The U.S. Farmers & Ranchers Alliance (USFRA) has received national recognition for its ground-breaking campaign to help improve the dialogue with consumers about how their food is grown and raised. USFRA, along with its agency partner Ketchum Public Relations, won the prestigious Gold SABRE Award for Excellence in the Associations category. The entry, titled “Since When Did Agriculture Become a Dirty Word?,” highlighted the strategies, execution and messaging used for the public launch of USFRA at the September 2011 Food Dialogues Town Hall.
USFRA’s Communications Advisory Committee and Ketchum began their work together in March of 2011. Since that time they have worked together to create a movement that focuses on bringing the voice of farmers and ranchers to conversations centered on food and food production. Over the past fourteen months USFRA and Ketchum have implemented many successful events and tools to help farmers and ranchers have that conversation, and explain the importance of continually improving today’s agriculture. Today’s news remains filled with stories questioning the integrity of the entire food production chain, and USFRA, in response, has initiated recently the “Grow What You Know” Rapid Response System that allows farmers and ranchers to be alerted of topics in the media that lack a farmer and rancher voice. USFRA will also host two additional Food Dialogue events over the next six months to continue the conversation about how food is grown and raised.