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John Graettinger

John Graettinger, Director Food Chain Affairs, Merck Animal Health, aims to address the question of "Will consumers accept new agriculture technologies?" Mr. Graettinger states that consumers do not understand what agricultural technologies exist today and how they work.

Mr. Graettinger offers several examples on how the names of many technologies are not well formed and scare consumers. Mr. Graettinger suggests several changes and challenges people to frame the customer's needs into the messages companies share.