WATT PoultryUSA - February 2017 - 20

20 ❙ WATTPoultryUSA
HIGHLIGHTS TURKEY GROWERS

suggesting consumers want to know
more about how their food is produced and who produces it.
The campaign is a response to
consumer clamor for a transparent
food industry. With a wealth of
information - and few barriers
to entry for controversial voices
- on the internet, production agriculture is under greater scrutiny
than ever. Companies like Cargill
are now challenged to make their
operations more accessible and
relatable to the average shopper or
risk losing business.

Consumers demand a
transparent food supply
According to the Center for Food
Integrity (CFI), a nonprofit organi-

A new effort by Cargill to close the gap between farmers and consumers
involved a pair of Dutch muralists who used spray paint to create this
larger-than-life mural of a boy and a poult on Robertson's barn.

zation dedicated to growing trust in
the food system, consumers think
"big" is bad.  Cargill is listed as a
member of the CFI's group, "A New
Conversation about Food Leadership
Partners," alongside ConAgra
Foods, Tyson Foods Inc., Smithfield
Foods, and other companies in the
food and retail business.
The group's 2015 consumer trust
study concluded production-scale
agriculture producers are generally
perceived as being untrustworthy
and more likely to put profits ahead
of principals. Small, family farmers, like Robertson and others
highlighted in Cargill's campaign,

are seen as more trustworthy to
consumers who likely have never
spent time on a farm.
The same report concluded
transparency is key to building
consumer trust in the product and
the brand. Consumers want storytelling and concrete examples of
business practices, not policy explanations.
"Practices are a reflection of a
company's internal motivation; they
are a demonstration of a company's
values in action," the report said.
"Demonstrating shared values is the
foundation for building trust."
These images stand in stark conwww.WATTAgNet.com ❙ February 2017


http://www.WATTAgNet.com

Table of Contents for the Digital Edition of WATT PoultryUSA - February 2017

Poultry USA - February 2017
Contents
Study shows wheat quality’s impact on broiler performance
Animal ag needs metrics for antimicrobial stewardship
US foundation works to end African poverty with chickens
Cargill ad campaign highlights turkey growers
100TH YEAR SERIES: Seed biotechnology: The impact on animal production
US broiler farms monitor nutrient runoff practices
7 additives to replace antibiotics in US broiler feeds
Product Review
Market Place
Ad Index
WATT PoultryUSA - February 2017 - Poultry USA - February 2017
WATT PoultryUSA - February 2017 - Cover2
WATT PoultryUSA - February 2017 - Contents
WATT PoultryUSA - February 2017 - Animal ag needs metrics for antimicrobial stewardship
WATT PoultryUSA - February 2017 - 3
WATT PoultryUSA - February 2017 - 4
WATT PoultryUSA - February 2017 - 5
WATT PoultryUSA - February 2017 - 6
WATT PoultryUSA - February 2017 - 7
WATT PoultryUSA - February 2017 - US foundation works to end African poverty with chickens
WATT PoultryUSA - February 2017 - 9
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WATT PoultryUSA - February 2017 - 17
WATT PoultryUSA - February 2017 - Cargill ad campaign highlights turkey growers
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WATT PoultryUSA - February 2017 - 25
WATT PoultryUSA - February 2017 - 100TH YEAR SERIES: Seed biotechnology: The impact on animal production
WATT PoultryUSA - February 2017 - CT1
WATT PoultryUSA - February 2017 - CT2
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WATT PoultryUSA - February 2017 - US broiler farms monitor nutrient runoff practices
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WATT PoultryUSA - February 2017 - 7 additives to replace antibiotics in US broiler feeds
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WATT PoultryUSA - February 2017 - Product Review
WATT PoultryUSA - February 2017 - 58
WATT PoultryUSA - February 2017 - Market Place
WATT PoultryUSA - February 2017 - Ad Index
WATT PoultryUSA - February 2017 - Cover3
WATT PoultryUSA - February 2017 - Cover4
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