How Ongoing Negative Media Coverage Is Impacting Animal Agriculture and What We Can Do About It - Ms. Janet Riley, Senior Vice President of Public Affairs and Member Services at North American Meat Institute, from the 2015 NIAA Annual Conference titled Water and the Future of Animal Agriculture, March 23 - March 26, 2015, Indianapolis, IN, USA.
Know Your Heat, Know Your Meat Top Barbecuer Elliot Mellow, BBQ ASAP (as in As Smoked As Possible) shares his tips from being a competition barbecuer since 2006. Elliot helps people understand the differences between barbecue and grilling. His tips will help the outcome be great food for you. Key to barbecue and grilling is the kind of meat being used. Elliot also shares information on the types and kinds of equipment and techniques that can be used. Elliot's preferences is to use a technique that is not only a heat source but can add flavor; charcoal with a combination of wood chunks or chips over the top.
Consumer Beliefs on Food and Ag Allyson Perry shares how the Center for Food Integrity (CFI) works and what they aim to achieve: To build consumer trust and confidence in today’s food system. Ms. Perry provides detailed analysis of various aspects of how consumers they feel about food and agriculture. Three key demographic groups CFI focuses on are moms, millennials, and foodies. Key take aways for people in agriculture from the CFI survey series: Believability is a key driver in creating information that is trusted; Develop a values based engagement strategy that starts with listening and embracing skepticism; and Commit to engaging over time.
Transparency and Agri-Tourism Jon Hoek tells the background of Belstra Milling Company and its involvement in the Fair Oaks Pig Adventure. Mr. Hoek shares there is a paradox: Mandates for expedited timelines for perceived animal welfare gains may actually cause fatal unintended consequences for the pig. And this may be a tactic by activists to exploit the animal and question the ethical / moral validity of animal agriculture altogether. His challenge to pork farmers: Create courageous solutions to connect with consumers and be transparent.
Pulsing the Positives Erin Brenneman, Washington County, Iowa, Pork Producer, tells how she uses social media with the purpose of sharing agriculture. Erin, a city girl, married a pork farmer from Iowa. She uses her city background and the myths that city people have about farm people to point out they are not all true and points out what really happens on farms. Her challenge to farmers: Farmers will not win trust with just 10 strong voices - it is going to have to take a lot more: Open up and express your passion!
Watch Out, Technology Ahead Dr. Lowell Catlett, Professor of Agriculture Economics and Agriculture Business at New Mexico State University, shares some insights on the business of agriculture and specifically the protein changes consumers demand. Dr. Catlett offers a witty, and often rhetorical look at society at large and what people in agriculture need to keep in mind when developing products or talking with non-farming consumers [video][audio].
Some Syringe Sauce With That? What if there were an alternative to creating meat protein? What if that approach did not involve animals like cows, pigs, or chickens? And what if that meat protein was just like what comes from cows, pigs, and chickens but grew in a vat [video][pdf]?