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Last year, a research study explored consumer desire for transparency in animal protein. In the survey, two-thirds of consumers reported transparency in animal protein is extremely or very important. Participants shared that food safety and nutrition for “me and my family” are the main motivators for this interest.  And yet, only 35 percent of consumers surveyed feel that the animal protein industry is transparent about sustainability or animal care/treatment. That’s a gap we can help fill. 

“We're really steadfast in reassuring that the food in the United States is the safest on the planet, that those who are in food production have made leaps and bounds in sustainability, that the diversity of today's food system empowers consumers to make the choice that is absolutely best for them... And then finally, it's important that we let them know that we're constantly innovating and leveraging technology to improve all aspects of food.” - Roxi Beck

In this episode, Jane Dukes, Associate Director of Value Chain & Consumers Affairs, speaks with Roxi Beck, director of consumer engagement at the Center for Food Integrity, and Tim Hammerich, senior director of communications at Cogent Consulting.

“I think farmers my age, as they're playing more leadership roles on the farm, are more interested in embracing technology and are more sustainability-conscious. And because of that, I think we will start to see more data available to tell the story of what's actually happening from farm to fork.” - Tim Hammerich

This Week’s Podcast:

• Meet Roxi Beck, director of consumer engagement at the Center for Food Integrity and Tim Hammerich, senior director of communications at Cogent Consulting
• Discuss and understand what consumers mean by saying they prefer transparency in their food chain and where they find this value in the products they buy
• Explore the shared value strategy in communication with consumers to show that you support what matters most to them

Click the SpeakPipe link and let us know what your questions are! We will try to answer as many of them as we can on podcasts throughout the year.