Cattle farm and ranch families around the country are in the midst of a "food fight" this week, a five-day campaign to defend the beef industry against misinformation.  Prodded by numerous instances of blatantly false or unintentionally misleading stories in the mainstream media or around various social media networks online, cattlemen are engaging in one of the most unique and transparent public relations efforts in recent memory.  Speaking to a joint session of the National AgriMarketing Association and National Association of Farm Broadcasting in Kansas City, Missouri last week, Charlie Arnott of the Center For Food Integrity shared that his organization's research found conclusively that consumers have an unprecedented level of trust in farmers, but that at the same time, they don't see many modern production styles and practices as farming.  Putting a "face" on these farm and ranch families is one of the biggest steps needed to combat this basic schism, Arnott explained.

Coincidentally enough, beef backers were already working on the "Food Fight" campaign, rolling it out less than 48 hours after Arnott's presentation in Kansas City.  My colleague Lindsay Hill of ABN Radio, President-Elect of the National Association of Farm Broadcasting, caught up with Lucinda Williams, Chairman of the Cattlemen's Beef Board, to discuss the effort.  Williams explains the reasoning behind the effort, and how farmers and ranchers can be involved in the effort this week, and through efforts long after the "food fight" has ended.

LucindaWilliamsCattleman.MP3 (2.62 mb)