How many times have you said or heard a fellow pork producer say, “I want clean water and air for my kids, too”? 

You understand that pork producers are mothers, fathers, Sunday school teachers and little league coaches, just like their neighbors. But many folks in the non-farming community view pork producers as just part of a larger corporate system. 

To effectively communicate that pork producers are committed to principles such as animal well-being and environmentalprotection, it’s important to put a real faceon the person behind the production. “Each producer must be viewed as an individual that shares the values of his or her neighbors,” says Terry Fleck with the Center for Food Integrity. “Identifying shared values will help consumers and producers better understand one other.”

But how is that accomplished? Through the SHARE program, CFI helps pork producers build trust with consumers by connecting with others through shared values. The program is based on five key principles: sharing of values, discussing them honestly, ascertaining the common values, recognizing and respecting differences and engaging in a win/win dialogue. The ultimate goal is for consumers to view producers as “people just like me,” Fleck notes.

To learn more about CFI’s program and how to build consumers’ trust in your livelihood, listen to Hubbard Feed’s November podcast. To sign up for free access, go to

There, you can find archives of past podcasts such as “Help to Prevent Out-of-feed Events,” “DDGS Impact on Carcass Quality” and more. They are listed under “Tips and Tools” under the “Swine” section.