Real farmers and ranchers will be telling their stories in the weeks ahead to help Americans learn more about how food is grown and raised. The effort includes documentary-style videos that will begin airing across the Discovery Communications’ networks (TLC, Discovery, Discovery Science, Discovery Fit & Health, Identification Discovery, Planet Green and Animal Planet).
The videos will run from Nov. 14 through Dec. 25, under a partnership between U.S. Farmers &Ranchers Alliance and Discovery Networks. The project will include three, 60-second videos and one long-format video, which will run from 4 to 7 minutes. The program will be promoted through a targeted online banner ad campaign on Discovery Communications’ online properties as well.
Along with real-world farmers and ranchers, the videos will feature U.S. consumers – not actors– to talk about how food is grown and raised. Discovery identified and secured the consumers. “These individuals are real consumers, who have real questions and make real decisions about the healthy choices they make for themselves and their family every day,” say USFRA officials.
The conversations within the videos will center on the agricultural community’s commitment to making continuous improvements, as well as the role farmers and ranchers play in providing healthy food choices for everyone.
The farmers and ranchers who will participate in the videos include:
- Shana Beattie, livestock and grain farmer, Sumner, Neb.
- Jeff Fowle, farmer/rancher, Etna, Calif.
- Ken Oneto, crop and produce farmer, Elk Grove, Calif.
- Dino Giacomazzi, dairy farmer, Hanford, Calif.
- Scott Long, pork producer, Manteca, Calif.
- Jill Benson, egg producer, San Joaquin Valley, Calif.
“The videos reinforce farmers’ and ranchers’ commitments to having a conversation with consumers and answering questions about food production,” according to USFRA. The over-arching goal is to provide more transparency and build trust with consumers who have little to no contact with farms and ranches or the people who run them.
“USFRA is creating a ‘big table,’ inviting everyone who cares about the future of food and how farmers and ranchers provide healthy choices for people everywhere,” USFRA officials add. “As in every business, farmers and ranchers are ultimately accountable to what consumers decide they want to eat. We need to continue to take concrete steps to make sure we are operating in ways that consumers support.”
You also can view the videos online.