U.S. Farmers & Ranchers Alliance (USFRA) has chosen Ketchum as its primary communications agency. The announcement represents the next strategic step driving the USFRA mission to strengthen the image of agriculture and enhance public trust in today’s best production practices.
The Alliance, currently composed of more than 30 of the nation’s foremost farmer- and rancher-led agricultural organizations, chose Ketchum to begin immediate development of its strategic communications plan. Ketchum is partnered with Zócalo Group, its full service word of mouth and social media agency, and maslansky luntz + partners, a research-driven communication strategy firm that specializes in language and message development.
“The USFRA decision to partner with Ketchum comes as the result of an extensive and deliberate decision-making process conducted by our Communications Advisory Committee, and the full support of the USFRA Board of Directors,” said Forrest Roberts, chairman of the USFRA Communications Advisory Committee and CEO of the National Cattlemen’s Beef Association. “A nationwide review of agencies possessing the best business acumen, agricultural expertise and creative talent led us to this significant step forward.”
“We are honored to have been asked to serve America's agricultural community for this incredibly important and unprecedented assignment,” said Linda Eatherton, Ketchum Partner and Director of its Global Food & Nutrition Practice. “With over 50 years of service to food and agricultural organizations, our firm was literally built for this assignment. Working side by side with USFRA members, stakeholders and allies, we know we can help people re-think the role of American agriculture in feeding hundreds of millions of Americans every day.”
With the planning process moving forward immediately, USFRA and Ketchum will create an integrated campaign to address the critical communications issues surrounding U.S. agricultural production practices and its role in providing a safe and plentiful global food supply. USFRA plans to launch the communications campaign in July 2011.
A communications innovator and the 2010 Large PR Firm of the Year (Holmes Report and PR News), Ketchum is a leading global communications consultancy and, operating as Ketchum Pleon, is the largest, most diversified agency in the U.K. and continental Europe. With five global practices – Brand Marketing, Corporate, Healthcare, Food & Nutrition, and Technology – and specialty capabilities that include Access Communications (high- and consumer-tech PR), Concentric Communications (experiential marketing, events and meetings), MMG (clinical trial recruitment), Ketchum Global Research Network, Ketchum Pleon Change (change and workplace communications) and Ketchum Sports & Entertainment, Ketchum leverages its marketing and corporate communication expertise to build brands and reputations for clients. For more information on Ketchum, a unit of Omnicom Group Inc. (NYSE:OMC), visit www.ketchum.com.
U.S. Farmers & Ranchers Alliance member organizations have joined together to fund programs that strengthen the image of agriculture and enhance public trust in today’s agricultural best production practices. For more information about USFRA, go to www.usfraonline.org.