The American Farm Bureau Federation has launched a new initiative aimed at consumer concerns. The Conversations on Animal Care initiative will help consumers understand the care farmers and ranchers take of their animals during the production of meat, milk and eggs.
Conversations on Animal Care is a comprehensive effort that helps livestock producers share positive and personal insights on the care they provide farm animals.
In a national survey conducted online in January 2008 by Harris Interactive on behalf of AFBF, nearly 3,500 likely voters were asked if they agreed or disagreed with the following statement: “Farmers and ranchers in your state treat their animals humanely.”
A majority of voters, 57 percent, said they agreed or strongly agreed with the statement. However, 34 percent of those surveyed responded “not sure.”
Survey participants were then exposed to a series of educational statements and messages about food-animal production. At the conclusion of the survey, participants again were asked if they agreed or disagreed that farmers and ranchers in their state treat animals humanly. This time, 72 percent agreed or strongly agreed — a jump of 15 points.
“This tells us that, when presented with basic information about the practical and ethical standards farmers and ranchers maintain, consumers respond positively,” AFBF Public Relations Director Don Lipton said. “The Conversations on Animal Care program is intended to give farmers and ranchers the confidence and tools to do just that.”
A major component of the Conversations on Animal Care initiative is a training program that teaches producers to share their stories effectively, help them find an audience and amplify their message of dedicated care of livestock. During two days of training, participants hone skills in sharing their personal stories with local audiences, the media and in one-on-one opportunities. They also learn of the important role on-line tools play in communicating to consumers.