Now that most Americans are at least three generations removed from the farm and know little about agriculture or how their food is produced, the industry’s We Care initiative is helping pork producers tell their story and increase the level of trust in the U.S. pork industry by consumers and industry customers.

“Support for We Care has been truly remarkable,” said Steve Weaver, a pork producer from Elk Grove, Calif., and immediate past president of the National Pork Board. “If we don’t speak up, the public’s perception of our industry will be shaped in a manner we may not care for,” Weaver said. “Through We Care, we can present a united front that keeps our industry on the right track.”

The We Care initiative was developed to communicate to the public a better understanding of modern pork production. A variety of tools have been developed to help producers and their state pork associations tell that story, including producer-to-consumer talking points, question-and-answer pieces, PowerPoint presentations, editorials, print advertising, billboards and radio spots.

In addition, a new We Care Web site will be launched soon. The initiative, supported by the Pork Checkoff and the National Pork Producers Council, has been endorsed by many packers. Recently, Tyson Fresh Meats and AgStar Financial Services made sizeable financial contributions to the initiative. “We are so excited to be part of We Care,” said Jody Bloemke, an AgStar Financial Services fund administrator.