USFRA News
Chesterfield, MO (June 26, 2013) – Since its public launch in 2011, the U.S. Farmers & Ranchers Alliance® (USFRA®) has gained significant momentum in its groundbreaking communications efforts to build consumer trust in today’s food production system. The organization’s success is largely due to creating a meaningful conversation between consumers, food influencers and those that grow and raise our food. By utilizing multiple communication venues, farmers and ranchers are in the middle of some of the most robust conversations about food production that have ever taken place. And the results speak for themselves: a survey taken in November of 2012 revealed Americans increasingly believe food production is heading in the right direction – a ten percent increase from 2011.
USFRA received ten global and national awards during the first half of 2013 for its consumer-facing campaign. The organization received this recognition by leading the discussion and answering consumer’s questions about food production through events, social media, access to farmers and ranchers, and online content at www.fooddialogues.com. Many of the awards are the highest honors in the communications and public relations industry, and build on national recognition received in 2012.
“These awards demonstrate USFRA’s growing impact on rebuilding consumer trust and opening the conversation about modern agriculture – which is critical to support today’s farmers and ranchers,” said Bob Stallman, chairman of USFRA and president of the American Farm Bureau Federation. “We have seen notable improvement since USFRA’s inception, but there is still work to be done.”
The ten awards received in 2013 are:
- Cannes Lions International Festival of Creativity Bronze PR Lion Award:
- Crisis and Issues Management
- Four Public Relations Society of America Silver Anvil Awards; One Silver Anvil Award of Excellence:
- Integrated Communications – Associations
- Reputation and Brand Management – Associations
- Events and Observances (seven or fewer days) – Associations
- Issues Management – Associations/Nonprofit Organizations
- Community Relations – Associations/Nonprofit Organizations (Award of Excellence)
- The Holmes Report Gold SABRE Award:
- Digital and Social Media Campaign – Digital Media Campaign
- Three National Agri-Marketing Association Awards (NAMA):
- Persuasive Writing
- Events
- Producer- or Company-funded Public Relations
Since 2011, USFRA has worked to heighten consumer trust in food production by leading an open dialogue on pressing food and agriculture topics. Key communications activities include the creation of digital spaces for consumers and influencers to connect with farmers and ranchers; and the Food Dialogues event series, which brings together farmers, ranchers, industry experts, pundits, media and consumers for a live discussion on key topics related to food production.
In 2012, USFRA received a Silver Anvil in the Reputation/Brand Management: Associations category, a Gold Sabre Award in the Non-corporate/Association category and a Bronze Anvil Award in the Research and Evaluation category. Also in 2012, USFRA was a Silver Anvil Award of Excellence in the categories of Events and Observances, Public Service and Issues Management; and a Bronze Anvil Award of Commendation in the category of External Video Programs.
For more information on USFRA, visit www.fooddialogues.com. Follow USFRA on Twitter @USFRA using #FoodD or on its Facebook page, www.facebook.com/usfarmersandranchers.
U.S. Farmers & Ranchers Alliance (USFRA)
U.S. Farmers & Ranchers Alliance (USFRA) consists of nearly 80 farmer- and rancher-led organizations and industry partners representing virtually all aspects of agriculture working to engage in dialogues with consumers who have questions about how today’s food is grown and raised. USFRA is committed to continuous improvement and supporting U.S. farmers and ranchers efforts to increase confidence and trust in today’s agriculture.