More than ever before, the way people get their information is rapidly changing.
According to CFI research, consumers are increasingly turning to online sources for information about the food system. How many times have you heard somebody say, “I read it on the internet!” Consumers also receive information from friends and family, their local television station, newspapers and radio, as well.
Each of these sources of information provides an opportunity for you to engage with consumers. Offering yourself as a trusted source of information to local reporters is one way you can contribute accurate and meaningful content to stories about today’s food system.
We also encourage you to monitor local sources and make your voice heard when you see:
- Misinformation or inaccuracies – If you see an article or blog posting that contains misinformation about the food industry or farming, contact the reporter, write a letter to the editor, or submit an online comment. Tell your story and present truthful information so consumers can see another side of the story.
- Opportunities to promote the benefits of today’s food system – Often, there are numerous opportunities to proactively promote the benefits of today’s food system, particularly during community events and holidays. Tie into the themed event or holiday and write an opinion-editorial article or post a short story online that delivers a timely and beneficial message.
Teddy Roosevelt said it best: “People don’t care how much you know until they know how much you care.”
Most consumers today are more than two generations removed from the farm. They don’t understand why farms look like they do today, why beneficial technology is used, or other recent advances in food production. What they want to know first and foremost is that those involved in food production are doing the right thing and share their values.
For more information about shared values communication, check out CFI’s Engage Resource Center.