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The future of agriculture is the future of food. They are tied together. What are people doing about it?
2015 The Journey to Extraordinary
Animal Agriculture Alliance

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What is happening with food consumer demand, beliefs, and reality? Cameron Bruett, Head, Corporate Affairs, JBS USA & Pilgrims and President of the Roundtable for Sustainable Beef, provides a reality check for meat producers and what media concerns are influencing consumers. Mr. Bruett's take away: Keep focused on what you are really trying to accomplish.

Brian Klippenstein, Executive Director, Protect the Harvest, works for an organization that is willing to wade into politics and conversations about agriculture and food affordability. Mr. Klippenstein shares some of the tactics and approaches being taken by activists against agriculture.

Mr. Klippenstein closes with a quote from Winston Churchill that sums up some of the activity against agriculture: "An appeaser is one who feeds a crocodile, hoping it will eat him last."; Mr. Klippenstein suggests that sometimes we need to directly take on activists.

You are missing some Flash content that should appear here! Perhaps your browser cannot display it, or maybe it did not initialize correctly.

You are missing some Flash content that should appear here! Perhaps your browser cannot display it, or maybe it did not initialize correctly.

You are missing some Flash content that should appear here! Perhaps your browser cannot display it, or maybe it did not initialize correctly.

Kim Essex, Senior Vice President, Director, North American Food Practice, Ketchum, shares the stories that science does not always resonate well for consumers with respect to food and agriculture. Using the lead around the idea of "if only everyone recognized farmers' need to feed the world", Ms. Essex looks at what Food 2020 looks like and the messages that consumers hear.

Her take aways: 1) Be a listener, 2) Acknowledge concerns, and 3) Take actions that demonstrate authenticity and accountability.

Charlie Arnot, Chief Executive Officer, Center for Food Integrity, talks about building the trust between agriculture/food companies and consumers. Mr. Arnot shares how building a social license to operate is key for companies to sustain that trust.

Mr. Arnot also covers what happens when companies loose the trust and regulation is implanted to "fix" the social license and trust shield. Mr. Arnot suggests that companies need to begin their public engagement, open their digital doors, and commit to an online and in person engagement culture throughout.

Dr. Kim Stackhouse, Director of Sustainability Research, National Cattlemen’s Beef Association, shares the dos & don'ts discovered in the USA on doing lifecycle assessments. Dr. Stackhouse says it is important to remember that "Zero impact is not possible": there are tradeoffs and food production will result in an impact and the the goal is improvement over time.

Dr. Stackhouse concludes with the importance of having good science as a baseline for sharing beef sustainability stories over time.