FOR IMMEDIATE RELEASE

Earn Dividends from Trust Bestowed in Farmers
Leverage recent "trustworthiness" ranking to build confidence in food suppply

LEBANON, Ind. (May 19, 2004) – If you think consumers aren’t listening to agriculture’s side of the story, you’re wrong. As it turns out, the American public trusts farmers and distrusts activists, according to a recent study. One agricultural advocate is calling for the industry to earn dividends on that hard earned consumer trust.

“Build on the trust that the general public has bestowed in the industry to ‘hedge’ against future crises,” says Michele Payn-Knoper, a professional speaker who has built a business out of interpreting consumer “hot button” issues for the agricultural industry. The study she refers to was a national consumer opinion survey conducted by Market Directions and underwritten by the Animal Agriculture Alliance and National Corn Growers Association. The findings: the general public has deep trust and confidence in American schoolteachers, veterinarians, physicians, farmers and ranchers. In contrast, the public indicates distrust for activists and Hollywood actors or actresses, especially when they attack animal agriculture.

“This study was a breath of fresh air for the ag industry, which is accustomed to below-the-belt punches from outspoken activists who take science out of context or distort issues to frighten consumers about our food supply,” Payn-Knoper says. She adds that in a separate study, conducted by Harris Interactive and published in The Chronicle of Philanthropy, radical activists were found to be the “least trustworthy” of non-profit groups. At the bottom of the trustworthiness scale: People for the Ethical Treatment of Animals (PETA) and Greenpeace.”

“The continued strong domestic consumption of beef following the United States’ first BSE case is an example of how deep public trust can buoy an entire industry,” she says. “End-user perceptions about the food and fiber business will directly impact your bottom line down the road, so make the investment now to become a better spokesperson for the industry.

“As consumers become more savvy, the road from farm gate to consumer plate shortens,” she continues. “It is absolutely critical that we learn to verbalize and demonstrate our innovations in food production and safety, as well as our commitment to sustainable agriculture – in a language the consumer can understand.”

Build confidence at grassroots level to protect bottom line

Payn-Knoper travels across the country helping agricultural groups learn how to more effectively speak out for agriculture, an activity she says will help protect the bottom line of farmers. She believes it’s time to learn from past complacency and take a more proactive stance by connecting with consumers at the grassroots level.

“Food safety, biotechnology, environmental concerns and animal welfare are just a few of the issues that could immediately swing the market,” she says. “We must leverage our trustworthiness among the consumer public by sharing positive messages about our industry and building confidence in the food supply. These simple actions can help provide security against future incidents.”

Her proprietary 6 ½-step program, available at www.mpk.info, gives farmers and ag businesses a practical action plan to more effectively communicate about the agrifood business.

1. Who: Identify your specific target audience

2. What: Identify their hot buttons

3. Why: Connect agriculture to their hot buttons

4. How: Develop an action plan and follow it!

5. Where: Prioritize where you can best influence your target audience.

6. When: Invest one hour, once/week.

6 ½. You: Know your voice is being heard and trusted!

“Strong farm gate receipts do not mean that businesses forget about being too highly leveraged,” she notes. “By the same token, a high level of public trust doesn’t mean our industry should ignore the need to protect against the continued onslaught of misinformation about agriculture in the popular press.”

Michele Payn-Knoper is a professional speaker based in Lebanon, Indiana. Through founding Cause Matters Corp. to give a voice to the people who feed the world, conducting sales training around the globe and implementing numerous grassroots marketing campaigns, Payn-Knoper continues to rediscover the phenomenon of championing a cause. Payn-Knoper lives on a historic farm with her husband and daughter. Her free monthly newsletter, filled with lively commentary and agricultural advocacy tools, is available at www.mpk.info.

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Media Contact: Heidi Holte Nelson, 503-293-4913 or Michele Payn-Knoper