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Agricultural News

Consumers Need to Hear Directly from Producers - Part Two With JBS's Cameron Bruett

Thu, 26 May 2016 22:48:49 CDT

Consumers Need to Hear Directly from Producers - Part Two With JBS's Cameron Bruett

While producers have made strides in their efforts to communicate with consumers, Cameron Bruett, head of corporate affairs for JBS, says there’s still a long row to hoe.

“We need to be more engaged. We need to be communicating a message directly to consumers so that they understand not only what we do, why we do it and how we do it, but how what we do aligns with their values,” he says. “I just don’t think we are engaging enough resources as an industry into talking to consumers.”

Bruett points to a lack of strategic efforts to educate consumers and change their negative views of American food production.

“The other side is winning the debate largely because there isn’t a counterbalance; there isn’t a counterpoint,” he says. “Sure we have trade associations, we have NCBA, we have others who will come out and respond to these criticisms, but do we as an industry have an organized, systemic, strategic effort to change consumer opinions and attitudes toward how we produce food in this country?

“And the answer is obviously no.”

There are no easy answers when it comes to gaining ground in the discussion, but Bruett encourages producers to start by looking at ways to impact the views of their local communities.

“I think all societal change starts locally,” he says.

Listen to Bruett talk more about the need for consumer engagement during the latest Beef Buzz.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.



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