In consumers' minds, sustainability and technology go together
It’s an undeniable fact: consumers love technology. From smart phones to fitness trackers to DVRs, technology has become ingrained in our daily lives.
But are consumers equally accepting of technology in agriculture? The U.S. Farmers and Ranchers Alliance (USFRA) conducts an annual survey to capture such consumer perceptions, because this audience ultimately impacts food companies’ marketing decisions. This year’s survey found that technology in agriculture is perceived positively.
Approximately half of Consumer Food Connectors, which are top influencers in shaping food conversations, associate increased yields (55 percent) and increased efficiency (49 percent) with the use of advanced technology of farms and ranches. From GPS technology and precision techniques, to animal nutrition trackers and indoor housing monitoring, these methods can help farmers boost sustainable practices.
Unbeknownst to many consumers or even food companies, advances in agricultural technology now allow farmers to grow more food on less land and use pinpoint accuracy when applying fertilizer, water and pesticides.
It is critical to show our customers how the technology used on farms and ranches directly benefits people and the planet alike, in order to sustain demand for our products.
USFRA is helping to fill this information gap by showcasing farmers' sustainability practices and use of technology through the SMART Farm platform. This concept brings agriculture’s story, featuring real U.S. farmers, to consumers and end-users at trade show events (like the Consumer Electronics Show and Sustainable Brands), on social media and a 360-video experience. In turn, your soy checkoff will continue sharing agriculture’s story to feed and food companies.
You can support this effort by sharing your story, including the technology tools you use to be more sustainable, when you speak with those who don’t often have the opportunity to speak with farmers.
Together, we can show our customers how technology allows farmers to be more sustainable while continuously improving the food supply.
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