November 17, 2011

3 Min Read
Agriculture Alliance Launches Effort on How Food is Grown


The U.S. Farmers and Ranchers Alliance (USFRA) has  launched the “Learn How Your Food is Grown and Raised” initiative through a  partnership with Discovery Communications.

USFRA and Discovery Communications have created  three, 60-second videos and one longer form piece (4-7 minutes). The videos  feature American consumers paired with farmers and ranchers across the country,  in which they sit down to a meal and discuss where the food came from, how it  was raised and how farming is evolving.

The videos focus on three primary themes:


  • Join  the dialogue


  • Continuous  improvement


  • Healthy  choices.


The documentary-style videos are airing Nov. 14-Dec.  25, 2011 across the Discovery Communications’ networks (TLC, Discovery,  Discovery Science, Discovery Fit & Health, Identification Discovery, Planet  Green and Animal Planet). They are being promoted via a targeted online banner  ad on Discovery Communications’ online properties as well.

The videos reinforce the commitments of farmers and  ranchers to having a conversation with consumers and answering questions about  food production. They are meant to reinforce these important messages and  stress the themes launched during the Food Dialogues in September. More  importantly, they reflect USFRA’s overarching strategy and key learnings from  our message research.

Farmers and ranchers participating in the videos  were nominated by USFRA affiliates and were confirmed based on their  availability to participate in the taping. Consumers were identified by  Discovery and are not actors.  

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