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How do people connect? When they have something in common.
CommonGround - Missy Morgan

Do You spread (mis)information you don't want it to spread?
The Art of Knowing When
The Art of Knowing When - Leah Beyer, Elanco

NOTE: This presentation is available upon request by sending an email to info@AnimalAgAlliance.org

Consumer Outreach: The Good, The Bad and The Ugly - Andrew Campbell, Founder, Fresh Air Media and dairy farmer, Bellson Farms.

Learn how one farmer decided to tackle the continuous marketing hype ("all natural", "sustainable", "gluten-free", etc) through a personal journey to share his farm everyday on social media.

Activism at the Altar: Use of Religion in the Animal Rights Debate - Dr. Wes Jamison, Associate Professor of Public Relations, Palm Beach Atlantic University; Dr. Paul Copan, Professor and Pledger Family Chair of Philosophy and Ethics, Palm Beach Atlantic University; Dr. Walter Kaiser, President Emeritus and Distinguished Professor of Old Testament and Ethics, Gordon-Conwell Theological Seminary.

Dr. Wes Jamison, Dr. Paul Copan, and Dr. Walter Kaiser tackle the question "Should the alter of religion be a place of activism on food and agriculture?"

Mandy Hagan, Vice President, State Affairs and Grassroots, Grocery Manufacturers Association, asks the core question of "Is there a problem in feeding 9 billion people?" and rhetorically answer it with "Only if you want to eat".

Ms. Hagan shares approaches to utilizing technology, like genetically modified organisms, to meet the needs of those future 9 billion people.

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.

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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.

Dr. Lee Schultz, Iowa State University, talks about the importance of the international beef markets and the growth opportunities that can happen. There are elements of trust that needs to be nurtured over time to help grow the beef markets. Dr. Schultz highlights various metrics of Iowa beef and how they can be the information to help drive international beef growth.

Beef Demand: Clarifying Concepts, Summarizing Status, and Discussing Future Opportunities - Dr. Lee Schultz, Iowa State University, from the 2014 Iowa Cattle Industry Convention, December 8 - 10, 2014, Des Moines IA, USA

Dr. Derrell Peel, Oklahoma State University, looks to help producers with marking programs to take advantage of record cattle prices. Dr. Peel talks about the risk and market factors beef producers need to understand and look for opportunities.

Dr. Peel advises that 2015 will continue to have strong prices and herds rebuilding will continue. He also suggests that there will be margin squeeze for feedlots and packers.