasting, nutritious beef. Denver: JBS donated 16,000 lbs of beef to area food banks Missouri: Donated nearly 15,000 lbs of food to state food banks “Agvocate” Training • Take advantage of cattlemen’s credibility • Give industry training, tools and confidence to speak up and speak out • Put a face on modern beef production Earning Your MBA MBA Gains Notoriety 2,040 MBA graduates in 47 states since April 2009. Agriculture’s CHARGE Be an [Agriculture] Activist Be an [Agriculture] Activist • Show your passion • Don’t let misinformation go unchecked • Stay on top of current events, be informed • Understand the “other side” Make Yourself Heard • Presentations • Online • Media interviews • Everyday conversations Make it Compelling • Keep it simple • Make it easy for others to understand and remember • Tell YOUR story Speak Out Early and OFTEN Them Us QUESTIONS? THANK YOU!